Part I: The Effective and Persuasive Commercial

It is the Samsung Galaxy S8 advert. While reaching out for leftovers in a plate, an ostrich accidentally puts on a Gear VR. Inside the Gear VR is Galaxy S8, playing a flight simulator. The video inspires the flightless bird, so it imagines flying. After practicing for a while, the ostrich flies leaving the herd behind. In the background the song ‘Rocket Man’ by Elton John is playing. At the end of the commercial, are the words “We make what can’t be made, so you can do what can’t be done” (Android Heart, 2017).

Premises-Conclusion Format

Premises are statements that provide reasons for accepting a different statement while conclusion is point which premises support. In Galaxy S8 advert, three claims with premises and conclusions have been identified. First premise is an ostrich that wishes to fly will face several failed flight attempts. The conclusion is an ostrich must focus on the desired outcome to succeed. Premise statement explains that an ostrich should endure failures to reach the conclusion (the successful flight).

The second premise is if you do not try unimaginable ideas, you will not stand out in a crowd and the conclusion is you ought to try unimaginable ideas. The premise relates to the ostrich’s determination and eventual successful flight which resulted from attempting the unimaginable (the conclusion). Another premise is we make what cannot be made while the conclusion is so you can do what cannot be done. The premise statement explains that Samsung manufactures innovative products like infinity screen of S8 to (achieve a conclusion) enable users explore features that other smartphones lacked.

Ethos, Pathos and Logos

Ethos in advertising includes the application of celebrity endorsements, real-world examples or factual assertions to prove prominence or credibility. Samsung used a real-life example of ostriches. Next, pathos involve appealing to individuals’ emotions (pain, guilt, pleasure, etc.). While viewing the commercial, a person may feel sympathy for the curious ostrich when its head gets stuck in the Gear VR. However, there is a warm feeling when the viewer sees the ostrich enjoying the flight simulation video playing inside the VR. Lastly, logos use is where a logical argument is accompanied by empirical evidence to support the viewpoint. In the commercial the tagline, “do what you can’t” (Android Heart, 2017), is supported by the fact that a flightless bird (ostrich) managed to fly.   

Suggestions for Commercial Improvement

One, displaying the Galaxy S8 could have made the commercial stronger. A viewer can watch the commercial and leave without identifying the product being promoted. Two, using an animal with binocular vision would be more convincing. In other words, Gear VR is not for birds such as an ostrich because they have monocular vision.

Part II: The Less Persuasive Commercial

This section focuses on the Pepsi “Live for now” (Yadav, 2017) commercial. It begins with a hand opening a Pepsi can, a man playing cello on top of a roof, a crowd of protesters, and Kendall Jenner in the middle of her photoshoot. Jenner and the man who played cello also join the protest. Jenner walks with the protesters until she spots the police officers watching the crowd. She then walks to one of the police officers and hands him a Pepsi can. All through the video, Skip Marley’s “Lions” play in the background. Phrases “Live bolder, live louder, live for now” appear at the end of the commercial.

Premises-Conclusion Format

An important premise from the commercial is Pepsi soda makes people bolder and louder while the conclusion is so they make appropriate social changes. The premise explains that the boldness and loudness that result from taking the soda is beneficial in that it enables individuals achieve positive social transformation. Another premise is Pepsi drink ignites the calmness needed in the making of sober decisions. Conclusion is Pepsi drink is essential for attainment of understanding, peace and unity. The premise statement explains what Pepsi drink does to promote achievement of the conclusion. The last premise is if you do not include Pepsi soda on your table, you will not have happy moments when sharing meals. The conclusion is you ought to make Pepsi drink part of your shared meals. Here, the premise gives the reason why people should consider what the conclusion recommends.

Ethos, Pathos, and Logos

In advertising, Ethos is what a company does to certify its credibility. To confirm its prominence, Pepsi used celebrity endorsement. This is shown by presence of Kendall Jenner, a model, in the commercial. On to Pathos, the video does not appeal to viewers’ emotions. Although it depicts a protest, the real issue that protesters oppose is not portrayed. Again, both the crowd and the police officers are unusually calm. The “join the conversation” (Yadav, 2017) and Pepsi logo posters held by protesters do not convey a clear message. Finally, logos require logical claims to be supported by empirical evidence. This feature is also missing in the advert. There is no connection between what the drink does to the body and how this effect promotes bold and loud living or the “live for now” claims.

Suggestions for Improvement

First, Pepsi should avoid use of social justice movements as an option for promoting sale of its soda. This may appear insensitive and disrespectful to individuals that suffered in protests to push for desirable changes. Secondly, Pepsi should focus on establishing empirical evidence to strengthen arguments in the commercial. The success of a commercial lies in its ability to appeal to the emotions of target audience.