Some of the great philosophers known to man, Aristotle and Plato, wanted the ability to persuade. Aristotle wanted to be able to persuade people with a good amount of time, wisdom, and knowledge so that people could see the good of something. His student, Plato, wanted to be able to persuade people quickly and more affectively by persuading them in a very short time frame. So in order to quickly persuade people, Plato proposed an argument by expressing an idea and supporting it with rhetorical evidence. From Plato’s teaching came three types of rhetorical evidence; logos, which argues by logic; pathos, which argues by the use of sympathy and empathy; and ethos, which argues by the use of ethical appeals. Today the three types of rhetorical analysis can be found everywhere in everyday life. Just like Plato, ad writers who produce TV commercials want to persuade people in a short amount of time. These ad writers have to persuade the view point of their audience in about 30 seconds to a minute in time. In 2010, during Super Bowl XLIV, a commercial by Audi was premiered. This Audi commercial is a great example of the use of the three types of rhetorical evidence; logos, pathos, and ethos.
Audi’s car commercial, “Green Police,” premiered during Super Bowl XLIV in 2010. The chaos begins in the opening ten seconds of the commercial. A man is at the register purchasing groceries. Before bagging his items, the cashier asks the man what type of grocery bag he wanted by asking, “Paper or plastic?” The customer responds by saying, “Plastic!” As soon as the man responds to the cashier question, he is immediately arrested by the “green police.” While arresting the man, the policeman says, “You picked the wrong day to mess with the ecosystem pla...
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...ironment clean. He did so my stating, “Green has never felt so good.” That statement also ties into the use of ethos as well, trying to get the viewers to do the right thing, when ironically the people in the commercial were obviously not doing the right thing the whole time.
Rhetorical evidence is everywhere. It can be found in any shape or form in everyday life. Writers, producer, speakers, and even teachers use the rhetorical techniques some of our founding philosophers, Aristotle and Plato, once used to persuade an audience. These speaker, teachers, and writers used rhetorical evidence such as logos, pathos, and ethos to get their point across and to change to view point of another individual.
Works Cited
"Green Police Audi Ad Super Bowl 2010." Online video clip. YouTube. YouTube, 24 Apr. 2012.
Web. 9 Jan. 2014. http://www.youtube.com/watch?v=PVPyHrPZbVM
One of my favorite commercials to watch is the Chick-Fil-A commercials. Their commercials are very ironic but at the same time interesting and entertaining. The main purpose of their commercial is to persuade an audience to go and buy their product or maybe convince an audience to come back again and buy more of their product. They are able to influence their audience through the use of rhetorical elements. Rhetorical elements include: the rhetor, discourse, audience, and rhetorical triangle. Their commercials don’t necessarily target one particular audience, they incorporate different ideas into their commercial to target different audiences such as families, and football fans.
The film artfully intercuts clips from hundreds of familiar television ads with insights from Stuart Ewen,
Effectively communicating an idea or opinion requires several language techniques. In his study of rhetoric, Aristotle found that persuasion was established through three fundamental tools. One is logos, which is used to support an argument through hard data and statistics. Another is ethos, which is the credibility of an author or speaker that allows an audience to conclude from background information and language selection a sense of knowledge and expertise of the person presenting the argument. The impact of pathos, however, is the most effective tool in persuasion due to the link between emotions and decisions. Although each of these tools can be effective individually, a combination of rhetorical devices when used appropriately has the ability to sway an audience toward the writer’s point of view.
In everyday life we are bombarded with advertisements, projects, and commercials from companies trying to sell their products. Many of these ads use rhetorical devices to “convey meaning [,] or persuade” their audiences (Purdue OWL) . Projects, such as the Dove Self-Esteem Project uses native advertising in their commercials, which refers to a brand or product being simultaneously and indirectly promoted. In this essay, I will analyze the rhetorical devices, such as ethos, pathos, logos, and kairos, as well as the fallacies corresponding to each device, that the Dove Company uses in their self-esteem project .
...pathos is used as the most persuasive form to support the text of the advertisement.
Aristotle believes that there are three important rhetoric devices used in the art of persuasion. These rhetoric appeals are most commonly known as pathos, ethos, and logos. Pathos is used for creating emotional appeals like anger or happiness to persuade the audience on a certain claim. Ethos, in arguments, creates a sense of trustworthiness between the author and audience to make an appeal credible. Logos uses strategies of logic like inductive and deductive reasoning to persuade viewers. In a 1995 Nike advertisement known as, “If you let me play,” pathos, logos, and ethos are rhetoric devices utilized to portray a better way of life for young girls that are involved in sports.
