Analysis of Amazon's Television Commercials

This essay aims to compose an advertisement analysis of the Amazon Company which is a global ecommerce brand. The television commercials of Amazon have changed over the years and have heavily influenced the brand perception and sales. The essay explores the strategies used in the commercials and the impact on the audience.

Running Head: ENGLISH ESSAY
English essay
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ENGLISH ESSAY
English essay
This essay aims to compose an advertisememnt analysis of the amazon Company
which is a global ecommerce brand. The television commercials od Amazon have changed over
the years and as it seems the online marketplace of Amazon is heavily reaping the benefits of the
changing perception of Jeff Bezos regardimg television commercials. At present Amazon is the
leader in the domain of ecoomerce marketplaces , trailed alomg by Otto, Flipkart and Walmart.
The benefits of television commerciala are suppsed to heavily foster the sales in amazon online
shopping business. Amazon.com has a vast collection paperback and e-books along with
electronics, apparel and furniture. Similar to eBay, the ecommerce market o Amazon allows the
customers to buy as wrell as sell produts using amazon online. The brand perception of the
organisation has alternated over the year owing to the television commercials.
Thesis Statement: “Is this a run to for my online needs or it applies to everyone”
Online ecommerce giants like Amazn are spending the ad pounds over television. They
use a multi-segment positioning strategy whereby the sales of 562 million Amazon products over
the ecommerce websites has gained in awide range of customer segments.
In spite of the wider economic limitations faced by the organiation, the investment in to
television admvertisements have helped the organisation to “hold firm”. Handa and Sharma
informs that Amazon spent 21% more on television advertising in the last year compared to 2018
and that is what makes the ecommerce giant, the third biggest investor on television advertisemts
behind Procter and Gamble (£169 million) and Reckitt Benckiser. A major trend of change that
have been obserbed in the Amazon’’s advertising is that in the initial years, the television
commercials focused mostly on development of the brand awareness and now the company is

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promoting for all kinds of Amazon products starting from their Echo services to their Web
services. As per Tevi and Koslow, the change in trend regarding Amazon’s approach to
television commercials have changed the brand percepion of Amazon in the minds of the people.
Dramatically, Amazon is no longer an ecommerce marketplace any more. The organisation
alongside online sales, has a whole range of branded products, consumer based services as well
as other businesses that needs the attaction of the TV audience and orther media as well.
In alternating their televisin promotion pcy the company has followed an adaptive
positining strategy. This imples that the organisation have been constantly monitoring their
marketplace and accordingly addressing the needs of the customersby periodicaklly repositining
the promoyional conteny of ther television accptdimg to the perceived changes in the customer
segment.
It is worth mentioning that Amazon has always attached an additional imprtance to
displayng their logo at ethe end of every televisin commercial, which is the brand name with an
arrow flashing beneath it. The sublimial messahe that the logo spreads amng peple seems to have
worked for the company for ages. The arrow connects from the letter “a” to “z” of Amazon.com
which subtly implies that Amazon is an all inclusive resources. In the recebt times, this Amazon
logo have found an all encompassing implication when Amzon spreads gradually from being an
ecommecre website to dominate over other genres like Digital Content, Digital games, consumer
electronics, Art, B2B services and many more (Neto, 2019).
The rhetoric traiangle of ethos, pathos and logos have been used exclusively in the
television commercial of amazon Go recently. It is not possible to analyse the rhetoric traingle of
all Amazon television commercials. However, with an insight in to the latst Amazon GO

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commercial the researcher would like to substantiate how the company uses the rhetotic traingle.
The ethos in this television commercial of Amazon is the great linkage between online service of
amazon and physical retail. Highlighting how the computer visions, deep learning algorithms and
sensor fusion in order to create the best User experience for the customers. The ethos are
generayed when the comerviala makws the people undersyamd that they can aford to shop in
their own way without the hassle of check ins, check outs or having to pay by cash or card. This
is the greatest facility that is provided by the company and aims at taking the imact of mobile
wallet technology at a new level. As Peterson states, pathos is generated in the avertisments
when the customer in her own frenzy drops an already selected item and again picks up the same
latter when she realises that she woul actually need it. This implies that online wallet technolgy
of Amazon would provide the shopper the freedom of will to shop at will. Whatever he or she
tkes or drops, may how many times, there will be no impact on him or her. There will be an
automatic deduction from the personal e-wallet of the user based on the ultimate selections he
does. This will automatillay appeal to the shoppers who are troubled by the hustle and bustle of
formalites in shopping complexes. The logo of Amazon in thei ad also creates an impression on
the peoples’ minds as discussed earlier.
The Amazon avertsiements are generally launched after prototype testing of any new
technolog that is supposedly introduced in the commercial. This is how the cmpany capitulates
on the impesion that is developed on the user through the advertisement. Analysing the television
commercials of Amazon, it can be easily inferred that they are attempting to revolutionise the
shopping experience of the users at Amazon.

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Works Cited
Detisch, Aj. 2019. “Ethos, Pathos & Logos: Persuasive Advertising Techniques of 2019.”
[Online]. (2019). https://www.studiobinder.com/blog/ethos-pathos-logos/
Handa, Meenakshi, and Ajeet Sharma. "Attitude towards the Brand: Does Advertising Exposure
Matter?." 139 Attitude towards the Brand: Does Advertising Exposure Matter? 15.3
(2015): 139-155.
Lunden, Ingram. UK job ad indicates Amazon wants to bring TV advertising and free TV
channels to Prime. [online] TechCrunch. https://techcrunch.com/2018/07/03/amazon-
free-tv-ads/
Neto, Veronica. “Amazon Increases TV Ads During the Holiday Season.” (Fortune.com).
http://fortune.com/2018/12/02/amazon-tv-ads-holiday-spending/
Peterson, Tim. ‘Very much about TV advertisers’: Amazon is ramping up its Fire TV ad pitch.
DigiDay UK. (Digiday.com). https://digiday.com/marketing/amazon-fire-tv-ad-pitch/
Tevi, Alexander, and Scott Koslow. "How Rhetoric Theory Informs the Creative Advertising
Development Process: Reconciling Differences Between Advertising Scholarship and
Practice." Journal of Advertising Research 58.1 (2018): 111-128.