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Cristina and Livv- Touchdown Celebrations to Come /NFL/ Super Bowl LII Commercial

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Cristina and Livv- Touchdown Celebrations to Come /NFL/ Super Bowl LII Commercial

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The following NFL commercial “Touchdown Celebrations to Come” was broadcasted during the 2018 Super Bowl. This commercial was a prime example of an excellent use of rhetorical devices. The commercial consists of two celebrity football players who are always intense on the field dancing during a practice. This commercial was very targeted to the audience because it was directed towards both adults and teenagers with the two teams and the song choice. The commercial is humorous, which will generally appeal to the public and draw them to want to watch their favorite football stars face off in Super Bowl LII. The intended purpose of this commercial was to cater to all genders and ages, and provide comedic relief when stressing which team will come on top at the end of the game. The commercial itself was very unique compared to the other Super Bowl advertisements, which caused viewers to go out of their way to rewatch the commercial. Another thing that makes the commercial worth watching is the song choice and layout of the ad. The NFL used the classic song “Time of my Life” from the hit movie “Dirty Dancing”. People of all ages are well versed with this movie as well as its soundtrack. This therefore causes people to turn their heads towards the TV and continue watching when they hear a song they are familiar with. Pathos is shown in this video by taking a humorous approach towards the stressfulness of the Super Bowl. It allows people to feel happiness regardless of the final score. Therefore, the following commercial is successfully rhetorical because it provides a positive and appealing image towards the NFL company and their athletes.

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The “Dilly Dilly” Bud Light commercial that aired during the 2017 Super Bowl is an effective use of rhetoric. The creators of the commercial were able to appeal to a wide audience through their funny and unique approach. First, the “Dilly Dilly” phrase has turned into a popular saying. This is because it is short and catchy. It also rhymes with “Philly” making it especially known during the 2018 Super Bowl when the Eagles took the Vince Lombardi trophy. As the phrase grew in popularity, Bud Light creators designed merchandise that consumers can buy and wear. This allowed Bud Light to make even more money off of their commercial. This aspect of the advertisement appeals to logos.

The “Dilly Dilly” commercial is effective in capturing the audience’s attention. The Bud Light company perfectly analyzed the viewers using a pathos effect. This effect makes the audience feel as if they are all joined and on the same level. This effectively moves the audience throughout the commercial by connecting the middle class with the royalty. The first person offers the Bud Light to the king he says, “Sir Jeremy, you are a true friend of the crown.” In the description, Bud Light states, “If you can’t count on a friend to bring Bud Light to the party then that’s not a friend you can count on.” This connection shows that the King and middle class people are “friends” because the Kings counts on those people to bring Bud Light. Since the commercial portrays the royal class and middle class as friends, then the audience views this as a drink that anyone can drink.

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https://www.iaea.org/about/history/atoms-for-peace-speech

"Atoms for Peace" by Dwight D. Eisenhower tries to persuade the American public to take steps towards arms control by explaining the true power of Atomic Weapons. By utilizing facts and relating to his audience, he successfully conveys his message about nuclear weapons and his speech is greeted warmly.

Eisenhower begins transitioning into his main topic with the statement “I know that the American people share my deep belief that if a danger exists in the world, it is a danger shared by all; and equally, that if hope exists in the mind of one nation, that hope should be shared by all.". His keywords "shared" and "all" connect the audience to Eisenhower and make him more relateable. Also, he utilizes nationalism which both adds to his connection with the American People, and incites their care for their nation.

After making a warning about the destructive power of Nuclear weapons, Eisenhower turns the tone of his speech around by stating "...this greatest of destructive forces can be developed into a great boon, for the benefit of all mankind.". World War II already showcased the capabilities of atomic energy, and Eisenhower utilizes a rhetorical question to follow that up. By using undeniable facts of a war relevant to almost all major countries  Eisenhower is able to convey his point that this power doesn’t have to be used for destruction, and thus should be shared among all.

"Instead of the discontent which is now settling upon Eastern Germany, occupied Austria, and the countries of Eastern Europe, we seek a harmonious family of free European nations, with none a threat to the other, and least of all a threat to the peoples of the Russia.”

