Be Mine, Valentine

Since this Tuesday was Valentine's Day - and because one of the topics that we discussed this week was the appeal to pathos - I thought it was only too appropriate to make my post about something slightly romantic. Initially, I was hoping to find a commercial from this year’s Valentine’s Day but caught my eye. So, I resorted to the one place that anyone can find a sappy, pathos-filled commercial: YouTube. And, voila, the third commercial on the page – a Nokia commercial seemed to be the perfect one to discuss.

The commercial tells the story of a young man overseas and a young woman, presumably his girlfriend, staring out into the rain, missing him. The man, in a sunny, tropical-looking city, snaps photos with his Nokia phone (a model that, nowadays, seems extremely outdated) that, when pieced together, form the sentence “Will you marry me?” and sends the message via text to his girlfriend. And, as in all feel-good commercials, she responds with a very predictable. “Yes.”

Nokia did several things right in the construction of this particular advertisement. The entire commercial revolves around an appeal to pathos. From the opening scene, with the girl staring out the window, it is clear that her mind is far away, and the audience cannot help but with that she is with the one that she is thinking so intently about. When the man is running around, taking pictures, it's initially not quite clear what he is trying to spell out. But, when the viewers realize what he is doing, they are excited to see how it will play out.

The slogan, “Nokia, connecting people,” is a fitting conclusion to the advertisement, suggesting to single viewers, that purchasing a Nokia phone could result in them finding their soul mates. And, for the viewers in relationships, Nokia assures it’s users that they too will have a happy ending, most likely with that picture-perfect proposal. The perfect advertisement to set the Valentine’s Day mood!

If you have time, check out the commercial below"

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.

An Unsatisfactory Proposal

Having just watched one of my favorite movies of all time, Pride and Prejudice, this past week, I thought it was only too perfect to refer to one of the worst proposals of all time in my Rhetoric and Civic Life Blog this week. For all of you english buffs out there, that's right. I'm referring to Mr. Collin's insincere, infamous proposal to Elizabeth Bennet. 

Now, I'm certain that a proposal from a short, socially akward man, with the manners of a two year old would be the last thing that any female with a minute romantic notion would want. What makes things worse, is that Collins's proposal is heartless; he proposes solely out of duty.

In class, we recently discussed the term kairos - an ancient Greek term referring to the right or opportunte moment. In my opinion, Collins' proposal is an example of what kairos  is not. He approaches his cousin the morning after bustling ball, when she is evidently enamored by another Mr. Wickham. Already the scene is set for disaster.

Furthermore, Collins's appeal to rhetoric has much to be desired. He makes a heavy appeal to logos, beginning by listing his reasons for why she should accept his proposal, instead of complementing her and describing his feelings for her. By getting married, he, a clergyman, can set a good example, can make himself (again not showing concern for her feelings) happy, can fulfill the wishes of his patroness, and, finally, can allow the Bennet property to stay in the family. He speaks condescendingly of Elizabeth's meager dowry, even though he claims that it is inconsequential to him. He evidently has no real affection for her and, being the romanticist that she is, it is most evident that she doesn't either, and most definitely won't accept him.

When Elizabeth first rejects his proposal, Mr. Collins, the bumbling fool that he is, interprets her refusal as an attempt to cause him to share more of his sentiments with her. He is certain that after rejecting him twice, she will surely come around.

Elizabeth rejects Collins at least five times, yet he is still unable to believe that she doesn't want to marry him. At that point, he turns to insult, arguing that she may never receive a proposal, and continues to argue that she "isn't serious in her rejection of (him)."

Elizabeth has to resort to running out on Collins to turn him down.

Collin's inability to appeal to kairos, his excessive appeal to logos, and his ineffectual attempt to refer to pathos are all indicators of an ineffectual, hopeless proposal, one that, hopefully, will never be emulated in the real world.

Check out the proposal below:

I Believe in Sunday Afternoon Family Naps

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.

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.

Welcome

Welcome to my Rhetoric and Civic Life blog for LA101H.