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Example Of Rhetorical Analysis In Advertising

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Commercials are a part of every American’s life. From the series of 30 second ads in between your favorite television show to Pandora’s brief intermissions interrupting your favorite music station. Whether you find them annoying, funny or simply informative, companies have one goal: to get your attention. They do this by using a rhetorical devices: reasoning (logos), credibility (ethos) and emotion (pathos). My analysis will discuss how one of the largest insurance companies in the U.S. failed at using pathos when they aired a controversial and depressing ad, then, succeeded at winning audiences over using ethos in an ad featuring a well-known NFL champion. Ethos is a means of persuading someone using the character or credibility of the persuader. This is done by relying on the character’s morals, experience and reputation. Pathos is known as an appeal to emotion. It is a way of persuading the audience of an …show more content…

In 2014 the insurance giant created a sponsorship with the NFL, relying significantly on the influence of Football legend, Peyton Manning. Although, Manning is no stranger to the television commercial industry, the relationship between Nationwide and the football player proved to be especially successful resulting in over 10 advertisements starring the Super Bowl champion. The elder brother to a fellow NFL player and the son of one too, football was something Peyton exceled at. He is known as one of the greatest Quarterbacks in NFL history. Due to his impressive on field performance, he has broken many records such as the NFL player to win the most MVP awards and the highest paid player in the NFL. Although his twin children and wife tend to stay out of the limelight, they create a connection with viewers showing he shares the same family values as many Americans. Relying on his image, reputation and moral character, Nationwide used Manning’s credibility to increase their

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Ethos is credibility appeal in rhetoric, it's the the appeal of ethics and it convinces the audience that the speaker is reliable. An example of this in Serial is when Sarah, hires detective Jim Trainum, to help look into Adnan’s case. Sarah says “But clearly the jury found Jay believable, or believable enough. After a six week trial, they convicted Adnan in just two hours. We

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Ethos is a rhetorical appeal that focuses on convincing an audience through the use of status, such as the use of credible sources or influential people. (cite professor) Worthen includes an interview with Lyndah Lovell, “a graduating senior at the College of William & Mary in Williamsburg,” to assert the positive response of a college student regarding the practice of proper social conventions. “Insisting on traditional etiquette is also simply good pedagogy... they [students] just don’t know they should otherwise - no has bothered to explain it to them.

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The newest addition to Lucas Oil Stadium is a bronze statue of Manning. The statue is yet another symbol of loyal fans throughout Manning's career and showcases the city’s appreciation for what he has accomplished. Through Manning's greatly appreciated generosity, St. Vincent Children’s Hospital in Indianapolis was renamed Peyton Manning Children’s Hospital at St. Vincent in 2007 which has helped children and their families gain the support they deserve (Peyton Manning). The PeyBack Foundation, founded by Manning, provides children with opportunities they would not have otherwise

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Rhetorical strategies including pathos, ethos, and logos are stylistic elements often used as a persuasion technique to get an audience to either buy a product or participate in something. Advertisements almost always have at least one of these three components, and Super Bowl commercials specifically are renowned for their entertaining use of these strategies. Of the many Super Bowl commercials, two stood out to me for their in-depth use of all three of these rhetorical strategies. The first commercial combines the extreme measures taken by an overprotective dad and the new Hyundai Genesis. These two seemingly unlike ideas are brought together in a collaboration that effectively use pathos, ethos, and logos to prove the audience of their product.

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1846 Words | 8 Pages

Pathos is used to manipulate the viewers emotionally and uses words of emotion. Ethos, unlike pathos, is a more

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Ethos is an appeal to ethics, which basically is persuasion through credibility and facts. In the con, the victim’s own ethics are used against him to make it seem like he is part of the con. Pathos is an appeal to emotion. The use of pathos, according to YourDictionary, “creates an emotional response to convince the audience.” In the con, the victims emotions are put into play.

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In Act III, Scene 2 of The Tragedy of Julius Caesar by William Shakespeare, Marc Antony is able to change the mood of the crowd. The commoners transform from a confused, depressed group of people to an angry mob wanting to get back at the conspirators for their despicable action. Antony manages to do so by using ethos, pathos, and logos. These three persuasive techniques all appeal to the audience in a different way. Ethos are phrases that relate to ethics or morals and make oneself sound fair and unbiased.

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Ethos refers to ethics which means a writer’s authority or character to deal with a topic,pathos refers to the argument’s emotional appeal or the text’s ability to establish a “relationship” with an audience, and lastly logos which corresponds with the argument's logical appeal, arguments will included facts and other supporting details to back of the author’s claims. Not long ago was I assign a topic which lead me to uses all the the rhetorical elements, I learn to how to incorporate the all the the appeals one by one. For example, my topic was how I felt about the idea of animals being culled/killed,adding all the appeals was definitely a must. Ethos give my argument the credibility, with credibility my argument would appeals as an opinion,It is also important to find a credible source for example, wikipedia is not a credible site. Pathos drives the audience to feel an emotion, for intense sympathy, toward the claim which eventually will hook the audience.

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In rhetoric, ethos represents credibility or an ethical appeal which

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The ethos is the credibility of the speech. The pathos is the emotional

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Ethos- rehtorical appeal that creates a trust between the writer and the reader. It is ethics or the moral principal of the writer. Pathos- rhetorical appeal that appeals to emotion. The writer will use this appeal to engage the readers’ emotion. Logos- rhetorical mode that appeals to logic.

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Aristotle’s theories as regards to ethos and pathos still relevant today. Ethos is the image of the writer. There are numbers of reasons to use ethos. We can use it to know our readers, use examples to prove our point stronger. Pathos is a method of convincing people with an argument.

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These tools are utilized in the commercial for persuading the viewers of its reason, creating an image of credibility surrounding its name, as well as generating an emotional response. “Aristotle’s ‘ingredients for persuasion’ – otherwise known as ‘appeals’ – are known by the names of ethos, pathos, and logos.

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Christmas, an important holiday for most. The time of the year dedicated to spending time with family and loved ones, but imagine having neither. Imagine being alone, cold and on the streets, homeless with a starving stomach. In the advert, “Crisis at Christmas” posted in The Guardian(2011), the organization Crisis tries to reach out to the fortunate and attempts to persuade them for donations to be able to feed the homeless during Christmas time.

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Ethos means convincing by the author. We tend to believe people whom we respect and look up to as role models. Persuading someone with their role model to buy the product. It like a endorsement deal with celebrity. Nike uses the most ethos to draw the age groups together to sell the product by signing endorsement deals with athletes.

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