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The Persuaders Rhetorical Analysis

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Hartman Jule once said, “Advertising is only another form of statistics.” The world today is consumed by advertisements for products, politicians, and much more. It is inescapable, and yet it is difficult to truly grasp the amount of thought and effort that advertising agencies must put into their marketing approaches. That is, until one views The Persuaders. This documentary delves into the world of marketing, revealing the thoughtful planning that goes into each advertisement, from the initial research to the final result. Advertising agents begin their marketing journey by researching their target demographics in order to determine the best way to appeal to their audience. They must choose whether to appeal to the head or the heart of consumers-should they stress logic, or rather the emotional connection that people create with well-known brands? One particular advertising agency began to analyze cults to improve their marketing techniques. They determined the main reasons that people join cults: a desire to belong, to find meaning in their lives, …show more content…

For example, the Acxiom company keeps a detailed account of everyone in the country based off of census records, purchases, and numerous other factors. Their records include the likes and dislikes of people, their age, location, purchases they have made in the past, purchases that they are likely to make in the future, and much more. These characteristics are utilized to divide people into 1 of 70 ‘lifestyle segments’, which are then used to narrowcast and select for select demographics. Using such tools allows politicians to appeal to specific audiences on a more personal basis for their personal advertising, and also allows companies to determine which appeals they should make for their specific demographics. In any case, Acxiom’s information is highly effective in increasing sales from

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Speeches are used to commemorate points of history, and inform the general public of the product of their history but what makes a speech so impacting on it’s audience? Rhetorical devices give speeches and works of literature a way that can convey feelings or ideas to a viewer. When addressing during times of war or chaos, people such as Ronald Reagan, Abraham Lincoln, and Winston Churchill used these terms to better connect with their audience. Without these tools of the english language, dialogue and literature would be all the more dull and unappealing. However, with these useful instruments, writers and speakers can better communicate through some of the many rhetorical devices.

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Advertising has been around for decades and has been the center point for buyers by different subjects peaking different audience’s interests. Advertisers make attempts to strengthen the implied and unequivocal messages in trying to manipulate consumers’ decisions. Jib Fowles wrote an article called “Advertising’s Fifteen Basic Appeals,” explaining where he got his ideas about the appeals, from studying interviews by Henry A. Murray. Fowles gives details and examples on how each appeal is used and how advertisements can “form people’s deep-lying desires, and picturing states of being that individuals privately yearn for” (552). The minds of human beings can be influenced by many basic needs for example, the need for sex, affiliation, nurture,

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) The first paragraph contains all of the following effects EXCEPT a. emphasizing how important Henry considers the issue he is addressing b. justifying Henry’s vehement expression of an opposing opinion c. showing Henry’s deference for those whose opinions he is about to attach d. establishing that Henry is more educated and more religious than his opponents e. setting the tone of the speech which is to follow

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When arguing for racial equality, James Farmer Jr. quotes St.Augustine, “An unjust law is no law at all.” He claims that just laws are meant to protect all citizens; whereas, unjust laws that discriminate Negroes are not laws to be followed, thus raising awareness of racial discrimination by using emotional and logical appeals. In The Great Debaters, Henry Lowe appeals to the audience’s emotions during a debate about Negro integration into state universities. To challenge his opponent’s claim that the South isn 't ready to integrate Negroes into universities, he affirms that if change wasn’t forcefully brought upon the South, Negroes would “still be in chains,” which is an allusion to slavery. With this point, he is able to raise awareness of

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Purpose: This persuasive speech was designed to inspire the audience (Trisha) to kill Bert a selfish and ignorant man with whom she is trapped on a deserted island. Audience and Context: The audience of my persuasive speech, is Trisha a middle class 39-year-old woman from a Christian family who loves Christmas and her son. Trisha is hearing this speech while stranded on a deserted island with only two men. Due to her being trapped with these men, she needs to make a decision immediately which will affect which techniques will strongly influence her decision.

