Week 9 Rhetoric of Choice – Alfa Romeo marketing campaign

https://www.thesun.co.uk/motors/7699617/alfa-romeo-mocks-audi-bmw-mercedes-viral-ads/

These ads that openly mock the likes of BMW, Audi & Mercedes (makes that dominate the luxury saloon market) heavily employs the rhetoric of choice to consumers by comparing the Alfa Gulia to it’s German counterparts making a clear distinction between the drab business saloons in shades of grey or white to the sexy and exciting Italian equivalent shown in bright red. Moreso viewers are indirectly asked what sort of image or lifestyle they want to be associated with (the Alfa of course representing the more desirable option within the ads)