This commercial advertisement from Monster begins with a stork and baby. The protective stork watches over the baby, safeguarding the child from the elements and other dangers. After the stork travels the long distance it had to cover to drop off the baby to the parents, the scene transitions into the baby's adulthood. The man yawns and aimlessly shuffles his papers with a look of disengagement. As the stork appears in the window, the two make eye contact and the stork pierces the man with a disappointing stare. The ad ends with a chillingly and perfectly relevant question everyone should ask themselves, "Are you reaching your potential?" As a college student, this powerful ad appeals to me because the college life is all about reaching your potential socially and academically.
Advertisements use different types of appeals to attract an audience. This ad uses the achievement style. The achievement style makes the viewer analyze themselves. These types of ads have to convince the audience that the product will make a difference in their lives. In this commercial, Monster is calling out all the lazy and purposeless dead end job employees, advertising that their service can help one get back on track. The ad forces whoever is watching to take a look at their lives and decide whether their job is where they want to be. Another example of using the achievement style could be found in a product for losing weight or gaining muscle.
