Citibank Commercial Rhetorical Analysis

This advertisement argues that Citibank is the best at protecting card holders from identity theft. The target audience is hard working—American, lower to middle class, middle to upper aged, and own credit cards. This audience does not have corporate jobs but works hard to make a good living for themselves and their families. The goal of this advertisement is for the audience to call or visit the website to learn more, and then ultimately get a Citibank card. The commercial “hooks” the audience with humor (pathos). The woman’s voice coming out of a man catches the viewer off-guard—this is not a typical way to sell a product—yet the mismatched voice hooks their attention long enough to watch the 30 second advertisement. Along with making the audience laugh, the commercial makes the viewers feel empathetic because the thief is taking away a lot of the victim’s hard-earned money. They also feel anxious that if this could happen to the victim, Richard P., it could happen to them. This idea also contributes to the logos of the commercial because it shows that some people will stop at nothing to get what they want, and viewers realize that nothing exempts them from identity theft. If they want security, they need protection. In terms of ethos, the credibility comes from the identity theft victim, Richard P. Yet is he a real victim or just an actor? That answer contributes to the ethos and accuracy of the commercial. Some viewers may believe that he really is a victim, and others will not. Their opinion may cause them to look into the card or not. The commercial sufficiently hooks the audience by giving some information and then leaving the rest to their curiosity. The commercial is relevant to the goal of persuading the audience to get a Citibank card, and is also relevant to the audience who want to protect their hard earned money and retirement funds. This commercial is effective in catching the attention of viewers and in persuading them to visit the website to learn more. The lynch pin is when the female identity thief says, “It’s not my money, but great taste don’t come cheap cookie!” This line causes anxiety because the viewers realize that to her, the card holder is just a vehicle to get what she wants, not a working family man with mouths to feed at home.