How often do you become too tired to focus on your activities? Have no energy for anything? We are always on the run to doing something. It seems like our lives never stop, like we are continually in motion. Energy drinks are a big resource for people who are constantly on the go. Television commercials is a span of television programming produced and paid for by an organization, which conveys a message, typically to market a product or service. It is the most popular way to attract audiences attention. Red Bull has tons of commercials, magazines ads, etc.. I will be analyzing one specific commercial to understand it and its effects and whether it is proving for what it has made.
“Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid 1980’s. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its home market Austria. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Today Red Bull is available in more than 169 countries and around 60 billion cans of Red Bull have been consumed so far. “(Red Bull the company – Who makes Red Bull? Red Bull Origin :: Energy Drink :: Red Bull)
Red Bull has made many handfuls of commercials over the years, my favorite is when the man drinks a Red Bull and grows wings and pees on the bird to get revenge, but the one I’m analyzing has actually been banned. It was aired in 2012. The commercial begins with a biology student sitting in bed with his girlfriend. The boy is complaining that he has too many things to study for his test, which he has to take the next day. His girlfriend is trying to convince him to not study, but rather to ‘make out’. He turns her down, still complaining about the test. She offers him a Red Bull energy drink. The student takes a sip and is revitalized. His girlfriend grabs him, and turns out the light, saying “First we take care of the ‘hands-on’, then you can study the theory” (Nasty Red Bull Commercial). After the light is turned off, it is implied that the couple engages in sexual activity. Sex is something that helps advertisements sell very well, which I don’t understand why.
Appealing to a certain audience is one of the main components of any type of advertisement. Companies for birth control will appeal their commercials and advertisements to appeal to sexually active woman. Children’s toy companies will try to appeal to young children, or the parents of young children, with their commercials. Energy drink companies, on the other hand, try to attract many different demographics of buyers. For instance people who workout, work long hours, students, athletes, and for long drives. In the “Nasty Red Bull Commercial”, is trying to attract the attention of students. They could be students from any kind of school, but more high school or college. The boy is talking about studying for an exam that he has in the morning. Every student in the world has known that feeling of being exhausted, but having a big test to study for. However, one could take it a step further and say that Red Bull is also trying to appeal to sexually-active teenagers. The sexual references and the fact that the boy’s girlfriend is trying to distract him from studying by trying to make-out, shows that sexually-active people are also their targeted audiences.
Emotion: an affective state of consciousness in which joy, sorrow, fear, hate, or the like, is experienced, as distinguished from cognitive and volitional states of consciousness. Appealing to a viewer’s emotional response is a powerful way to sell. This is known as pathos. Red Bull is effective in using emotion to appeal to their intended audiences. The anxiety, and even fear, that a student feels when cramming at the last minute for an exam is a very real emotion. Every student has felt the sinking feeling in the pit of their stomach when they realize that they don’t have enough energy to learn all of the material that is needed to pass their tests. It’s a very smart strategy to appeal to this powerful emotion. Being able to pass a test is what makes or breaks a person’s academic career. Appealing to this aspect by offering an energy drink that promises to revitalize a student’s energy levels to where they can effectively study is what makes Red Bull drinks sell. It makes the commercial very successful.
Logic: the system or principles of reasoning applicable to any branch of knowledge or study; or a convincing forcefulness. This is known as logos. Along with emotional responses, logical thoughts are instrumental in why someone purchases a product, or watches/listens to a commercial. The Red Bull company uses logos effectively in their advertisement. Their argument is ‘if you’re tired and you can’t focus, then drink a Red Bull’. In the commercial, the fact that the student is complaining about being too tired to study is an appeal to every student’s sense of logic. When they see this advertisement the company hopes they immediately think ‘Oh, if I’m too tired to study I should buy a Red Bull and it will give me enough energy to finish it’. Hearing someone say a slogan is not the only effective way of persuading am audience’s logical thoughts. Viewing something in a printed advertisement will also in force an intended thought on a person.
Credibility: something that is very important when one is deciding to buy something. This is know as ethos. We have heard a very common slogan named as “Red Bull Gives You Wings”. It is the very popular television advertisement of Red Bulls energy drink with many advertisement prints and different characters. This saying is said in every commercial and is written on every advertisement. The repletion of the slogan should give the audience the credibility. The energy drink doesn’t really give you wings. It’s telling you how much energy the drink gives you.
The use of a rhetorical device in any kind of advertisement is supposed to be an effective way of selling a product. When used all together ethos, pathos, and logos should make a good advertisement into a great one. The “Nasty Red Bull Commercial” has made me understand it and its effects and whether it was proving for what it has made for.
“Red Bull Company.” Red Bull the Company – Who Makes Red Bull? Red Bull Origin :: Energy Drink :: Red Bull. N.p., n.d. Web. 07 Dec. 2016.