Professional Documents
Culture Documents
Ms. Lilley
English 101
April 25, 2019
During this year’s Superbowl we had lots of commercials but two stuck to me because
one was effective, and one was ineffective in my opinion. The rhetor of the first commercial was
Michelob ultra, the audience were people who legally drink alcohol. Lastly the context in which
this commercial was the 2019 Superbowl, and the message of the rhetor was delivered in a
commercial. For the next commercial Yellowtail was the rhetor, the audience as people who
legally also drink alcohol, lastly the context of the advertisement was the 2019 Superbowl.
Michelob ultra-pure gold was less effective than the Yellowtail commercial because it focused
more on one group of people, whereas Yellowtail focuses on the everyday person.
Expanding on my thesis in the first paragraph the Michelob ultra-commercial didn’t have
much showing of the everyday person which to me is the first warning sign of a commercial if
you can’t relate to it or see yourself using it it’s pointless. The yellowtail wine commercials
showed different types of people and the things the everyday person goes through or
experiences. The start of the Michelob ultra-gold commercial places its setting in the mountain’s
thus being its background which was breathtaking, and it had her sitting in a chair pouring the
ultra-gold beer in a cup, focusing the sound on the pouring of the beer. While doing so she’s
whispering about the product and how crisp it was which was ASMR (Autonomous Sensory
Meridian Response) ASMR has been all the rage lately because it’s seen as relaxing for those
who like sounds that make you tingly and provide sensations. In this commercial the delivery of
this ad was in a commercial form and they had Zoe Kravitz who is a model/actress and daughter
of Musician Lenny Kravitz. The delivery of the message was in a simplistic form with the
setting being the mountains and the model whispering and the pouring the beer in a clear glass.
Style of the commercial, the style to me was kind of all over the place mainly because it didn’t
seem to focus on one thing but multiple and I didn’t see the product as the main point so I
couldn’t figure out what the rhetor was trying to make the style, and with this I feel it ties into
the Pathos, the way it made me feel was slightly uncomfortable because of the whispering and it
ultimately didn’t seem like it was getting the point across to buy the product, the only thing I
For a beer commercial I feel the purpose is to target anyone whose over 21 to be
interested in the product even if it’s not a brand they would normally purchase from, and I feel
the rhetor did a bad job at representing that. The last thing I want to focus on was the Audience
of the commercial. I feel it was only focusing on one group of people which were adults who
liked ASMR, with ASMR being a big thing in the social media world it only targets those who
watch those videos and enjoy them and with that being the only group they focus on that’s why I
felt it was an ineffective commercial. When you focus a commercial on one group of people and
only one group of people enjoy that commercial, what are the odds that they even buy your
product, I believe it’s pretty slim to none. I think doing that is limiting yourself and the actual
The Yellowtail wine commercial was more effective because of its use of Memory,
Delivery and Context. Within the commercial the way the rhetor accomplished memory was the
use of pathos and connecting with the emotion of the audience, and that’s what ultimately made
it a memorable commercial and effective. The second way the rhetor had a more effective
commercial was by the delivery of the commercial, the commercial had a bright yellow
background when it was talking about the product or had a clip of the yellowtail writing, that
automatically makes you think of yellowtail when you see a bright yellow background. The last
way yellowtail managed to have a more effective advertisement was the context in which the
commercial was aired. In my opinion when you put a commercial out during an event as big as
the Superbowl you target more people because they’re all watching the tv, and during the
commercials people focus more because they expect a commercial to connect to them.
This commercial was shorter than the Ultra gold commercial but in the 30 seconds I
watched It, it had immediately drawn me in. The beginning automatically starts with what
Yellowtail tastes like, in the sense of when people use yellowtail, engagement parties, weddings,
promotions. Ultimately any time in your life where your happy and celebrating, that’s a good
time to have Yellowtail as a beverage. Throughout the commercial it has clips of people during
the most memorable times in their life. Which is why I focused on the Memory, Delivery and
Context in which this commercial was illustrated. The memory I feel was spot on because I
remembered how it was focused on the everyday American or just on anyone who enjoys wine
during a celebratory moment in their life. I remembered the text at the end of the commercial
which said, “Yellowtail tastes like happy”. To have something so simple but effective that it
sticks with the viewer I feel that is what makes an advertisement effective and it’s what makes
I feel the rhetor did a good job at delivering the message in a way that the viewer could
connect with the ad and feel like it made, the memories and the promotions where all things
everyday people can relate to and feel like that can relate to. Even myself someone whose
underage and can’t legally drink alcohol, watching how people were so happy drinking that
specific wine, that’ll be the wine I buy first when I’m legal. The rhetor uses pathos to deliver the
message and make it relatable and make people feel all warm and fuzzy inside while watching it.
The rhetor uses 2 types of delivery, spoken and visual delivery which both are effective
in my opinion. The way the rhetor uses spoken delivery is by the smooth voice of the speaker
and how relaxed he is talking, that’s a good way to get the audience to be relaxed while watching
the ad. The 2nd way the rhetor uses delivery is visual delivery which was accomplished using the
bright yellow color of the bottle and the brand yellowtail and the scenic clips of everyday people
within the advertisement. The way the rhetor uses style by using the yellow brackets that went
around the couple or the person who was celebrating in the clips in the commercial. I feel the
rhetor used this method to draw attention to their whole reason for yellowtail, its around the
The final thing that got from the Yellowtail commercial was the context in which the
rhetor created the commercial, which was the Superbowl, a time where everyone comes together
with family and friends and celebrates with snacks and drinks and cheers on their favorite tea.
This time is when you’re sitting with friends and family and you’re also talking about life and
what’s going on with everyone and what’s new in your life. You might hear of an engagement or
job promotion and watching this advertisement will make you consider having Yellowtail wine
and your celebration. When hearing about these exciting times in your life being able to relate to
a advertisement will catch your attention in the long run. Having someone who looks like your or
is experiencing the same thing your experiencing shows how relatable a company is and their
products.
In conclusion, as said by Jef I. Richards “Creative without strategy is called 'art.' Creative
more effective than the Ultra-pure gold commercial for the simple fact that unlike the pure gold
commercial, it actually targeted a whole group of individuals instead of only one group of people
who in this case would have to like ASMR in order to relate to the commercial, if you’re not into
ASMR you can easily turn off the commercial and pay it no attention which would be just as
effective as how the rhetor portrayed the product, it was so distracting with the whispering most
individuals couldn’t focus on the actual product but the actress and the cringe voice. The purpose
of an advertisement for alcohol is to make all people want to buy it, not just a certain group of
Links to Advertisement:
https://www.youtube.com/watch?v=LXmlN9BAddg
https://youtu.be/4cK1NAoaSAA