Rhetorical Analysis of the One Second Commercial

              One reason to watch the 2009 Super Bowl Game against the Steelers and Cardinals was to watch the great game of football, however another reason was to watch the first One Second Commercial. Building up to the Super Bowl, all I remember talking about was not the game but the One Second Commercial. Miller High Life made their protest against the ridiculous cost for ads in the Super Bowl public and with it, the attention of all Americans. We wondered what would they say in one second, or what could they say in one second. The whole nation held their breath in anticipation of the one second commercial. 
               The anticipation of the commercial did much more for Miller High Life than the actual ad. The actual advertisement consisted of  the Miller High Life delivery man saying "High Life" and then the screen went black and the next commercial popped up. In the background the delivery man is in a warehouse full of Miller High Life and there is a big poster of High Life in the middle of the warehouse.  
               The ad itself did not appeal to any emotions except the enthusiastic yell of "High Life" by the delivery man. The idea of the one second ad protesting the ridiculous cost for air time during the super bowl appealed to our emotions much more than the actual ad. Before the super bowl, Miller created a website that took us through the development of the commercial and pointed out how much it cost for an add and demonized NBC for making air time so expensive. 
              The ad itself did not appeal to any logic but the idea did.  "Miller High Life is all about high quality and great value, so it wouldn't make sense for this brand to pay $3 million for a 30-second ad. Just like our consumers, High Life strives to make smart choices. One second should be plenty of time to remind viewers that Miller High Life is common sense in a bottle," High Life Senior Brand Manager Kevin Oglesby said in a statement. 
             The ad did not have much ethos involved with it. The only thing that I can think of is that High Life company is well respected as a good beer for your dollar so a one second commercial that did not cost that much reinforces this idea.