Halftime in America

This past weekend was the Super Bowl XLVI and while I was indifferent about the two teams playing (the Steelers - the only team that really matters - weren't on the field). The advertisements that aired during the game, however,provided for some interesting material to discuss in my blog post for this week.

One of the most popular advertisements this time around was on that played during half-time. "It's Halftime in America," released by Chrysler, serves as an example of kairos and also as a piece with exemplary use of logos, pathos, and ethos. Please watch the advertisement before continuing.

Immediately, one of the things that sets apart this advertisement is Eastwood's cool, raspy voice. Without the imagery in the advertisement, his voice alone makes his monologue extremely effective. And, as evidenced by Abraham Lincoln's Gettysburg address, his speech doesn't need to be long to be effective. Coming in at 247 words, Eastwood still conveys a powerful message with a few well chosen words.

Eastwood also makes use of several rhetorical devices. An example of this is the use of an anaphora (the repetition of an initial phrase). How do we come from behind? How do we come together? And how do we win? He also includes several metaphors within his piece, describing "the fog of division, discord, and blame," and asserting that "this country can't be knocked out with one punch." The first metaphor in the piece occurs in the first line of the advertisment with the quote "It’s half time in America."

Other methods that Eastwood uses to create a powerful argument include the use of repetition (especially when he repeats the word 'we') and the use of dramatic pauses (which are, conveniently filled with inspirational music).

The advertisement as a whole makes significant appeals to pathos, especially with references to American patriotism and powerful images of people with solemn faces, but unmistakable looks of determination. The ad draws the audience in, using images and video clips of routine activities that the average viewer completes daily.

The ad's use of pathos and his inspiring tone instill a sense of hope among the viewers and gives across the message that Chrysler and their branch motor companies in Detroit, Michigan will endure and that, if car owners buy Chrysler cars, they will endure as well. A powerful half-time message that, in my mind, set the  Super Bowl XLVI apart.