Touchstone 3: A Rhetorical Analysis Of An Advertisement

Name: Elizabeth Hurlin Date: 03/05/2024 English Composition Touchstone 3: Informative Essay Revision.

Advertisements are around us everywhere, compelling us to feel something. They shape how we feel about controversial topics, and call on us to take action amid a changing world. This surfrider advertisement appeals to us through pathos, logos, and ethos. It specifically targets a younger audience, calling on them to make a difference in the world around them. This ad specifically uses persuasive techniques to influence and inspire its audience to take action. In the above advertisement, we are told, “What goes in the ocean, goes in you.” This then leads to information about an academic study about how much plastic fish are ingesting. This

Rather than using the attempt seen in many environmentalist ads to show what pollution is doing to fish and other creatures, it is instead showing what it is doing to everyone who eats the fish. This brings the problem to a personal level, making the viewer more eager to find a solution. It also raises awareness, taking the well-known problem of pollution back to its root. By saying that the sushi looks like this as a result of pollution in the ocean, it instigates a response encouraging people to realize that they do not want this and will help to stop the spread of this. They also use logos to help prove that their point is true. One way that this advertiser uses logos is by stating facts from a scientific study. This validates their point by displaying the breadth of the challenge. Another aspect they use is their ethos. It seems as though the general populace is doing nothing to stop the problem, so you must step up and help. By using interesting graphics, it draws the viewer into the ad so that they can read the information. By using all three of the Aristotelian rhetorical triangles (pathos, logos, and ethos) in their ad, they can build a more potent ad, influencing people no matter what their standard reasoning style

Using a minimalist design with a bright color scheme and graphics on a white field draws in a younger audience, specifically high school and college students. Displaying sushi is another tactic for addressing the younger audience. As seen in the study, 84% of 18-34-year-olds have tried and enjoyed sushi, which is significantly more than any other age group (Pei Wei, 2015). They are also trying to affect students’ choices and views about pollution. Students who are influenced at a young age are more likely to believe in their mission and help the environment with an ongoing impact. Younger people are also more conscientious about the environment. The ad communicates directly to the viewer, telling them that “what goes in the ocean goes in you” and “learn what you can do.” By communicating directly to the audience, it persuades the reader that this is truly about them. This empowers the audience, namely students, helping them to believe that they can make a difference and that their actions directly affect what is happening in the