Many people have the thought, “What more could I do with my life?” In a commercial ad from Monster.com, this is the question they want people to consider. Monster.com is an online site that endorses different types of jobs and is considered to be one of the largest employment sites in the world. The commercial begins with a stork crossing through mountains, a desert, and an ominous sea with a baby draped in a white blanket held in its beak. It continues as the bird flies through a snow covered mountain top, protecting the newborn from a pack of wolves and also through a wicked thunderstorm. Through all the hardship, the stork finally lands the swaddled baby on the front porch of a friendly warm home. As the couple opens the swaddled blanket, the baby yawns and the scene is suddenly switched to the baby grown up as a young man also yawning sitting in a cramped office with papers piled high upon his desk, appearing to be working late at night with bags under his eyes, as though his job is stressful and dull. The commercial ends with the man looking out the window and seeing the same stork that conquered all those adversities to keep him safe now perched on the window sill looking at him with a disappointed look and then looks down in dissatisfaction. The commercial concludes with text saying, “Have you reached your potential?”
This commercial was intriguing because it made me think, unlike other commercials that usually just make me giggle or have no effect on me at all. Monster.com uses calm music and an angelic bird to catch the viewer’s attention. Throughout this essay, I’ll be looking at the benefits of using ethos by the effect of using only sound and text, the values of the company shown through the commercial, and how the company views people in our job market today through this ad.
Monster.com usually does not use a deep, rhetorical thinking approach in their commercials which is why I was particularly captivated by this ad... [continues]
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