This is an advertisement for the Mandarin Oriental Hotel. It utilizes images, language, and multimedia to generate more business. Since this is one of the many celebrity advertisements, it only focuses on one feature of staying at the Mandarin Oriental–relaxing.
As seen in the images and video, the hotel company used persuasion techniques like celebrity and beautiful people to appeal to ethos and capture the audience’s attention, which in this case, uses the actor Rami Malek. He is dressed in suits, which connotes professional, classy, and clean–adjectives the hotel wants to be associated with. Moreover, the first suit is a soft, warm-toned pink that evokes welcoming and friendly; the purple suit is a color for royalty, symbolizing elegance, and luxury. Now moving onto the background in both the image and video, the scenery primarily consists of the beach. It captures a relaxing beach-getaway, which will especially appeal to beach-lovers and those who enjoy water activities.
Looking at the video alone, themes of beaches and relaxation reoccurs. Non-diegetic sounds are used, where tropical sounds like ocean waves, birds chirping, piano music, and jazzy tunes are played in the background. It creates a relaxing yet sophisticated mood, suggesting that the hotel is both a place for rest and entertainment. This is also seen through the montages of boat rides, walks along the dock, private swim pools, bonfires, sunsets, and the hotel bar. Using a montage provides the audience with glimpses of what it’s like to stay at the hotel–a sneak peek–enough to make the audience want to experience everything themselves. It is also interesting to note how the interview segment is shot as one cut. Hence pauses, smiles, and glances afar are all included; it candidly captures the celebrity for plain folks and relatability.
Lastly, when analyzing the language in both textual and video form, the company uses colloquialism, repetition, play on words, and personal anecdotes, to name a few. The repetition of “I’m a fan” is a play on word. “Fan” has a double meaning of ‘being a fan of something’ as well as an allusion to the hotel’s fan logo. “I’m a fan” has become the company’s slogan for marketing. Other than Malek listing out things he’s a fan of, he shared a personal anecdote of meeting the Queens at the Mandarin Oriental for snob appeal to show the memorable experiences you can have at the hotel. Both of these segments are concluded with a connection to the hotel. For example, Malek finished off with “I’m a fan of the Mandarin Oriental.” This utilizes the recency effect, where important information is placed at the end, so individuals remember it better.
As a whole, the persuasive language, high-quality photos and videos, and the motif of relaxation and entertainment reflect the undeniably high-class, relaxing, and pleasing experience visitors will have at the Mandarin Oriental.