This adverts combines two persuasive technique. The strategy appears on its face to be high social status admirer altercating, just as other celebrities endorse their products. People who admire Kevin Garnett will have dozen reason to use what he use or just to be like him. In early research, Lefkowitz, Blalke & Mouton (1955) found that people tended to jaywalk as a result of observing a person dressed in a suit and tie compared to when then person was dressed in denim. In positive altercating, people are more likely to copy a behaviour from whom perceived with "good quality." Effective advertisement often use characteristics people empathise to lead a new ways of acting which inevitably ramps up advertised products.
In the video, Kevin Garnett overcomes critics from basketball analyst and rival fans by using Dr. Dre headsets at his preparation. It creates a feeling of enhancing conviction in one'e inner strength
In-depth analysis of the technique, the advertising word "hear what you want with adaptive noise cancelling" with visual cue in the video helps decode the conceptual metaphor " overcoming critics and self doubt to strive our best. Conceptual metaphor effectiveness in advertisement has been widely used to attract attention in order to promote sales (Zhang & Gao, 2009). An statement from Koveces (2002) has been extensively quoted which well explained why conceptual metaphor plays paramount role in presenting advertisement. "Part of the selling power of an advertisement depends on how well-chosen the conceptual metaphor is that the picture and the words used in the advertisement attempt to evoke in people." ( Koveces, 2002:59)
To conclude, this blog reviews the pragmatic function of "high social status admirer altercasting and metaphor" techniques in presenting advertisement.
Lefkowitz, M., Blake, R. R., & Mouton, J. S. (1955). Status factors in pedestrian violation of traffic signals. The Journal of Abnormal and Social Psychology, 51(3), 704.
Tuner, M.M.,Banas, J.a., Rains, S.A., Jang, S., Moore, J.L. and Morrison, D. (2010). The effects of altercasting and counter attitudinal behaviour on compliance:A Lost Letter Technique Investigation, Communication Reports, 23, 1, 1-13.
Zhang X., Gao X.(2009). An Analysis of Conceptual Metaphor in Western Commercial Advertisements. Asian Social Science,5(12),97-103
Kovesces Z., (2002). Metaphor: A Practical Introduction. New York: Oxford University Press.