Advertisement Essay: The FIAT Blue Pill Advertisement

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Advertisement Essay: The FIAT Blue Pill advertisement
Visual, verbal and auditory persuasion plays an important role in advertisement to create awareness and appeal to the target audience where the message is tailored to them. Companies use ads that focus on specific features of their products or services and emphasize features that are likely to appeal to the customers. Advertising expenses can influence sales. Advertisers use different strategies to appeal to the customers including: appealing to logical thinking, emotions and ethics. The 2015 FIAT 500X Super Bowl Commercial “FIAT Blue Pill” appeals to brand, quality and humor.
The ad is set in an Old Italian village town where a man tries taking the blue pill, but accidentally throws it away and the pill travels throughout the city until it gets inside a small Fiat car that transforms to the 500X version. Since the advertisement promotes the launch of the Fiat 500X, the message is that the car is bigger and more powerful. While the ad makes sexual suggestions, the creators highlighted the idea that just as the old man was ready for action so is the vehicle. The old man requires a blue pill and this represents ‘Viagra’ which enhances sexual performance, Viagra is blue color and blue pill is an erectile dysfunction treatment. In the ad size matters that even the women appreciate this, since the bigger car is preferred because it has better performance.
Even as the ad focuses on a mature couple, the target audience is younger people both male and female as there is emphasis on the car being bigger and sexier. When the
Fiat 500 transforms into the Fiat 500X crossover when the pill gets into the gas tank. The women who see the transformed vehicle are impressed, and the bigger more power red colored car looks classy to them. The young man who drives the vehicle recognizes that the vehicle is more impressive and comfortable, and he uses the opportunity to test drive and possibly attract attention.
The persuasive strategies that are mostly used in advertising are appeals to ethos, pathos and logos, but the ad creators also focus on humor to connect with the audience. Ethos is the appeal to credibility and pathos is the appeal to emotions, values and beliefs while logos are the appeal to logic, consistency and reasonability. Depending on who the s...