...The little Vader makes his way across the house as he attempts to use the force on miscellaneous objects while accompanied by the Star Wars theme music. Failing to elicit a response from a dog, a washing machine, and several lifeless objects, the little Vader sits at the kitchen counter, flustered. As his father pulls into the driveway with a 2012 Volkswagen Passat, little Vader dashes into the driveway while dodging a hug from his father. With all the concentration he can muster, the little Vader directs his arms at the car as he tries to turn it on. Seeing this, the boy’s father starts the car with the touch of a button. Shocked the little Vader staggers back, aghast. Initially, I felt a sense of hilarity while watching this ad. This emotion stuck throughout and does not change even after the ad is over. Most importantly, the use of comedy in this ad resulted in me remembering it, making it an effective advertisement. This Volkswagen Passat commercial uses ethos, pathos, and logos to make it such a successful advertisement. The ad uses these rhetorical strategies with different levels of effectiveness, however. In my opinion, the strongest of the three techniques is the use of pathos. This commercial is a prime example of pathos being utilized to persuade an audience. Pathos is the use of emotion to persuade the audience and this ad evokes a number of different emotions. I feel like the most effective emotion is humor. Watching the little Vader trying to use the force was...
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...I. Nonthematic Metaphoric Comparison Literary references for nonthematic comparison refer to a literary work, such as metaphors, in order to draw a comparison between persons or events in a legal case and characters or scenes in a literary work. Michael R. Smith, Advanced Legal Writing 253 (2d ed. 2008). The nonthematic metaphoric comparison has three key components. Id. First, the reference must have a comparison of a case and a literary work. Id. Second, it must contain a symbolic or figurative characteristic. Id. Lastly, the aspect of the literary work referred, either is not a major theme of the work, or does not support a major theme of the case. Id. For example, in In re Timmermann, 26 F.Supp. 600 (1939), District Judge McColloch made a metaphoric comparison of a legal case with the biblical story of Cain and Abel. This case was brought before the district court on a counter motion for an order staying foreclosure proceedings. In Timmerman, two brothers (John and Ernest) inherited a body of valuable wheat land from their parents. Id. at 600. Ernest borrowed $12,000, on the same property, solely to foreclose on a mortgage of $16,500, which John was unable to pay his share off in full. Id. This mortgage was then held by Ernest, but John offered to pay interest at the rate of 7% a year to keep taxes from becoming further delinquent. Id. John also assigned one half of the gross yield in grain to Ernest. Id. This assignment was reported by the county to yield...
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...Every bit of advertising uses some sort of persuasion or argument in order to get the consumer to spend money on their product. Some use logos, or reasoning. Others use ethos or the authority argument. Still, others use pathos or the emotional triggers in us. Successful advertisements grip our memories with a combination of all three. I have taken three of my most memorable commercials to illustrate this. One is from Sears entitled “Shop Your Way-Squirrel Revolt,” (Shop Your Way-Squirrel Revolt, 2013) the other is from Friskies called “Dear Kitten, Regarding the Dog.” (BuzzFeed, 2014) The final one is by the ASPCA called “Sarah Mclachlan SPCA Commercial.” (Sarah McLachlan SPCA Commercial, 2008) Why These Commercials The reason that I picked the squirrel commercial is how they stepped out of the box, so to speak. Who can resist an adorable little woodland creature like a squirrel? The way that the advertisement shows that they can be trained to cut coupons is fantastic. They seem to be working away in a little squirrel office/coffee table. I chose the second commercial because it has to be my favorite of all time. It touches you. It shows an older cat educating a kitten on how to behave, specifically in regards to the dog. This commercial exemplifies so many things that speak to me personally. Once again, the animal theme is instantly grabbing my attention. Finally, the ASPCA commercials make me cry every time. Yes, there are tears on the keyboard. There has...
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...President Lincoln's Gettysburg Address, and Dr. Martin Luther King Jr's "I Have a Dream" speech address the theme of American democracy in many ways. Some similar ways, but others different. In both speeches they talk about how everyone needs to be equal, and treated fairly. Not everything in the two speeches are the same, but very similar. They both just want equality, and fairness between all. No matter what skin color, hair color, eyes. No matter what clothes you wear. We are all equal, and that's what everyone needs to know. That was the point of the two speeches. To give people hope, and motivation during hard times. I defiantly think that President Lincoln's speech was more to empower everyone, and make them feel less helpless. But,...
