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Rhetorical Analysis: Monkey Business

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Millions of people all over the world are unhappy with their jobs. Since 1995, CareerBuilder has helped many of these workers find better, more enjoyable employment. The company did not become the largest online job site in the US by chance, however. In fact, much of their success is due to clever commercials that are intended to target “unemployed, underemployed and unhappily employed workers.” One advertisement in particular, titled “Monkey Business”, primarily uses pathos to keep viewers engaged, and ends using logos to convince them to use the site. Pathos played a large part in the commercial’s success. The advertisement opens with a ridiculous and memorable scene: chimps in business suits throwing a party in an office, complete with

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