Rhetorical Analysis Of Oxfam-Africa Campaign

The advertisement by WWF uses rhetorical strategies such as an establishment of ethos, and an appeal to logos and pathos. WWF establishes ethos by being a world wildlife program who “is at work in more than 40 countries...and collaborating with governments and coastal communities,” which demonstrates their credibility. They appeal to logos by offering statistics such as that “ten million people in sub-Saharan Africa make a living fishing,” and that the “number of fish in their waters has declined by 50 percent.” By offering these concrete numbers and statistics, WWF establishes a logical advertisement. Pathos is appealed by this advertisement by including phrases such as “Protecting the Future of Nature”, “protect marine populations,” and “ensure

Within society power struggles are inevitable and in the business world it is no different. The letters of correspondence between an executive of the Coca-Cola Company, Ira C. Herbert and a representative of Grove Press, Richard Seaver express their different viewpoints on the use of Coca-Cola’s slogan “It’s the Real Thing”, in an advertisement promoting Diary of a Harlem Schoolteacher by Jim Haskins. Both Herbert and Seaver attempt to out smart each other through their use of rhetorical techniques and strategies.

Ethos, the appeal to credibility. There are many examples of ethos in this ad; one of them would be the use of doctors in the advertisement. During the commercial, the audience sees the doctors conducting research,

The “Good Reason to go Vegetarian” ad that I chose from PETA US is the most recent in the popular line of ads featuring celebrities who are against animal abuse. PETA is the most recognized animal activist group and is known for their shocking campaigns that are used to protest against animal cruelty. This particular ad features Australian singer-songwriter Missy Higgins, who pursues interest in animal rights and the environment. Higgins is sharing the spotlight with a sweet little pig called Jake by proudly displaying him with a huge smile on her face.

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.

“Alright pal, you got me,” beamed Finny. Phineas, the only perfect person in the world (hyperbole), just admitted that I had beaten him at something. Once this realization hit me, a moment of pure joy sunk in, until it quickly passed and was followed by an overwhelming sense of disappointment. It wasn’t enough. Without further thought, I quickly flipped Finny, who was caught off guard by his euphoric state, over and pinned him to the ground (parallel structure). To my surprise, after the initial shock left his expression, he began to laugh. Finny had finally been beaten at something athletic, and all he could do was laugh.

The text in the image, “What is Monsanto doing to help? Improve lives” (Monsanto), provides an obvious message to the reader that Monsanto is helping people by working to improve lives. This itself is an appeal to the rhetorical strategy ethos, as the fact that Monsanto is helping improve lives shows how the company has the power, knowledge and ability to help make people’s lives better, and that they are a credible company and are capable making these changes that they claim, which is presented as a commitment to making lives better. The text is also included in a stand-alone box that contrasts the rest of the image, allowing the message to almost be an entity of its own and be viewed as the most important, or most noticeable part of the image. This also shows the importance that Monsanto has placed on illustrating how they are helping others in order to change the public’s opinion on it, since the text commands a majority of the attention in the photo. The rest of the attention goes to the bright, cheery image of an elderly man and two young children playing happily. This portrayal of a joyful, assumedly multigenerational family, shows that the image is utilizing the rhetorical strategy of pathos to invoke a sense of

Coming from commercials, newspapers, movies, and magazines, advertisements are one of the most prominent things that we get bombarded with on a daily basis. The problem with a lot of people including myself is that we fall victim to the manipulation of the advertising sharks and their devious tricks. In the article ‘Advertising’s 15 Basic Appeals’ by Jib Fowles, the author describes how advertisers will use 15 basic emotional appeals in order to get you to say ‘I want and need that!’ In National Geographic, a historical, anthropological, discovery-based magazine, advertisers focus their energy on the middle-aged, middle-class, educated audience, who want to improve not only their intellectual integrity, but also improve their families lives if the readers can help it. National Geographic advertisers can do this by appealing to the readers’ basic needs for achievement, nurture, and guidance.

