Visual Analysis : Military Commercial

Visual Analysis:

Army Commercial

After reviewing a few videos based on United States Army propaganda while on a popular media site it was quite eerie, since I am currently enlisted within the ranks. The Army is also something that you normally see in various forms such as billboards, television, and of course the actual soldiers. I would like to examine the whole concept of what the videos represent and how it grasps the attention of the viewer, audience, or consumer. If a person is somewhat or completely against the military, after viewing the commercials the viewer might have second thoughts. Overall the videos organize the three rhetorical techniques in a unique matter to where it catches a person’s attention. I can easily say that in the area of Ethos, the videos do exceptionally well, and of course to the Army is very well known for many of its characteristics both in the homeland and overseas and of course the United States Army was established more than two hundred years ago in the year of 1775 a year before the Declaration of Independence! As for

Pathos it moves the viewer with its various scenes as it inspirational, motivational, intriguing, etc., hence why it could possibly change the view point of the person from bad to good, but ultimately it is up to the person watching. In the technique of Logos, it appears as a relation to the viewer and how the viewer could benefit from the military in many ways just by wearing a single uniform, or if you are person of the civilian world it makes you feel a bit safer knowing that the Military will be defending the United States with all their might. The Videos also use some technical numbers in attempts to show how much military personnel and vehicles we have at this very moment...

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...e of the most empowering scenes is when the male figure who gives the command of “Present Arms”, and there after the soldiers execute the command, that essentially sends shivers through my body and possibly even the other viewer. In the scene where all the soldiers salute the American Flag, that alone sends a huge sense of pride and the message of why each soldier fights for this country. As per Logos, it again does not give much to show off, however, it does give of the aura that if a person is in the military he or she will become wiser, more respected, and more accepted. To compare and contrast the videos is quite simple. The first video in contrast represents more Ethos and the second gives off more evidence of Pathos. While in comparison they both of course appeal to the viewer with various emotional scenes in attempts of earning the respect of the audience.