Over the past decade internet usage has rapidly grown in America. The development of search engines allow immediate access of information and growing online communities allow users to connect with others instantly. We are regularly exposed to advertisements regarding the convenience of the internet. Through television advertising, eHarmony encourages us to use the internet to form relationships, and ultimately narrow millions of possible matches down to a single soulmate. By analyzing the rhetoric of eHarmony’s commercial, I will deploy the appeals of pathos, logos and ethos, and explore whether online dating is a deceptive or an authentic approach to meeting a lifelong partner. The creators of eHarmony target a large audience in their commercial. Their purpose is to unite individuals with a shared desire to find a soulmate. By utilizing methods of pathos, eHarmony appeals to cultural desires, values and attitudes of the majority of American people. The commercial reaches out to viewers with uplifting and positive music, and portrays happy, beautiful people who found love seemingly instantly. Various stories are told by actors describing how easy it was to find their perfect match with the help of eHarmony. The commercial instils in viewers’ minds that their chances of connecting with people will be maximized just as successfully as it was …show more content…
The website caters to 66 million users in 10 countries. eHarmony advertises the grand scale of matches that the website offers to give the impression that higher quantities lead to readily available higher quality matches. However, research and studies have shown that endless options involve strenuous searching and the chances of finding a quality match is decreased. The rhetoric of eHarmony is a distraction for recognizing the negatives of online