Kia Soul Commercial Analysis

Hamsters: The Ultimate Car Salesmen Imagine that one thing you have always dreamt of having, but you did not think it was obtainable because it was too sophisticated. The 2014 Kia Soul commercial addresses this issue by advertising their new and improved Kia that meets the needs of today’s high quality vehicles. The commercial uses rhetorical devices such as: ethos, pathos, and logos to capture the viewers’ attention into buying their improved, modern car they have worked so hard on. The 2014 Kia Soul commercial inspires viewers to reach their potential and go out and purchase a Kia through its credible uses, inspirational (messages); however, the viewer does miss the persuadable use of facts and statistics. For over seventy years, the Kia Company has transformed from selling small, compact vehicles to selling larger vehicles that provide an array of technological features. The purpose of the 2014 Kia Soul advertisement is to …show more content…
The story begins with three hamsters working out at the gym and visiting the beach while listening to the number one hit song “Applause” by Lady GaGa. The journey that the viewers are taken on by the hamster’s self-improvement creates a natural storyline that the audience is able to follow. Lady GaGa’s song, “Applause”, contains the lyrics “I live for the applause” and “Live for the way that you cheer and scream for me” which foreshadows how the hamsters in this commercial will eventually be celebrating themselves. Contrary to the foreshadowing, the advertisement would have been more effective if there was verbal communication used in the commercial in order to present facts, a key part of using logos. Kia’s use of logos with symbolism of the hamster’s story makes the car seem modern but lacks the presentation of facts. Although there is a weak use of logos, the quality of the commercial is made up for by its strong use of pathos and

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