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Visual Communications

Super Bowl Ad
Chevrolet Sexier
I chose to do the Chevrolet Sexier Super Bowl 2015 commercial ad. This ad is
about a group of woman giving their opinion about a guy standing in the exact
same position with two different vehicles in his background. On the right image
there is a big red sexy Chevy behind the man. In the left image there is a small
looking plain sedan. Towards the beginning of the commercial there is an impression
given that there will be an equal vote amongst a variety of people. This impression
is made by first sending in a group of kids then males. Later we realize that was a
setup, because during the actual questioning process there was only a middle age
group of woman to do the survey.
A. How To Make People Cooperate
1. Humor- Humor is portrayed in the black females by the way they speak.
2. Smile- The females were smiling. The man by the truck had a pearly white
smile
3. Respect- When the guy was standing by the truck he earned more respect
than when he was by the car
4. Build Instant Rapport- All of the females understood one another well and
communicated to one another properly
5. Use Body language- This was seen in the guys body position. His body
language was the same in both pictures, but by the truck his body
language seemed sexier.
6. The Halo Affect- When the film ad first started I thought it would be a
more appropriate ad when I first seen the kids. When I see kids I
automatically see good positive things.
7. Similarity- All the woman felt the same about the guy standing next to the
truck being the sexiest.
A. The mirroring and matching technique
10. Mirror their language- Both the female black woman spoke the same tone
and language.
12. matching their voice- The black females voice resemble other black
female voices that look similar to them.
13. Matching their mood- The ad pulls the consumer in by showing them
images that makes them start to wonder, then when theyre curious they let
them know whats going on.
B. Applying Cognitive Dissonance
15. Create Commitment For the consumer that may have had thoughts
about buying a new truck this ad could rail them in with their sexy
technique.
16. Use written language- At the very beginning of the commercial there is a
black screen with the words written Can a truck change how people feel
about a guy?

C.
D.

E.

F.

G.

19. Always make them say Yes- The answer to the questions asked in the
commericals answer was always YES
20. Make them give an effort- By having the small group of woman
participate they were putting in effort.
Creating A Sense of Obligation
The Power Of Groupthink
26. Create a group- They brought in 3 separate groups of people boys, men,
and women.
27. Make everyone familiar- All the females were in the same age group and
were all familiar to what is sexy
The Law Of Scarcity
31. Increase demand; limit the supply- They increased the demand by
announcing its brand new and the year is 2015, people flock to new.
32. Create an appeal- They made the man sexy and did the truck that was
red.
The Language of Persuasion
42. Choose the right words- How noticed in the ad they choose the right word
by matching sexy with a red truck.
44. Use simple statements- At the beginning they just ask a simple yes or no
question.
45. Use everyday language- Anyone with at least a 5 th grade level of
education should be able to understand that Chevy is trying to sale their
newest truck out.
46. Avoid vulgar and curse words- There were no inappropriate words use in
this commercial.
47. Avoid Jargon and technical language- This commercial was very
straightforward and clear. They did say the model of the car, but that was
very clear.
48. Keep sentences short- All their questions and statements were very short
and simple.
49. Dont beat around the bush- They get straight to the point about what
they are trying to sale.
51. Use words that grab attention- The word Sexier was used throughout
the commercial
52. Emphasize what you want- They made emphasizes when they kept
showing the dude next to both vehicles making their red truck look more
attractive.
53. Pace- The tone of the narrators voice was very upbeat and fast.
54. Avoid vocal fillers- There were no filler words said.
55. Adjust your pitch- The pitch of the narrators voice was the same
throughout
56. Adjust your value- The voices were very clear
57. Be more articulate- The message was very clear that Chevy was trying to
sale their newest model truck.
58. After all the girls made their choice there was a small moment of silence,
before the commercial went off.
Distinction and Contrast

H.

I.

J.

K.

L.

M.

61. Shift their focus- instead of having the customers focused on the price of
the car they just have them more focused on how they will look in the car.
63. Use Comparison- In the commercial they are comparing how the man
looks standing next to their hot new truck vs. the basic looking sedan.
64. Starting high with your request- At the beginning the company Chevy
started off by asking them a yes/no question to get them to say yes.
65. Use the right timing- Right after getting the audience to open their mind,
they immediately let them know whats going on.
The Power of Suggestion
67. Expect to affect- Chevy had an expectation that since their truck was big,
red, and sexy that their group of females would choose that truck as which
was sexier.
Getting people Involved
74. Increase their participation- Chevys commercial had a group of females
to give their opinion on which vehicle behind the exact same positioned male.
This got the audience participating too.
75. Use role-playing- They got the audience involved by also having them at
home participating in answering the questions
76. Ask for peoples advice- They used this technique by asking yes/no
questions throughout
77. The Visualization technique- They had male audience members imagining
themselves looking sexier if they were behind the wheel of this particular
truck.
79. Create an atmosphere- They created the specific background that had
their vehicle looking way sexier and brighter compared to the dull sedan.
84. Use repetition- Throughout the commercial they showed the truck many
times from many different angels.
87. Build a competition- They were comparing their sexier truck to the plain
sedan.
Getting Peoples Attention
94. Learn the art of questioning- This technique his how the company got the
audience involved
95. Make them ask- They had the audience asking them self which made the
guy look sexier.
How To Use Flattery
99. Make them fell important- Getting a group of woman made them feel like
their opinion matter to men.
How to Use Association
106. Use sponsorship- Throughout the ad the companys logo was seen
throughout to make sure the audience knew who they were.
108. Make use of colors- Their truck was a sexy red
Using Emotions To Take Them Over
109. Envy- This is seen when a guy driving a sedan like the one perceived in
this commercial as less sexy. This would want that guy to maybe consider a
truck to become sexier.
110. Worry- This is seen when a person is worried about their appearance
towards females in their vehicle.

N. Using Facts and Figures


118. Gather testimony- This is seen by the choice of the females.
In this commercial there were several stereotypes portrayed. The main stereotype
that is shown is that a man isnt really a man or considered sexy to a female
unless he is in a big truck, or that guys in sedans arent sex. Men are inaccurately
portrayed physically in this commercial. Their physical appearance is less appealing
when they are seen having sedans vs when they are seen having trucks. This
portrayal works for this ad, because the goal for Chevy was to convince guys that a
guy in a big truck is what they want so it was relevant for them to put down less
manly vehicles such as sedans. The fact that this is a car ad it may seem as just
entertainment. But when little boys or guys with less self-esteem view this, this
could be harmful. Having men feel like they dont appear sexy or would not be the
type of guy to make a girl run off with them could potentially hurt the confidence of
males.

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