Audi cars could be consider one of the best brands of automobiles available for purchase. With Audi's cutting edge technology, and high driving performance, it gives the passengers and drivers of an Audi an outstanding "out of this world" experience. Audi's recent Super Bowl commercial emphasizes on an "out of this world" experience. The commercial is about a retired astronaut, who misses the old days of being a shuttle commander. As he man sits in his chair reminiscing about his time as an astronaut, he is unaware that his son has walked in. The old retired astronaut was so immersed and lost in his own flashbacks that he does not respond until his son offers him the keys to his Audi R8. When the father gets behind the wheel of the Audi R8, all of the memories of his days as an astronaut overlay with reality, and he is invigorated by the sleek and powerful appearance of the Audi. The only thing that seems to bring back the thrill in the older man's life is the speed of the 205 mph Audi R8, which brings him back to his memories of launching off and surging into space. This seems to suggest that by choosing an Audi, it will bring out the best in us by offering the thrill we have been missing. The commercial convinces the audience of this "out of this world" experience and adventure, while using many techniques such as pathos, ethos, and logos. 

The main purpose behind the commercial is to play on the audience's emotion, and form an attachment to the older man. In the beginning, the father is just sitting in his chair not eating, making the audience worry for his well-being. As the audience begins to wonder what could help this old retired astronaut to become his normal self again, and find his purpose in life, his son comes and helps the father with his problem. The son leads his father outside and presents him with the new and improved Audi R8, and hands over the keys to him. The only way for the older man to feel alive again is to drive the Audi R8, which will give him the same passion he had when he was a young commanding astronaut. The father has finally found happiness again, and it is all due to the Audi, which reminds him of his similar experience in a rocket ship. The Audi seems to give off the feeling that is similar to an "out of this world" kind of vehicle experience. When Audi cued "Starman" by David Bowie to start playing, that is when the audience became emotional. When "Starman" started to play it reminds the audience of the recent death of David Bowie. Altogether this commercial's purpose was just to tug on your heartstrings and create a bond between the audience and death of David Bowie.

Unlike pathos, ethos does not really have a great impact on this Super Bowl commercial. One of the greatest things that can count as ethos in the commercial, is that Audi itself came out with this commercial. Audi is known for having great cars, so Audi has built its own credibility over the past years. During the old retired astronaut's flashback, the flashback seemed authentic, which leaves a deep impression on the audience. The sounds in the flashback creates a strong NASA feeling. NASA has great credibility when it comes to space. When we think of NASA, we think of the speed, power, and reliability required in order to launch into space and break through the Earth's atmosphere successfully. We also think of new discoveries and technology that will progress us even further. Also in the commercial the old retired astronaut is addressed as commander, and being a commander it gives the impression of a trustworthy person, since a commander has a lot of responsibility and standards that they need to stand up to. Therefore if the commander trusts Audi to give him the adventure he seeks, then an ordinary person should be able to experience it too. 

 Throughout the Super Bowl commercial logos were being displayed. In the beginning, the retired astronaut was depressed about missing the excitement that can only be obtained by the rocket ship, but in the end the only thing that could give him that thrill and passion again was driving the Audi R8. So logically the only thing that could make one feel the same excitement and thrill that is similar to being on a taking off rocket ship, is driving the Audi R8. The usage of playing a David Bowie song was more effective due to his recent death. The commercial was able to capture attention of the audience by playing one of Bowie's most famous songs, "Starman". They tried to display the theme of "the out of world" feeling, which went perfectly with the song. The commercial took advantage of what is in style by using an outer space kind of theme. The commercial ties into pop culture, because right now people are focusing on spaced theme movies, just like the recent box office movie and book "The Martian". There are many successful movies that use space themes, for example; Star Wars, Interstellar, and Gravity. Audi has the idea that having a space themed commercial will attract the audience more, and it seems like right now people want commercials and movies based on space. 

The argument of the Super Bowl commercial is that the Audi R8 not only does not drive like any other car, but that it will also give the driver an "out of this world" experience.  To persuade the audience to agree upon their viewpoint, Audi makes the car seem like driving it would be an experience that will give back one's passion and excitement to life. By creating this concept, Audi uses pathos, ethos, and logos to make their argument stand out more. I believe the commercial was successful because of the powerful use of pathos and logos. I do not think the argument of ethos was as powerful compared to the other two, but by formulating all of the techniques together this commercial is able to convince the audience that Audi is a great car, and it has indeed increased the interest in people to buy their cars. Audi has created a great commercial since they were able to successfully capture the people's attention and sell their product of an amazing car.

