Edward Jones Rhetorical Devices

For many years, companies have utilized advertising as a useful tool to promote their brands, convey a message, or sell their products. In today’s world, advertisements can be seen almost everywhere from enormous billboards along highways to a diminutive ads on a phone. But not all advertisements are successful. To convey a message, advertisements must contain rhetorical devices such as pathos, logos, and ethos. A good example of how rhetorical devices are used to persuade an audience is the Edward Jones “Nine Days” commercial. This commercial uses rhetoric elements, such as a well-structured narrative, convincing imagery, and logical argumentation, in order to persuade the audience to believe that Edward Jones is the right company to handle their different types of

Imagery is defined as "a mental event involving [the] visualization of a concept or relationship" (Burns 71). This means that when people form an image in their heads, they tend visualize themselves in it. It is easier for people to understand a message when a clear picture is created because, “pictures in particular can facilitate information processing,” (Chang 54). In the “Nine Days” commercial, numerous images are used to influence the audience to think about themselves and their financial situations. The commercial begins with the camera zooming into a glass office, symbolizing transparency. It invites the audience to be part of the private meeting the two main characters are about to have. It is important to notice that the location of the meeting is in the client’s office and not in the advisor’s office. This image pretends to indicate the audience that Edward Jones’ clients do not need to look for financial advisors because they would go wherever the client is. This image creates a welcoming atmosphere for future and current