Frontline takes an in-depth look at the multibillion-dollar “persuasion industry” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements. Paragraph 7: Conclusion Rhetoric is easily seen when comparing and contrasting these two forms of advertisement, as has been proven. Between the Doritos commercial and the smoking billboard, examples of pathos, logos, and ethos were not hard to find. Both advertisements, though, were different in their ways of expressing rhetoric.
The 2017 Super Bowl Kia advertisement, featuring Melissa Mccarthy, is a rather silly and absurd commercial. The advertisement uses a running gag and irony for its humour. In the advertisement, we see the main character, Melissa Mccarthy, as she takes on a role of a nature activist. Her job is to protect and conserve nature, whether it would be saving animals or preventing the ice caps from melting. However, there is a running gag in every job she is assigned to. These gags usually results in Mrs. Mccarthy making a fool of herself while being severely injured in the process. One scene in particular made me laugh. In this scene, we see Mrs. Mccarthy as she attempts to save the whales. Her expressions show excitement and confidence, as the song
The point of our pitch was to appeal to people’s emotional and fun side. Obviously the commercial was meant to allow people to find humor and to be whimsical while still pitching our brilliant idea. Scenes such as the one that stars Giovanni pointing out the flaw in the SUV was put in front of the audience to generate laughter. Giovanni points to a very minor scratch on the SUV and shows a little bit of exaggeration.
The ad adheres to psychographic segmentation by matching the lifestyle of the millennial on the go and looking for a convenient fun beer to match their fun-loving lifestyle (Belch, 2015). The Redds Green Apple Ale ad plays off of the common sense technique that is still used today by V8 juices with their slogan “ Should have had a V8” is remarking similar to the apple hitting the protagonist in the head and then them exclaiming “ I will have a Redds Apple Ale”. It is a tried and true technique that is similar to V8 but not entirely obvious.
H&M’s “Close the Loop” commercial starts out by describing many different fashion taboos in our society involving a variety of different people. H&M tries to promote a more sustainable lifestyle to their consumers, which from the advertisement is just about everyone, by telling their customers that if there is one fashion “do”, it is to recycle their clothing. This is an ad for their clothing and promoting their brand, but it is also trying to appeal to their consumers who are environmentalist at heart.
The Super Bowl Ad I chose Was the Kia Niro ad, “Hero’s Journey”, starring Melissa McCarthy. The ad is about Melissa getting called out to save different things, the whales, the trees, the rhinos, and the ice caps. Each time, something happens and she gets hurt. A whale throws her off her jet ski, someone cuts down the tree she is in, a rhino chases her for being in its territory, and the ice breaks under her feet when she shoves in her “Save the Ice Caps!” sign. I selected this commercial because I saw it before and thought it was funny. The underlying message I got from it was that you should try to help the planet. The product, a Kia Niro Hybrid car, was barely mentioned in the commercial. It appeared every time Melissa was called to go
...ggest them. After cleaning the golf balls, a white guy holds up tennis balls, and after those, a black guy holds up a duffel-sized sack of soccer balls, and asks “can it take care of my big ball sack”. All the sexism and innuendos makes this commercial just disgusting to watch. It sends a bad message to families and really is offense. This commercial outlines the fact that cultural influence on advertising is growing so much that, there is almost no stopping what is aired on television anymore.
So, the storyline in this commercial is about the robbers, in a red Prius; during a police chase while the media and people were supporting the Prius. Before this commercial, there was another commercial; but it was more toward families and more of environmental safe and more of a ‘boring’ feeling in the eyes of the consumers. Accordingly to Thomas Frank’s Commodify Your Dissent “…In television commercials, through which the new American businessman presents his visions and self-understanding to the public, perpetual revolution and the gospel of rule-breaking are orthodoxy of the day.”(Frank 154) By this, Toyota decide to bring up this advertisement to please their audiences or entertain them with the storyline that gives its focus and attention to these four robbers with the Prius, not a regular civilian nor a hero. Another way to see this is the chase. During the chase, viewers see the Prius, making moves that are ‘easy’ for police to capture them, but in the commercial; the police were in a position that the Prius is moving faster than them and seem to make it impossible to catch them. This shows that the storyline fits into this
In today’s day and age, everyone is concerned about the environment. Our society is increasingly encouraged to “go green,” to do our part in making the world a cleaner, more eco-friendly place. Green marketing is one major strategy being used to promote such efforts, but is it effective? There is some debate about this concept, including the history of green marketing, the problems with green marketing so far, the effectiveness of marketing schemes like Sunchips and Toyota, and the strategies that could be used to increase the ability of green marketing. While protecting our planet is a noble concept, its execution seems to be a little vague. Of all the aspects concerning green marketing, one thing is clear: our planet still has a long way to go if we want to go green.