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...) Being that Nike.com advertised brandish are first and foremost used to irradiate physical health and fitness and the improving of athletic ability, the current theme of Nike.com is “Don’t break resolutions… Beat Them. Get better with us this year in our latest looks, layers, and innovation”. (Nike Women’s Spring Style Guide, 2015) Inasmuch, this rhetorical analysis is on NikeFuel, a Nike, Inc. brand advertised effectively and convinces Nike.com target audience that this brandish is the next level to their physical health and fitness and athletic endurance and abilities. (Explore the Power of NikeFuel, 2015) Insofar as Nike.com empowers through their themes and slogans, many of us look at this as Nike.com “battle cry.” These themes and slogans have become the essence of Nike, Inc.; therefore, Nike.com sets the mood and there slogans are the crux of the company. These slogans and themes are “the company identity, the corporate motto, and the battle cry”. (Forsythnov, 2014, para 5) Nike.com “just do it” is a tricolon that continues to pitch their sales but maybe it is the ‘old rule of advertising’: “It’s not what you say, it’s how many times you say it”. (Id.) “Explore the Power of NikeFuel” (2015) is a catchphrase of a Nike.com ad of its brand NikeFuel that social significance creates pathos, ethos, and logos. This advertisement wants its target audience to become eager and...
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...Persuasion is the main objective of a company when it comes to advertising products. There are many ways that one can be persuaded, but the three main components of persuasion are pathos, egos, and logos. Ethos, pathos and logos consist of persuading an audience via logic, emotions, and appeal to ethics. The way these three rhetorical appeals are used is crucial for a company when trying to persuade a specific audience. When observing Lancome’s advertisement from a rhetorical perspective, one can argue that this company has effectively persuaded their intended audience; however, one could also argue that adding a few elements would make the advertisement more persuasive. Lancome is a company that sells skin care, make-up, and fragrances. The...
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...She then goes on to say, “many on the left are still trying to figure out how Hilary could have lost to Donald Trump.” Mentioning that the “United States grows more diverse and its citizens grow more vocal” (Emba, Christine), also builds credibility because the author uses an idea that everyone knows and therefore will agree with. She builds trust by mentioning that “the cycle of grief has moved from denial to anger,” (Emba, Christine). So, she is appealing to democrats and people who do not like our selfish politicians by hinting at not liking them herself. She uses pathos, emotion and imagination, by giving the audience emotional definitions. She chose to use African-American and freedom in the same sentence, which makes the reader immediately think of how difficult times were for African-Americans and what they have gone through to get to today. “If African-Americas find it disproportionately difficult to take advantage of liberal promises of life, freedom and economic opportunity because of their identity, it stands to reason that identity remains a concern.” (Emba,...
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...Patrick Henry's, speech is to individuals in the Virginia Convention in Richmond. The speech distinguishes the explanations behind the Revolutionary War, on March 23, 1775. The reason for his speech was to persuade audience at the convention to go to war with the expectation that they will acquire their independence from Britain and ultimately demonstrate that the US isn’t an easy target to constrain. All throughout Patrick's entire speech, he utilizes an exacting influential tone by utilizing numerous rhetorical devices to convey his point. Patrick Henry starts out his speech with logos by giving motivation behind why colonists of contrasting judgment ought to meet up as one. He expresses, “No man thinks more highly than I do of the patriotism,...
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...Does Entertainment Cause Tyranny? Anonymous FdEng 201, Section 24 15 October 2012 It is unlikely that one will understand a text without analyzing it. A cursory glance is not enough to internalize the important messages that the author wants to convey. Perhaps the most important texts to analyze are those written to persuade their audiences to believe something. Failing look closely keeps audiences from understanding the text's true strengths and weaknesses. By carefully examining the ethos, pathos, and logos of an argument, the reader is able to determine whether or not an author makes an effective argument. An analysis of this sort will show that Neil Postman's speech “Amusing Ourselves to Death” is lacking in all three areas to be effective. Summary Neil Postman, department chair of Culture and Communications at NYU, gave his speech “Amusing Ourselves to Death” at a book fair in Germany whose theme was “Orwell in the year 2000.” It was written to demonstrate that an “Orwellian dictatorship” was not necessary to deprive people or their rights. Instead, he asserts, the west is like that of Huxley's “Brave New World”; it is a society that has no need to be violently controlled because we are ever distracted by frivolities. The most potent distraction, he says, is the television. He begins by citing a few key statistics: eighty percent of all homes in the United States have a television, and the average American child watches 5000 hours of television before...
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...analysis of because it is a classical advertisement of the conventional methods of creating advertisement campaigns and yet it still generates interest among people to use the soap today based on the curiosity generated by the vintage advertisements of the Palmolive soap decades ago (Thomas, 2008). Research Statement: The Palmolive Vintage advertisement was one of the most classic advertisements that launched the Palmolive Soap and made it a runaway success. The success of the advertisement campaign has managed to generate the attention of people even now 50 years later about the soap. Analysis of the vintage advertisement: This advertisement is based on the two concepts of advertising capture. It is capturing the target audience with logo awareness or with emotion. 1950 was a growth period for American history with the economy expanding and there was economic improvement which meant that the spending power of the population had also increased accordingly. The advertisement campaign is targeted at the women consumers and the vanity of a woman. Every woman wishes to look beautiful. The advertisement promises the beauty only if Palmolive soap is used and a minimum of 14 days is used to see a visible difference in the texture of the complexion. The advertisements were methodical and thought out realistically. Some of the...
