Get Back to What You Love Advertisement Analysis Essay

📌Category: Business, Marketing
📌Words: 681
📌Pages: 3
📌Published: 15 April 2022

In the 2021 visual advertisement, “Get back to what you love,” created and published by Google, Google tries to persuade people affected by COVID to get vaccinated. The advertisement helps to get people vaccinated so they can go back to what they love and get out of quarantine. Google uses imagery, music, problem-solution, and logo to appeal to the intended audience. These strategies are effective because they appeal to ethos, pathos, and logos. The overall argument to get people affected by COVID vaccinated was effective because people wanted to go back to the lives they loved and get out of quarantine. 

Google assumes that people that are affected by COVID want to get out of quarantine. This would be a disadvantage because people who do not want to get out of quarantine might not want to get vaccinated, but since most people want to go back to the lives that they loved before quarantine, most people would want to get vaccinated which makes the assumption an advantage. The advertisement makes this assumption in its title, “get back to what you love” since they assume that people want to get back to what they loved. Furthermore, the people who do not want to get out of quarantine wouldn’t be interested in what the advertisement says. This is important to the overall argument because the people who wouldn’t be interested in what the advertisement says, wouldn’t get vaccinated. 

This advertisement appeals to Ethos by using imagery and logo to establish credibility. Imagery was used when the video started at the Google search bar. The brand used its well-recognized search bar to establish its credibility since most people know that Google is a trustable source. People must trust Google since they would not listen to the advertisement otherwise. Furthermore, people would not want to get vaccinated if they didn’t trust Google. Google’s logo, along with the CDC’s website, were used at the end of the video to establish Google’s trustworthiness. This is important because it displays that Google got its information from a reputable source that people trust. People would be more inclined to get vaccinated if they knew that Google got their information from a reputable source.

The video appeals to Pathos by using music and imagery to establish a sad emotion. Sad music was used throughout the video to establish a sad emotion to sympathize with the audience during this unfortunate time. This is important because it allows the audience to have a sense of belonging since they can sympathize with the sad music in the advertisement. Allowing the audience to sympathize with the video will enable them to get vaccinated. Imagery was used to establish a sad tone; however, it shifts to an optimistic tone. At first, the search is for “quarantine,” “social distancing,” and “lockdown” (0:00 - 0:16). This is important because it shows the sad tone at the beginning of the video. Then, the video shifts to an optimistic tone because it depicts the removal of the word virtual; such as, “virtual happy hour” to “happy hour,” “fiesta virtual” to “fiesta,” and “virtual playdate” to “playdate.” Another use of imagery is when the advertisement depicts places opening back up. These are important because they illustrate that things can go back to how they used to be. This affects the audience since it allows them to see that things can go back to normal if they get vaccinated. 

Google appeals to Logos by using problem-solution to establish logic. Google uses problem-solution to get people affected by COVID to get vaccinated. The problem is that people are in quarantine and the solution is to get people vaccinated. At the beginning of the video, the first thing in the search bar is “quarantine,” but at the end of the video, the last thing in the search bar is “covid vaccine near me” (0:00 and 0:56). This is important because it gives the audience an option to get out of quarantine. Furthermore, this affects the audience because it tells them if they want to get out of quarantine, they have to get vaccinated. 

In conclusion, Google used imagery, music, problem-solution, and logo to appeal to Ethos, Pathos, and Logos and the intended audience. Firstly, this advertisement appealed to Ethos by using imagery and logo to establish credibility. Secondly, the video appealed to Pathos by using music and imagery to establish a sad emotion. Finally, Google appealed to Logos by using problem-solution to establish logic.

+
x
Remember! This is just a sample.

You can order a custom paper by our expert writers

Order now
By clicking “Receive Essay”, you agree to our Terms of service and Privacy statement. We will occasionally send you account related emails.