Instructor Leticia Lopez
Hidden Links in the Nexus 5’s Chain
On November 1, 2013, media mogul Google took to the airwaves to debut a new video promoting their latest smartphone, the Nexus 5. The video ad begins with lively new-age music and the youthful hand of a woman softly holding the Nexus 5 phone. She commands the phone “Google Show Me My Wedding Photos” and the commercial ensues with an exposé of numerous couples getting married and having a good time. The combination of marriage-themed music and matrimonial cinematography make a strong case to newlyweds in the market for a phone. However, with a discriminating eye and analytical mind, one can assimilate formidable evidence that the video ad’s intentional target audience is actually everyone.
Aristotle was quoted as saying “Persuasion is successful by the speaker’s own character if the speech is spoken in such a way that it makes people believe he is credible. Second, persuasion may touch listeners when the speech stirs their emotions. Thirdly, persuasion is effected by the words spoken we have proved true or obvious truth by means of the persuasive arguments used to the case in question” (Rhetoric 350 BC) Later, these immortal words would come to be known as Logos, Ethos, and Pathos. And it is through these three pillars of rhetoric, we can examine the abstract dynamics of any advertisement.
First, there is ethos; the image. The video ad projects itself as the phone for everyone. There are screenshots from people all over the world with every ethnicity, culture and creed the heavens have ever conceived. There is a same-sex male couple in the early part of the scenes. They are dressed in two stellar tuxedos shown leaving the courthouse hand in hand. Although there was no formal wedding of the two men per say, it can be confidently assumed that they were just married based on the framing of context clues in the scene. The ad also features one couple in particular who...
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