Adverinfotainment

This video consists of an advertisement for Nespresso, represented by the popular versatile George Clooney, known for his successful career in acting, producing and screenwriting. Since the first launch of the Nespresso campaigns including Clooney, coffee has never been so seductive in attracting female coffee consumers. The success of Nespresso has considerably intensified the significance of experiencing a ‘outstanding’ coffee. The advertisement clearly highlights the intended audience by suggesting that those who drink Nespresso are mature, elegant, fresh and elite class. Especially the setting and atmosphere are portraying the feels of a ‘rich’ coffee, indirectly referring to the wealth of the people in the advert. Using George Clooney, one of the most privileged men on earth, is a smart tactic to give the intention to those who drink Nespresso that they’re George Clooney. Due to the superiority of females, the advert also points out the coincidence of coffee and women. This message in the advert is interpreted through the following display; women get Nespresso coffee to belong to an elite group of promiscuous house wife’s waiting for men like Clooney to offer another one. But at the same time it’s a coffee that is sensible and offers quality time amongst one’s self: “Experience the quality of Nespresso and you’ll let no one compromise your pleasure.” To conclude, Nespresso is a privilege due to its representative Mr. Clooney and provokes the imagination of Nespresso consumers to feel indulged and potent, especially amongst women. 

 The ethos in this advert are notably appealing to the authority of Clooney’s character and his relationship to determining the quality of good coffee. Therefore the credibility of the advertisement has increased, in other words using a famous person to represent an advert results in a more persuasive image.
The use of pathos is very much present in this advert and contributes most to the persuasion powers of the Nespresso campaign. The setting and characters in the advert are elegant, the exceptional location and the sensible gestures all provoke an emotional response to the intended audience. The viewer is triggered into the seductiveness of Nespresso coffee and will now belief in the conventions of drinking it. This includes feeling empowered and sensual.
Lastly, the logos spotted in this adverb suggest that for the perfect coffee experience, you need to drink Nespresso because you will feel privileged and meet famous people who will then offer you another drink. This, seen from a logical perspective, can be effective as people will actually be triggered into going to the Nespresso shops and buy the perfect coffee because the ad is globally presented, meaning more Nespresso consumers who will be there too. However, much more logic than that can’t be spotted in this advert, that’s why they focused more on the pathos.