Rhetorical Appeals In Frankenstein

Do stereotypes exist within us? Do we always judge a book by its cover?
Apple’s new holiday commercial showing the other side of the well known monster Frankenstein and it's devoted to reminding people that friends and family aren't the only people who might need comforting at this time of year. In the advertisement the monster trying his best to win over frightened villagers with a little holiday cheer, which makes a statement against stereotypes. I think this advertisement is effective because its targeting all ages and using rhetorical appeals to show positive message by telling the audience to "Open your heart to everyone," regarding what’s happening today in the world around us.

First of all, this advertisement is effective because all the rhetorical appeals are used, to deliver the message to all ages. Pathos is used in the advertisement when Frankenstein walks into the town square where everyone is celebrating Christmas, he screws on the bulbs, presses “Home for the Holidays’on his iPhone, and then tries to sing the quiet carol. When the green bulb goes out, a little girl approaches him to tighten it and then the whole village sings along with Frankenstein which brings the big guy to tears. Making the audience connecting with Frankenstein’s feeling and feeling the love. Pathos is used the most in this advertisement to connect with audience. Especially when the monster Frankenstein

comes to town with good intentions to sing for the holidays but things don’t quite go as the monster had planned until a brave little girl steps in to save the holiday, which makes the audience the monster Frankenstein emotional.

Similarly, Ethos and logos are used, when Frankenstein uses Iphone 7 to record the song on this phone on the recorder and then goes to town and plays and it sounds clear and loud.

Using ethos to making the audience want to buy the product for loved once for the holiday or even buy one for themselves. And logos when Frankenstein uses the Iphone 7 to record the song, showing the audience how Iphone 7 looks like, knowing that most of the audience know how to use Iphones and they have background knowledge about the products and it's a reminder to buy the product or checking it

out.

Moreover, the company Apple that’s advertising the product Iphone 7 in the advertisement, it's delivering a message than selling a product. It's telling its audience that it's not okay to be stereotypes, people need to "Open your (their) heart(s) to everyone," and show love and kindness to the people around them. Just like, in thes setting and the place of the advertisement were it's actually helps to build the sense of "otherness" that the spot is trying, at the end, to dispel. Making it feel warm and inspiring to audience.

In addition, the commercial is targeting all ages and grabs the intentions of the view from the moment it's starts, it’s dark and light, sad and happy, lonely and full of love. Its for all family members to enjoy and feel the love especially in the holidays, to remind people to show love and share kindness everywhere they go.

Furthermore, Apple also used persuasive techniques in the advertising. One of the persuasive techniques that is used is Weasel Words, because a positive meaning is being used in the advertisement without making any guarantee; For instance, when the monster used a music box, which he is trying to sync up to deliver a present to the village, to bring cheer to the village in the holiday. Also, the second technique is Transfer, a lot of positive messages were shown in the background, and the girl who stands out just to help him out ; example, ”Open your heart to everyone,” the commercial implores in a closing message that’s perhaps more important now than ever.

Last but not least, the the commercial sends to society is very positive, heartwarming messages about acceptance, love and , kindness. People should accept one another regardless of how the person look or where that person came from. And sometimes someone needs to stand out help when help is needed just like after the monster fails to amuse the crowd, one young girl stand out gives him a hand and everyone eventually joins in to sing with him which makes him tear up because he is loved and accepted after all.

In a nutshell, I believe this advertisement is effective because it has all the rhetorical appeals, also strong persuasive techniques, with positive meaning behind the advertisement and deliveries a message against stereotypes. Bring joy and happy tears to the audience of all ages.