Throughout his speech, Eisenhower has cited various consequences and devastation that atomic warfare could bring to nations worldwide; yet in his final appeal to foreign governments, stated that an alliance against such a large threat can possibly pressure the opposition (The Soviet Union) into halting militant operations and ultimately prevent a prodigious catastrophe.  “...we seek a harmonious family of free European nations, with none a threat to the other,and least of all a threat to the peoples of Russia,” Eisenhower argued, extending peace to humanity globally. Eisenhower's use of logic (Logos) as well as emotional appeal (Pathos) for nations to be at peace with one another provides the intended audience to agree with his argument. The concept of nations being “family members” to one another makes Eisenhower more convincing to the audience; a important part of most societies worldwide is to have a family or a group of people that always have your back, support you for who you are and encourage you to grow in your own, individualized path. This constant reference to nations rallying to one another against the opposition (The Soviet Union) makes this speech successful opposed to the rising tide of communism.

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The Dove three second GIF that was posted on Dove’s facebook page in 2017 (which was later removed due to online backlash) would be considered a rhetoric gone wrong as it failed to address Aristotle’s Triangle due to its creators being unable to convey their message of diversity to the audience. One of Dove’s core beliefs is true beauty, but it failed to meet the mark in this advertisement. In fact, major backlash was evokes by viewers because an African American woman can be seen taking off her shirt to reveal a white woman in a white shirt. These specific images brought back controversy over soap advertisements from earlier years.

Dove failed to recognize that the subject of topic being delivered would be taken differently than intended. Although there was no sound in this ad, the message that was supposed to be conveyed by the ad was not fulfilled because Dove failed to consider/appeal to the audience. The audience that received this message responded with backlash because Dove did not properly commit to marketing to diverse customers. It can be said that Dove took advantage of their popular brandline to make their products “multicultural”. Instead of making it a point to consider more diverse audiences, they took a more superficial approach.

The intention of the ad was to show that Dove products can be used be anybody. But what they seemed to think was promoting diversity for all came off more so as racially insensitive to most. This being in part to the fact that the ad itself was seemingly invoking the centuries old stereotype that white is pure and anything other than that is considered filthy, dirty etc. This is where they failed at pathos, because they didn’t morally appeal to the consumers they were advertising to.

The Dove Advertisement failed to use pathos properly because instead of making viewers eager to use Dove, it made viewers upset and disappointed that “their” brand of soap was now known for producing an unthoughtful advertisement. Dove wanted their audience to be able to connect with the ad, but instead of promoting the use of Dove by people from different backgrounds, it caused more backlash and uncertainty by users. Overall, this GIF really missed the mark because it did not fulfill the message of Dove’s brand and the ad, failed to appeal to the audience, and misused pathos by starting conflict among viewers.

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Dove is hardly the first brand to land in hot water for a controversial ad.

The soap maker sparked a social media backlash when it briefly posted a three-second video on Facebook that, to some viewers, equates whiteness with cleanliness. The ad for Dove Body Wash showed a black woman pulling off a brown T-shirt and then morphing into a white woman.

More: Dove sorry for racially insensitive Facebook ad

More: Pepsi yanks Kendall Jenner TV ad, apologizes to her

More: Readers sound off: No one pays attention to Facebook ads anyway

Dove removed the post a day later and apologized, joining several other companies that have had to do damage control after producing commercials that were deemed out of touch or just plain insensitive. We list a few of the most recent, and controversial, examples.

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Pepsi: The soda giant's ad featuring model and reality star Kendall Jenner sparked a torrent of tweets, mocking memes and late-night comic monologues when it was unveiled in April. In the commercial, Jenner abandons a model shoot to join a passing protest and makes her way to the front of the crowd. When Jenner hands a Pepsi to a police officer who takes a sip, the demonstrators roar their approval and erupt in celebration. Critics said the ad trivialized the "Black Lives Matter'' movement against police violence and was a stark reminder of the need for more diversity among decision-makers in the ad industry.

Dove: Dove hit another bad marketing note in May when its U.K. division posted an online video featuring six limited edition bottles meant to resemble women's varying body shapes. Critics dubbed the marketing move silly and even condescending.

Nationwide: The Super Bowl, one of the nation's premier marketing platforms, has featured plenty of ads that fell flat. But one of the most controversial was a 2015 spot for Nationwide Insurance. A young boy, who narrates and stars in the ad, turns out to be speaking from beyond the grave after being killed in an accident.

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Read or Share this story: https://usat.ly/2kBhpmc

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Dove and other brands like Pepsi, whose ads drew backlash

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CLOSE Dove is hardly the first brand to land in hot water for a controversial ad. The soap maker sparked a social media backlash when it briefly posted a three-second video on Facebook that, to some viewers, equates whiteness with cleanliness.

