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How do the creators of the SoBe advertisement address their audience and purpose?

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Once in a year, more than half of US population watch the Super Bowl. It's an important time for advertisers as the Super Bowl advertisements can bring great success and income for the advertiser. In 2008, the company SoBe used a variety of different rhetorical techniques which are discussed in this essay. The target audience that is addressed in this advertisement are American football fans that watch Super Bowl. Additionally, the age group is from 18 to 34-year-olds. The purpose of this advertisement is to associate the product - “Life Water” with fun and happiness. The most of this advertisement is an intertextuality to Michael Jackson’s ‘Thriller’ (1982).


The company SoBe addresses its audience and purpose by using Intertextuality. Intertextuality plays an important part in this advertisement as it's associated with a popular pop singer Michael Jackson. His song, ‘Thriller’ was very popular at its time and people can recognize it in the advertisement.

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