Michelin Advertising Analysis (Essay Example)

Within today’s society ads play a bigger part in everyone’s lives, than anyone would expect. Everywhere someone looks there is an ad. Our culture today truly depends on advertisements because it is the way anyone discovers a new product. The company Michelin is well known for their tires and how safe they are on the roads. Their advertisements are very successful with both their commercials on tv, and their ads posted throughout social media. Michelin displays a plethora of diverse ads that appeal to different age groups and different emotions. This ad specifically was a huge success because it appealed to so many people due to the things depicted within the advertisement. The ad uses the three rhetorical devices ethos, logos, and pathos to truly persuade and manipulate viewers to buy these dependable tires by using a baby and making an effective/catchy saying that will make people truly think about their tires in a different way is what makes this ad so successful.

Michelin is a very credible and a worldwide known company that sells top of the line tires for all types of vehicles. The company makes sure all consumers get the best quality tires that are worth the expensive price they are asked for. Within the article “20+ Commonly Used Advertising Techniques in Visual Marketing”, Velarde explains how effective the technique color psychology within ads, and this even plays a big part in how the company is seen as credible. The color psychology is the different kinds of colors used to present a certain feeling or emotion and the Michelin ad uses rather darker tones and colors. These colors are used to present an older feeling and the ad shows a poor-quality picture to present that the picture was taken many years ago. The older quality portrays that the business has been around for a long time and the ad uses this technique to show how Michelin still has the same goal to protect everyone within the vehicle. Overall Michelin presents a very trustworthy company, and all their ads convey a very successful business that’s focused on the wellbeing of their consumers, and therefore Michelin has been and still is one of the top tire businesses. 

Michelin takes a different approach on how to get viewers to become emotionally attached to their tires. People but mostly parents view this ad as something they can relate to, and this is due to how the main saying that is in a larger font in all uppercase which says “Michelin. Because so much is riding on your tires”. These words make viewers really think about how important good/reliable tires are especially due to the punctuation within this saying. The period after “Michelin” creates a dramatic pause for people reading this ad and causes them to truly remember and associate their company when needing new and safe tires. Another way this ad makes people emotional is the image of a baby holding onto the tire. The ad uses the “Direct Gaze” technique since the baby is looking directly at the camera in the picture. The ad did this, so everyone feels some kind of emotion when viewing this ad and according to Velarde it is one of the most effective techniques used in advertising. Babies are like puppies and are used to make most people feel the emotion of “aww” and want to purchase the product they are advertising. The ethos appeal is the most used of the three devices within this advertisement and the reason for this is to really get the readers to truly understand why they need to purchase Michelin tires.

Lastly the company Michelin makes sure their ad uses different kinds of logistics in the bottom right corner of the advertisement. The ad points out that they “make their own steel” that is within their tires and then go on to saying this is why their tires are in “the developmental stage” for a long time. The ad adds these details in the picture to really put the whole ad together and making sure that people can really trust the product Michelin is selling. The addition to these facts reels in people to purchasing these tires and by explaining the reason why their tires are so expensive. By putting this diction in the corner, it is not the center piece of the picture but this ads goal is to mostly connect to readers emotionally but includes facts and details to really put the cherry on top of the ad. The font size may be small but by paying attention to the detail people still see how important the quality of their product is due to how they included why their product is rather pricy compared to other types of tires by different brands.

Although this ad may not be from the past 10 years it still is very effective to everyone viewing this ad in some shape or form. The ad uses Ethos, Pathos and Logos in multiple ways and each rhetorical device plays a different part in the ad. Therefore, the ad was and still is very successful for all viewers by the way people relate in some type of way since everyone wants to protect the people in which are in their vehicle. Michelin is still very successful today and is just one of the millions or even billions of companies that’s ads really connect to their viewers in some type of way. The advertisers have truly mastered the way to manipulate viewers/readers to become interested in the products they are selling, and this truly shows how today’s society works and discovers different things, which is mostly through technology.