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Principles of persuation

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ShefaliSatija1
ShefaliSatija1

Analysis of an advertisement using Robert Cialdinis principles of persuasion and Rhetorical Analysis

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BUSINESS COMMUNICATION PRINCIPLES OF PERSUASION Prepared by- Shefali Satija
CHRYSLER IMPORTED FROM DETROIT CAMPAIGN - SUPER BOWL COMMERCIAL WITH EMINEM
BACKGROUND & ANALYSIS Debuted during the 2011 Super Bowl promoting the then - new Chrysler 200 History of Detroit & its Struggles Commercial featured Eminem, driving through Detroit , Chrysler headquarters Similarity between struggles of Eminem and city of Detroit Chryslers way of saying Hey America! We are back! Buying American Car improves Americas Economy significantlys
RHETORICAL ANALYSIS Ethos - Ethical Appeal - Using a celebrity, Eminem- influence of an individual who rose to fame from humble beginnings Logos - Logical Aspect- Buying Car Made in America will contribute to the economy of the country Pathos - Emotional Appeal - Playing on nationalism and patriotism
ROBERT CIALDINIS PRINCIPLES Social Proof - Approval or Endorsements from celebrities - Eminem in this case Liking - Similar values, attitudes and opinions - Fantastic Storyteller - Humble Beginnings - Relatable & immensely popular - similarities between his life story and the brand Scarcity - Luxury Vehicle - Exclusivity
AFTERMATH Dramatic spike in online shopping for the companys model. Consumer Interest in Chrysler 200 rose 463% after the Super Bowl game. Interest in Chrysler 300 doubled even though the model was not mentioned in the ad. Commercial generated 3.7 million views on YouTube in 2011 Stood out for honest, moving and high quality moving experience.
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Principles of persuation

  • 1. BUSINESS COMMUNICATION PRINCIPLES OF PERSUASION Prepared by- Shefali Satija
  • 2. CHRYSLER IMPORTED FROM DETROIT CAMPAIGN - SUPER BOWL COMMERCIAL WITH EMINEM
  • 3. BACKGROUND & ANALYSIS Debuted during the 2011 Super Bowl promoting the then - new Chrysler 200 History of Detroit & its Struggles Commercial featured Eminem, driving through Detroit , Chrysler headquarters Similarity between struggles of Eminem and city of Detroit Chryslers way of saying Hey America! We are back! Buying American Car improves Americas Economy significantlys
  • 4. RHETORICAL ANALYSIS Ethos - Ethical Appeal - Using a celebrity, Eminem- influence of an individual who rose to fame from humble beginnings Logos - Logical Aspect- Buying Car Made in America will contribute to the economy of the country Pathos - Emotional Appeal - Playing on nationalism and patriotism
  • 5. ROBERT CIALDINIS PRINCIPLES Social Proof - Approval or Endorsements from celebrities - Eminem in this case Liking - Similar values, attitudes and opinions - Fantastic Storyteller - Humble Beginnings - Relatable & immensely popular - similarities between his life story and the brand Scarcity - Luxury Vehicle - Exclusivity
  • 6. AFTERMATH Dramatic spike in online shopping for the companys model. Consumer Interest in Chrysler 200 rose 463% after the Super Bowl game. Interest in Chrysler 300 doubled even though the model was not mentioned in the ad. Commercial generated 3.7 million views on YouTube in 2011 Stood out for honest, moving and high quality moving experience.