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Hani Kitabwalla and Cody Ratliff, Pepsi remake 

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Hani Kitabwalla and Cody Ratliff, Pepsi remake 

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The author of the commercial is Barstool Sports. It is called “Ice the Kicker,” and is a remake of the Pepsi ad that originally aired on national TV. We believe that this ad is successful in achieving its goal to advertise “pepsi” because it reached a large audience and has a clear and effective message that will influence people's decision when at the grocery store buying soft drinks.

We believe that the pepsi ad we choose attempts a pathos appeal. We believe this because they use the commercial in a comedic way. Also, the timing of the ad’s release makes it a pathos appeal because everyone just watched Cody Parkey end the bears playoff season by hitting the field goal post rather than making the game winning goal. Pepsi is capitalizing on the event because it is basically the talk of the sports world at the moment. People in the future would not understand, but many viewers will likely watch the video since so many people are discussing the missed field goal attempt. By making the missed kick into a comedic video, they allow the video to be shared on many platforms to all kinds of audiences. Also, Pepsi is clearly trying to portray the refreshing nature of their product. Having the whole stadium crack open a can, making the well-known noise causes the audience to picture having a cold pepsi. The rest of the commercial contributes to the idea of having a cool, refreshing pepsi.

Another example is how the commercial creates a relationship between drinking an ice cold pepsi and watching an exciting football game. We believe that this successfully causes the audience to mentally put football and pepsi together so that the next time before the big game they can go out and buy a case pepsi. Also, there are many substitutes for pepsi so by linking football and pepsi together, the normal coke drinker may think twice before buying coke to watch a football game.

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(Photo by Jonathan Daniel/Getty Images)

This is great internet-ing. If you're going to do something spectacular, this is what you do.

A made 43-yard field goal in the final seconds of a Wild Card game against the Philadelphia Eagles could've turned Cody Parkey into a hero in the city of Chicago. Instead, he is the most hated man in a town that couldn't forgive Steve Bartman for an incident that took place way back in 2003.

Have fun with that.

The 26-year-old kicker has been getting blasted for hours now on social media and it just seems to get worse for him.

The good folks over at Barstool Sports decided to add to it by taking the Pepsi TV Commercial, 'Ice the Kicker' Featuring Ron Rivera, Devin Funchess and adding Parkey and his terrible moment to it.

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Pepsi TV Commercial, 'Ice The Kicker' Gets Remade Spectacularly To Feature Bears K Cody Parkey (VIDEO)

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This is great internet-ing. If you're going to do something spectacular, this is what you do. A made 43-yard field goal in the final seconds of a Wild Card game against the Philadelphia Eagles could've turned Cody Parkey into a hero in the city of Chicago.

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Rhetoric Gone Right: Dani and Samantha- "Want It All" Nike

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Rhetoric Gone Right: Dani and Samantha- "Want It All" Nike

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The advertisement titled “Want It All” created by Nike was hugely successful due to its use of current basketball stars and an emotional appeal to make dreams come true. This Nike advertisement perfectly achieves its purpose: to make young athletes want to achieve their dreams just like the stars before them. Nike used pathos perfectly as the kid starts views his future through college and to the NBA. This creates a huge emotional appeal to young athletes as they see a kid just like them grow up with Nike along his side. We see the use of ethos in the selection of Duke, the Cavaliers (LeBron James), and Golden State (Kevin Durant.) The kid is seen playing for Duke, one of the best teams in college basketball history with his Nike uniform and Nike shoes. Later he is seen signing with the “Cavs” and playing alongside LeBron and Durant to win the game with Nike apparel. Nike perfectly executed this advertisement as they hit the correct target market through ethos and pathos. Overall, this advertisement was very successful in its usage of rhetoric.

Through this advertisement’s approach, the younger boy that is constantly practicing looks up to LeBron James and Kevin Durant. Most people know that these two players are famous and many people look up to them, therefore it was very smart for Nike to use these stars in the advertisement. This was a great use of ethos; if LeBron wears it, so should I. The “Want It All” ad’s target audience is the younger generation that are working hard to become basketball stars. This commercial has a big emotional appeal to their target audience through the use of pathos. The ad uses very powerful music that allows for a feeling of determination to keep reaching for the stars and achieve their goals of becoming a future athlete. The younger generation sees a peer who is just as motivated and determined as themselves. This allows them to relate to the kid in the commercial and believe that if he could achieve his dream through Nike, so could they. The combination of the use of ethos and pathos was very successful due to its use of professional players and the relatability to the boy in the advertisement.

