Introduction
The first TV commercial by Kia focuses on an unconventional rhetorical situation. The wife defies her husband’s order and parks the car on a grassy hill, stating, “Someone’s got to wear the pants in this family.” Similarly, Mercedes-Benz excellently demonstrates an interesting rhetorical situation in another advertisement, comparing accident initiators to children. Mercedes-Benz uses a concise slogan: “Who loves to crash will hate it. Who hates to crash will love it.” Commercials by Kia and Mercedes-Benz use vivid features to emphasize rhetorical situations.
Kia Ad
The advertisement is aimed at the target audience, as football families, especially those in which women take an active role in decision-making. Relying on the advertisement’s context, the family goes to a soccer game. The husband tells his wife where to park, but she does the opposite, guided by her own thoughts and desires. The commercial’s humorous tone emphasizes an unconventional situation and contrasts words, ideas, and actions.
Consequently, the ad’s primary purpose is to showcase the Kia Sorento’s agility in everyday situations, highlighting its benefits for active families. The setting is an unusual parking lot before a soccer game, where mom, dad, and their son arrive. Generally, Kia focuses more on women’s confidence and determination, showing they can “wear the pants” and take the lead in handling family matters.
Mercedes-Benz Ad
The advertisement’s target audience is drivers interested in safety and technological innovations in the automotive industry. According to the context, children play with toy cars but cannot smash them, which goes against their expectations. Mercedes-Benz employs a comedic tone, highlighting children’s resentments and frustrations while drawing attention to its unique automatic braking system.
The TV commercial’s primary purpose is to demonstrate the effectiveness of the Brake Assist System Plus and how it provides safe driving. The ads are predominantly filmed in children’s rooms where kids play with toy cars. Overall, Mercedes-Benz advertising focuses on safety, innovation, and practicality in automotive technology, capturing drivers’ attention and positioning the brand as a leader in the field.
Conclusion
In conclusion, advertisements by Kia and Mercedes-Benz have competently and correctly approached when designating rhetorical situations. Their fundamental essence is understandable to a broad audience, and their humorous tone makes them memorable and commercially effective. The final taglines in both commercials emphasize the benefits of the featured automobiles and cater to the needs of different audience groups. Overall, both commercials showcase the innovative features of the vehicles and the desire to elicit positive emotions and reactions from their target audiences.