Analyzing Dirk's Essay Navigating Genres

Television advertisements have been a part of pop culture for years, these quick minute long clips gain the popularity of its viewers through humor, shock, or simply good salesmanship. The ShamWow infomercial has become one the most well known television ads in America. Its popularity came from its snappy dialogue, believable offer, and enthusiastic spokesman. But what made this infomercial so successful? Today I will be analyzing how the ineffective use of the appeals of ethos and kairos, and the highly effective appeal of logos and pathos effect the audience in the ShamWow commercial.

I approached my genre writing based on Writing in the Health Sciences guidelines for research papers. Since my chosen paper was a research paper, I looked for the sections in a research paper that included the abstract, introduction, materials and methods, results, discussion, and references. This helped me decide what needed to be in each section so I could elaborate on if it was included or was not.

When it comes to the topic of commercials, most of us readily agree that commercials are irritating. Where this agreement usually ends, however, is on the purpose of the commercial. Whereas some are convinced that commercials are meaningless, others maintain that commercials tell a story. Effective commercials are repetitive and illustrate a story. Marketers use rhetoric marketing, the art of persuasive speaking and writing, when persuading an audience to buy a product. Rhetoric marketing is especially effective through the illustration of a story. It is effective because the marketer is able to relate to the consumer with a story or message. Advertisers also use the appeals of logic, credibility, and emotions to intrigue interest in a company. Coca-Cola’s advertisement, “Falling,” depicts the product as a confidence building companion suitable for young love through a series of logical and emotional appeals that visibly promotes the brand’s credibility.

Logos, ethos, and pathos are essential components used in advertising. By learning to recognize logos, ethos, and pathos in advertising, we are able to understand the message and what is being portrayed. (Albert et al, 2014), suggested that Aristotle postulated that a speaker’s ability to effectively convince an audience is constructed on how well the speaker appeals to that audience in three different areas: logos, ethos, and pathos. These appeals together form what Aristotle calls a rhetorical triangle.

If only one genre was used the reader would not have any other sources or opinions to determine what the truth is or where the truth lies.

Thus, by creating appeals to logos, pathos, and ethos, companies use advertisements as powerful persuasive tools. This can be done through the careful selection of color, imagery, narration, design, and layout, to name a few significant elements. When used correctly, these rhetorical strategies can make the difference between whether a product or idea is embraced or rejected by the

What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.

According to Hein, Music is a major influence in marketing today, “ There have been 1,050 references of about 66 different brands in songs ranked in the top 20 through the beginning of October, according to San Francisco- based brand consultancy LucJam”(Hein 346). Keeping up with the techniques of advertisement for marketers will help with the increasing demands of future generations.

Furthermore, the author dwells into mediated popular culture which pertains specifically to movies, TV, songs, and advertisements along with the way they communicate

genre. The purpose of any work in this genre is simply to inform about and give feedback for a

The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

The musical film has always held a special place for me. From my time as a drama student in high school, my eyes have been opened to the amazing world of the musical and especially the musical film. The musical film is a film genre in which the characters sing songs that are integrated into the overall story. Since musicals first began in theaters, musical films usually contain similar elements. These elements often simulate that there is a live audience watching. In a sense, the film viewers become the audience members, at a theater production, as the actor performs directly to them. Due to the popularity of musicals in the theater, the style was quickly brought over into film. In 1927, the musical film genre began

Today’s quick-moving world of technology has media texts such as advertisements to make sure that people understand with just a glance. Having adverts on magazines, social media and billboards allow them to use tools such as semiology, genre and narrative because it makes their messages clear instantly. These signs allow us to carry meaning through advertisements, connotations and the signification process. These tools let brands, mainly celebrities, and the option to produce and create a myth of the product such as “Be daring. Be an inspiration” to sell it to the world. We are in a time where advertisers use ‘simplicity’ in their adverts; there are no more paragraphs. It is mainly down to the person and the few words shown in that advert.

No matter which type of job or career the author is looking for, a resume is a great first step. Generally, resumes are built and created in early adulthood by the author them self. There are a few things that can be assumed about the authors. First, they are middle to upper class individuals who like to show off their own personal qualifications, education, and academic and professional experiences they have obtained throughout their life. The audience in which will be looking over these resumes could be a pretty broad range generally speaking, but for the most part whoever the author is submitting the resume to will be the intended audience for this genre. I think it is safe to say this genre will be around for many years to come,

Genres assist individuals in categorizing related topics within a group in order for people to differentiate between different subjects. However, with so many genres, we often do not stop to consider what features contribute to making a specific topic, a topic of its own. For advertisements, the conventions of the genre demonstrate to the reader that the author has a strong desire to share their product or message by using strategies that subconsciously triggers our senses in order to attract our attention. For food recipe blogs, the conventions of the genre prove that the author provide images and methods to receive feedback if they need more assistance in order to successfully recreate the recipe