Semiotic Analysis of Usmc's Commercial "The Climb"

After reviewing a few videos based on United States Army propaganda while on a popular media site it was quite eerie, since I am currently enlisted within the ranks. The Army is also something that you normally see in various forms such as billboards, television, and of course the actual soldiers. I would like to examine the whole concept of what the videos represent and how it grasps the attention of the viewer, audience, or consumer. If a person is somewhat or completely against the military, after viewing the commercials the viewer might have second thoughts. Overall the videos organize the three rhetorical techniques in a unique matter to where it catches a person’s attention. I can easily say that in the area of Ethos, the videos do exceptionally well, and of course to the Army is very well known for many of its characteristics both in the homeland and overseas and of course the United States Army was established more than two hundred years ago in the year of 1775 a year before the Declaration of Independence! As for Pathos, it moves the viewer with its various scenes as it can be inspirational, motivational, intriguing, etc., hence why it could possibly change the view point of the person from bad to good, but ultimately it is up to the person watching. In the technique of Logos, it appears as a relation to the viewer and how the viewer could benefit from the military in many ways just by wearing a single uniform, or if you are person

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.

Since television came into existence, it has evolved into a useful tool to spread ideas, both social and political, and has had a great effect on the generations growing up with these heavily influential shows. To these younger generations, television has taken the role of a teacher, with the task of creating a social construction by which many of us base our personal beliefs and judgments on. This power allows television shows take the opportunity to address problems in a manner that many audiences can take to heart. Many television shows present controversial topics in a comical matter, in some ways to soften the blow of hard-hitting reality at the same time bringing attention to the issue being addressed. In the television show,

In Neil Postman’s novel, Amusing Ourselves to Death, he argues that rationality in America has become dictated by television. Through the use of ethos, pathos, and logos, Postman demonstrates that his claim is valid and reliable. These are three forms of persuasion that are used to influence others to agree with a particular point of view. Ethos, or ethical appeal, is used to build an author’s image. Ethos establishes a sense of credibility and good character for the author (Henning). Pathos, or emotional appeal, involves engaging “an audience's sense of identity, their self-interest, their emotions” (Henning). If done correctly, the power of emotions can allow the reader to be swayed to agree with the author. Logos, or logical appeal,

Modern day television in household has become its own culture. Television holds a constant presence in American households and is forever changing, and visually keeps our attention. Television can be beneficial in the aspect that it has given viewers different attitudes by viewing different cultural backgrounds that can be presented on televisions. For example, this paper will be addressing the sitcom American Dad, American Dad is an adult animated sitcom, which focuses on a modern American family. The main character Stan Smith and his family who face at times core issues of a family. The comedy and farce overshadow the serious messages being conveyed. The stereotypical messages are often relatable in family households in an absurd way. American Dad is fantasying to watch because the visual elements and the real-world issues that are being addressed can heavily impact American society. American Dad depicts American family culture, because traditional families see norms being depicted on the show, it incorporates current trends, and society often depicts aspects from the

Television executive Lauren Zalaznick, gave a presentation called “The conscience of television” for TED Talk which she discussed past five decades of the highest standing shows on air. Zalaznick runs studies which go to great lengths on how the topics of television shows changed from decade to decade and how viewers changed the reason of watching based on what was happening in the world. Television’s conscious effects our emotions, challenges our values, and influences our views on the world by what we choice to watch.

Commercials, such as the 2012 Chevy Silverado Super Bowl commercial, have become part of people’s everyday life, constantly shocking, exciting, and engaging people with the meaning behind them. People see commercials every time they turn on the TV and file the information away for later situations, such as information about a cell phone data plan or a new vehicle just announced available. Each commercial watched promotes some sort of cause, object, or idea that companies want to sell to the common person. Commercials use symbolism, imagination, ethics, logic, and emotion to sell these things using their promoting techniques, one strong example of these things in action being the 2012 Chevy Silverado Super Bowl commercial.

In the photographs Tank Man by Jeff Widener and Falling Man by Richard Drew there are similarities allowing both of these images to have a powerful impact on the viewer. Even though these photos were taken many years apart and across the world, they leave the viewer wanting a better understanding of the events that occurred when these photos were captured. Many people might have questions wondering why they did what they did. Many people question how the two men in the photographs decided what they did was right . When people view these photos, it is easy to connect them with one another; the emotion, the use of lighting and the simplicity bring the tragedies to life. The similarities between Tank Man and Falling Man connect these two photos by representing the power to viewers, where both of the men chose to take control of their own lives and accept the fate that is upon them.

