Rhetorical Analysis of Superbowl Commercial

In this commercial, Audi first appeals to our emotions (pathos) by presenting us with a dateless teenager on Prom night. Despite his mother's insistence that he looks "dashing" and her claim that many people go to proms alone, the boy--and perhaps viewers as well--are more convinced by his little sister's reminder that "no, they don't." This leaves us feeling sorry for the boy. The father's willingness to give his son his car shows more support for the boy, reinforcing the sweetness of this family and the moment. Further, the manner in which he throws him his keys, as well as his encouraging and knowing, "Hey, son--have fun tonight,"  suggests that this act represents a kind of coming of age rite of passage. Like something special is happening.

On the road, the boy encounters a limousine presumably filled with a group of students, but represented by a lone girl hanging out of the window, excitedly screaming, "Prom!" at the boy, as if to seal his outsider status in the commercial. This puts us decidedly on his side. And here comes the turning point: turning away from the limousine, the boy grasps the wheel and accelerates with a sense of determination. He may be alone, but he's not defeated by it.

The commercial then builds on this Lone Wolf status and appeals to the viewers' sense of defiance and rebellion as they boy, against what?--those kids in the limo, his stupid little sister, the school, the inconsequential popular kids?--parks in the Principal's Parking spot! More determination as he walks to the beat of the song, which chants, "...Ain't nothin' to me!"

The advertisement finally gets to the inevitable Appeal to Sex inside the prom on the dance floor, where the unarguably attractive Prom Queen dances alone (what kind of King would leave her alone!?!?!?), and our loser-turned-hero claims his girl, his raison d'etre, to the shock and gasps of all in attendance (even the DJ, who stops the music!), but especially of the King, who aggressively moves toward our hero to defend what's his (a natural, but immature act that only further puts us on the side of Audi Boy).

In the final moments of the commercial, we see the boy back in the Audi, smiling broadly with a newly earned shiner. His smile turns into a triumphant howl--his "barbaric yawp"--this is victory after the battle, or the conquest. The scene fades as the words "Bravery. It's what defines us." flash onto the screen. The viewer is left to feel included by the use of "us" here--like, Audi drivers understand this ideal, and you can too...if you buy an Audi.

What I find most interesting, though, is that while the boy is the obvious hero of the commercial, his age group is not Audi's desired demographic. His father (and mother) is. And that's when I realize that his father is the real hero of the story--he's the one who gives his son the car--tosses his keys in a masculine, self-assured way--encourages his son with a confidence that it's all going to work out. He's already moved past this high school drama, and now he's here to play the part of the good father, the successful man, the loving dad. And he knows it will work out, because this kid and his father have something those kids in the limo and at the prom don't--and it's transcendent and brave. It's an Audi. BAM!