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Comparison of Two Commercials

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Comparison of Two Commercials
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Thesis statement: When compared side-by-side, there are differences in the two. Some of these include that the Lexus ad uses predominantly the logos, or logical, appeal whereas the second uses pathos, the emotional appeal, the target audiences for both commercials, and the effectiveness of each. 1. Pathos or logos? 1. VW uses more pathos than Lexus. 1. Humor is effective tactic in advertising. 2. By using humor, advertisers make their product more memorable. 2. Lexus uses more Logos than VW. II. Target audiences. 1. VW targets younger viewers but could be effective on almost anyone. 2. Lexus targets a more mature, serious audience. III. Effectiveness. 1. VW is more effective because it provides information, and it is entertaining as well. 2. The Lexus ad fails to be memorable.

Rough Draft: Volkswagen vs. Lexus
Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done just that, and often times use varied methods of persuading consumers. By comparing two automobile commercials, this essay will look at how the first ad uses predominantly the logos appeal whereas the second uses pathos, the target audiences for both commercials, and the effectiveness of each.
First, the commercial by Volkswagen uses primarily the pathos appeal (“Meet”) whereas; the Lexus commercial uses mainly logos (“Engineering”). The VW ad uses humor to get its message across (“Meet”). Humor is a very effective tactic used in advertising because it entertains the viewer, and that



Cited: "Meet The Volkswagens – Jetta TDI Meets Prius" Youtube. 18 May 2009. Web. 10 October 2011.” <http://www.youtube.com/watch?v=JXK63kvUi6U> "Engineering Amazing Commercial - "Wall" " Youtube. 9 June 2011. Web. 10 October 2011.” <http://www.youtube.com/watch?v=AJTYPq0gNCo&feature=pyv>

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