Belmont University Research Symposium (BURS)

Publication Date



Liberal Arts and Social Sciences, College of


Communication Studies, Department of

BURS Faculty Advisor

Professor Michelle Shaw

Presentation Type

Oral Presentation


Kia Corporation is an automobile manufacturer based in South Korea, who produces and sells vehicles with one of the most well known of their models being the Kia Soul. There are a number of factors that contribute to the Soul being a well known car but one of the biggest reasons is because of the infamous and out-of-the-box commercials that have been crafted in order to promote this style of car. This critique will encompass the contents of one commercial released in 2012 in an attempt to stimulate sales for this specific model of the Kia Soul. This advertisement is out of the ordinary in terms of US aired car commercials with hamsters at the focal point being supported by robots, dancing, and electropop music. In analyzing aspects and rhetorical devices used within this commercial such as music choice, and the car features advertised I was able to distinguish key components that I used to interpret in order to uncover the message of this commercial. Furthermore, when looking into factors such as salesman, setting and music choice I was able to unveil the method to the madness behind this advertisement and evaluate the effectiveness of it.