Please click on the following link to view my commercial: My commercial for Boost Cafe

Commercial Reflection Essay

The primary target audience for my commercial was students of SUNY New Paltz. I chose this because I am a student at SUNY New Paltz, sharing the same age group as the target demographic. This relatability allows me to understand how to use effective marketing tactics with this specific audience.

Upon brainstorming ideas for my commercial, I finally created the perfect one. Initially, the commercial began with a clip of my cafe’s, “Make Your Bar” to provide clarity on the product and to allow context to the following scenes. Next, I decided to include many video clips of heightened activity levels post-consuming an energy drink. The use of upbeat and fast-paced music allowed me to persuade my audience and maintain engagement. Following this, the video transitioned to Hugo the Hawk, the mascot of SUNY New Paltz. This segment included a voice-over, a humorous line, and transitioned to fast-paced chaos to more of a relaxing ending. Overall, all of the video segments, with the addition of music and voice-overs captivated and engaged the audience’s attention.

In the process of creating this commercial, I made sure that I could appeal to my audience by either using ethos, logos, or pathos. I used pathos, which is the appeal to emotions, by making the viewers laugh. The chaotic nature of the commercial, from spilled energy drinks to comical interactions with Hugo, aimed to induce a sense happiness. I used ethos, which is the ability to establish credibility, by featuring Hugo, one of the most valuable and beloved people of all of SUNY New Paltz’s community. In the process of creating my commercial, I reached out to the current president of New Paltz, Darrel Wheeler. Unfortunately, there were too many time constraints for him to participate, but his presence, along with Hugo, would’ve significantly boosted my commercials credibility. Lastly, I used logos, which applies to the audience’s reason and builds logical arguments, by demonstrating the effects of consuming through my own energized actions. 

Given the opportunity to use professional resources, I would be able to hire an editor, writers specializing in commercial scripts, professional actors, producers, potentially even celebrities. A scriptwriter could’ve improved the content of the commercial. An editor with proper experience would’ve allowed me to make the production of my commercial look more professional and elevate its production value. Additionally, the involvement of professional actors and celebrity endorsers would enhance the overall appeal and credibility.