This commercial from MasterCard continues the company’s long running theme of commercials in which products can be purchased at a certain price, but one underlying feeling cannot be bought. In this commercial, a father takes his son to a baseball game. The father pays for things like hot dogs, popcorn, sodas, and souvenirs for his son and all of these items’ prices are shown. However, the ability to have a real conversation while spending time with your son is “priceless”. This commercial uses affective tactics of appealing to the emotion of a father’s relationship with his son, and demonstrates a common bonding experience in life in which a father spends time with his son by going to a baseball game. The commercial also does an effective job at promoting the product by saying that some things in life like a father-son relationship cannot be purchased, but for everything else, a MasterCard can be used. This indicates that whenever a person wants to purchase something with an actual price, he or she can resort to his or her MasterCard to make the purchase. Also, for encouraging awareness, the commercial says that MasterCard is accepted at baseball parks around the country. This ties in with the theme of the commercial and shows that the target audience of fathers can use a MasterCard at any baseball park. These tactics attempt to engage the customers ease of recall by associating using a MasterCard in different purchasing situations.
Josh Climans, 05995759, COMM335-2, campaign, father-son relationship, emotion, priceless