McDonald's Restaurant, the infamous American corporation, drastically switches gears when transitioning between the website for the USA and for Spain. Let's break this down...
USA
Kairos: The setting, or occasion for this advertisement, I assume, is for any time a person is hungry. The quote, "Seize the Bold," a take on Carpe Diem, may be a subconscious attempt at encouraging the viewer to buy one of their deliciously huge burgers TODAY. Sieze the day, and buy that burger you have always wanted.
Logos: The structure of this advertisement is using a simple picture of one of their perfectly crafted burgers, on top of a bold background (in a reddish tone; I'm no psychologist, but there's a rumor that the use of the color red is supposed to make you hungry), whilst glowing in a halo-esque fashion. The image exudes perfection and holiness. The short quote mentioned above provides motivation or a craving for what they are offering you. The advertisement also implies that you are courageous (an admirable quality) if you eat that particular product.
Pathos: The emotional quality that is evoked in myself is desire. I want that burger. I also haven't eaten in a few hours, so that may not be difficult to do. It also seems to evoke inspiration. I will seize that burger, yes I will.
Ethos: The relationship in this advertisement is from the head of the corporation the average individual. It does not exclude any person, instead it is made for the common person at a great price. They want to make money, but they make it affordable for the buyer.
Spain
Kairos: This aspect seems to be similar to that of the American McDonald' website. Its seems to be more refined, however, with the use of the cool colors and subtle imagery. The website seemed to be more geared toward parents of children, for many links dealt with happy meals or other perks for children. So the setting may be more specifically in the family household, during meal times.
Logos: The structure differences that lie between the two websites is mostly color and scale. The color tones are more cool, the majority being blue or grey. The size of the food is much smaller, and rather than having an quote to motivate you to eat the Capricho, they merely give you the name of the product--and that should be enough.
Pathos: The emotion evoked from this ad is curiosity, rather than lustful desire. The product looks tasty, but it does not impose upon me the way the burger from America did.
Ethos: The relationship, again, is from the head of the corporation to the individual buyer. However, it seems to be more mature, so the individual may more likely be a parent or an adult.
After realizing that I don't have a TV for to watch Spanish commercials with, and a lack of pictures with any sort of advertisement (my camera is filled with old architecture, however), I decided to scourge YouTube for "Spanish Commercials," and I found some entertaining results. It makes it easier that I don't understand every single world spoken in the ad; I can take the commercial at face value.
Kairos: The setting is in the city, bright daytime, when it is bustling with life. Two groups of young adults, with opposing tastes in Coca Cola, happen to come across each other. Obviously, the occasion is a dance-off to see who is right!
Logos: The structure of the commercial makes an appeal to the younger generation, using people that we can relate to, or even desire to be like (in terms of fashion, interests, and talent). The colors of the dancers reflect the colors of the labels...Those in favor of regular Coca Cola where predominately red, while the Coke Zero fans wear black and white.
Pathos: The emotion evoked in this ad is excitement. The high energy and lively dancing encourage the viewers to get off their feet...and possibly buy their product in the process.
Ethos: The relationship is from the head of the corporation to the young buyer. It might be able to be more specifically geared towards those wanting to lose weight, since Coke Zero has no calories and the "same taste."
El Corte Ingles Commercial. The familiar face, Gisele (one of the most famous Victoria Secret models) reeks of sophistication and elegance in this commercial for one of the most popular department stores in Spain.
Kairos: The setting of this commercial is in a warm tropical paradise and resort, in the company of a beautiful woman. The occasion is summer time, as stated at the very end of the commercial.
Logos: The appeal is won over by apparent flawless beauty and fashion. The setting seems very relaxed and free of stress. Bright colors in the clothing and scenery are inviting. So much perfection in one place makes the viewer want to be in the same situation.
Pathos: The emotion evoked in this ad may be jealousy or desire (one in the same, essentially). You want to be in the model's place, but since you can't be there, you want to be able to at least look like her.
Ethos: The relationship is from the CEO of the department store to the potential buyers. However, this relationship is not that of equals. El Corte Ingles, thrives on appearing high class and not for the average buyer, thereby increasing its desirability through exclusivity.
While the advertisements may seem a little bit quirky or different, they can still apply to me and those of my friends.
I, too, immediately went to West Side Story and "Beat It" as a way to interpret the scenes in the Coke Zero commercial. This is a great illustration of the fact that we all "read" culture from our own interpretive grid. (And we share the element of dancing, singing gang fights as part of our cultural dictionaries.)
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