Rhetorical Analysis Of Learning Sign Language By Wells Fargo

Wells Fargo’s commercial “Learning Sign Language” effectively sells their company’s purpose by appealing to a new group of homosexual couples, using pathos throughout the commercial, and using rhetorical elements such as genre, context, and purpose. Wells Fargo’s commercial was released at a time when the Supreme Court was taking on the case of Obergefell v. Hodges. The ruling of this case made same sex marriage legal in all 50 states. Their decision to release this commercial was strategic. The use of a lesbian couple attracts to homosexuals both male and female. Homosexuals everywhere were able to see that Wells Fargo stands with them in this historical time for our country. Although the commercial mainly appealed to same sex couples it

For many couples in the world childbirth is difficult. There are a lot of families who have trouble reproducing or have another complications. Adoption can be a long, expensive, and stressful process for many. Seeing these two women achieve success and adopt a daughter of their own just brings so many emotions. Homosexual couples most likely felt overwhelmed knowing that they might soon be getting this same chance. Couples who are seeking adoption or might have already adopted most likely also felt extreme joy in hopes of being a mom or dad soon or being thankful that they were able to grow their family through adoption. I personally loved seeing the looks on the mom’s faces when they finally met their daughter. It was a truly heartwarming scene. Wells Fargo again effectively spoke to a crowd of people with this use of

The commercial uses everyday scenes. We see these women have jobs, ride the bus, live in a house, and do other every day activities. It uses cultural aspects in the fact that the women are lesbians and they adopt a Hispanic child who is deaf. This commercial was part of a campaign that Wells Fargo released. The company is trying to communicate that they have a diverse group of customers who all have their own needs. They released another video of a Spanish women who owned her own business. They also featured an advertisement with a man just starting out his new business in his home. Again, Wells Fargo creates amazing commercials that are effective and don’t attack their competitors. When looking at the campaign as a whole the viewer can truly understand that “Learning Sign Language” isn’t just about Wells Fargo saying they support homosexuals but it’s more of a message that Wells Fargo is a company made for everyone, no matter the