Unit 3 Blog – Rhetoric

Source: http://www.youtube.com/watch?v=eppXc-OOPKA

Source: http://www.youtube.com/watch?v=EnUKurl7Fog

In my Unit Three essay assignment I chose two Coca-Cola ads that were aired about six years apart. One of the advertisements used Coke sponsored NASCAR drivers to intrigue the audience. The other advertisement used the Simpsons cartoon characters to capture the viewer’s attention. Both of these ads used a few rhetoric methods to market the drink.

Ethos is convincing the audience that you are worth listening to, or you have authority. I think that in the first ad, the race car driver Tony Stewart is the prominent figure that is featured. Although he doesn’t actually speak much he is a respected driver and is known for a specific driving style that demands respect. People know him and can believe him even when he is acting. I didn’t see the use of ethos in the second ad featuring the Simpsons characters. There wasn’t really a main character that showed any signs of authority or credibility.

Pathos uses motivational appeals and vivid language to engage the audience to support its claims; it uses emotion to persuade the audience. I think pathos was the most frequent method used in these two ads. In the NASCAR ad, Coke used excitement, laughter and banters to pull the viewers in, and they used a comical approach to make the competition seem real and fun. The winner of the race was awarded a bottle of Coke. Tony Stewart seemed refreshed while taking a sip, which highlighted the sensory details that pathos uses. In the Simpsons ad the same type of emotions are highlighted. At first the commercial started with a sad emotion because the wealthy Mr. Burns went bankrupt and had his possessions repossessed. Apu gives Mr. Burns a coke to cheer him up and everyone is happy and partying. Happiness is highlighted at the end of the commercial when the slogan reads “open happiness”.

Logos is the method of using examples to support the position and it uses persuasive reasoning to backup the claims. Coca-Cola is trying to persuade people to drink Coke by stating that everyone who is drinks Coke is happy and full of energy. There is a consistency of joy in the messages and the examples support the actions of the drivers and characters.

Kairos is the time and space where the message will be delivered; it is the right and opportune moment. I think that these ads use kairos because the racing ad airs during a race, which can capture the audience when they are most engaged. The people in the commercial are the same people that are driving in the race they are watching. The Simpsons ad is a reflection of the recession that we are going through. Like many others, Mr. Burns is going bankrupt and losing his house and belongings. Coke takes this opportunity to relate to a large audience in this crucial time.