Rhetorical Analysis of Save the Scenic Santa Rita - Essay Example

Rhetorical Analysis The article on which the analysis will be carried out is a brochure for the save the Scenic Santa Ritas (SSSR), which is a nonprofit volunteer group, located in Tucson in Arizona (Save the Scenic Santa Ritas). The article is titled “Save the Scenic Santa Rita” a group formed in 1996 with the primary goal of protecting the flora and fauna in the Santa Rita Mountains through various outreach and education facilities. It evolved form a little known Swapwatch, gradually incorporated several other organizations with similar interests, and finally changed the name to SSSR. On formation, the groups primary objective was to prevent the ASARCO forest service from carrying out a land exchange and the establishment of an open pit copper mine in the area, this was a success and since the organization has continued to monitor the are four new mining proposals. In the short run, they aim at preventing forestland from mining activity and the long run they want to have the Forest service lands legally withdrawn from mineral lands entry (Davis). Given that it is the face of their advertising campaign and by extension their course, the brochure has been tweaked with a combination ethos, pathos and logos in order to get the reader’s attention and evoke an emotional connection. Largely this has been successfully achieved since the reading through the page makes one empathize with their objective, which have been made to look very appealing, social and responsible. From a critical point of view, it is apparent that this article uses emotion to rein in the reader’s attention and then provides a series of logically justifiable facts, judging from their retrospective success and the fact that they are speaking for a well-recognized organization, they also manage to sound authoritative ergo providing the ethos appeal. Immediately one reads the title, they will form a supposition that whatever follows is for a worthy course and in this way. The usage of the word save appeals to the leader’s emotion and inherent human desire to do or be involved in good deeds and this encourages them to read on. The landscape and forest are described as scenic and abundant with wildlife clean fresh water and many endangered or special species of animals and plants. This contributes a great deal to the pathos appeal since the reader will naturally feel compelled to support or at least appreciate the noble task of protecting such an environment. It ensure it latches on and capitalizes on the goodwill they have generated through the title in several ways, for one the brochure is professionally made and is aesthetically appealing owing to the numerous multi-color display of picture and formatted letters. There is a brief overview of the organization its history and mandate, the ethos are implied suggesting that the organization is a professional one and making the reader feel that whatever information they find is believable and factual. Ethos are further enhanced by proving the registration number for the organization, “501(c) (3)”to convince any doubting readers that it is indeed real and recognized by the state. Having established that they are a real and authoritative force, the article proceeds to describe their mission and objectives, here emphasis is on environmental conservation, which according to common knowledge is very important, and to capitalize on this they list down the various projects on which they have worked on. This is a combination of all the three rhetorical appeals, for one they want to show the reader how well they have done by citing their past success which not only endears them but also earn them further assertion or authority. Given environmental protection is one of the main concerns of the 21st century, it is only logical that readers will be attracted by their cause since the present their aims in an objective manner that anyone would be likely to agree with. Mining is a hazard for the environment, that is obvious, however it is worth noting that despite arguing that the firms in question should not be allowed to pollute the forest they do not mention any of the opposing argument the former may have used to justify their ventures. Of course, this could be because of insufficient space, however by proving only the facts form their side, the article uses the aforementioned pathos and ethos to validate their facts and make their intentions appear very logical and objective. That they have specifically outlined their long and short-term goals make the organization to only appear credible but also well organized and competent. As a result, the readers who are potential member and contributors will feel a sense of security, which translates into trust making and further giving more credibility to SSSR. Another instance where logos is used is in the claim that mining is no longer a major part of the state economy, this is supported by statistical evidence as they claim that only 1% of the economy is dependent on mining. This statement once again is quiet believable as a statistic although there is no clear citation, readers who have formed trust for the organization based on the ethos and pathos in the article and brochure are however likely to believe this without question. The repeated use of the “our” is another means through which empathy drawn from reader especially residents of the Arizona area towards their objective by making them appear to be collective and therefore affecting everyone. Consider the following quotation “…that includes dumping their tailings and waste on the adjacent Coronado National Forest lands, our public lands” (“Save the Scenic Santa Ritas”). The final two words are placed here strategically for both emphasis and making an evocative emotional appeal that conjure images or oppressiveness or injustice an bitterness obviously directed to those who would have the audacity of dumping waste on “our land. The background of the article has also been used as tool through which the arguments made therein can be enhanced, the picture is a wide shot of the mounting and forest region and it has been professionally done which makes it very beautiful and scenic. By placing the article about the importance of protecting the forests land against such an appealing picture, the article is covertly making the reader consider the aesthetic consequences that would result if the “picture” was destroyed. In addition to this, the picture of the forest and in question also makes the article looks even more authentic since there is visible evidence of what it is actually trying to protect. At the end of the day, the article is quiet convincing largely due to the skillful integration of the three rhetorical appeals and on reading it, one is easily driven to believe and empathize with the message. The three are employed separately or simultaneously such that they complement each other, for example, the emotional appeal of the aesthetic appeal of the forestland is used to grab the attention of the reader. They are then presented with logical and verifiable information about the past activities on the organization, which appear to suggest that it has a solution to the problem aroused in pathos part. The validity of the article’s claim is further enhanced by it formal sounding testimonials and background information as well as evidence of organizational competence. Ultimately, the reader will be drawn in given evidence of sincerity and offered facts which are tampered every one and then with emotional undertones such as the use of “our” to increase their empathy. Works Cited “Save the Scenic Santa Ritas”. rosemontminetruth.com. Web. n.d. 12 Feb. 2014. “Save the Scenic Santa Ritas”. scenicsantaritas.org. Web. n.d. 12 Feb. 2014 Read More