Commercials. No matter how willing you are to admit it, they influence you. Some of us more than others- some of us are avid television watchers, and others may only see a few commercials a week. Nonetheless, the majority of the American population is familiar with ads from companies such as Geico and Subway. Perhaps some of us are familiar with this Pepsi advertisement, aired during the World Cup games this past summer:
http://www.youtube.com/watch?v=p9sE4GaFekI
This advertisement spreads a feeling of togetherness and joy through many elements of the commercial: the music, the screen shots, but most importantly, the acting, or the radiance of the people. You know where I'm headed- because these people are smiling, it spreads a feeling of happiness throughout the community. But why are these people smiling? Not only because of soccer, but because they are bursting with bubbly joy from their refreshing cola beverage of choice: Pepsi. Through eliciting a feeling of togetherness and joy, the Pepsi marketing team has successfully convinced consumers to buy its product, whether directly or indirectly. Not many viewers think to themselves, "Pepsi has made their product appealing by making the people in this commercial happy. If I drink Pepsi, I will be happy and will help spread joy to my fellow citizens." If consumers even contemplate the commercial at all, it will be more like, "That looks refreshing. I want one."
How does rhetoric play into this? Again, body language is rhetoric, and the Pepsi marketing team has achieved an excellent portrayal of happiness through body language in this particular advertisement, which is an extremely convincing way to produce a positive response in consumers. In this world cup advertisement, then, Pepsi has successfully marketed the smile to attract consumers to buying their refreshing smile-inducing beverage.
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