2 Brooks Moore Professor Tiffany Young English 101 Writing 101 25 October 2024 Burger King, a popular food chain in America, embraces the vegan community. Companies use rhetorical appeals as powerful tools to inform and persuade consumers to agree or support a new idea, product, or perspective. Within the rhetorical framework there are three appeals: ethos, pathos, and logos that highlight ethics, emotions, and logic, respectively. The most effective campaigns would use all three appeals. However, in the discussion of this example, we see how sometimes that attempt falls flat. The idea of rejecting meat dates to ancient times, while the modern concept of veganism was coined by Donald Watson in 1944 (xx1). Veganism is not just a diet, but a way of life rooted in ethical, moral, …show more content…
His hopes were that the pictures made the plant-based whopper more desirable, thus promoting sales. Machado was not prepared for the results of his marketing campaign. The ad grabbed the attention of readers, but not in an effective way. The bright red images were striking, but the text was exceedingly small, giving consumers the impression Burger King was trying to sneak something past their intelligence. The ad was supposed to shock readers, but it did not work as intended. Some readers were disgusted by the images and left asking?what am I looking at?. Readers asked if it was cut-up animals or something more sinister, suggesting it was human remains. McDonald's Burger King not only released an apology but also decided it was time to realign their marketing views and that started with the departure of Machado. The talks and rumors grew about what Burger King?s veggie patty actual ingredients were. Burger King swiftly shut down rumors with a list of ingredients that unfortunately uncovered the ingredients of their ketchup having harmful chemicals. Through all the troubling marketing woes, Burger King