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The commercial we chose is by pepsi and is titled Kendall Jenner for Pepsi. This ad is ineffective in achieving its goal to promote pepsi. Pepsi attempted use the ethos appeal by using a celebrity that is relevant to young people. We believe Kendall Jenner was a poor choice to use for a representative for social equality. She was a poor choice because she has never been oppressed and therefore cannot relate to the protesters. She and her family are particularly well known for being rich and wealthy and having fairytale like lives. If Pepsi had used a known activist of a protesting group or a celebrity that is known to be supportive and involved in these issues the ad would have been received better by the audience.

They also attempted a pathos appeal by using a popular movement that people care about to show that the company acknowledges the issue of social inequality in order to sell their product. They failed in appealing to this sense because the ad came off as insensitive and away to advertise the product. They used a movement that is much more important than their product which made it seem as though the company was trivializing the protests, which did not go over well with their audience. In the commercial none of the protestors seem passionate about the issue they are protesting, and it seems as though they are skimming over the root of the issue of these protests. Overall using pepsi to solve the issue of these protests diminishes the seriousness of the issue as a whole.

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In light of the 2016 Olympics, P&G released its 'Thank you, Mom' ad titled, "Strong". The campaign ad successfully gained support for the olympics as well as the P&G company specifically from viewers that are mothers or viewers with a soft spot for their mom. All viewers that are family people will be able to relate and empathize with the story in the commercial, whether an athlete or not.  P&G is successful in its use of pathos throughout the entire ad and its message is universal to all nationalities and genders in support of the Olympics.  In the ad, the company ignites emotions of love for family and for mothers, ultimately gaining support for their home and family products.

The commercial effectively utilizes a pathos appeal by showing realistic emotions in the actors and providing clips of the olympic athletes struggles on their journey from childhood to their success. In this, the ad captures the unconditional support from the athletes' mothers along the way. The video portrays common struggles of life, particularly in an athletes life, and how in the background behind all their hard work and fame, it is mothers who had pushed them to get there. The visuals allow the audience to feel empathy and relate the clips to their own life journey and struggles. Furthermore, the ad uses music to magnify the audiences emotions. The music is in tune to the message of the ad and is even chilling at some moments. P&G hopes this emotional appeal will gain appreciation for the athletes and their journeys to success and ultimately for the olympics, which their company is partnered with.

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P&G 'Thank You, Mom' Campaign Ad: "Strong" (Rio 2016 Olympics)

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We believe that the Ripple advertisement by Nike was a massive rhetorical success. Nike uses many techniques to make this advertisement successful in promoting their company. The commercial aims to captivate the target audience, young athletes, by providing a strong pathos appeal. For example, the advertisement includes multiple scenes in which young Rory is shown watching Tiger Woods on the TV. Woods is depicted as a role model for young Rory at this point in the commercial, and these scenes successfully evoke emotions of admiration and happiness. The use of a young child in the commercial greatly contributes to the effectiveness of the speaker's purpose because many people associate children with positive emotions such as happiness and satisfaction.

Although not as prevalent as the pathos appeal, this advertisement also includes an ethos appeal. The scene in which young Rory was practicing his swing in the rainy night was particularly engaging, connecting with the audience by showing that even the best athletes in the world had to stay on the grind and put in many hours of practice in tough conditions to make it to the top. Coming from one of the largest athletics companies in the world, the target audience perceives this message as credible and honest. Again, the scenes in which Rory watches Tiger on television can also work as an ethos appeal. Many people had an idol while growing up, whether it be a celebrity, athlete, politician, parent, teacher, or anybody else that had an influence on their lives. Depicting Tiger as Rory's idol helps make Nike's message effective to the audience because people can relate with the idea of having a childhood role model.