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When the speaker began setting up his speech, he started by relating himself to the subject of self confidence when it came to him being a soccer coach. As Ivan continued his speech he set his main points to the listeners. Ivan grabs his audience's attention when he presents his first main point; self confidence does not come that easily. Ivan supports his first point by stating that repetition brings self confidence and gets anyone to where they want to be. His next main point was self talk; believing in yourself because no one else will.

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Identification and Targeting of Consumer Groups in Advertising Strategies of the 1920s Advertising is critical to building business in a capitalist society like the United States. In fact, today, the U.S. spends over 220 billion dollars annually on internal and external advertising (“Statistics”). A market as large as this has a significant impact on the American population. This impact results from the cultural trends that advertising exposes and highlights to the general public.

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Do you ever come to believe a certain idea after watching an advertisement, but wonder why you do? Companies have developed ways to make consumers take their side in a movement or campaign. Advertisements are used for several different reasons; to persuade you to buy a product, to spread an idea, or create awareness. They develop these persuasive advertisements through the use of rhetorical appeals: ethos, pathos, and logos. For instance, Under Armour, a well-known activewear company, spreads the idea that determination will lead to success.

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The United States is made up of some of the most diverse and interesting cultures in the world. Jamila Lyiscott proves this by showing her different dialects and how they are all equally important. Lyiscott believes that the way she speaks towards her parents, towards her friends, and towards her colleagues are all one in the same.  Throughout the entirety of her speech, Lyiscott changes up her vocal patterns and dialects so that the audience can understand first hand what each of these dialects are. When she talks about her father, Lyiscott uses her native tongue, when she talks to her fellow neighbors and close friends she switches it up to a more urbanized dialect, and when she is in school she masks the other two dialects with a professional sounding language.

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As we dive deeper into the world of advertising, we notice that many businesses are employing various marketing campaigns and strategies in an effort to appeal to specific audiences. The majority of these ad agencies employ persuasion strategies in an effort to persuade their target audience to support their campaign. We may use the Centers for Disease Control as an example because they are a large organization and they employ a variety of promotional strategies. The majority of the CDC's advertising initiatives focus on people's health and wellness. We'll focus on a few of the CDC's public service announcements that target influenza and urge taking the flu shot.

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Although all five canons are imperative to rhetoric, there are two canons that I find to be the most useful for a rhetor because of their influence on the persuasiveness of a speech: invention and delivery. Without the invention process it is difficult to form any type of arrangement, to implement personal style, to pull from memory, or deliver the speech in the most efficient and persuasive manner. Invention is useful because the development of rhetoric is dependent on the initial formation of an argument and it targets the three means of persuasion- logos, ethos, and pathos. Our persuasive appeal can be enhanced through the use of humor when properly presented in one's argument. Effectively using humor requires natural talent and the ability to understand appropriate language and timing (Cicero, II 216).

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Since ancient times, the art of communication has been widely developed due to its massive importance and strength. Thus, a group of Greek orators called Sophists developed the use of rhetoric, which is a particular oratorical technique that helps the speechmaker to construct his statements in a more convincing way. Plato and Aristotle were the first two philosophers who used this technique during their monologues. In many different contexts, the use of rhetoric has been associated with persuasion; in fact, it has been defined as “the art of persuasion” (Simons, 2011, p.6). However, what is this concept?

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Persuasion has been used to not change the minds of people, but rather to make them . “Ethos, pathos, and logos are frequently used in the Declaration of Independence,” (Root). Historical figures have used the rhetorical technique of persuasion to change the path that history takes. In the 1770’s, the Declaration of Independence was signed to show that the America’s separated themselves from the Great Britains. “That they are absolved from all allegiance to the British Crown, and that all political connection between them and the state of Great Britain is and ought to be totally Dissolved,” (pg 115 line 19).

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“Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art”, stated William Bernbach, a man who had a large legacy after his death. The power of persuasion is very powerful, people in the past were about to make individuals as well as entire countries bend to their words, an infamous example being Hitler. The act of persuasion may be viewed as something positive or negative depending on the views of a bystander. Some people may utilize persuasion to unite countries together and others may use persuasion to commit atrocities. Whatever the case is, many people have utilized persuasion to sway people over to their side.

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