A Rhetorical Analysis Of Chipotle

In the Chipotle super bowl ad, there is a wave of depressing feelings being portrayed as the ad shows a farmer, who has just started a family, and seems like a nice guy that soon turns into a farmer that begins caging up all of these farm animals and injecting chemicals and other inhumane things into them. Luckily, the farmer comes to a realization towards the end as to what he has done and is able to 'save' the farm animals by undoing all the horrible things he began doing in the beginning. I believe the purpose of this ad is to get its audience to eat at Chipotle or to make their audience remember Chipotle so that when they are hungry, Chipotle is one of the first places they think of. This ads audience is families and people who are opposed …show more content…
This ad lacks logos because it provides no factual evidence behind the ads main claim; however, the rhetorical appeal that is used the most is pathos, the appeal to emotion. The music in the background is a key factor in provoking emotion from the audience, it makes them stop whatever they were doing and look up at the TV. At the start of the ad, the first sound that is heard is birds chirping however soon after, as the animal factories are being built, the music holds a very depressing and sorrowful tone. This sudden change of sound already has grasped the audience's attention without even seeing the ad yet, simply by listening to the sounds. Next the ad shows the building of the animal factories and slowly it escalates from a small house for one pig to a city of factories and roads that overtake the concept of nature. With smoke billowing out of all the buildings, polluting the water and the air that people are breathing, the audience is forced to confront how they have been living for years and decades and come to the realization at how unhealthy they have become. As the ad moves through the many farm animals being encaged and left in the dark and cold buildings that were built, the audience feels very sad for the animals; they feel a need to help them. The way the animals, mainly the pigs, were being treated as they went through the assembly line provoked a …show more content…
However, the logos did not appear present and therefore was lacking in any type of logical evidence. Therefore, this is the part that was ineffective in the ad, especially if they had someone watching this ad that solely had logos based thinking mindset. While ethos was present in the ad, it was not the main rhetorical appeal used and in return, did not have a huge impact on the audiences' reactions towards the ad like the use of pathos did. Pathos won the audience over for sure by tugging at their audiences' feelings and making them emotional while watching the ad. In conclusion, the strengths' did heavily outweigh the weakness', in the end, this ad definitely accomplished at least one of their two purposes and left the audience with tears in their eyes and chipotle in their