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Nike Golf: Ripple Featuring Tiger Woods & Rory McIlroy

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Credits:
Wieden+Kennedy Portland
Creative Directors: Chris Groom / Stuart Brown
Copywriter: Brock Kirby
Art Director: Derrick Ho
Producer: Jeff Selis
Interactive Strategy: Reid Schilperoort
Strategic Planning: Andy Lindblade / Brandon Thornton
Media/Comms Planning Alex Dobson / Jocelyn Reist
Account Team: Alyssa Ramsey / Rob Archibald / Heather Morba / Ramiro Del-Cid
Director: Steve Rogers
Editor: Peter Wiedensmith

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The Coca Cola's "Brothely Love" commercial was a rhetorical success because it appealed to the audiences emotions and feelings throughout the duration of the commercial. For example, the commercial was based on the relationship between two brothers.  The older brother would always pick on his younger brother and give him a hard time, but when other kids would pick on his younger brother over a bottle of Coke, the older brother protected his younger brother and took the Coke back. This is appealing to the audience through a sense of humor in the beginning and a sense of family and connection. Through this approach, using pathos, the commercial makes the younger brother look weaker and smaller, therefore, making the audience feel sympathy for him. When the older brother sticks up for him, it makes the audience feel better that the older brother still cares about him even though he picks on him all the time.

Using pathos, it makes the audience feel a sense of pride to drink Coke. They will associate Coke with family, loyalty, and being a good person and it will make them want to drink Coca Cola over Pepsi, their main competitor. The video's creators knew that if they could make the commercial entertaining and touching enough to the point where the audience can relate to it, they would want to buy more of the product as well as spread the commerical around so more people can see it and enjoy it. This commercial really hits the mark when it comes to combining humor and feelings and family so that they will want to buy their product.

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Coca Cola - Brotherly Love | Coke / Avicii Hey Brother

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Carson Fracas and Sam Franke- Ice the Kicker

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Carson Fracas and Sam Franke- Ice the Kicker

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Pepsi- "Ice the Kicker"

This is a positive ad because it relates to a recent event heard around the world; the missed kick by Bears kicker Cody Parkey. This was in the wildcard game of the NFL between the Eagles and Bears. Eagles Coach called a timeout before the first kick to “ice the kicker” which is to distract him and get in his head. This is what the Pepsi commercial jokes at by literally icing the player with their signature “Ahhh” after taking a sip. Then Barstool made a remake of the commercial to feature and include the missed kick by Parkey instead of what the original Pepsi commercial ad which adds a comedic value to the ad. When an ad is comedic people talk and spread the commercial which ends up being good publicity for the company. Everyone now associates the kick with the Pepsi commercial which will increase Pepsi’s revenue. Most of the people buying Pepsi will be Eagles fans because the reason they won was for the missed kick. The people who are least likely to buy the product is Bears fans because they don’t like the comedic attention brought to their favorite team missing and therefore don’t like Pepsi for the “icing the kicker” remake.

Pathos: In the commercial by Pepsi, they took a very stressful moment in football that has a  team’s victory placed on the shoulders of the kicker and incorporated the football slang with the act of using ice to cool Pepsi. This becomes very emotional for people who watch the advertisement because this same event takes place in the game of the Eagles versus the Bears. For fans of the Eagles they watch this advertisement and relive the same emotions of barely winning the game to keep them in the playoffs. While on the other hand the Bears fans feel the loss because of the kickers inconsistency.

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Kelly and Ashleigh: FDA- The Real Cost "Skin"

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Kelly and Ashleigh: FDA- The Real Cost "Skin"

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The FDA created the commercial "Skin" which is a rhetorical success. This commercial is effective in its aim to stop people from smoking. The intended purpose is to scare people and make them uncomfortable/grossed out to further promote the anti-nicotine and smoking campaign. At the end of the commercial, logos is used by saying, "Smoking causes wrinkles that age you prematurely". This helps to further enhance their approach of scaring people from smoking due to its negative effects. The commercial is short, to the point, and blunt to mirror the effects of smoking being direct and impactful.
The commercial also uses pathos to get its intended purpose across.  The sound effect of the woman peeling her skin is intended to make people feel uneasy.  It also makes viewers who smoke feel guilty and have a reality check about the negative effects of smoking.  Another example is the woman behind the counter. She symbolizes the idea that smoking doesn't care who you are or how much money you have, you just need to supply the addiction.
Ethos is used here because the smoker in this commercial is a young woman, which is the audience that they are trying to reach in this ad.  They purposely chose an actress of this age to further drive home the idea that smoking is something that is plaguing the younger generation.  The actress is also an average person, which shows that nobody is immune to the negative effects of smoking.
Overall, this commercial is a rhetorical success because it uses all three rhetorical devices to effectively reach its audience and show the negative effects of smoking.

