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The importance of ethos pathos and logos
The importance of ethos pathos and logos
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Saunders also conveys how business marketing tactics breed cruelty and vanity in society’s elites. The lack of ethics fuels a sense of superiority in product users through brutal subjugation of those who don’t use them. In this society, violent imagery is commonplace and immoral behavior is encouraged to sell products. Society pardons characters like Kevin for their actions because they are winners who are propagating the consumerist message (they help sell the product). This vindication is further illustrated in the third vignette when an orange’s polite questioning of a Slap-of-Wack bar is answered by violent stabbing.
By misinterpreting and attacking the nuanced areas of the opposition’s argument, one is able to elevate his own argument while degrading that of the opposition’s. Even when an argument is sound and logical, if it contains a single unclear phrase open to interpretation that is followed by critical mockery, it appears inconsequential and foolish to an audience. Such is the case in an exchange between Richard Seaver, the Executive Vice President of the Grove Press publishing company, and Ira Herbert, an executive of Coca-Cola, regarding their common use of the marketing slogan, “it’s the real thing”. Herbert’s argument is innately logical but poorly supported and executed.
The Onion:Rhetorical Analysis The Onion’s satirical article, “Revolutionary New Insoles Combine Five Forms Of Pseudoscience”, uses several rhetorical devices to campaign its innovative, revolutionary product: MagnaSoles shoe inserts. Using the fictional MagnaSoles as a model, the article humorously mocks the strategies used by companies to market products to attract customers. Using a sarcastic tone throughout, it gives the read a true taste of the tactics used in today’s advertising. The passage uses fabricated scientific jargon as an appeal to authority, it’s main rhetorical device.
Extra -Gum Advertisement The purpose of this commercial is to encourage the viewer to realize the importance of a stick of Extra gum in their life. The commercial begins with a tender moment between a new father and his young daughter as he chews a piece of Extra gum and makes an origami bird out of the wrapper. The father’s act of giving an origami gum wrapper to his daughter is repeated through different stages of the daughter’s life: at her birthday, at the beach, at the ball game, at the house with a date, and an emotional moment ending with the father’s discovery that she has always kept the origami birds in a special box. The audience of this commercial is everybody who are chewing gum and there is no age limit.
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.
Robin Williams once said, “No matter what people tell you, words and ideas can change the world”. So, why limit those words and give people ownership of them, shouldn’t everyone have free access to words? Ira C. Herbert, from the Coca-Cola Company didn’t thinks so. Herbert, in his letter to Richard Seaver, Executive vice president of Grove press, demanded that Seaver should discontinue the use of the phrase, “It’s the Real Thing” in their advertisement because Coca-Cola has made use of it in their advertising in the past. Seaver replied adopting a very sarcastic and mockery tone.
Nike's 2006 ad, was Tiger Woods’ first ad with Nike. It starts off by showing children all playing golf. The children are all repeating the phrase “I am Tiger Woods”. There are many children practicing golf and walking around the golf course. When photos appear, they are in black and white, and very little about Nike’s golf products is shown in the ad.
Her strategies enable the reader to feel and imagine the position that she is in, and this allows them to efficiently understand her argument. However, she does not demand the reader to hate advertisements, but allows them to draw conclusions on how effective they can be. While also stating her argument, she allows the reader to show sympathy and desire to her children in this “experiment” by thoroughly writing in an engaging and humorous tone. Steingraber finalizes her argument by counter-arguing that leaves the reader to believe this experiment was a “success”. Because of Steinbarger’s rhetorical devices, readers are able to grasp the idea of what advertisements can do to a person’s perception.
Dywane Wade This advertisements claim is that if someone drinks Gatorade, he or she will be as athletic as Dwayne Wade. The ad is persuasive because Dwayne Wade is one of the most athletic and skilled basketball players in the NBA, and he drinks Gatorade, so others feel that if they drink Gatorade that in return they will be just as athletic. Most people may not believe the ad to that extent, however they will at least realize the fact that if a professional athlete is using the product it must be a good decision. Gatorade made the advertisement effective because of its logical appeal, and since Dwayne Wade is a well known basketball player, and he drinks Gatorade other athletes may feel the need to as well. The color red is used a lot in this advertisement.
During Super Bowl Sunday, millions of people across the globe tune in to watch the game while also gawking at some of the most popular commercials of the year. Coca-Cola presented its commercial “Love Story” during this past Super Bowl. They are known for having memorable and popular advertisements, this past one was no different. “Love Story” persuades the average person to drink a Coke with any meal along with the ones they cherish.
Advertising is the best way to get a message across to a certain audience. It serves as a mean of communication of a product or service. It is broadcasted through every media around the world in order to make any product known. The brand Coca Cola is one of the most known companies in the world; their main product is a type of beverage. Throughout the years, this company has been making history with their worldwide advertisements.
Budweiser’s objective in this advertisement is for the consumer to purchase their product by watching a thirty second commercial. They use a nurturing tone for typical American adults. “Born The Hard Way,” commercial adequately prompted their viewers to buy their alcohol because they use effective rhetorical appeals, create a patriotic story, and Foweles’s Basic Appeals. The story created within the ad was intended for mature adults because of the history included.
It is not that simple to get 40 million viewers on a video in YouTube! Nike Sports Company made an astonishing advertisement that mixed the meanings of rhetoric with a sense of humor to make an advertisement that hooked the audience and filled them with inspiration. The smart use of logos, pathos, and ethos by showing actual people wining prizes, a commentary that motivate the commercial figures, and real professional players from different sports made the short video special and unique. The video demonstrates that it is only a blink of an eye between being born and becoming a champion, and that we can push our limits beyond expectations.
Nike and their Just Do it slogan is one that is very known throughout the world. Nike is a fortune 500 company. Nike is a major company in sporting products and has put a lot of time in developing the company reputation in reliable and good quality. Nike is very smart in marketing their products to the general public. They use all types of methods to get the company to attract consumers.
Rhetorical Analysis of Colgate Advertisement Most people take care of their teeth, and in doing such, need to buy products to keep their teeth clean, and healthy. Advertisements for a toothpaste company need to be persuasive to their customers so they can keep the business. Color schemes, rhetoric, statistics, and even celebrity endorsements can all be used in advertisements to hook a customer on a product. Dental hygiene products are extremely important to some, and companies must be careful, and meticulous about how their merchandise is being portrayed.
