Rhetorical device: The ad focuses on the use of pathos and ethos. The song, both its lyrics and its beat, is used to incite feelings of inspiration and inclusion. The ad speaks to Australian values of 'sticking together' and persevering.

Enthymeme: The unspoken message is that if you are Australian you will vote for Bob Hawke as he represents Australian values.

Historical/cultural factors: In order to be relevant today, the images in the video would have to represent a different, more diverse Australia.

Voters in the US election, Americans

Rhetorical Devices:

Logos – appeals to the logic implying the smartest thing to do is be cautious

Pathos – presents a political threat as a bear, an animal that is typically regarded as dangerous and frightening in order to conjure fear in the audience

Ethos – presents the Reagan as someone who looks out for the people and can be trusted with America's safety

Enthymeme:

Implies that the political forces being referred to can be equated with a bear. However, it is deceptive and inaccurate to present people, parties or countries as savage creatures with animalistic instincts, as this is largely not how they operate.

Historical and Cultural Factors:

The use of a bear is reminiscent of the Soviet Union and therefore communism. Today this is considered less of a threat, so the imagery may not be as effective.  

Rhetorical Strategies:

1) Logos: The logic that is being used in the ad is that it is better to be prepared and cautious rather than to assume that a bear is harmless.

2) Pathos: The emotion being used for this ad is intended to make viewers have feelings of cautiousness and alertness, to be on your feet at all times in case of impending harm.

3) Ethos: The credibility in this ad is seen by portraying Reagan as someone who can have the qualities of being able to identify danger and threat towards the United States, which strengthens his image as a presidential candidate

Enthymeme:

The unspoken assumption behind this advertisement is that like a bear, other countries and forces can be seen as harmless on surface level but it is better to be prepared and cautious than to take the risk.

Historical and Cultural Factors:

Reagan's presidential candidacy took place during the time of the Cold War, where many Americans were fearful of the threat of the Soviet Union and communism at the time. Many people saw the introduction and possible indoctrination of communism into American lives as a threat.

Rhetorical Devices

• Ethos: showing his values (traits), credibility, and power as a candidate

• Pathos: tapping into audiences' emotions to show him that he is a powerful and credible candidate

• Proportion: Heavy on ethos

Enthymeme: He's conveying the assumption that he is powerful on the inside although he might appears not as strong as he looks like (like the bear)

Persuasive since he is trying to persuade people of how his traits are

Historical and cultural factors: I wouldn’t use the same since people nowadays are more drawn into emotional and storytelling aspect; especially back in Indonesia where collective culture is strong - it is easier to tap into people's emotions directly than conveying the implicit message. I would emphasize the pathos element more.

Rhetorical Strategies: (90%) Ethos – Showing his value and power as a candidate.

(10%) Pathos – since the bear would bring an emotion of power, audience, it might be for the audience to think about he has authority, like he has the power and he has the courage to be a president.

Enthymeme: Persuasive, he wants to give the unspoken assumptions to the audience to assume that he is the bear. The bear looks tame but vicious inside, and he looks kind but still have power and authority underneath his appearance.

Historical and Cultural Factors: I wouldn’t use the same strategy, because I feel like it is not conveying the message clearly and it’s all assumptions. And it’s impossible to assume that everyone feels the same toward the unspoken message. What I’ll do differently is to have more pathos and logos in my ads, so that people would genuinely trust in me and more related to the message I’m trying to convey.

Rhetorical strategies:

Pathos (50%): at first, the video demonstrates a hospital disappearing, which could cause fear among people. In the end, the hospital is back, which gives people a sense of hope and optimism - Brexit is a solution to solve these problems. It also uses fierce music to make audiences feel nervous.

Logos (40%): this video uses a lot of numbers and comparisons (£350 million per week = a new hospital, schools, roads) to make the argument sound factual.

Ethos (10%): considering issues from the perspective of the British people, proposing that Brexit will improve people's quality of life to increase this argument's credibility.

Enthymeme:

Premise 1: The UK sends £350 million per week to the EU.

Premise 2: If the UK stops paying this, it will have more money for public services.

Conclusion: Leaving the EU will improve British infrastructure, healthcare, and jobs.

Deceptive:

1. Does the UK really send £350 million per week to the EU?

2. Is the UK getting nothing from the EU?

3. What are the negative economic effects of Brexit?

Historical and cultural factors:

I will not use the same strategy. Because people now have experienced Brexit’s negative consequences and public trust in political claims has declined, and misleading statistics like the "£350 million per week" would likely be challenged more aggressively since the development of the Internet makes everything transparent.