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The Real Cost "Your skin" TV Commercial (2014)

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The "Got Milk?" Campaign was created for the California Milk Processor Board in 1993 by Jeff Goodby. It was a very successful campaign that ran for 23 years. The message is simple and straight to the point. The aim was to improve the popularity of milk against the growing preferences for juices and sodas. It started simply as posters, but as time went on the advertisements moved on to digital ads.
The campaign effectively utilized ethos by using well-known and well liked celebrities and athletes. They were shown drinking milk while doing good deeds and other activities that they were well-known for. This particular poster implies that The Rock couldn't have done this without his milk.  The addition of the text "Protein to Save the Day" brings up the fact that milk does have lots of protein which appeals to people who want to be healthier.
The campaign also uses examples of pathos. The light humor of a milk mustache appeals to the audience without alienating anyone. The pathos of the ad is also shown through another way. It makes people happy to see a cat being saved and a child being helped.
This ad campaign uses both ethos and pathos to address its audience very directly

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The day was January 20th, 1961, and John F. Kennedy was just sworn in as President of the United States. At the height of the Cold War when human annihilation seemed imminent and the fate of liberty was in peril, JFK addressed the masses.

The first few lines set the new President as a voice of authority. Appealing to Ethos he said, “Vice-president Johnson, Mr Speaker, Mr Chief Justice, President Eisenhower, Vice-president Nixon, President Truman, reverend clergy, fellow citizens: We observe today not a victory of party, but a celebration of freedom - symbolising an end, as well as a beginning - signifying renewal, as well as change. For I have sworn before you and almighty God the same solemn oath our forebears prescribed nearly a century and three-quarters ago.” Kennedy starts off by addressing his audience, including the president before him and the citizens of the United States of America. Kennedy tries to eliminate the ever-increasing divide in partisan politics by stating that his inauguration should be seen as a celebration of freedom instead of a Democratic party victory. By doing this, he paints himself as a leader that will work to unite the country rather than further divide the country through partisanship. He finishes off his opening by relating himself to the leaders before him to place a sense of legitimacy into the minds of the people.

Because of the global situation at the time, Kennedy felt he had to bring America together against the Red Menace. One of the main ways he did this was fear. He said, “The world is very different now. For man holds in his mortal hands the power to abolish all forms of human poverty and all forms of human life.” This juxtaposition illustrates the fears that were harbored in the people at the time, as the arms race and nuclear technology weighed down on the global consciousness. Kennedy uses this fear, this pathos, to unite people just a few lines later. He said, “Divided, there is little we can do - for we dare not meet a powerful challenge at odds and split asunder.” Furthermore, Kennedy consistently evokes feelings of duty to our forefathers while simultaneously echoing the words of Abraham Lincoln.

JFK also appeals to logos in his calls for peace. Using the fears of nuclear annihilation, JFK reasons that peace needs to be the main goal of his foreign policy to avoid extinction. He also says, “We dare not tempt them with weakness. For only when our arms are sufficient beyond doubt can we be certain beyond doubt that they will never be employed.” This is in support of the escalation of the arms race, and he appeals using logic to connect it to peace somewhat paradoxically.

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Vice-president Johnson, Mr Speaker, Mr Chief Justice, President Eisenhower, Vice-president Nixon, President Truman, reverend clergy, fellow citizens: We observe today not a victory of party, but a celebration of freedom - symbolising an end, as well as a beginning - signifying renewal, as well as change. For I have sworn before you and almighty God the same solemn oath our forebears prescribed nearly a century and three-quarters ago.

Vice-president Johnson, Mr Speaker, Mr Chief Justice, President Eisenhower, Vice-president Nixon, President Truman, reverend clergy, fellow citizens: We observe today not a victory of party, but a celebration of freedom - symbolising an end, as well as a beginning - signifying renewal, as well as change. For I have sworn before you and almighty God the same solemn oath our forebears prescribed nearly a century and three-quarters ago.

The world is very different now. For man holds in his mortal hands the power to abolish all forms of human poverty and all forms of human life. And yet the same revolutionary beliefs for which our forebears fought are still at issue around the globe - the belief that the rights of man come not from the generosity of the state, but from the hand of God.

We dare not forget today that we are the heirs of that first revolution. Let the word go forth from this time and place, to friend and foe alike, that the torch has been passed to a new generation of Americans - born in this century, tempered by war, disciplined by a hard and bitter peace, proud of our ancient heritage, and unwilling to witness or permit the slow undoing of those human rights to which this nation has always been committed, and to which we are committed today at home and around the world. Let every nation know, whether it wishes us well or ill, that we shall pay any price, bear any burden, meet any hardship, support any friend, oppose any foe, to assure the survival and the success of liberty.

