Are we living in a

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Are We Living in an ‘In Tech’ World
Introduction
Ellen and Portia are starring in a Super Bowl commercial for Amazon Alexa
(/watch?v=2rhq3GLxAmY), which is a technology by Amazon, and she debuted the ad on a show called Plus on January 29th, 2020. She advertises the new Echo Show 5 and Fire TV Cube! A hands-free streaming device, which has integrated Amazon Alexa technology. The Ad uses pathos to appeal to the audience’s emotions of doubt, amusement, happiness, optimism, and satisfaction. The starring in the Ad reflects the use of Ethos to communicate with the audience. Ellen and Alexa have been married for a while now; they are a gay couple, and Ellen’s show viewed globally has made the couple popular and influential this makes them credible to the audience. The Ad uses text mainly to enable those with hearing difficulties to understand the movements and actions in the video. Instead of saying ‘we have found a solution,’ use of logos is evident from the use of epiphany to creatively answer Ellen’s rhetorical question and drive logic. Themes of love, happiness, humor, and exaggeration in the Ad create imagery that is relatable to the audience. Music and sound effects have been used to create an imaginary world of an ancient set up. The Ad uses text to compliment the movements and actions in the video. Instead of saying ‘we have found a solution,’ use of logos is evident from the use of epiphany to creatively answer Ellen’s rhetorical question and drive logic.
Features of the Advertisement
The Ad uses various visual elements to communicate with the target audience. In the beginning, visuals are used to create a happy mood and build on the theme of love and happiness. The couple leaves the house together profoundly engrossed in a conversation about what people did before the invention of this new technology. They seem to be excited about this new device they just bought, and the rhetorical question Ellen asks goes a long way to tell us how this new technology has solved problems. This product associates with love and happiness to convey its value and importance in the lives of people. The Ad uses a calm choice of text font and color to avoid drawing attention to the text and mainly direct the audience’s focus to the visuals. This aspect helps to convey a message to the audience using sincere emotions. The Ad employs the use of parallelism, the names Alessa, Alexine, Alex, Alexi, and Alexamis are related. This feature enables the audience’s understanding of the logic and gives the Ad an organized flow from one scene to the other. The Ad uses the element of juxtaposition in comparing the modern world and the ancient world. It relays a message that the new technology has made life better; it highlights the effectiveness and convenience of the product. The soundtrack used is dramatic, and it complements the element of humor depicted in the visual. Blockbuster music that is relatable to the audience is used at the end of the Ad, where Alexa is directed to play Ellen’s favorite music. The Ad uses various aural features to create mood and depth to the visual story. Additionally, the sound ef...