Visa: The Difference Olympics 2012 Commercial http://www.youtube.com/watch?

v=p9PZV1e9jks Despite the relatively short run time of Visas Go World commercial for the 2012 London Olympic Games titled The Difference, the combination of audio and visual effects employed is incredibly persuasive to the intended audience. The commercial may be short and sweet, but the insight conveyed in the expertly organized barrage of slowmotion sepia-toned images of Olympic royalty and commoners alike effectively impacts the viewers. Though few words are spoken, the meaning behind them and the added bonus of being spoken by Morgan Freeman make them memorable. Throughout the commercial, the finely tuned audio-visual balance and almost equal attention played to each of the three main rhetorical proofs effectively perpetuate Visas purpose, which is to promote not only the brand but the Olympic Games. Through the use of ethos, pathos, and logos in both the audio and visual aspects of the commercial, the advertisement draws in the intended audience by morally engaging and emotionally connecting its members. By featuring, yet not specifically naming, a well-known narrator and famous athletes, the commercial establishes credibility with a culturally well-informed American audience. The ad generates a sense of excitement from the start with the use of a very well-known and influential narrator: Morgan Freeman. Though the commercial never explicitly mentions Freemans name, doing so is not necessary; the vast majority of the target audience is already familiar enough with the venerated star to recognize his voice. The inclusion of such a famous actor is a method used by Visa to build the advertisements ethos. Not only is Freeman very well-respected within the acting

community, he also has experience with narrating television specials such as Through the Wormhole. Morgan Freeman does not directly endorse Visa; however, his voiceover lends a sense of legitimacy and dignity to the commercial that an unknown narrator could not accomplish. In addition to the auditory impact generated by Morgan Freemans distinct voice, Visa further enforces the companys credibility by referencing a slew of athletes who are not simply memorable, but legendary. Much like Freeman, the athletes pictured in the commercial do not directly promote Visa; there are no interviews or product plugs. Instead, the advertisement features a stream of reworked videos showing the crowning athletic achievements of the Olympians. The first pictured is Yelena Isinbayeva, a Russian pole-vaulter who won the bronze in London and was the first, and only, woman to ever clear the five-meter mark. Seconds later the film cuts to Bob Beamon, the American long jumper who broke the world record in Mexico City in 1968 by over two feet- a record that stood for 23 years. Next is Nadia Comaneci who is most famous for scoring the first perfect 10 in gymnastics when she competed for Romania. The last athlete, Michael Phelps, is particularly impactful because of his relevance to the intended audience of American citizens. Not only is he American, but he also competed in recent memory in one of the most memorable Olympic performances of all time. In 2008 in Beijing, Phelps went 8 for 8 in gold medals and world records in swimming. Visa uses these specific athletes images to send a message to the viewers about Visas status as a company. Though thousands of athletes have successfully competed in the Olympic Games since their inception, few have done so to the degree of the athletes pictured in the commercial.

The final step that Visa takes to establish ethos in the advertisement is by appealing to moral and patriotic viewers through the crowd shots. In the advertisement, the crowds pictured are all regular, non-famous citizens who have joined together to help their beloved Olympic athletes. These images are intended to stir the nationalist and moral fervor of the audience and spur them into action behind their country and the Olympians representing it. The Visa brand name portrayed in tandem with images with strong appeals to the general population establish the companys connection with the ordinary American and thus furthers the ethical proof of the advertisement. Visa builds the pathos of the commercial by interweaving various audio and visual techniques to persuade the audience to join the companys call to action. Visually, the sepia-toned, slow motion images of athletes and cheering crowds promote a sense of connection and belonging among members of the intended audience. The use of sepia coloring adds a personal affect to the images; they appear to be straight out of a scrapbook of old memories. The company takes advantage of the fact that most audience members probably remember at least one of the athletes portrayed in the commercial; the sense of nostalgia evoked by the images gives the Visa brand name a more personal sentiment. Furthermore, the implementation of slow motion video strengthens the perceived connection between the audience and the athletes. When the images are moving more slowly, the audience is able to see more detail, to feel more up close and personal. Thus, they feel personally closer to the athletes themselves. Finally, the video streams of screaming crowds appeal to every humans intrinsic wish to be part of a group. None of the people cheering in the video are alone; they convey a sense of camaraderie and commitment to a shared cause that is very attractive and persuasive to viewers.

Beyond using visuals to aid in the pathetic proof, Visa uses very specific word choices to foster emotional fervor among the audience to back the athletes. Some examples include cause-and-effect statements such as when you wish, [. . .] they fly higher, to make members of the audience feel invested in the events despite their relatively powerless position as ordinary people. Also, the narrator mentions the wonderful things that can happen when the general population can come together as one. This group psychology is meant to make the audience feel as though it plays an integral role in the bigger picture. Lastly, the call to action, in which the narrator urges the viewers to join our global cheer, aids in the pathos of Visas message. Not only does the public feel more intimately connected with the athletes, they are also left with a common goal to achieve as a unit. The logical proofs made by the commercial center around the organization of the scenes and the relatable quality of the pictured crowds provide structure for Visas advertisement. The commercial alternates between images of athletes and images of cheering crowds. As the advertisement progresses, the cheering increases in fervor and excitement, finally culminating in the call to action at the end of the commercial. In the cheering masses are people of different ethnicities, all in different meeting locations. Just about every demographic of viewer could most likely point out a similar person in one of the crowd scenes. Not only does the organization of the video make sense for Visas purpose of inspiring its viewers and promoting the Olympic Games, but the effectively relatable crowd makes the video believable and thus seemingly attainable. The Visa Go World The Difference commercial uses balanced audio and visual techniques to establish the brands credibility, promote emotional connection among

viewers, and organize the commercials material in a logical and believable manner. As a sponsor of the 2012 London Olympics, Visas goal with the commercial is to advertise not only for the events but also for the brand itself. By teaming the two together and incorporating a call to action in the form of liking the Facebook page, Visa is anchoring the brand to the Olympics, which are inherently patriotic yet global. Thus, the commercial is rhetorically successful and significant because it brings people together through a mutual recognition of the famous figures pictured the mutual craving to be part of a group, and a desire to relate to the athletes that represent ones country.