Analysis of Super Bowl Commercials Essay Example

📌Category: Business, Marketing
📌Words: 768
📌Pages: 3
📌Published: 17 March 2022

Have you ever wondered why most super bowl commercials are very memorable? It’s probably because they are so outrageous that you can’t help but remember them. In 2020 T-Mobile released a new super bowl commercial and it wasn’t outrageous. It was very down to earth and some may even say it was wholesome. It starred the actor Anthony Anderson and his real life mother. In the commercial they use the three rhetorical appeals to emphasize the message they are trying to convey. 

The commercial starts with Anthony Anderson getting a call from his real life mother. She asked him if he switched her phone service from Verizon to T-Moblie. He replies with yes and then begins to explain that it is because T-Mobile is the only service with nationwide 5G. The mother then goes on to see if that fact was indeed true or not. She goes to many places such as: a pie shop, the park, the aquarium, and a parking garage. At the end the mother is happy with the switch because she gets to have 5G everywhere. The advertisement is short, sweet, and gets the message across to millions of people in America. I think the intended audience for this advertisement is the majority of Americans and anyone that would need 5G everywhere they might need to go. Which is why they showed the mother going to many different areas.

The rhetorical appeal ethos is used throughout the advertisement. They bring in a well known celebrity actor Anthony Anderson to try and show how reliable they are. They even go as far to bring in his actual mother into the commercial instead of using an actor to play her. I believe they did this because most people see mothers as someone who is very trustworthy. In the commercial they depict her as a sweet old lady going around different quirky areas of her town because she is skeptical of her new phone service that her son switched her to. I feel like people can self insert themselves into the commercial because they too might be a little skeptical of the service as well. I think because of this people can build a connection with the mother and relate with her so when they see that she likes it they might like it too.

The other rhetorical appeal the advertisement used was logos. In the beginning of the commercial they state that T-Mobile is the only service with nationwide 5G. They even bring up and compare themselves with one of the biggest phone companies Verizon. By doing this they are implying that Verizon does not have nationwide 5G. Throughout the advertisement they show the mother going to different places to show us that when you use T-Mobile you really do have 5G everywhere such as the park or even in the club which they showed at the very end of the advertisement. They end the commercial by saying once again that T-Mobile has the only nationwide 5G and it can be used inside and outside. I believe that the appeal was effective because they repeated the information, so you knew they were the only one with nationwide 5G.

The last rhetorical device they use is pathos. The way they use pathos in the advertisement is through the use of making the audience feel joy or happiness. Throughout the commercial they make advertisements feel like a mini comedy with the mother going to different areas calling the son to tell him that it works in those areas. She does this while Anthony is just trying to live his life doing work on a movie set or maybe hanging out with some friends watching the game. Inturn this makes the audience laugh because it is funny and kind of  cute for the mother to keep calling her son letting him know that the 5G still works in different areas she is in. In the end of the commercial the mother calls him one more time and Anthony thinks she is calling him again to tell him it works in a different area. This is not the case. She calls him to thank him for switching her phone plan to T-Mobile and they have a cute moment saying that they love each other.

In conclusion, the advertisement that T-mobile has shown during the 2020 super bowl has used all of the rhetorical devices. Ethos was used throughout the commercial by having a celebrity actor and his mother star in it. Logos was used throughout the commercial by giving information about their services over and over. Pathos was used throughout the commercial by making it funny to make the audience laugh and be happy. The advertisement was intended for the majority of people that have cell phones and they have achieved that by putting the commercial during the super bowl.  They achieved a successful advertisement because they used the three rhetorical appeals throughout the commercial to convey the message they wanted.

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