Evaluating an Advertisement: Microsoft 2014 Super Bowl Commercial

Introduction

During the publicity of the Microsoft 2014 Super Bowl Commercial advertisement, in the early 2000s, Microsoft was anticipating an opportunity to achieve a more favorable public image. The occurrence of releasing a new brand product which was the Xbox in a competitive retail market showed that Microsoft had been extraordinarily successful at developing a platform that connects the product to the desired consumers. Releasing the Microsoft 2014 advertisement showed an indication of brand awareness and also for the consumers to purchase the product. While evaluating an advertisement, it can be seen that the Microsoft advertisement uses an effective combination of emotional and logical appeals to induce their software's ability to connect the buyers with their families, help design mechanical parts of the human body that expands healthcare, as well as, present a form of entertainment (Microsoft).

Summary of an Advertisement

The Microsoft 2014 Super Bowl Commercial Empowering advertisement begins with the founder of Microsoft’s name displayed in the introduction. The opening of the advertisement asks the question, 'What is technology?'. Following the question, black screens with white codes are displayed on the computers, physicians are shuffling through projections of data while performing surgeries by using Microsoft software. Another question is asked, 'What can it do?', which follows up with the visuals of children attempting to play sports with their mechanical legs. It also showed elderly men gracefully painting by using digital computers rather than by hand. The students gathered around a desk to learn about the solar system with the help of technology and their teacher. Throughout half the advertisement the statement, ' Technology has the power to unite us' was displayed before a little girl who video calls her father in the military. The advertisement closes with a young woman who for the first time hears any type of noise by using a hearing aid provided with the technology from Microsoft. The advertisement closes with the quote, 'It gives hope to the hopeless'.

Evaluating Emotional and Logical Response to the Advertisement

Traditional ways to communicate or interact with others are usually by visits or telephone conversations helping individuals to follow up with their social interactions with their loved ones. The Microsoft advertisement informs us that by using their product we can connect with distant friends and relatives, also those who live nearby. Laptops which are products of Microsoft give us access to Skype and smartphones with which we can video call, making the customer feel as if there is absolutely no reason to leave our relatives and loved ones out no matter where we are. The advertisement emphasized a quote, 'technology has the power to unite us', attempting to appeal to the audience's emotions by creating an emotional response. (Microsoft).

The Microsoft advertisement uses an effective combination of logical appeals to induce their software's ability to help design mechanical parts of the human body that expands healthcare. The visual representation of children running with the help of mechanical legs symbolizes that Microsoft is implying that they are attempting to make a genuine difference in people’s lives and demonstrate Microsoft’s dedication to modifying how healthcare is experienced. The target audience of this advertisement are physicians, nurses, and of course, patients who are influenced emotionally to help those in need and better the chances of successful surgeries with the use of Microsoft equipment. Microsoft uses children effectively in the advertisement to create logical and emotional appeals for different target audiences. The quote used by Microsoft in this advertisement, 'it gives hope to the hopeless', expresses the digital technology which can help modify unsustainable healthcare systems into sustainable ones (Microsoft). The advertisement further highlights more active and more efficient solutions for diseases with the use of technology. This part of the advertisement attracts physicians and specialists who are looking to improve their hospitals or workplaces with beneficial technology.

The Microsoft advertisement uses an effective combination of logical appeals to induce its software's ability to offer a form of entertainment for all ages. Microsoft software allows us to stream shows, sports and play online games. The Microsoft advertisement makes the viewer feel as if they no longer need to attend the movie theatre to watch their favourite movies, they just need the Microsoft software and explore the internet, and see where they can purchase a digital print. The Microsoft advertisement makes the consumer feel as if they can access various types of entertainment through the internet for free by using a Microsoft device such as a phone, television or computer. The visual representation of the elderly drawing paintings with the use of technology indicates that entertainment provided by Microsoft is recommended for all ages. This makes it available to us for our amusement nearly everywhere, whether it is at home, at work, or school.

Conclusion

Throughout the years, Microsoft has shown a successful and effective method of promoting their products to their consumers by actively using emotion and ethics. Competitive companies against Microsoft may have helpful products for their consumers but it is challenging to discover a company that has had the most powerful global impact. The Microsoft advertisement uses a powerful combination of emotional and logical appeals to induce their software's ability to unite the consumers with their families, help design mechanical parts of the human body that extends healthcare, as well as, offer a form of entertainment. 

Works Cited

1. Microsoft. 'Microsoft Super Bowl Commercial 2014: Empowering.' YouTube, uploaded by Microsoft, 27 Jan. 2014, www.youtube.com/watch?v=qaOvHKG0Tio.