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Figure 8. Advertisement for Season Tickets |
The Minnesota Wild's advertising campaign is so expansive that it deserves an entire analysis devoted directly to it. However, it is worth noting that the Wild's advertisements tend to use similar rhetorical appeals.
The advertisement depicted in Figure 8 is used as a part of the season ticket advertising campaign. Season ticket sales are a massive part of the Wild's financial success because they are highly coveted by the fan base. In fact, fans interested in purchasing season tickets must pay a $200 deposit per seat, and then they must join the "Warming House," which refers to the waiting list to purchase the season tickets (Minnesota Wild News, 2016). The exclusivity of Wild season tickets alone appeals to audience members because it proves that other fans are interested in the opportunity as well, so it encourages fans to not miss out. |
This specific advertisement is noteworthy for multiple reasons. First, one must note that the dominant color scheme of the ad is the "Forest Green" color used in the main logo, with variations of that color taking up the remaining space. The main Wild logo is present, as well as the familiar evergreen tree shapes. These features are important because they shows consistency with the brand identity and are easily recognizable by the fans.
This ad also appeals to pathos. The minimal text prevents from distractions and allows the viewer to focus on the main message of the ad: "Be a part of it." "It" refers to the atmosphere in the Xcel Energy Center. This also references the "home of the home ice advantage" phrase that sets the Wild's home games apart from other teams in the league. The wording of "Be a part of it" is simple and persuasively calls the viewers to action by appealing to a sense of community. The background shows other Wild fans taking part in the experience, which motivates the reader to join their fellow fans in that experience.