People are living in a modern society where provides them finest conditions and opportunities. There are countless calls for jobs being offered, numerous projects being waited to be worked on, many environmental problems being asked for the solutions, etc. However, people are too indifferent to reach out to them. Some are indecisive because they are afraid of taking risks and going over their limits. Some are apathetic because their dreams are not big enough. In such a way, with the development of social media, many people are inspired by celebrities, being able to find their own dreams from the advices of the famous ones. Acknowledged this penchant, Honda uses the society’s obsession with Hollywood, combining different rhetorical strategies: pathos, ethos, and logos, to inspire people to achieve their dreams and to persuade people to buy their products by using celebrities in their commercial.
The Honda company creates a one-minute commercial presented by different people from different ages, genders, jobs, etc. From their words, they deliver a statement: dreams can come true as long as people are bold to chase them. The commercial is created in a unique way which is a scene of going through a yearbook. People within the yearbook are well-known, such as basketball player Earvin Magic Johnson, rapper Missy Elliott, etc. At the end of the text, Honda introduces its new car as it assures about its products that, “here is to chase dreams, and the amazing places they lead.” (Honda) The commercial is appealing with great visuals and catchy music, gaining attention from the audience. Moreover, Honda uses the voice of famous people to emphasize their statement toward an aspect in life: if people have a dream to chase, or a desire to reach, do it, because dreams do come true as long as they have ambition and confidence in themselves.
The commercial uses pathos strategy to express the fact that people disregard their own abilities because of the fear of failures and the lack of motivation in real life. Knowing humans’ weakness, Honda’s commercial targets people especially who cannot find motivations and who are unable to figure out what they want. It is also for people who are apathetic about reaching out to the opportunities gifted to them in life. Viola Davis, an actress, stated in the commercial that “all dreams are within reach. All you have to do is moving toward them.” Her words are short but greatly appeal the sense of confidence in any audience. People should be confident in themselves. A positive message towards the audiences is sent out, supporting and motivating people to put faiths and efforts into attaining their goals. The commercial builds up the confidence of the viewers, making them believe in themselves, exciting them to explore their worlds by showing what achievements others have had in their lives.
Viewers are also persuaded by the celebrities in the commercial as role models that they can look up to, which confirms the ethos strategy the commercial uses to attract people. From the commercial, the celebrities claim that as long as they have ambition, the dreams they want to achieve would come true. Trust is raised towards the audiences from the well-known people’s stories. Their successful life stories are recognized by the public; therefore, their advices, which are taken from the lessons of their lives, are realistic and approved. Moreover, those well-known people are trusted because they are respected and given credits for their reputations. This sets celebrities as a reliable source so that others can look up to, assuring that anyone would be able to succeed in achieving their dreams because it is possible, and the famous people are the examples of that possibility.
Even though using the voice of celebrities is an outstanding way to influence the audiences, there is the logical fallacy, which provides a twist that not everyone is convinced by that source in the commercial. The social class of those famous people, whose presences are in commercial, is the elite class. People are setting top five percent of people in the world as their model. Some would criticize that the celebrities are supposed to be extraordinary; they are born to be famous; therefore, their successes are obvious and predictable. However, the audiences are normal people, and not everyone’s dream is achieved as easy as the ones of celebrities. There would be a belief that not every person can reach out to the elite level of the celebrities. The logic of the commercial is undermined by this opposite thought, which comes from a part of the audiences; not everybody is persuaded by the pathos strategy which the text has used. This limitation of the commercial could be altered if they showed a success of an ordinary person. The story would be more realistic and trustworthy.
Honda applies a social message towards their audiences as a way to encourage people and to market their car products. At the end of the commercial, a car appeared with the message from the Honda company: “Here is to chase dreams and the amazing dreams they lead.” The concept is used as a metaphor demonstrating that the customers are not merely driving cars, they are driving to their dreams. It creates an inner wake-up call for customers, giving them more reasons to buy products from the Honda company. They are not only buying a vehicle; they are buying a ticket to their dreams.
The Honda company uses rhetorical concepts to send out an encouraging message about the fact that people should be confident to chase their dreams. Honda does it in order to achieve their two goals, which are inspiring people and making people buy their car products as the car of dream chasers, leading the customers to their desired places. The commercial brings along a profound meaning reflecting the modern society where people are missing out chances in life to chase their dreams and how effectively the celebrities can influence the audiences.
“All-New Honda CR-V 2017 Big Game Commercial- Yearbooks.” YouTube, uploaded by Honda, 02 Feb. 2017, https://www.youtube.com/watch?v=f06ng5cII8o. Accessed 24 Feb, 2017.
After the process of peer reviewing, going to Howe Writing Center, and going to the conference, I finally have my essay polished after going through all four levels of revisions. I revised globally as my first step, I made sure that my topic and purpose went the right direction as I meant them to be, which was analyzing the rhetorical strategies Honda used in its commercial to send message of chasing dreams to their audiences by using celebrities’ voices, and to promote their products. Then, I did substantive editing; I realize that my thesis did not include the rhetorical strategies which I analyzed in my essay. My point of Honda marketing its products was not mentioned so I wrote a paragraph demonstrating why the chasing dreams topic was chosen to relate to the products. I made my point, which was using celebrities’ voice had different impacts, more solid. I copyedited my essay; I checked to make sure my essay had a flow, was concise, clear, consistent, and correct. I repeated too much about “chasing dreams” so I cut some off and made sure my essay was not digressed. I asked my friend to read over my essay again as for the last level-proofreading.
After all, I know that when writing a rhetorical essay, I do look only at analyzing the meaning of the context, but also the strategies and methods which are use. I have to tell the impact of the methods and the reaction of the audiences toward those methods. I have to able to realize and understand the context to accurately support my idea. I will ask my roommate to read over my essay to avoid the final and unnecessary mistakes.