The Scarecrow Rhetorical Analysis

Ethos, Logos, and Pathos in “The Scarecrow”
Chipotle uses pathos, ethos, and logos in their advertisement to attract electronic consumers to download their app “The Scarecrow.”
Pathos, by definition, makes the audience relate to the characters or feel a certain strong emotion. Chipotle uses pathos to their advantage in numerous ways. They begin to use pathos when they show the scarecrow, our main character, entering the factory. It shows the scarecrow as an average factory worker. Many people work commercial jobs in manufacturing or any sort of common job. Most of the audience will be able to relate with the scarecrow and feel some sort of connection with him/her. We then see an a black, metallic bird looking over the factory. Its actions and appearance show that it

represents the evil of factories. Seeing that bird looking ominously over the factory should create some sort of hatred towards that bird and the factory as a whole. The factory deals with food production; the advertisement shows that the factory creates foods that are not natural and have been alterred.

The advertisement shows a young boy eating chicken from the factory, with the scarecrow looking morosely at him. The scarecrow knows where that chicken is from and feels horrible. It shows the audience the horridness of that factory and makes the audience feel bad for the scarecrow and hate the factory even more. Another example of pathos is the cow in the machine. When the scarecrow opens the building and sees the cow, the cow looks at the scarecrow helplessly. This makes the audience feel sympathy for the cow and want to get the cow out of that position. It also makes the audience hate the factory even more. The scarecrow’s reaction is pathos as well. Its eyes show that it wants to help all the animals. The audience feels sympathy for the scarecrow, knowing what it must feel like to be so helpless. At this point, the audience has a connection with the scarecrow. When the scarecrow sees the chemical fields and the new signs, it gets taken aback and is surprised. The audience shares these feeling with the scarecrow. Throughout the whole advertisement, the music has assisted the mood. During the sad moments, the song was morose. Right

when the scarecrow gets to its home and sees the pepper growing in the garden, the music becomes happier, making the audience feel positive and supportive of the scarecrow’s actions. The scarecrow’s action sum up to healthier foods to help the community eat right. When the first batch of food comes out, it looks delicious, with steam permuting out of it. The audience sees the life of the food and immediately wants the scarecrow to keep on making it. Chipotle uses the aspect of pathos effectively. The advertisement twists and turns causing the audience to have a connection with it at all times. This pathos and emotion makes the audience want to get into the story and help the scarecrow rid the city of the factory. By doing this, Chipotle gets the audience wanting to download the application.
Chipotle uses logos in addition to pathos to get both the soul and mind. Logos is the logical approach to showing some sort of point or getting the audience to agree with a certain point. An example of Chipotle’s use of logos would be showing the machines injected the chicken with growth hormones. Previously there was a sign saying “All Natural Chicken.” Literally, right under the sign, machines were injecting the chickens with hormones to make them larger and fatter. This shows that the company, “Crow Foods,” lies to its consumers about their foods and products. This lie establishes the factory and the machines as the evil-doers and villains. Logically, we can tell that the factory will be the force that the scarecrow will try to overcome. The audience again sees that the Crow Foods lies to its consumers. The advertisement shows this in almost the same way as the first one. Crow Foods has a sign on a train claiming their farms to be fresh and clean. Immediately afterwards, the advertisement shows the farms with machines laying pesticides and chemicals onto the farm. This use of pesticides shows direct contrast to their claims about clean farms. This again shows how the factory is evil and needs to be done away with. It makes the audience want to help the scarecrow take down the factory. When the scarecrow presents the food, the audience can tell it is much tastier and healthier for the public than the factory food. Thus, by that logic, the scarecrow’s food should replace the food of the factory. this agains makes the audience want to help the scarecrow spread it foods around. The scarecrow shows that it is fighting against the factory when it pushes the bird away. Logically, this means the scarecrow is standing against the factory and his foods are meant to replace that of the factory. This makes audience support the scarecrow and want to help. In addition, the advertisement shows actual gameplay of the application, displaying the fun the user could have when they play it. The advertisement shows the availability of the application when it shows that the app is available on the App Store. This shows that the app is easy to get and is quick and easy fun. This logos pushes the audience to want to download the app and help the scarecrow since the factory is evil and the app is so easy to access and enjoy.
In addition to logos, Chipotle uses ethos to convince users to download the app. Ethos is stating the importance of who is stating it and/or the importance of the information. At the end of the storyline, Chipotle puts a slide with their name and logo on it. Putting their name on the advertisement legitimizes the application and shows that it was developed by a well-known company. Putting a familiar name on an application assures the audience that the app was made well and correctly. People know the Chipotle brand and logo; being popular helps the app gain recognition with the audience. After the Chipotle slide, the advertisement has a slide with Apple’s stamp of approval on the application. Putting the approval shows that a big company like Apple accepts that application and is willing to upload it to their mobile store.
Chipotle cleverly gets the audience to download their application using pathos, logos, and ethos. They get the audience to want to help the scarecrow and shut down the factory. They get the audience wanting to help and do something. The only way to satisfy this urge is to download the app. Chipotle used these three elements effectively and promoted their app in a way that will get the majority of the audience to download the app.