A mouse is searching for cheese and then gets caught in a mouse trap. The mouse appears to be dead but then he starts "pumping" the mouse trap bar in order to get free.
Author:
The author is most likely the makers of Nolan's Cheddar.
Context/Purpose:
Like most advertisements, the context is spatial. They are trying to convince the general public to buy their product.
Rhetorical Devices:
Pathos: The audience is a little disturbed at the sight of the dead mouse and the music adds to that disturbing image.
Irony: No home-owner wants mice in their homes yet that is this commercial's primary persuasive argument. This commercial seems to argue that because mice will go to such lengths for this cheese, it must be good cheese.
Hyperbole: Obviously, the determination of the mouse to get the cheese was a bit of an overstatement
Humor: The image of the small mice lifting to the Rocky theme is quite funny, and it is this humor that, in my mind, made this commercial so effective.
Contrast: The mood in the beginning is very uplifting. The music is a fast-paced feel-good song. Then once the rat is trapped, the mood becomes somber. The music is a very slow, sad song.
Effectiveness:
This commercial was the winner of the Best TV Advertisement Award in 2010. So clearly, this is a very effective commercial. The hilarious image of the mouse lifting to the rocky theme song made this commercial quite memorable and if a commercial is not memorable than it is not very effective.
Contrast: The mood in the beginning is very uplifting. The music is a fast-paced feel-good song. Then once the rat is trapped, the mood becomes somber. The music is a very slow, sad song.
Effectiveness:
This commercial was the winner of the Best TV Advertisement Award in 2010. So clearly, this is a very effective commercial. The hilarious image of the mouse lifting to the rocky theme song made this commercial quite memorable and if a commercial is not memorable than it is not very effective.
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