This much we pledge - and more. To those old allies whose cultural and spiritual origins we share, we pledge the loyalty of faithful friends. United, there is little we cannot do in a host of cooperative ventures. Divided, there is little we can do - for we dare not meet a powerful challenge at odds and split asunder.

To those new states whom we welcome to the ranks of the free, we pledge our word that one form of colonial control shall not have passed away merely to be replaced by a far more iron tyranny. We shall not always expect to find them supporting our view. But we shall always hope to find them strongly supporting their own freedom - and to remember that, in the past, those who foolishly sought power by riding the back of the tiger ended up inside.

To those people in the huts and villages of half the globe struggling to break the bonds of mass misery, we pledge our best efforts to help them help themselves, for whatever period is required - not because the communists may be doing it, not because we seek their votes, but because it is right. If a free society cannot help the many who are poor, it cannot save the few who are rich.

To our sister republics south of our border, we offer a special pledge: to convert our good words into good deeds, in a new alliance for progress, to assist free men and free governments in casting off the chains of poverty. But this peaceful revolution of hope cannot become the prey of hostile powers. Let all our neighbours know that we shall join with them to oppose aggression or subversion anywhere in the Americas. And let every other power know that this hemisphere intends to remain the master of its own house.

To that world assembly of sovereign states, the United Nations, our last best hope in an age where the instruments of war have far outpaced the instruments of peace, we renew our pledge of support - to prevent it from becoming merely a forum for invective, to strengthen its shield of the new and the weak, and to enlarge the area in which its writ may run.

Finally, to those nations who would make themselves our adversary, we offer not a pledge but a request: that both sides begin anew the quest for peace, before the dark powers of destruction unleashed by science engulf all humanity in planned or accidental self-destruction. We dare not tempt them with weakness. For only when our arms are sufficient beyond doubt can we be certain beyond doubt that they will never be employed.

But neither can two great and powerful groups of nations take comfort from our present course - both sides overburdened by the cost of modern weapons, both rightly alarmed by the steady spread of the deadly atom, yet both racing to alter that uncertain balance of terror that stays the hand of mankind's final war.

So let us begin anew - remembering on both sides that civility is not a sign of weakness, and sincerity is always subject to proof. Let us never negotiate out of fear, but let us never fear to negotiate.

Let both sides explore what problems unite us instead of belabouring those problems which divide us. Let both sides, for the first time, formulate serious and precise proposals for the inspection and control of arms, and bring the absolute power to destroy other nations under the absolute control of all nations. Let both sides seek to invoke the wonders of science instead of its terrors.

Together let us explore the stars, conquer the deserts, eradicate disease, tap the ocean depths, and encourage the arts and commerce. Let both sides unite to heed, in all corners of the earth, the command of Isaiah - to "undo the heavy burdens, and [to] let the oppressed go free." And, if a beachhead of cooperation may push back the jungle of suspicion, let both sides join in creating a new endeavour - not a new balance of power, but a new world of law - where the strong are just, and the weak secure, and the peace preserved.

All this will not be finished in the first 100 days. Nor will it be finished in the first 1,000 days, nor in the life of this administration, nor even perhaps in our lifetime on this planet. But let us begin.

In your hands, my fellow citizens, more than mine, will rest the final success or failure of our course. Since this country was founded, each generation of Americans has been summoned to give testimony to its national loyalty. The graves of young Americans who answered the call to service surround the globe. Now the trumpet summons us again - not as a call to bear arms, though arms we need; not as a call to battle, though embattled we are; but a call to bear the burden of a long twilight struggle, year in and year out, "rejoicing in hope, patient in tribulation", a struggle against the common enemies of man: tyranny, poverty, disease, and war itself.

Can we forge against these enemies a grand and global alliance, north and south, east and west, that can assure a more fruitful life for all mankind? Will you join in that historic effort?

In the long history of the world, only a few generations have been granted the role of defending freedom in its hour of maximum danger. I do not shrink from this responsibility - I welcome it.

I do not believe that any of us would exchange places with any other people or any other generation. The energy, the faith, the devotion which we bring to this endeavour will light our country and all who serve it. And the glow from that fire can truly light the world.

