The Jeep commercial is called the Jeep "portrait" commercial because it quickly shuffles through historic pictures of people who have used Jeeps, particularly easily recognizable celebrities, such as:. Marilyn Monroe, BB King, and The Terminator. As the pictures shuffle,the narrator talks over the fast-paced instrumental song in the background. Speaking as though he is "Jeep," the narrator  tells the audience all the places he has been in relation to the person's face who is on the screen.  In between every few historic pictures, a picture of one of the new Jeep models pops up. The commercial closes with a black screen with the bold white words, "We don't make Jeep. You do."

While this commercial uses several different strategies to connect with the audience,it appeals primarily to ethos.. Ethos is the establishment of credibility. By going through all the famous faces that have used a jeep in the past, the commercial is trying to convince viewers that even the richest and most famous people in the world drive jeeps. This also shows that Jeeps have been depended upon for so long and continue to be depended on they are obviously somewhat reliable. Besides showing that rich and famous people drive Jeeps, the advertisement also shows how many historically significant things have been accomplished in Jeeps. Several war veterans are shown during the presentation, which shows that if Jeeps can be used to do some of the toughest jobs in the world, they can do whatever you need them to do. There are also slides in the commercial that show a couple famous movies that were filmed with Jeeps. Then at the very end of the commercial, to cap it all off, there is text that says "75 Years." All these things combine to show the audience that Jeep is a credible vehicle that can do whatever you need it to do.

Logos is slightly harder to relate to this Jeep advertisement. Logos refers to the use of logic and structure. The commercial is certainly organized in a way designed to capture the attention of the audience quickly and keep them engaged. One of the first things that pops out to me is the clarity of the music on the opening slide. It is a beautiful piano solo playing and it seems to be at its loudest at the very beginning. It also seems like the detailed close-up pictures of the soldiers are used at the beginning to catch the audiences eye and then the friendlier and relatable pictures such as the celebrities and movies come later on to keep the audience interested. When it comes to commercials such as this one, I think that logos has to do with what the producers work on behind-the-scenes that we don't necessarily consciously notice.

One last rhetorical proof that is used in this commercial is "Ethos" Ethos is known as the emotional connection that the author tries to establish with the audience.  There is a very strong sense of ethos in the Jeep commercial. It is well known that Americans have a soft spot for war heroes and veterans. That explains why the commercial opens up with several consecutive pictures of war veterans who either used Jeeps or were using Jeeps in the pictures. These picture give the consumers a subconscious desire to try and model after the soldiers whom they idol.  Another way that this commercial uses "ethos" is by trying to relate to the older generation through things that were popular in their childhood.  Many adults associate good childhood memories with blockbuster movies used in this advertisement such as The Terminator and Jurassic Park. Adults that are looking for a taste of their childhood back might look to a Jeep because it makes them feel like they are young again. One big way that I think the commercial uses ethos is with the closing line which reads: "We don't make Jeep. You do." This line gives a sense of adventure and fun. One of the main selling points of Jeeps for the last several decades is its ability to drive off the road and take you wherever you want to go. The line at the end indicates that you get whatever you are looking for out of a Jeep and it is what you make of it so go create adventure with it. These are just a few of the ways that this advertisement connects with the viewers on an emotional level.

I thought that the Jeep "portrait" commercial was very successful in what it was trying to accomplish. It established credibility for the company that it was advertising by showing how extensively Jeeps have been used. The commercial also caught the viewers' attention and kept him interested in what it had to say. Finally, the Jeep advertisement was able to connect with the audience's feelings and emotions and relate to them.  When I was watching Super Bowl commercials this year, I couldn't help but think to myself why some of the commercials were so horrible considering the crazy amount of time and money that goes into producing them. Through the use of these three tools, I thought that this commercial established itself as one of the better commercials throughout Super Bowl 50 because of the way that it was able to get its message across and convince the audience that a Jeep is the best way to go if you are looking for a new car.

