Rhetorical Analysis of the Cheddar Samurai

For those who don't know what I'm referring to when I mention the Cheddar Samurai, check this out. Today, I'll be doing a 2 paragraph rhetorical analysis of the 2010 Doritos commercial known for its [coined phrase] Cheddar Samurai, so I'll get right to it.


The main point of this (and any) commercial, really, is for the marketing company - which in this case is the Doritos company - to advertise their product in a way that incites a "Need/Want" psyche in the viewer, who more than often, is the average consumer. But because viewers of any given commercial can be of almost any age, the target group is specified towards both those who are able to understand the humor in the commercial (hence excluding younger children) and those who are able to purchase it, narrowing it down (for a lack of better phrasing) to teenagers and adults. The commercial is set in a gym, which again, can connect to a wide amount of adults and teens, adding a sense of sentimentality, although subtle. At the time of this commercial's airing, the XLIV Superbowl was underway. As the most viewed sports event in America, a society bustling with athletic activity, Doritos aimed to air this commercial when it had an immaculately large number of viewers, widely increasing the probability of more customers; and for many companies that paid an extra fee per second during the superbowl, this commercial can, in itself, be considered a commercial success. As I've said before, the commercial takes place in a gym. In the commercial, two friends discuss over a bag of Doritos Friend #1 stole from Friend #3's locker. Friend #2 (sorry for the confusion.), hysterically reluctant, demands Friend #1 put the Doritos back before Friend #3 discovers. When asked why, it is stated that Friend #3 "loves Doritos," and through the use of comedic humor, Friend #2 is struck down, a Dorito lodged in his neck. Friend #1 looks over to see Friend #3, the original owner of the Doritos bag, donning a full bodysuit made out of Doritos, swinging a flail which, too, is made out of Doritos, screaming barbarically, and then the commercial ends, bringing up the company's logo. This abrupt shot of the screaming friend and the overdramatized acting and dialogue all add up to create a vision in the commercial that "everybody wants this product," or "this product is so great, look how much these people are fighting over it."

Personally, I think whoever 'created' this commercial pulled it off successfully, because each time I watch it,  I laugh and suddenly crave Doritos at the same time. Their exaggeration of the Want-or-Need-now mentality brings a whole new perspective of lively characters into this elaborate yet incredibly simplistic mesh of hunger, humor, love and loss. The creative uses of the product (Dorito shuriken, Dorito flail, Dorito armor) to promote that same product is something I don't see often, let alone at all anymore. Whoever they are, the director, I'm really hoping they were paid in more than just a bag of Doritos.