Englsih - Rhetorical Appeals analysis (logos, ethos, pathos) - Essay Example

PATHOS The first commercial chosen used pathos as an argument. It is a commercial that campaigns against driving fast. The commercial is an anecdote of a sweet couple who were pinned against the wall by car that was hit by a speeding silver car. Many people were also hurt in that accident but the most moving scene was that of the girlfriend screaming in front of her dead boyfriend while the rescue team were removing them from the debris. The scenes used emotions such as sadness, remorse, and anger to provoke the viewer’s feelings.

The use of a sweet background song “ I can’t take my eyes off you” was a contrast to the violence and sadness happening in the commercial. The commercial appeals to viewers by implying that when we drive, we are responsible not only for our lives but the lives of others as well. Consequently, when we drive too fast, the consequences can be very tragic. As the commercial showed that the reckless driver was sentenced by the court, accountability is the lesson projected here. Ironically, the last scene showing the cemetery shows that we cannot bring back the dead and suffer the consequences.

All throughout, emotions was effectively used to convey the message to the public.LOGOS CommercialThe commercial chosen was about transport safety that showed the difference in driving at higher speed when you hit a person. The theme of the commercial was “The faster you go the bigger the mess”. This commercial was one of the most discussed commercial in Poland. It showed two simultaneous situations ( split frame )with the same characters. The first one showed two joggers of which one was almost hit by a speeding car at 50m/h.

The jogger was unhurt but run away scared after the car stopped. The other frame showed the same woman being hit by the car and thrown a few meters resulting to her death. In the end, the left frame showed 50m/h while the right frame showed 67m/h. The commercial has used logos argument since it directly argues to the audience that a difference of 17m/h can result to fatality. It rationally persuades viewers to drive in a certain limit. The commercial was balanced in using pathos and logos although the emphasis was more on the effect of the increased speed rate.

ETHOS The commercial that uses an Ethos argument well is the South African advertisement of BMW titled ”Innovation”, although it was originally titled ”Kinetic Sculptures”. The main endorser is world-class sculptor Theo Jensen who creates moving sculptures. Indeed, he is an authority when it comes to innovation. Surprisingly, nothing is said about BMW in the commercial except in the end part that says ”A few have the imagination to see them. BMW beyond innovation”. This was immediately flashed after Theo mentioned ”the walls between art and engineering exists only in our minds”.

It is therefore implied that BMW has innovation as seen through its cars that have combined beauty and power, which is just reinstating a point since BMW is already popular. The mere fact that Theo agreed to do this commercial with BMW, he brings in much respect. When the sculptures he made starts walking on the windy beach, it becomes an awesome sight and Theo is elevated to the status of an icon such as the BMW. The argument is persuasive but subtle, yet very powerful since the commercial shows how intelligent and discerning the company is.

WORKS CITED:BMW ”Innovation”. Youtube.com. http://www.youtube.com/watch?v=a7Ny5BYc-Fs&feature=related.> April 10,2009Speed Kills.Youtube.com. April 11 2009.The Faster You Go, the Bigger the Mess.Youtube.comhttp://www.youtube .com/watch? v= fhV5O-it9kY&feature=related> April 11,2009.