The Art of Rhetoric: Persuasive Techniques in Advertising . Ethos, Logos, Pathos. Introduction . Where do you encounter advertising? What specific advertisements “stick in your head?” What makes these advertisements memorable?
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From Al Gore's speech "A Generational Challenge to Repower America" July 17th, 2008,
“Two major studies from military intelligence experts have warned our leaders about the dangerous national security implications of the climate crisis, including the possibility of hundreds of millions of climate refugees destabilizing nations around the world. Just two days ago, 27 senior statesmen and retired military leaders warned of the national security threat from an “energy tsunami” that would be triggered by a loss of our access to foreign oil. Meanwhile, the war in Iraq continues, and now the war in Afghanistan appears to be getting worse.”
Gore paraphrases military intelligence experts as well as senior statesmen and retired military leaders. These are logical sources to support his claim. He also draws a connection between their findings and his protest of the war.
From Dr. Martin Luther King, Jr.’s “I Have a Dream” speech: He quoted Lincoln while standing in front of the Lincoln Memorial. He also quoted the United States Constitution.
Quoting Lincoln lends gravity and authority to his speech; Lincoln is recognized as the emancipator of the slaves, and King was speaking to equal rights for African-Americans. In quoting the Constitution, he was referring to the highest law in the country.
Hilary Rodham Clinton Concession Speech, Washington D.C., June 7, 2008: “Although we weren't able to shatter that highest, hardest glass ceiling this time, thanks to you, it's got about 18 million cracks in it.”
This is a very emotional appeal for feminist voters. Clinton alludes to the glass ceiling that prevents women from reaching the highest levels of business and power. She points out that, thanks to her receiving 18 million votes the ceiling has cracks in it. People who voted for her will feel very emotional about the attempt – and failure – to shatter that glass ceiling.