SuperBowl Commercial Analysis

The commercial that I chose to analyze was a Doritos commercial. The commercial begins with a man eating a bag of Doritos. When he bit into the first chip, a woman who was walking down the street was stripped down into her lingerie. The next chip, the man was in front of an ATM and when he bit into the chip, the machine began spitting out money. When he bit into the last chip, a police officer who was walking down the street was turned into a monkey. The man then realized he was out of chips and was hit by a bus.

Rhetorical Elements
* The Dorito bag that was used in this commercial was the red bag. It was the only bright color in the commercial. They could have chosen the blue "cool ranch" Dorito bag, but they chose to use the red bag because it stood out against the background.
* The context of this commercial was the obviously the SuperBowl. This played into the intended audience because the majority of the viewers of the SuperBowl are male, and the intended audience for this commercial was obviously male. It appealed to the male interest in the female without her clothes, the money being thrown at him, and the ability to get rid of the police. The commercials that preceded and that followed this commercial also played in to the male audience. This commercial was followed directly by two Budweiser commercials, and the commercial before the Doritos commercial was a preview for an action movie. All of these factors play in to the context and the intended audience for this commercial.
* Ethos - This commercial used the ethos appeal at the very end when the brand logo was displayed. There was a black background with just the Doritos logo which appeared to be glowing against the background. The only things that appeared on the screen at the end of the commercial were the logo for Doritos and the web site. This created a lot of blank space, drawing the viewer's attention to the logo.
* Logos - The sex appeal of the commercial uses the logos appeal. The woman was wearing matching black lingerie. The sexual appeal of the woman is designed to appeal to the male audience.
* Another element in this commercial was there was no dialogue in the entire commercial, however, the message of the commercial was still very clear.



*Although the intended audience was mainly male, it appealed to me because after I saw the commercial, I really wanted to eat Doritos. This may have been because I was hungry and waiting for dinner, however, this commercial still appealed to me.