Advertisements are promotional strategies designed to evoke strong emotions in the intended audience, using a visual argument in order to attract their audience and relay a particular idea. Many different organizations use this method of promotion, one of which is the United States Marines Corps. One of the Marines’ recent advertisements depicts a young man dressed in the uniform of a marine, and on his right is found the text of the advertisement which demonstrates the main claim of the advertisement (United States Marine Corps). This particular advertisement appeals to the intended audience, which appears to be mostly young American men, specifically those between the ages of 18 through 25, as it is addressed to the men that are searching
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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