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Merely knowing a company’s target audience is insufficient, as advertisements must provide an enticing view of its products to be genuinely efficient. PayPal released an online commercial that highlights the benefits of its payment system years ago, yet its message still holds its persuading value. Judging by the rhetorical devices included in the advertisement, PayPal focuses on being convenient just as must as on connecting people from all parts of life via a simple yet powerful utility. In this essay, the rhetorical elements used in the aforementioned PayPal online commercial, including voice-over narration, imagery, and music, will be analyzed for their intended effects on viewers.
The first rhetorical device that plays a crucial role in conveying PayPal’s message is voice-over narration. The company presents clear statements that highlight the usability of PayPal’s application which is supported by examples of how it improves everyday activities and connects people with other companies (PayPal). In addition to this apparent usage of logos and ethos, the narrator skillfully delivers the company’s vision by stating that “we believe your money should work for you, not the other way around” (PayPal 00:01:00 – 00:01:06). This show of dedication to its users allows the advertisement to ensure its viewers that the company cares about their finances, adding pathos to its message. Overall, the narrator presents concise and compelling arguments in favor of the application.
The visuals support the narrator’s explanations by giving the audience references and examples of the system’s daily applications. The scenes are created to highlight PayPal’s usefulness, accessibility, and reliability. Noticeably, all actors used in imagery for the advertisement heavily differs in terms of age, social status, and the reason why they use PayPal. The majority share a unique bond between them, being either married, dating, or related to one another. This apparent notion shows the pathos of the advertisement’s message, as happy couples and relatives share their joyous moments with the help of PayPal. The diverse crowd of actors adds ethos to the commercial by pointing out the fact that it is a universally utilized system that holds no bias against its users. Aside from the actors, the imagery used in the commercial shows how easy it is to use PayPal as a payment option through the on-screen emulation of the app’s user interface. The video presents a one-click menu that mirrors PayPal’s functionality, albeit simplified, with an indication of its suitability for everyday usage (PayPal). It is a clear demonstration of the usefulness of this system, adding logos to the advertisement’s message.
The background tune from the commercial can also be seen as a rhetorical device. Despite its apparent simplicity, it enhances the narrator’s message regarding its system’s functionality through an almost monotonous rhythm. It is a positive, upbeat, and unchanging melody that influences the commercial’s pathos. This music adds a calming effect to the advertisement, leaving the narrator’s voice as the centerpiece of the audience’s attention.
In conclusion, the analyzed advertisement presents a mix of rhetorical elements that combine ethos, logos, and pathos to represent the values that the company provides to its customers with great appeal. PayPal’s message is carefully tailored to convince its primary audience to switch over to the company’s payment system. The narrator’s eloquence, combined with outstanding visuals and unintrusive background music, gives the viewers a strictly positive impression of PayPal’s product.
Work Cited
PayPal. “Online Payments – PayPal Commercial.”YouTube, 2015.
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