8 February 2013
What influences your opinions and decisions in life? Is it a fact base analysis of a topic, providing you with statistical evidence to back its claims, or is it an emotional based claim that tugs at your heartstrings and connects with your past? Both forms of argument are fighting for your acceptance of its arguments, but do so in conflicting ways. On one end of the spectrum, a Dodge commercial exploits your emotional connection to your country and leverages that to sway your opinion of their new car. And on the other end, a writer uses facts and data to convince you that the legalization of marijuana is the right thing to do.
The 2010 Dodge Challenger
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Washington is also known as the president who “cannot tell a lie”, bringing further integrity to the Dodge brand by pairing up a man who cannot lie with a company who is hoping to present an image of honesty. Other ethos in the ad is Dodge’s effort to assimilate America with their brand, and by doing so showing the world that the Dodge is as powerful and successful as America is as a country. Although ethos plays a major role in the company’s pitch to sell the audience its products, the argument is primarily based around pathos. The pathos in the ad begins as soon as the slow and whimsical colonial-era music begins playing. The music is used immediately to draw the audience into the setting and time period of the ad. The transportation of the audience into this time is vital in the pathos of the ad by bringing Americans back to a time of heightened pride and loyalty that the country had during the time of revolution. The revolutionary battle setting is showing Americans fighting back to win a war for their country. When the ad was released in 2010, Dodge was trying to stage its own revolution of sorts in its company as American carmakers were failing and Dodge was trying to show that their company had the same fight that the colonial soldiers had during the war. Pathos is also used by Dodge to try to show potential buyers that their rivals are afraid of their new product. When the Challenger charges towards the rival troops, the camera zooms