All I know is Logic

1 Crystal Lowder ENGL COMP I Text ral Analysis ! e 11"#"1$ All I know is Logic

T%e ad I c%ose to analy&e is The Challenge released 'y A di on May () *+1$, It was released as an internet ad-ertise.ent and soon 'eca.e -iral, In t%e -ideo) t%e original /0ock 12oden'erry 3 4ise)15657 0layed 'y Leonard Ne.oy %as a 8riendly co.0etition going on wit% t%e /0ock 8ro. t%e re.ake 1A'ra.s) *++57 0layed 'y 9ac%ary : into, T%e 'eginning starts wit% Leonard 'eating 9ac%ary at c%ess, 9ac%ary t%en c%allenges Leonard to a race to t%eir cl '; loser ' ys l nc%, C%allenge acce0ted, It t%en s%ows 'ot% .en getting into t%eir cars, 9ac%ary is dri-ing a s%iny) new A di wit% lots o8 roo.) w%ile Leonard is in a s.aller Mercedes, T%e -ideo t%en s%ows .ore o8 Leonard dri-ing) i.0lying t%at %is car is slower, 9ac%ary calls to let %i. know t%at %e %as already .ade it to t%e cl ', Leonard 8inally s%ows 0) < otes 8ro. t%e .o-ie and ses t%e - lcan slee0er %old on 9ac%ary so t%at %e can .ake it INTO t%e cl ' 8irst, T%e -ideo closes wit% anot%er .an dri-ing 0 in a .ore %ig%=tec% A di t%at 0arks itsel8 and %as 'ot% .en saying) >ascinating? w%ic% is a well known < ote 8ro. 'ot% Star Trek .o-ies 12oden'erry 3 4ise1565) A'ra.s*++57, T%is -ideo is 8or t%e new A di A6 car and is intended 8or anyone t%at en@oys t%e Star Trek .o-ies, /ociety today is -ery 0o0 c lt re oriented, Ay targeting 0eo0le t%at en@oy .o-ies 1es0ecially a .o-ie wit% a re.ake t%at %as 'ot% a yo ng and old a dience7) t%ey were al.ost g aranteeing t%at it wo ld 'e a %it, T%ey were rig%t too, T%e -ideo went -iral wit%in days o8 'eing released and %as o-er 6,B .illion %its on Co T 'e as o8 today, T%e -ideo ad ses all t%ree o8 t%e r%etorical strategies) t%o g% not all in an o'-io s way, Ay sing 9ac%ary : ito and Leonard Ne.oy it is clearly sing et%os, 4%en t%ey 'ot% set o t 8or t%e cl ') 9ac%ary 1t%e newer /0ock7 is t%e one cli.'ing into t%e new) sleek A di A6, T%is to .e i.0lies t%at it

All I know is Logic is t%e newer and 'etter o8 t%e two cars s%own, T%e -ideo also s%ows so.e o8 t%e nice 8eat res and lets it s0eak 8or itsel8, Next it 0lays on t%e 0at%os strategy, T%e -ideo is 8illed wit% % .oro s 'anter 'etween t%e two .en, It ses se-eral < otes 8ro. t%e .o-ies t%at a00eal to t%e -iewer, One s c% < ote is .ade 'y Leonard Ne.oy at t%e end o8 t%e -ideo, De 0 lls 0 to t%e cl ') and 9ac%ary : into walks o-er to %is car, Leonard 0 ts %is %and on t%e dri-er side window o8 %is car) and states) I %a-e = and always s%all 'e = yo r 8riend 1Aennett) /allin 3 Meyer) 15E*7, T%is < ote was 8ro. The Wrath of Khan in w%ic% Leonard Ne.oy 0layed /0ock at t%e ti.e, It was also in t%e new Star Trek Into Darkness 1A'ra.s) *+1$7) t%o g% t%e roll was re-ersed wit% Ca0tain Firk saying it instead o8 /0ock 1t%is ti.e 0layed 'y 9ac%ary : into7, I also noticed t%at Leonard Ne.oy looks a little old and s%a''y co.0ared to 9ac%ary : into w%o is dressed nice and %as a -ery clean c t look, To .e t%is re8lects on t%e cars t%ey dri-e, LeonardGs Mercedes) t%o g% a nice car in itsel8) 0ales in co.0arison to t%e A di A6 dri-en 'y 9ac%ary,