Throughout the chapter, O’Brien uses unendurable imagery. He creates images of the obstacles that the soldiers are going through and how hard it was to get through these obstacles. For example, the soldiers had to walk during the nights when it was pure black and so dark you couldn’t even tell you were blinking, “the blackness didn’t change,”(209). During the trail walks, Henry Dobbins and Norman Bowker were afraid of being separated that they rigged up a long piece of wire and tied it to their belts between them. O’Brien also creates images of the dead soldiers lying on the

In Robert Scholes essay, “On Reading a Video Text” Scholes asserts that modern visual media or “video texts” provide a powerful vehicle for “cultural literacy.” By making use of “visual fascination” in mass media and in particular, commercials, these “video texts” use this part to bring viewers out of boredom and pique their interest. Following this, “narrativity” comes into play not only giving viewers the story but providing them with the ignition for their on context using their own cultural knowledge and experience on the commercial. The final step in the process is the ideological confirmation that is “cultural reinforcement,” the securing of one’s place in a body or group. With “video texts” more widely seen than traditional forms of

television advertisement companies, main intention is to captivate the audience in other to purchase their product that they are portraying. In this essay, I will be analyzing these two ads, “Whale” (Old Spice) and “Susan Glenn” (Axe). These ads are formulated to get their products noticed, along with sparking the interest of the other goods they may offer. Countless methods are used to convince the audience that’s being targeted to buy the product. Therefore, these ads are similar in its ability to gain the attention of their audiences by appealing to pathos. Through this essay I will analyze the rhetorical effects that help bring these commercials to life.

From the onset of the video, it is depicted how Valdez engages the audience in his drawing of John’s portrait in combat gear. The first artwork that the audience is introduced to is a series the fallen soldier’s pictures at his youth and during his time in the army. These pictures offer a recollection of the life journey of the young John. The second artwork is that of some drawings in the short film that showJohn in the battle field, engaged in a fierce battle at the battle front with the enemies. As the film

This correlates with the importance of sharing these memories with each other. As mentioned above, it is seen through their gestures and facial expressions that the main couple enjoy being with each other, and they appreciate their time together. The people of the background also suggest they enjoy sharing their day with someone else. Some hold hands like the young couple in the middle, showing a sign of affection. Another pair places their arm on the other’s shoulder, indicating a relationship of some kind. One man actually seems to be helping his friend out as he stumble along the sandy path, implying that he cares if his friend gets hurt. Others race down the sand dunes together, suggesting a fun filled relationship. On the other hand, a man on the left of the photo is seen alone. He expresses a melancholy look on his face suggesting he is lonely. With his dark, heavy clothing, the man seems out of place and contrasts with the others of the photo. It is possible that he was captured in this shot to prove that friendship was important and almost essential at this time. Despite the gloomy feeling of the lonely man, it is the friendships that capture the untroubled nature of the 1950s and shows the fun memories were shared with ones they cared

Imagine a game of plinko* where each spike has on it a word. Each word ranges from poverty to upper class, college to high school degrees, urban to rural, or even just different life experiences. Every single spike affects the ball’s path down to the bottom. However which spikes are the most influential in guiding the ball to its endpoint. Social aspects of life shape what we believe through tv, media, and the people around us.

Some people may argue a book is less entertaining and interesting than a television show in the 1960’s. However, the television shows broadcasted are solely focused to entertaining the general audience after work, chores, or school by employing monotonous programming. If a person who solely watches television for an entire day, they evidently become tedious. Also, the television shows lack diverse plots, themes, characters, originality, and other aspects unlike a book or a newspaper. Therefore, numerous television companies decided to display new content such as news shows, movies, drama series, horror shows, documentaries, music shows, and shows based on true stories. An example is HBO’s Band of Brothers, a miniseries about the story of a company of soldiers in WWII from their initial training to the end of the war. During the war, the soldiers experience D-Day, participate in numerous battles, liberate a Nazi concentration camp, and enter Hitler’s mountain retreat located in Berchtesgaden, Germany. This tale of comradeship displays how ordinary, American men accomplished the extraordinary and end a gruesome and unjustified war. As a result from Newton’s proposal for better television programming, numerous shows and series like Band of Brothers offer an entertaining, unique, and worthy alternative to other forms of communication.