Paper One Final Version

Taco Bell commercial rhetorical analysis

Andrew Serafim

English 111

March 21st, 2013

          Juxtaposition is commonly used by rhetoricians in advertising. It is a practice that helps make a memorable advertisement that continues with a person's thoughts and brings them back to wanting a product. Not only is this a common form of advertisement used in the new Taco Bell Super Bowl 2013 commercial but we also see the use of other rhetorical devices at play. There are strong efforts made to incorporate Ethos, Logos, and Pathos into this commercial to draw the attention of the viewer and turn the viewer into a consumer of the idea that Taco Bell represents. It is clear that time and effort were put into research to target a specific group of individuals to connect with and sell to that targeted group, in this case that group is in the age range of teens to middle aged adults. Looking closely into the details of this commercial bring forth the brilliant use of rhetoric in advertisement. Keeping with the theme of “living in the moment” the Taco Bell commercial has masterfully used common rhetorical devices such as juxtaposition, Kairos, Ethos, Logos, and Pathos to really stand out among all of the other commercials developed.

          One of the first ideas presented in this commercial is that you are never too old to have fun. This is a common underlying feeling in the younger generation and is a great example of juxtaposition being used to connect an audience to a message. (Brandon) They accomplish this in the commercial by replacing typical teenagers with older aged people and having the older people do some of the same things that the younger generations find amusing. At the same time this juxtaposition is being used we have another rhetorical device playing in the background of the events going on, that is known as Kairos. Kairos is an ancient Greek word meaning the right or opportune moment.(Freier) We see Kairos through out the whole commercial and it is basically the very essence of the commercial, a few examples are the older people taking advantage of “living in the moment” and having fun despite their age. The fact that they are acting younger then they truly are is another example of Kairos at play and then there are the obvious examples of when one of the elderly men gets a tattoo and one of the elderly women kisses a younger man while at the club. But these two rhetorical devices are still only a part of the commercial, there are other factors that come into the making of this commercial as a strong example of rhetoric.

          The next area that can be analyzed is the use of Ethos or the Greek word meaning "character" that is used to describe the guiding beliefs or ideals that characterize a community, nation, or ideology.(Weiss) This is used in the commercial to establish credibility with the audience the commercial is trying to target. Once again by having the older people doing things that are typical of a younger generation Ethos is established because the younger generation can connect to the ideas being presented. There is also Ethos established in the way that the older people are dressed like a younger generation and have a tendency to do things they could “get caught” for. The feeling of independence and having fun with friends is a strong ideology that younger generations adhere to and can connect well with. This is all centered around going out to eat after having a night full of fun, and the place to go according to this commercial, is Taco Bell.

          With the use of Logos or topics of rational argument or the arguments themselves, the rhetorician uses rationality to convey an idea in this commercial.(Liddell) One way this is done is providing information that is “in the background” of what is really happening during the course of the groups night, an example being that the group is out late and able to eat because Taco Bell is open late. This is a rational statement to many people that are out late and are hungry and therefore looking for somewhere to eat. This is a strong statement that will be in the mind of the viewer the next time they catch themselves out late and hungry.

          Another rhetorical device used is Pathos. Pathos is a Greek term that represents an appeal to the audience's emotions.(Walker) Pathos can be seen in almost all aspects of this commercial, from the “feel” of having a group of friends you can have fun with and be yourself around to the emotion of humor associated with the scene or the commercial, older people acting like a younger generation. Another reinforcement of Pathos is the song in the background. Although it is sung in Spanish in the commercial it is a song that has recently been played on the radio and on stations that are typically aired for the younger generation. This can give the viewer a feeling of comfort if they enjoy the song itself without even having anything to do with Taco Bell and by doing that it will make them more comfortable with the idea that Taco Bell is a good choice. Another way that Pathos can be an influence is the actual setting that the commercial will be viewed in. If the viewer is with friends and their friends find the commercial amusing that can have an emotional impact on the viewers thoughts as well. All of these aspects are thought about when creating advertisements, even the colors used in the commercial will reestablish the viewer with the product. In the club scene there are vibrant colors shown and that can be a reminder for anyone that is familiar with the Taco Bell logo since the logo is lit with vibrant colors.

          Throughout the whole commercial the viewer's mind picks up on these aspects of rhetoric even if they do not know it. From the humor and the entertainment value to the placement of signage and use of emotions the rhetorician in charge of developing the advertisement connects the targeted audience to the product they are trying to sell. Lots of money is spent on research to have the perfect “feel” to an advertisement and make sure that the “feel” stays with the viewer for as long as possible so that the next time they are in the market for, in this case Taco Bell, they will remember that Taco Bell is the right choice when you are hungry late at night.