As 8ar as t%e logos strategy) I t%ink it is .ore s 'tle, T%e -ideo itsel8 doesnGt co.e rig%t o t wit% 8acts a'o t t%e A di A6 or co.0are it to t%e Mercedes) e-en t%o g% it does s%ow t%at it %as .ore roo. in t%e tr nk, To .e t%e -ideo) 'y sing /0ock as t%e cele'rities) itGs s 'tly telling yo t%at itGs < ite logical to ' y t%e A di A6 as /0ock is a -ery logical g y, T%e setting and 'ack gro nd . sic in t%e -ideo also 0lays into %ow yo 8eel a'o t eac% car, 9ac%ary li-es in a 0scale) sleek condo w%ereas Leonard li-es in a ty0ical s ' r'an cookie=c tter style %o se, T%e -ideo 0lays a -ersion o8 t%e Star Trek t%e.e song w%ile 9ac%ary is getting into %is car and dri-ing) ' t it doesnGt 0lay any 'ackgro nd . sic w%ile Leonard is in %is, In 8act) it act ally %as Leonard slowly dri-ing along w%ile < oting scenes 8ro. The Hobbit, T%e ad ne-er really tells yo to go o t an ' y an A di A6) ot%er t%an t%e end w%en t%e A di logo 0o0s 0, It really doesnGt e-en s%ow t%e A di car t%at . c% t%ro g%o t t%e ad, I t%ink it act ally

All I know is Logic s%ows t%e Mercedes .ore since it takes Leonard longer to get to t%e cl ', T%e co..ercial itsel8 is .ore a'o t t%e 'anter 'etween Leonard Ne.oy and 9ac%ary : into, T%is 0lays to t%e -iewer; %ooks t%e. into watc%ing and s%aring it o-er and o-er, >or t%e cas al -iewer t%at isnGt into watc%ing .o-ies) it 0ro'a'ly wo ldnGt 'e as good as it is to t%ose t%at do lo-e watc%ing .o-ies, A t i8 t%ey %ad down0layed t%e 'anter a 'it and 8eat red t%e car .ore t%en it wo ld %a-e lost itGs i.0act, To .e) t%e 'anter .akes t%e ad, I 0ersonally canGt a88ord to ' y t%e A di A6, I8 I %ad t%e .oney I .ig%t) ' t 8irst I wo ld %a-e

to do .ore researc% into t%e car itsel8, T%e ad didnGt tell .e . c% ot%er t%an t%e tr nk is 'ig eno g% 8or gol8 cl 's) and i.0lied t%at itGs a 8ast car, IG. s re t%ere are 0eo0le o t t%at can a88ord t%e A di A6) and t%ey .ay %a-e e-en 'o g%t it a8ter seeing t%is ad, 4%o knowsH O-erall I t%ink t%ey did a great @o' wit% t%is ad, T%e 0eo0le t%at .ade it knew w%at society today wo ld lo-e) and t%ey went wit% it, I8 it %ad 'een an ad wit% @ st t%e car and so.e . sic t%en it wo ldnGt %a-e gone -iral as it did, Leonard Ne.oy and 9ac%ary : into are t%e ad 8or t%is car, /ociety today lo-es a good .o-ie and t%e actors t%at 0lay in it, Ising two actors 0laying t%e sa.e c%aracter 8ro. t%e sa.e .o-ie and %a-ing t%e. 0lay 0 t%e ri-alry 'etween eac% ot%er draws 0eo0le in, 4e want to know w%at is going to %a00en 'etween t%e.) %ow it will 0lay o t, Like I .entioned earlier) t%e -ideo went -iral and %as o-er 6,B .illion -iews, I donGt t%ink it wo ld %a-e gone t%at 8ar wit%o t t%e two /0ocks, T%at to .e < ali8ies as a s ccess8 l ad, 4ell done A di?

NoteJ T%e title o8 .y essay All I know is logic is a < ote 'y /0ock 10layed 'y Leonard Ne.oy7 8ro. an e0isode o8 Star Trek 1t%e series7 called 4%ere no .an %as gone 'e8ore 115((7, I 8elt t%at it 8it t%e t%e.e o8 .y essay,

All I know is Logic

A di, 1*+1$7, The Challenge. KInternet ad-ertise.entL, 2etrie-ed 8ro. %tt0J""www,yo t 'e,co."watc%H -M4PkAyAkAd9s !esil 3 Norway Cor0oration, 115((7, Where no man has gone before, The Wrath of Khan, 115E*7, 2etrie-ed 8ro. %tt0J""www,yo t 'e,co."watc%H-M/PAG922rEFM