The main appeals established in this advertisement consist of appeals to character and value. Appeals to character “are used to fend off any doubts about the arguer’s credibility,” and this advertisement does this by establishing ethos through the title of the Marine Corps, using a picture of a serious marine along with the Marine motto, “The Few. The Proud” (Mauk and Metz; United States Marine Corps). Furthermore, this visual argument relies on the use of appeals to value, which “make a connection between the topic and a shared value of principle” (Mauk and Metz). The text of this advertisement demonstrates some of the most important appeals to value, particularly those of honor, knowledge, and personal responsibility to their countries, in other words patriotism. This advertisement states that “You will learn to walk with honor. You will gain the wisdom to command with decisive resolve. You will take your place among the most elite warriors on earth. If you have what it takes to make it” (United States Marine Corps). This quote demonstrates all of these appeals, as well as a challenge to the audience in stating that they will obtain all of these attributes in the service of the Marine Corps, as long as they “have what it takes to make it” (United States Marine
The main appeals established in this advertisement consist of appeals to character and value. Appeals to character “are used to fend off any doubts about the arguer’s credibility,” and this advertisement does this by establishing ethos through the title of the Marine Corps, using a picture of a serious marine along with the Marine motto, “The Few. The Proud” (Mauk and Metz; United States Marine Corps). Furthermore, this visual argument relies on the use of appeals to value, which “make a connection between the topic and a shared value of principle” (Mauk and Metz). The text of this advertisement demonstrates some of the most important appeals to value, particularly those of honor, knowledge, and personal responsibility to their countries, in other words patriotism. This advertisement states that “You will learn to walk with honor. You will gain the wisdom to command with decisive resolve. You will take your place among the most elite warriors on earth. If you have what it takes to make it” (United States Marine Corps). This quote demonstrates all of these appeals, as well as a challenge to the audience in stating that they will obtain all of these attributes in the service of the Marine Corps, as long as they “have what it takes to make it” (United States Marine