The Dog Strikes Back AOW#22

http://www.youtube.com/watch?v=0-9EYFJ4Clo

Since last week was the Superbowl, I decided to rhetorically analyze Volkswagen's commercial which debuted during the game.  In the commercial there is a dog which, upon seeing a Volkswagen car drive by, attempts to run through the door flap to chase it.  The dog gets stuck on the way out because he is too wide to fit through the small exit.  This empowers the dog to want to work out so that he can fit through the door flap.  The dog works out and becomes fit.  The next time a Volkswagen drives by, the dog is able to run through the flap and chase the car.  The commercial then cuts to a scene in the cantina in Star Wars.  Two characters then argue about which commercial was better, this one, or the little kid who used "the force" in last year's commercial.  Then Darth Vader enters the scene and uses the force to choke the guy who thought the dog commercial was better.  This commercial came out while there is also a remake of the first Star Wars in 3D.  The commercial was made so that people feel that Volkswagen cars are better than other cars, leading to more purchases of Volkswagens. This commercial appeals to the general public as the audience, but mainly pet owners and Star Wars fans.  Some rhetorical elements of this piece are its allusion to other commercials and exaggeration of how a Volkswagen will benefit the public.  This exaggeration comes from why the dog exercised.  The commercial tries to say that it was because of its wanting to chase the Volkswagen, which would only add to the benefits of having a Volkswagen.  But the most prominent form of rhetoric in this commercial was the allusion to Volkswagen's previous commercial.  For the people that made the connection between this commercial and the Vader kid who uses "the force" now feel a deeper connection with this company and possibly a stronger wanting for a Volkswagen car.  I believe that the commercial accomplished this purpose mainly through this strong use of allusion.