Visual Analysis : Military Commercial

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.

The video entitled Army Strong depicted a combination of all three appeal. From the video logos was being portrayed as the video was typically marked by facts and data. The information was quite quantifiable and would enable one to make a rational decision about serving in the army. In portraying the pathos persuasion, the advertisement succeeded in lowering the often-perceived risk persons have of joining the army. As it relates to the ethos persuasion, the advertisement painted the United States Army as an entity that builds strong character, garners respect from the public and provides an avenue for career advancement. This essence was painted in my mind through the convincing data

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

Have you ever wondered how advertisers come up with trailers or commercials? Or if there is a formula or specific ingredients for which advertisers make their advertisements? I am here to tell you that there is a formula and there are key ingredients to make an effective trailer or commercial. In the world of commerce professional advertisers use rhetorical devices as their ingredients to cook the best trailer that will attract customers to buy many things. The most common forms of rhetorical devices are pathos, ethos, and logos, these devices make a statement more persuasive but what separates a good advertiser from a great one is the way that they use these devices. Advertisers are experts in using these devices in combination; and the only way to know how to combine them is by studying your audience. Video game advertisers have specific ways to persuade their audience to buy a game. Today I will be studying this pattern in a video game trailer of “The Last of us” by Hydrawlik. I will analyze the combination of rhetorical devices that are used in the trailer and evaluate their effectiveness. This video game trailer uses these rhetorical devices effectively to attract the audience’s attention in order to lure customers to buy the product. Rhetorical devices are used for specific reasons for example Pathos is used to incite emotional responses, logos to prove that the game has exactly what the audience wants, ethos to develop a sense of credibility in the advertiser

The United States Army can be very persuasive in recruit people to join their forces by using reasoning, character, and emotion in their recruitment advertisements. The recruit Ad appeals to reader with common sense, their beliefs or values. Their character came for the U.S. Army credibility which is the United States government that is very familiar to America as well as around the world. The use

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.

One of the rhetorical appeals, logos, is quite obvious, and the statistic in picture shows the appeal. The excerpt "92,000 documents revealed” is an example of logos. Another appeal applied in the pictures is ethos. This appeal was present because a reputable brand/service has sponsored or approved the message for each the pro and con. The brands include WikiLeaks and the US government respectively. The most prominent of the three appeals is pathos. An example of this is the faces of the people in the propaganda pictures; the pictures often show the other side having terrifying faces and portray them as vicious or aggressive. The most plentiful of the appeals is pathos, with is shown the use of diction and feeling-provoking pictures; this application of pathos impacts the pictures because pathos, widely regarded as the most powerful of the three appeals, is excellent at conveying a message and convey the purpose to the

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.

Use of rhetoric in the article is shown in the forms of Ethos and Pathos, however there was no use of Logos in this article as evidence. An example of the use of Ethos in the article is shown in this line, “There’s a bravery in just saying how you feel, especially in a culture where norms are put in place to discourage it.” The author demonstrates Ethos, by expressing the build up of character and the use of an honorable character trait, if one is able to express emotions freely in public without fear of ridicule. The use of Pathos is shown through the quote, “cool is effortless, cool is not caring too much.” This is Pathos because it is conveying to the reader that in modern society people will often regard in contempt the use of emotions, and that is a motion in society that needs to be discontinued. Throughout this entire article I observed countless times when Pathos was used to inform the reader and to use the audience’s emotions as an advantage, this was the most influential form of rhetoric used in this article. Furthermore, the purpose of this article was to inform the reader of emotions and their role in society. The author wanted to communicate to the audience that although society will promote that emotions aren’t cool, they are cool and a part of life. There was also a second purpose to this article, the authors goal was to persuade the reader that emotions are to be expressed, and they are nothing to be ashamed of. Emotions should be used to connect with

This ads use of the startling image in contrast to the small words proves highly effective to the reader in swaying their opinion on the issues of war. By using the color scheme they also prove able to get people on there side on a comfort level too. So the startling but yet subtle nature of this ad turned out to be highly effective in making people think more about difficult topics and also convince them to do something about the

In the YouTube video “Chevy Runs Deep, the central message is to sell me a Chevy brand truck. I am resistant to this video’s message because I do not care about brands of vehicles. I am more likely purchase a vehicle based on performance and price. This video was written for a sympathetic audience because it is speaking to truck and Chevy owners. The man in the video already owns a Chevy. The video shows generations of Chevy owners. The appeal used in this video is pathos because the video is conveying emotion over the man’s memories of the Chevy truck and his family time spent with the truck. I did not find this video persuasive. The pathos appeal did not persuade me, and the video annoyed me a little. I would change the appeals from pathos

American’s most savored beverage is beer. It’s one of the top consumed drinks and can be drank for different occasions. Budweiser, one of the most top selling beer companies puts out their commercials to advertise their beers. While their commercials are used to produce sales, what most don’t see is the message they associate when drinking a Budweiser. These commercials often use rhetoric to persuade us. Rhetorical devices are used to be the most effective way to persuade and audience into thinking. Pathos, ethos, and logos are used to make a powerful statement to be successful in their beer sales.

Symbol of Strength- More Than a Uniform (2011) attracts potential U.S. Army recruits by systematically manipulating cognitions and shaping perceptions of the U.S. Army through association with the Uniform; which is propagated to provide strength, intelligence, respect, unity, education, experience, and opportunity for Soldiers. To unveil how this advertisement works as propaganda, this paper will analyze images, words, content, sources, goals, intended audience, cognitive influences, and positive US Military power of the advertisement.

By using advanced methods such as an emotional appeal, inductive reasoning, and an anecdotal fallacy, the commercial convinces the viewers that they shape the future by joining the Air Force. Due to the successful application of logos, ethos, and pathos the commercial represents a strong use of rhetorical strategy, consequently a wide range of viewers will be affected, benefiting the Air Force, by convincing viewers

In a world where we can find most information at a click of a button, many of us come across some form of propaganda on a daily basis. Having it routinely within our presences, we have learned how to identify if something is an advertisement. To convey a message or product, companies need to broadcast their item with visuals, audio, or both. For example, fast food companies need to demonstrate an image of their food, such as the visual of a burger in the Carl’s Jr ad, or else nobody will be convinced to purchase their item because they will not be able to know if it is satisfying enough to consume.