For millions of commercials, I choose a Rosetta Stone commercial, the one which is performed by Michael Phelps. Overall, I grade this commercial as an emotion funny type commercial. However, although it looks funny and simple, it covers with lots of marketing strategies.
The most obvious strategy is a celebrity using. Michael Phelps is an American Hero who bring the proud, honor, and successful to United States. Therefore, most Americans like him. Due to balance theory, Marketers want people who like or have positive attitude toward Michael Phelps, as a consequence from the theory, to like or have positive attitude toward their product. Moreover, source factor also come to play because Michael Phelps has ability to draw an attention, as same as other celebrities, to many people no matter they like him or not. Next, everyone know Mr. Phelps can swim fast, guarantee by 8 golden medals and uncountable record he have done. Also, in the commercial, it repeats that he like to do everything fast; giving people autographs by using both two hands and feet to make it faster, chopping vegetables with incredible speed, and so on. Therefore, Rosetta Stone try to use syllogistic by telling that Mr. Phelps love to do everything fast and he uses Rosetta Stone to learn Chinese language. Then, Rosetta Stone is a fast way to learn a new language. Moreover, in this commercial, it has one-side massage context like “Rosetta Stone is a fastest way to learn a new language” with the bold to draw people’s attention. They use the trustworthy voice to make a commercial more trustable. Then, when combine one-side massage and like-expert voice with attractive source factor. They will provide an optimal persuasive effect for this type of commercial. Furthermore, the classical theory also apply in this commercial by showing Michael first to draw attention then show the product right after; later on, show Michael and product together and end with Michael immediately after the product...