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...Many are like David facing his own giants in life, rather than facing actual giants, such as conquering a circumstance or illness that threatens to derail you. Malcolm Gladwell writes about people rising above difficult circumstances in life, like in his book “David and Goliath Underdogs, Misfits, and The Art of Battling Giants” using pathos, ethos, logos, and rhetorical tactics like metaphors, similes, anecdotes, epistrophes, and allegory. Gladwell uses numerous inspiring stories throughout the book to encourage the readers to agree with his point of view. He accomplishes this by presenting strong evidence supporting his claim that the underdog may, and frequently does, have the upper hand in social circumstances. Gladwell backs up his arguments using both primary and secondary sources. In...
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...An Effort Closer to A Better Country “The Inaugural Address of John F. Kennedy is considered one of the greatest speeches in twentieth-century American public address,” says Sara Ann Mehltretter from Penn State University. The 1960s was an important time during American history. In John F. Kennedy’s Inauguration Address, he used ethos, pathos and logos, to grab the audience’s full attention about the worries of communism and nuclear warfare. Historical Background During the early 1950s, the Korean War is taking place. The current president ordered makings of hydrogen bombs. In 1955, Rosa Parks, an African American, refused to give up her seat on the bus to a white man. Which caused a boycott, that lead to bus segregations being unconstitutional by The Federal Court. The time of the election of John F. Kennedy as president, the 1950s were known by an unpleasant tension that was ongoing between the United States and the Soviet Union, historically known as The Cold War. The Cold War...
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...its feel good theme, and also because I am a novice runner myself. The ad is attempting to persuade the reader that Ben-Gay ointment is effective in minimizing the aches and pains associated with long distance running. In a high impact and demanding sport such as running, Ben-Gay will improve your conditioning and endurance. The ad will be evaluated for the use of Logos, Ethos and Pathos. The ad was effective in the provision of reason or logos by the use of the following text “As part of my warm-up routine, Ben-Gay helped me feel better for the long day ahead. And during my warm-down period, Ben-Gay soothed and relieved my tired, aching muscles. Ben-Gay made my whole run easier.” I found the logic of the argument presented in this text to be clear and compelling. I can identify with the ache in your body after a long run and so the idea of a pain relieving ointment is very reasonable. The ad was effective in the provision of credibility or ethos by the use of running icon Stan Cottrell. Mr. Cottrell was quoted directly saying that he used Ben-Gay throughout his long distance run. Mr. Cottrell set a new transcontinental running record after running for 48 days, through 14 states. The ad states that during that time he used 3.3 pounds of Ben-Gay and that Ben-Gay helped him to reach his “lifelong dream” of the transcontinental running record. The use of Mr. Cottrell in the both an image and a powerful quotation, definitely provide the effective use of ethos in this ad. ...
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...1/25/2013 The Hyundai Hybrid Hype The advertisers for the Hyundai Sonata Hybrid have tucked the slogan and theme for their ad on the line following the company name, and the make and model of the automobile, they are showcasing. In very small fine print, almost subliminally, it whispers to the reader from the corner of the page, “New thinking for new possibilities.” The ad graphically depicts a pastoral landscape of beautiful trees softly backlit by the golden glow of sunshine. In the middle of the page, an image of a man dressed in a suit and tie with a jet pack on his back flies through the sky on his way to work or an important meeting. An androgynous figure of what could be his spouse waves good bye to him from the balcony of a very large, architecturally modern, 3 story glass and steal beamed home. In the foreground of the ad is the star of the show; an icy blue Hyundai Sonata Hybrid. The Sonata Hybrid sits on a drive way bed of tiny peat gravel with a border of stone. Coupled with the statement, “New thinking for new possibilities,” and the image that accompanies it, there leaves little room for doubt that the ad for the Sonata Hybrid by Hyundai was designed specifically to appeal to the reader’s pathos and ethos, while the use of logos in this ad is questionable. Hyundai is relying on our pathos, or sympathies, for the well-being of the planet in this Earth conscious, eco-friendly, age of the 21st century. The overall intent of this pictorial image is to...
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...As Henrietta Lacks was a black woman, she did not receive proper medical care nor proper recognition for the pivotal role her cells played in the development of medical science: this phenomenon still frequently occurs today as people from racial minorities are commonly discriminated against and are treated with hate and prejudice in their daily lives. Another common theme that appears in The Immortal Life of Henrietta Lacks is ownership of one's body, as Henrietta’s family struggles to regain ownership of Henrietta’s cells after they were taken without her permission. Likewise, the concept of ownership of one's body often appears in politics today through controversial topics including abortion, assisted suicide,...
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