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Lambert 1(Robert) Curtis LambertEnglish 101Professor Bolton13 June 2012 The Hyundai Hybrid Hype ROUGH DRAFT EDIT 1 06.07.2012 “New thinking for new possibilities.” The advertisers for new Hyundai Sonata Hybridhave tucked this caption on the line following the company name and the make and model of theautomobile. In very small fine print, almost subliminally whispering to the reader from thecorner of the page, it says, “New thinking for new possibilities.” The ad graphically depicts apastoral landscape of beautiful trees softly backlit by the golden glow of sunshine. In the middleof the page there is an image of a man dressed in a suit and tie with a jet pack on his back flyingthrough the sky on his way to work or an important meeting. An androgynous figure of whatcould presumably be his spouse waves good bye to him from the balcony of a very large,architecturally modern, 3 story glass and steal beamed home. In the foreground of the ad is thestar of the show; an icy blue Hyundai Sonata Hybrid. The Sonata Hybrid sits on a drive way bedof tiny peat gravel with a border of bricks or stone. Coupled with the statement, “New thinkingfor new possibilities,” and the image that accompanies it, there leaves little room for doubt thatthe ad for the Sonata Hybrid by Hyundai is designed specifically to appeal to the reader’s pathosand ethos, while the use of logos in this ad is questionable. PATHOS PARAGRAGH: Hyundai is relying on our pathos, or sympathies, for the well-being of the planet in this Earth conscious, eco-friendly, age of the 21st century. The overallintent of the pictorial image of the ad, as a whole, is to play to our presumed understanding that
Lambert 2since we are now living in the “modern” age of hybrid vehicles it will not be long before we willall be flying off to work with our jet packs and using our hybrid vehicles only for trips with thefamily or other groups of people. But, for now, if we care anything for the environment, the veryleast we can do is buy the hybrid. ETHOS PARAGRAPH: Ethos plays a moderate role here by asking us to trust Hyundaibecause they have our future and our best interest at heart by hybridizing one of their standardvehicles. Americans have long been targets of the wizards of the advertising world of MadisonAvenue and their attempts to play on a company’s trustworthiness. This especially holds truewhen dealing with our ever changing obsession with saving our planet and our need to nurturethe environment. Whether Global warming is real or imagined is irrelevant in today’s advertisingmarket. The agencies responsible for mass marketing the global warming phenomenon havefound willing participants in the American public. Hyundai is only the latest automobilemanufacturer to use this approach with their new hybrid, the Sonata. The trust factor here isdirected at a select few since we can all probably acknowledge that those who will buy theHyundai Sonata Hybrid are going to be limited since hybrids are not the most cost efficientvehicles to purchase. Hyundai had to spend a few million, if not tens of millions, of dollarsresearching and developing this product and compared to the standard model it isn’t cheap. Themarket will be fairly small for those that will spend more on a hybrid than the identical non-hybrid vehicle simply to be eco-conscious and Hyundai knows that. The ethos here is for aspecific target group that is looking to buy a hybrid, Hyundai or not. LOGOS PARAGRAPH: It would be difficult to make the argument that this ad depictsmuch, if any, logos. There is not much logic involved, at least not yet, with the imagery of a man
Lambert 3strapped with a jet pack on his back flying through the air in a suit and tie, off to a businessmeeting or to work. We do live in a modern age, but jet packs speak to a more futuristic societythan contemporary. This is a prime example of advertisers utilizing forward thinking to captureour attention and it certainly does just that, but no real logos in the true definition of that word.The logical fallacy here can be found in the fact that although we may have the knowledge tobuild and utilize jet packs, we do not use them in the general public on a daily basis as anaccepted type of transportation. CONCLUSION: The real thrust of this ad is being played strongly on our pathos byrelying on our modern sympathies to be eco-friendly and take responsibility for our planet. In theadvertising world any product that people are convinced of as being “good for us” is almost asure thing. Just look at the booming vitamin supplement industry if there is any doubt.Advertising agencies are paid to find a sympathetic approach to peddle their client’s wares andwe are all too eager to give them a chance, especially if we believe they have our best interest atheart, but moreover if it pulls on our heart strings. Sometimes it doesn’t even matter if we canafford it if the ad agency can accomplish these two feats. After all, we are modern Americans, itis the 21st century, and we are called to do our ecological duty by driving a hybrid and thusreducing our “Carbon footprint.” Why wouldn’t we want to? We should. Any little bit will help.Hyundai is counting on our sense of adventure and more importantly our sense of responsibilityand driving a Sonata Hybrid by Hyundai will do just that! Remember: “New thinking for newpossibilities.”
Lambert 4 Works CitedSonata Hybrid by Hyundai. Advertisement GQ 12 (December 2011): Print.