Having viewed the advertisement for a film entitled “The End
of America 2” (http://www.youtube.com/watch?v=MvLDTwvPR3w)I feel as though the author was effective at using all of the
elements of rhetorical argument. First and I think the most obvious was in the
use of the rhetorical tool of ethos. We are hearing the well-known and distinctive
voice of Mr. Alex Jones an authority on issues directly relating to the content
of the film. I trust Alex Jones and rely on past experiences with products and
content he has recommended. Also along those same lines the ad mentions past
predictions of the filmmaker which came to pass. Definite ethos argument as the
track record of the filmmaker should provide comfort to the viewer that the
content he/she might be considering viewing comes from an authoritative and
credible source.
The
creator of the ad also employed the rhetorical tool of pathos by appealing
emotionally to the audience. We all generally care for the well-being of our
finances, our families and society as a whole. By the mention of threats to
these institutions we are compelled to listen further or ultimately click on
the link to the website for the film to apprise ourselves to information having
to do with the threats. This along with Mr. Jones’s serious tone exemplifies effective
use of Pathos in the Ad.
The use
of Logos in the ad might be best addressed by; again, the listing of the past
track record of the film-maker as well as the mention of a reputable Magazine
such as Baron’s recommending the film. The audience is propelled to follow a
path of reasoning. If the film-maker has made successful predictions in the
past it is therefore reasonable to assume that this current film might contain
similar predictions that might aid us the audience in preparing for events
which might affect our lives in a significant way.
By the
effective use of all three of the common rhetorical tools the author of this ad
has succeeded in his/her goal of compelling a further look at the content, has
effectively considered audience and through this analysis inadvertently taught
me about these fundamental constructs of rhetoric.
Wow! This ad was very scary and captured my attention and I wanted to know more! I like your response in describing what techniques are used in this ad, breaking down and explaining them with this example was good!
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