Thursday, January 26, 2012

Powerful Words from Father to Son




Joseph Vincent Paterno passed on Sunday January 22nd, 2012. His life and death spoke immeasurable volumes about the impeccable character of a man who was loved and revered by many. And no tribute more accurately captured Joe’s essence than the one that Jay Paterno presented in remembrance of his father. Jay honored his father in a way matched by none during the memorial service held in Beaver Stadium today (January 27, 2012). He touched on Joe’s role as a son, husband, father, and coach and produced a powerful image of a man whose legacy goes beyond his accomplishments as a football legend.

Jay’s eulogy was filled with powerful rhetoric, and he made use of pathos in a most powerful way. By referring to specific memories, painting vivid images of his father, and making use of direct quotes, Jay caused his listeners – both those in the stadium and those watching television sets – to feel his father’s aura. When sharing his last words with his father, he channeled raw emotion that added to and intensified the mournful sentiment already felt by the audience.

“Dad, you won. You did all you could do. You’ve done enough. We all love you. You won. You can go home now.”

Jay’s description of his father’s determination and his success in making an impact on society were extremely touching, but nothing came close to the emotional appeal he made when describing Joe’s relationship with his other half, Sue Paterno. Jay recounts Joe calling Sue the opera in his heart. As Joe eloquently phrased it, “Their artistry of love and skill became a driving force on this campus, benefiting all aspects of this university. Together they created a masterpiece in their lives.”

To finish, Jay appealed to Penn State’s sense of community by referencing one of his father’s favorite prayers: the “Our Father.” He asserted that Joe’s insistence on praying the “Our Father” reflected the thoughts of the Penn State community’s “We Are” mentality. The prayer never had “I” or “me.”
Jay Paterno’s eloquence and pathos moved all listening to his powerful words. His speech will never be forgotten for as long as Joe’s name is remembered. Jay's use of rhetoric conveyed a message that all Penn Staters and fans of JoePa can agree on. To all of us who know of Joseph Vincent Paterno, he will always be more than a coach. He will always be our hero.

Thursday, January 19, 2012

Neutrogena and the Art of Ethos

As I was watching the latest episode of Pretty Little Liars, one of my many favorite television shows, I was extremely frustrated as another advertisement interrupted the program. Neutrogena, one of ABC Family’s many sponsors, played yet another one of their facial cleanser advertisements.  And, as Vanessa Hudgens’s smiling, flawless face popped up on screen yet again, I realized that the quick, thirty-second add was inundated with rhetoric.

The ad primarily made use of the logos (logic) and ethos (ethic) appeal. When analyzing the advertisement itself, it seems like a good idea to start with Hudgens herself. Made popular by her role as Gabriella in the Disney movie series, High School Musical, Vanessa is an idol to many of the adolescent girls that most probably also watch the drama. Vanessa’s appearance, most notably her clear, glowing complexion and her hair – pulled back to emphasize her face – already speaks wonders for the Neutrogena product that she’s endorsing. If anyone is qualified to talk about face washes, it would definitely be someone with an appearance like hers. And, anyone with even the slightest traces of acne – a relatively common condition among teenage girls – will be only too willing to take her advice and try one of Neutrogena’s latest products.

In addition to an appeal to ethos, the ad appeals to the audience’s logos as well, providing the viewer with a list of symptoms that the medicine treats and adding in a comment that the product that Neutrogena is “recommended most by dermatologists.”

Neutrogena’s marketing team knows exactly how to target its adolescent audience, by including a famous face with flawless skin and demonstrating dermatologist approval. This effective rhetorical argument for Neutrogena’s Oil-Free Acne Cleanser is sure to win at a few new customers.

Friday, January 13, 2012