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Nationwide Commercial

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Submitted By telgner
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Major Assignment #2: Visual Rhetoric
Evaluating Visual Arguments: Advertisement Analysis Essay

The advertisement by “Nationwide”, one of the major insurance companies in the world, was broadcasted on the 5th of February in 2006, being the first ever Super Bowl commercial for its producers. As always, humor was expected to be the governing ingredient throughout the Super Bowl ads and, with that in mind, it is easy to tell that Nationwide was also hoping to score some touchdowns by using wittiness to connect with its audience. The commercial starts out as a cheesy, hair shampoo promoting advertising. Fabio, the main character and an Italian, blond-longhaired gondolier dressed in a white shirt with his chest showing, romantically floats down a canal in Venice being escorted by a beautiful young woman sitting next to a bunch of red roses whose long-brunette hair is moved by the wind while she is trying to get the gondolier’s attention. The scene is accompanied by romantic, slow, violin/fiddle music when a manly voice in a ton one recognizes out of fairytales pops in:
“From the man who brought fantasy to life comes a hair product born into reality – Fabio. Beauty has a face. Perfection a name – Fabio.” Other imagery, such as a white horse, a same colored flower opening in slow motion, Fabio blowing petals into the camera and between it all a shampoo bottle labeled “Fabio, Shampoo Di Italia” are shortly introduced before the gondola passes under a bridge after Fabio reaches for one of the red roses. “And now you can experience a shampoo worthy of only one man’s…..” Suddenly the voiceover and music stop, the beautiful woman looks up and winces when she notices that Fabio has changed. He has become an old, grey haired grandpa holding the rose out trying to make his move. Than, a new, clear/hard voice cuts in: “Life comes at you fast. Be ready

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