Selling is commonly viewed as exchanging one item for money or something of value but it also means to persuade to align with your point of view. Many individuals are sellers even when they are not trying to be. An example of this is a conversation between a classmate of mine, Anthony, and our English professor, Professor Alexander. The conversation centered the future outcome of the super bowl. Mr. Alexander had already stated that he believed the Panthers would take the title. Contradicting him, Anthony insisted that Peyton and the Broncos. Anthony stated, "The Broncos defense is going to shut Cam down, he can't run from Von Miller and Ware (DeMarcus) all game. Our defense is too fast, too strong, and our corners lock up",.  With this statement Anthony uses a method of selling to get his opinion across. His method is effective because Anthony understood that his claim would evoke a feeling in Mr. Alexander and was very confident about his claim. Things such as confidence and persuasion are tactics that most salesman need. Using these tactics with skill usually results in successful sales. This year Hyundai released its new Genesis to the public during Super Bowl 50. For their advertisement Hyundai uses the ethos of an actor and pathos to capture their audience's attention in their efforts to market their car.

One way to make an effective sales pitch to your potential consumer is to make yourself seem credible. Aristotle referred to this as ethos. Hyundai is known is generally known for its stunning sedans which often have sleek designs and great performance. Hyundai has been on the rise in the eyes of American consumers and continues to impress even to this day. They have won numerous awards from JD Power and Associates such as initial vehicle quality and initial brand quality (Power).This level of ethos brings interest to consumers and Hyundai seeks to keep that interest alive in the United States. With this in mind, Hyundai introduces its new Genesis with a prolific actor, Kevin Hart. Hart is an actor and comedian who draws attention naturally. His appearances in various movies and stand up comedies solidifies as one of America's most recognized individuals today. In this advertisement, Hart's face appears at the door, instantly drawing the attention of the audience. Viewers around the world are cognizant of Hart's image and Hyundai is aware that his presence gives their commercial immediate credibility. They understand that if the award-winning actor is in it, viewers will watch it. Kevin Hart's appearance in the commercial provides it ethos strong enough to make an effective sales pitch.

Further along the lines in the art of persuasion lies a concept known as pathos. Pathos appeals to the emotion of the viewer and delivers their argument with the intent of getting an emotional response. In the Hyundai commercial, Kevin Hart plays the role of a father seeing his daughter off on her first date. Many viewers can empathize with this situation, especially other fathers. Fathers understand the concern Kevin feels for his daughter's safety on her first date and of course can empathize with him. Before the young man walks off with his daughter with him, Hart offers his car to the young man insisting that he takes his car. His car is the new Hyundai Genesis which has a beautiful design along with several accessories and gadgets that interest the viewer and even the young man in the commercial. He and Kevin's daughter stroll happily to the car unaware of Kevin's ability to track their every move. Kevin looks at his watch, tracking the vehicle's location. His watch is connected to the Genesis and allows Hart to monitor their every move. Not only can parents associate themselves with this type of situation but many teenagers can as well. Many teenagers dislike this type of technology with the vehicle because it allows the puts parents in control. According to the commercial, when the car and watch are connected, parents can locate the vehicle at any time and teens obviously do not want that problem. Parents on the other hand are elated because they have access to their children at any time. With this feature of the vehicle, Hart stalks his daughter and her friend, showing up everywhere they go. Lastly as the young man leans in for a kiss, Hart appears hanging from a helicopter saying "You got the wrong daddy" (commercials.org). As any father would hope to do, Hart the father saves the day. He stops his daughter from kissing the young man due to the tracking device between his watch and the vehicle. Fathers of teen daughters are elated with the capabilities of the new Genesis especially as it relates to their daughters. Teens on the other hand, are petrified.

Hyundai's introduction of the Genesis is an appealing advertisement. The commercial has a humorous scene of a father trying to protect his daughter on her first date. Between Hart's comical stardom and the emotional scene development of a protective father, the commercial demands the viewer's attention. Then, with their audience in the palm of their hand, Hyundai introduces its new Genesis and one of its dazzling features which allows the vehicle to be tracked with a watch. Kevin Hart's reputation and charisma grants the commercial instant credibility. He is known for his hilarious scenes and crowds love him around the world. Hart's appearance from behind the door gives ensures viewers and Hyundai takes full advantage. In addition, Hyundai asserts Hart's acting skills with a father role in the commercial. This use of Hart gives the commercial an emotional appeal that is irresistible. Hyundai persuades their potential consumers with the ethos of Kevin Hart and pathos to consider their new Genesis and its unique capabilities. They are aware that a 'Daddy's gotta do what a Daddy's gotta do' (Super Bowl Commercial).

