Anelli 1 Bronte Anelli Professor Mateer LA 101H 15 February 2012 A Car with a Bite It is about 2006.

An author just published a book that will change the future of Americas youth. Stephanie Meyer, after having a dream, wrote Twilight. This young adult novel changed the ideals of the most American teenager about vampires. It is now 2012. The vampire craze is still occurring and may have gained momentum. Stephanie Meyer wrote four books about her famed lovers; Bella and Edward. (Meyer). Influences such as these are very imperative for companies (beauty, cars, makeup, clothing, est.) to understand. If companies fail to comprehend the trends of the current times then they will not sell any of their products. The Audi car company realized that they need to appeal to their audiences interests if they even want to sell any of their products. During Super Bowl XLVI, The Audi Company showed a commercial that appealed to their demographic (late teens to mid twenty age groups with current vampire craze). The 2012 Audi commercial played upon the vampire craze to hypnotize their audience into buying a vampire like car with the use of rhetorical concepts. This Company loads this one-minute commercial with a variety of rhetorical concepts like kairos, ethos, pathos and logos. Audi used kairos to the fullest extent possible. If the company waited another year or did this commercial a year or two prior then their demographic wouldnt be the right ages to purchase a car. The Audi Company

Anelli 2 shows ethos more toward the end of the commercial when it shows the car then switches to the black screen with the phrase. This commercial goes almost far enough to say that you can get any girl because you know what they want in an ideal man playing on the concept of pathos. Finally, logos was seen as the whole point of the commercial. Audi opened their commercial showing a group of people partying in the woods. Everything seems normal then you notice little differences. Some people are drinking blood bags, others have capes on, and two people actually climb a tree after you see their vampire teeth. This is a vampire party. The shot then shows a fast, new, silver car zooming through the woods. As it approaches the clearing of vampires, the headlights illuminate the area. Suddenly, vampires start screaming and turning into dust. The driver steps out of the car confused as to why the party stopped so suddenly. The commercial then goes to a black screen with the words Daylight, now in a headlight written in a mystical font above the Audi Company Insignia. Then the commercial ends. ("Vampire Party"). At the end of the commercial, Audi used the sentence, Daylight, now in a headlight. ("Vampire Party"). It is clear that their marketing strategy was to focus all aspects of this specific commercial on their headlights. The Company knew through research that people have a difficult time seeing at night. The 2012 Audi plays to that problem. This commercial showed that logos was used in the designing of the most important feature; the headlights. The vampire theme shows off the headlights as the main feature quite well because all the vampires are turned into dust. These headlights are so bright that they seem to impersonate the same brightness as the sun. Having the vampires, the connecting theme of this commercial, turn into ash just reinforces those thoughts.

Anelli 3 When the camera shot spans to show off the new car and then goes to the phrase, the ethos of the company is known. ("Vampire Party"). Going from the car to the black screen shows precision, power, and authority. Audi embodied their whole car in one short saying on a simple black background that seemed to give off the air of authority and power. By ending this commercial in a very strong and definite way, the Audi emanated their power and authority in a short precise moment through this action. By incorporating the vampire fad into a commercial, Audi appealed to many women. Some women have even gone as far as to change their ideals in a man to fit to the new perfect man. This thought process must have been in the minds of the Audi Company when they chose this topic. If a woman, like previously described, saw this commercial, then she may start associating that car with vampires. If a man is seen by the same type of women driving this car then that man is now more attractive to that woman. The Company is using pathos in this commercial to spread the idea that you will get more women if you drive this car. This idea is appealing to most men and if the man is now associated with a vampire then even more appealing for some women. The most important rhetorical concept of this commercial is its use of kairos. The whole fad that started with the Twilight books and legends prior to the books was the driving point for the whole commercial. The 2012 Audi is a car that a vampire family would drive according to Stephanie Meyer. The cars that Stephanie Meyer writes into her series are all stylish, new, expensive, and sleek. (Meyer). This is the basic idea for the new car Audi is launching. In the commercial, the car seems to embody all of these qualities. Relating these qualities back to a subject that holds a lot of influence is very clever of the company.

Anelli 4 Speed also plays a huge part in the cars that Stephanie writes about. Every car that the Cullen family owns is fast. The whole Cullen family, the vampire family in the book, each has their own fast car to travel by when they arent running. Mrs. Meyer made it seem like to be part of the vampire community; a fast car should be owed. (Meyer). Audi seemed to have used this idea that has been recently created and put it in their commercial. The Super Bowl ad presented how fast the car can travel as it was racing through the forest toward the party. The camera showed the car zoom from one side of the screen to the other in seconds. This gave off the air that the car is incredibly fast which is a small aspect of a description of a vampire. If the company shot this commercial and presented it a few years later, the vampire fad would have disappeared giving the company an appearance of disconnection with their demographic. If the commercial showed any earlier, the impact of the commercial wouldnt have been understood to its full extent. By creating and releasing the commercial now, the 2012 Audi gave the biggest impact now in the community. The 2012 Audi was fast, sleek, modern, and had headlights as bright as the sun. This commercial was even more powerful once the rhetorical concepts were understood and analyzed. The company showed its ethos in the design of the commercial. Pathos was inferred with the many women who fawn over the idea of a vampire like boyfriend. The researchers used logos when designing the car that was as bright as the sun. Without the timing of the fad and the point of the car the kairos would be all wrong. The rhetorical concepts presented in this commercial made not only for a great Super Bowl commercial but it also tried to their greatest extent to influence their demographic by using

Anelli 5 this vampire fad. After all, which Twilight fan wouldnt want a car that embodies every aspect that they wish truly existed?

Works Cited

Anelli 6 Audi, , prod. "Vampire Party." Audi 2012 Game Day Commercial - Vampire Party. ABC, 05 Feb 2012. Television. <http://www.youtube.com/watch?v=lw9ZeXB2uKs>. Meyer, Stephanie. Twilight. London: Little, Brown and Company, 2006. Print.