Do you know where the first Olympic Games took place? At Athens in 1896 and this summer 2004, they will return to their birthplace. The Olympics are a force for good, with sports practiced in friendship, solidarity and fair play. Many companies like Allstate and Visa will become official sponsors of the Olympic Games. As an official sponsor, the company is entitled to include the five Olympic rings in their products and advertisements. Commercials are the most effective form of advertisement. Two commercials presented by Allstate and Visa during the competitive events use the appeal of guidance to celebrate the performance of Olympians in order to manipulate the viewer's desire of their desire for the service. Through careful analysis of the advertising appeal and placement of the two commercials, one will see how the commercial manipulates the viewer's emotions.
             First, we have the Allstate "weightlifter" commercial that opens with Shane Hamman walking onto the stage before the audience and judges. He prepares to lift an extraordinarily large amount of weight. With inspirational music in the background, a narrator salutes all the U.S. athletes who have taken a stand to become the best in the world. Hamman squads and successfully lifts the weight over his head. As he puts the barbell down, it thunders right through several floors. In a parking lot below, a couple parks, locks and enters an elevator. Just as the elevator doors are closing, the owner looks back one last time to make sure the parked vehicle is safe. The falling barbell lands on top of the young couple's car. The couple does not show emotions of desolation. To understand the objective of the commercial we must analyze the advertising appeal.
             In this commercial, the message addresses the viewer's need for guidance in selecting the best auto insurance. Although it takes great strength and concentration to participate in th...