Advertisers use a variety of appeals to convince the viewer’s to buy certain products or bring a topic to the awareness of the viewer. The anti-child abuse announcement that San Francisco Human Services Agency released is no different. A public service announcement is designed to publicize a problem the nation is facing. Advertisements can appeal to the audience through a variety of elements such as images and speech. In this advertisement pathos and ethos are represented through the sounds and visual content while logos is presented through the statistics given at the end of the advertisement. With this advertisement it is also important to consider the

This advertisement also uses major topics in today’s society to draw people in. In the first section of the commercial, it uses whale extinction and McCarthy trying to save them. Secondly, it uses deforestation and the efforts to save the trees as another environmental draw-in. In the third slot, it focuses on global warming and the melting ice caps. And lastly, the commercial uses the extinction of rhinos (K. 2017.). This establishes Ethos by showing that the company is aware of the problems in the world today. These environmental issues have been a problem for several years, and there are many people that are concerned for them. By using them to pull people in, they are opening their audience to not only people who like the outdoors, but also to people who want to be heroes.

In "politics and the English language," author George Orwell in his essay, argues how modern-day English is inaccurate, flawed and filled with careless terminology and bad habits. Orwell furthermore exposes this notion of inadequate English as a tool that is used in political language to manipulate, confuse and alter how a person may think. His main goal is to correct this dull way of thinking and to pay attention furthermore analyze what we write and read to guide ourselves away from this writing. Another important idea that Orwell discusses is that this English language shifts to " ugly and inaccurate because our thoughts are foolish, but the slovenliness of our language makes it easier for us to have foolish thoughts"(1).The essence

The purpose of “Politics and Language” by George Orwell is about how he uses his literary rules for readers and writers. He enforced simpler phrases for the ones who needed clarity in their writing. The author targeted audience is readers and writers. The purpose of the essay is a persuasive and also to warn people about these things in his essay. The speaker of the essay is first person point of view, for example, in the first quote it´s said somethings in the first person.

In the photo I see people walking theirs trash everywhere, there is a big puddle of water, and there are homes that look very bad unstable. The photo that give me more details is the people who lives I India.

According to Chouliaraki (2010) this new approach could be identified as “ post humanitarian communication”. “This shift, I argue, should be seen as a contemporary attempt to renew the legitimacy of humanitarian communication – one that abandons universal morality and draws on the resources of the media market in which humanitarian organizations operate today.” (Chouliaraki 2010). She notes that NGOs are still relying on this style of advertisement to provoke emotions but not in a way to inspire immediate action. The corporate advertisement style is used in a “ Take it or leave it way” (Goddon et al. 2009). A good example on the use of photography in corporate advertising is the campaign “Its not happening here but now” from Amnesty International in Switzerland. The campaign uses the tagline "It's not happening here but it's happening now" the campaign puts up posters in bus stops and train stations etc, with exact matches of the existing background. It aims to show people what is going on in the world, even if it's not happening in front of them at the bus stop. The advertising uses shock images to enter in the publics’ everyday lives, entering in the public environment and showing them what is happening in other parts of the world. What Amnesty International does is using photography in a photo realistic way and forces a direct act on humanitarian issues.

Visual culture is the use of images, media, and other visual modes to represent the events and ideas of the world (Mirzoeff, 1999). The visual modes can range from an oil painting, to media on the internet, advertisements or TV. Visual culture has an influence on the consumer who is exposed to it. In this essay, I am looking specifically at how visual culture is used in advertisements, and how large brands, such as Coca Cola and McDonalds, use visual culture throughout their advertisements. Visual culture is often used to benefit a business. Such as increasing brand recognition through the marketing of the brand via colour or imagery. It can also be through catchy slogans or jingles that are created to leave an impression and therefore influence the consumer to the extent that they are remembered for a significant period of time. Therefore, it can be seen that Coca Cola and McDonalds both use different forms of visual culture in order to improve company image and increase brand recognition.