Выполнение Внутримышечной инъекцииhttp://www.youtube.com/watch?v=UjtwCf5WWUU This ad and a series of other Nespresso ads starring George Clooney and John Malkovitch were set off in 2006. The target audience is adults both sexes with incomes higher than average, which value variety of good quality coffee and like to choose the tastes depending on the day and situation. This campaign included street posters, short TV adverts and videos that were uploaded on-line. All of them have a hint of humor and an exaggeration of the coffee brand promoted. I have chosen this video because of the comic application of the concept of heaven.
General Persuasive Strategy This ad targets to show audience that even the highest authorities estimate Nespresso as something more that the original coffee. St Peter is ready to take a bribe in a form of a coffee machine and the “near-to-death” George Clooney is reluctant to exchange coffee for life and values it more than his super-expensive car and a luxury residence. This and the attitude of the St Peter to the Nespresso will lead an audience to perceive the brand as “a drink so great that is drank in heaven”, transferring St Peter’s authority to the brand.
Cialdini’s weapons of influence This ad is based on the weapons of ‘liking’ and ‘authority’ that are explained in the “The Psychology of Persuasion” book of Cialdini, and at some point we can relate to the weapon of the ‘social proof’. George Clooney in the cast has a major effect because “good-looking people have an advantage in social interaction” (Cialdini 2007, p.171) and that “A celebrity influences others by acting as a role model” (O’Shaughnessy 2004, p.6) (Cialdini 2007, p.167). George Clooney is one of the most well known actors wordwide and undoubtedly very attractive. It is explained in the book of Cialdini on the case of the court and the level of attractiveness of victim and defendant that “both male and female jurors exhibited the attractiveness-based favoritism” (Cialdini 2007, p.172). Here we make a conclusion that both men and women respond to attractiveness similarly regardless of what sex the person is. In the case of our ad we can state that the appearance of an attractive man will result in both men and women responding to his appearance though they will act differently afterwards. Women are sexually attracted to the George Clooney and will wish to share his concern about coffee and are more likely believe him that the coffee is great. This can be explained by that “we automatically assign to good-looking individuals such favorable traits as talent, kindness, honesty, and intelligence” (Cialdini 2007, p.171). If he is that intelligent, then he can be trusted, even in the choice of the coffee. On the other hand, men will probably respond a little jealously. They know that women are attracted to the George Clooney and will desire to look like him. This ad will build and association of Nespresso coffee with George Clooney and transfer his attractiveness to the coffee brand, and men will want to be seen with Nespresso in order to be like Mr. Clooney. In terms of an authority weapon, a very respected character is used in this ad – the St Peter. St Peter is a from the Christian tradition and meets new souls at the Heaven’s gate. He is extremely respected, obeyed and accepted as someone who knows what is right. “Those higher in the social hierarchy, celebrity or knowledge hierarchy have an advantage in persuasion” (O’Shaughnessy 2004, p.83) The use of the image of a saint is very helpful here as “we are trained from birth that obedience to proper authority is right and disobedience is wrong” (Cialdini 2007, p.216). St Peter is confident that this coffee is the best and as he is “not willing to trade for anything else”: this means to the audience that the coffee produced by Nespresso machine is the very best; St Peter is wise and lives forever, therefore he should be familiar to every coffee in the world ever existed. Consequently audience unconsciously assumes that the Nespresso coffee machine and the coffee itself is the best from available if St Peter even willing to betray his usual responsibility to accept a person to the life after death. In society an opinion of an authority is taken as right “because their positions speak of superior success to information and power, it makes great sense to comply with the wishes of properly constituted authorities” (Cialdini 2007, p.218) and St Peter perfectly relates to these special qualities. Here the audience is tricked because the individual is not St Peter but playing his role. This is never mentioned in the ad but it is made obvious that George Clooney got into heaven because of the piano fallen on his head and the place he gets afterwards obviously a heaven as we all familiar with how it is usually pictured – white, over the clouds, quiet and peaceful music. It is known that you can’t become a saint just with a finger click but “it is possible for somebody who has put none of effort to adopt the mere label and receive a kind of automatic deference” (Cialdini 2007, p.222). The setting where George Clooney is visiting a shop, tasting a coffee and buying a coffee machine as an ordinary person can be related to the weapon of social proof. He behaves in a shop just like any of us would do, without the paparazzi and immediate autograph requests from the shop visitors – this makes him seem similar to us. This helps to establish a connection with an ordinary customer and an attention to Mr. Clooney’s actions that follow because “we are more inclined to follow the lead of a similar individual than a dissimilar one”(Cialdini 2007, p.140).
Rhetoric There are a number of rhetoric tools used in this commercial to increase the persuasive effect. The most obvious one is the epideictic rhetoric. This piece of advertising presents Nespresso coffee as a “heavenly drink” and even a saint betrays his principles for it. This changes the attitude to the Nespresso as it is not usual that St Peter lets someone to live in the exchange to the coffee – unexpected turn in the settled concepts. The strongest rhetoric used here is hyperbole – the value of coffee is overestimated. The coffee is given more monetary and life-meaning value than durable products - a car and a luxury house when it is obvious than coffee does not worth that much. This establishes comic effect and makes audience excited about the product. There is an artistic proof of ethos present in this piece of marketing – a proof from the character of the speaker. Though nor George Clooney nor St Peter express straightforward praise to the product, they show it by assimilating or even giving greater value to Nespresso than to Porsche Speedster or a house at Lake Como. Saint’s role here as someone experienced and respected and therefore proof from the character is very trustworthy. In the video we do not see the heaven in full – only the “entrance gate” and St Peter that here represents the whole heaven – a use of synecdoche rhetoric (when a part of something refers to the whole of something). The figure of saints is strongly associated with heaven and therefore it is a very successful use of synecdoche. Alliteration - the repetition of the same sounds or of the same kinds of sounds at the beginning of words or in stressed syllables – in this ad we see it in the sentence “that must be a mistake”, a consonance of letter ‘m’ in words “must” and “mistake”. When alliteration is used, the pronounced text becomes more interesting and pleasing to the ear. Here we also meet an assonance in the phrase “make an educated guess” in words “make” and “educated” with the sound of “k”. In the last seconds we can see a phrase “Nespresso. What else?” on the black background. The question “What else?” is a rhetorical question because it does not require an answer. In the context of the ad this question has some comic effect: St Peter is in right to ask for anything as a bribe but for some reason he goes for a coffee. Saint’s approval here acts as a proof of quality and taste. Heaven is an essence that is inaccessible to us but we can easily access the coffee that is drank there, so why not try it?
Argumentation The main argument in this ad is that the St Peter is willing to betray his principles for the Nespresso – if so, that must be a superb product. In support to this argument we see that George Clooney estimates the value of the Nespresso higher than the expensive car or a house. This is absurd in real life because car and a house are consumer durables, and coffee takes much less effort and money to get; appraising coffee higher than these increases the worthiness of the coffee in the eyes of TA.
Conclusion This piece of marketing makes successful and strong accent on the authority weapon of persuasion. The appearance of a sense, admiral by the very famous and respected men lead a viewer to deduct that the Nespresso coffee is the best coffee you can get. Supported with the rhetorical terms this ad has a comic effect, which makes audience to remember this video, and in total the advertisement proves a powerful piece of marketing communication.
Bibliography: · Cialdini, R. (2007) Influence: The Psychology of Persuasion. Harper Collins Publishers · O'Shaughnessy J and O'Shaughnessy N (2004) Persuasion in Advertising. London: Routledge.
выполнение Внутримышечной инъекции
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