And so, my fellow Americans, ask not what your country can do for you; ask what you can do for your country. My fellow citizens of the world, ask not what America will do for you, but what, together, we can do for the freedom of man.

Finally, whether you are citizens of America or citizens of the world, ask of us here the same high standards of strength and sacrifice which we ask of you. With a good conscience our only sure reward, with history the final judge of our deeds, let us go forth to lead the land we love, asking His blessing and His help, but knowing that here on earth, God's work must truly be our own.
Topics

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John F Kennedy: Ask not what your country can do for you

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Vice-president Johnson, Mr Speaker, Mr Chief Justice, President Eisenhower, Vice-president Nixon, President Truman, reverend clergy, fellow citizens: We observe today not a victory of party, but a celebration of freedom - symbolising an end, as well as a beginning - signifying renewal, as well as change.

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Proficient = 15 of 15 points
The response is a clear, complete, and accurate answer to the question.
The response includes relevant and specific support from the text.
The response fulfills all other requirements of the assignment.

Developing = 10 of 15 points
The response is complete and accurate answer to the question.
The response includes some supporting information from the text, but would benefit from more text evidence.
The response fulfills all other requirements of the assignment but may be late.

Limited = 5 of 15 points
The response is an incomplete or inaccurate answer to the question.
The response includes little or no information from the text and may include inaccuracies.
The response may not fulfill other requirements of the assignment.

Incomplete  = 0 of 15 points
The response is not sufficient to demonstrate comprehension.

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Super Bowl Ad Lessons Learned, a Year After Commercial That Went Way Wrong

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Super Bowl Ad Lessons Learned, a Year After Commercial That Went Way Wrong

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An analysis of what went wrong (and social media's reactions to it) in Nationwide's Super Bowl ad

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Rhetoric Gone Right Analysis: Melbourne Metro's "Dumb Ways to Die"

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Rhetoric Gone Right Analysis: Melbourne Metro's "Dumb Ways to Die"

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The Melbourne Metro's PSA "Dumb Ways to Die" was a rhetorical and financial success because its creators got at least two things very right: first, they recognized that dark things go down easier with a healthy dose of humor, and second, they knew their target audience well enough to use their own habits to spread the intended message. The intended purpose of "Dumb Ways to Die" (DWtD hereafter) was to dissuade younger people from acting like dangerous idiots around the Metro's trains, and in order to accomplish this the ad creators had to address the fact that people could actually die from this behavior. However, they knew that they couldn't be bummers or finger-wagglers, so instead of lecturing their audience, they wrote a catchy tune and drew up some absurd but cute cartoon characters to illustrate all sorts of "dumb ways to die," then they closed the PSA by linking these to the behavior they were trying to stop, which was another "dumb way."

Through this approach, viewers would be entertained and thus not only stay tuned when the ad came on, but actively seek it out to watch again and send to others. Then at the end of the video, they'd be hit with a dose of reality (not heavy-handed or depressing, but still serious in contrast with the tone of the rest of the ad). This was a clever use of pathos to entertain rather than upset. The video's creators knew that if they could make something entertaining enough, they could get their own audience to spread it and make it go viral and thus their own viewing public would become the messengers. "DWtD" is just as brilliant for its humor and creativity as it is for its keen mastery of its target audience's media habits, and that's why it's an absolute rhetorical success.

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Rhetoric Gone Wrong: Nationwide's "Boy" Superbowl Ad

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Rhetoric Gone Wrong: Nationwide's "Boy" Superbowl Ad

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Step 1:
Find an example of rhetoric that you believe either strongly succeeds or flops and fails in its intended purpose.

Step 2:
Link the source text (commercial, speech, ad, editorial, etc.) to your post.

Step 3:
Write a healthy rhetorical analysis (300-500 words) that analyzes why this text is so effective or such a failure. Make sure to include the following in your response:

State the author and title of the text along with your claim regarding whether it's effective in achieving its aim or a failure.

Provide an example of something specific in the text that makes it so (cite if applicable and identify any associated rhetorical devices at work). For example, if the company misjudged their target audience, then point to an example of this and explain the error; if the speaker attempted a pathos appeal but evoked the wrong emotions for the context, provide a line or example where this mistake occurs.

Analyze and explain how this example contributes to the effectiveness or failure of the text.

Repeat the previous two steps with a different example from the text.

See my later post for one example of these steps--a rhetorical analysis--in action.