The economic focus needs to change—instead of claiming instant financial benefits, the campaign would need to justify Brexit’s long-term gains.

Pathos (Emotional Appeal):
The ad evokes fear and vulnerability by juxtaposing a young girl picking petals with the sudden onset of a nuclear countdown and explosion. This contrast personalizes the threat of war, tapping into Cold War anxieties and parental instincts. The emotional impact is central to the ad’s persuasive force.

Ethos (Credibility):
Johnson’s calm, authoritative voiceover lends moral weight and positions him as the stable, peace-seeking candidate. The line “We must either love each other, or we must die” constructs a clear ethical dichotomy and aligns Johnson with moral responsibility.

Logos (Logical Implication):
While the ad avoids explicit argumentation, it relies on the audience’s existing knowledge of nuclear tensions. It implicitly links Johnson’s opponent, Barry Goldwater, to potential global catastrophe, making a vote for Johnson appear as the rational, safer choice.

Conclusion:
Through emotionally charged imagery, implied logic, and moral framing, the “Daisy” ad strategically constructs a narrative of existential stakes. It exemplifies how rhetorical strategies can shape public perception and reframe political choice as a moral imperative.

Voters in the UK; Taxpayers who care for how the government uses tax money

Rhetorical Devices:

Ethos: The video tries to stand for British people, trying to convince the audience that 'leave' is a better choice for voters.

Logos: The video tries to use plenty of data to evoke the audience's emotions, persuading them to choose 'leave'.

Pathos: Use much data to argue how much money is involved and what change the money can make.

Enthymeme:

The major enthymeme behind the slogan “Vote Leave, take control” is that the EU is the primary obstacle to Britain’s ability to self-govern effectively and prosperously. Leave can lead to better outcomes to the UK.

Historical and Cultural Factors:

Considering the worse economy conditions, I think people may care more about themselves than the whole Europe. So it can be more complex, it is difficult to take a totally different strategy, but I think being more transparent is a better way, and also it is important to build a trust relationship, which the responsibility that the media should take.

The primary assumed audience for this ad is middle-class American voters, particularly those who are undecided or leaning Democratic. The ad emphasizes middle-class job creation, economic fairness, and investment in public goods.

Rhetorical device

Pathos - The ad evokes concern and urgency by framing the election as a pivotal choice that will shape the country’s future. And it contrasts the struggles caused by past economic policies with the promise of a “middle-class economy built to last.”

Logos - It claims the fact that past policies (tax cuts for the wealthy, deregulation) led to economic trouble, so a different approach is needed.

Enthymeme

The ad relies on implicit assumptions, including that top-down economics caused the financial crisis, taxing the wealthy benefits the middle class, and Obama’s plan is the only viable alternative. While these claims resonate with some voters, they oversimplify complex economic issues and may appear partisan.

Historical and cultural factors

If used today, I think the ad would need adjustments to reflect current economic concerns like inflation and job security. Digital-first, visually engaging content would be more effective than traditional TV ads.

Rhetorical Strategies:

• Ethos: leveraged Bob Hawke's established reputation as a strong and relatable leader, emphasizing his previous successes and trustworthy character.

• Pathos: The slogan "Let's Stick Together" aimed to evoke feelings of unity among voters and a desire to avoid negativity, appealing to their emotions.

Enthymeme:

The campaign‘s message carried the unspoken assumption that changing leadership would disrupt the nation's progress and stability. These assumptions were persuasive to voters who prioritized continuity and were wary of potential instability from a change in government.

However, such portrayals oversimplified complex political debates and dismissed legitimate criticisms, potentially bordering on being deceptive.

Historical and Cultural Factors:

• The 1987 Australian political landscape was shaped by economic reforms, union influence, and a strong push for national unity. Bob Hawke was a charismatic leader who appealed to voters through his relatable personality and pro-worker policies.

• I think today’s political and media environment is vastly different. Voters are more skeptical of slogans and emotional appeals. Political ads now need data-driven messaging, backed by clear policies, as younger voters demand transparency and evidence-based arguments.

  
  

the U.S. citizens who voted in the presidential election

Rhetorical strategies: 

(1) Ethos: the values of peace, love, and building bright future for children 

(2) Pathos: The feelings of peace, love, and comfort that the audience has when seeing the young girl count petals as she picks then off a flower turns into the feelings of scare, upset, and sadness when seeing the nuclear war. These triggered emotions make the audience feel that if they vote for the opponent of President Johnson who held aggressive stance on nuclear weapons, bad consequences would happen: they would die and there would be dark life for children, which were emotionally avoided by the audience.

(3) Logos: The nuclear war is catastrophic. The ad implicitly suggests that if the opponent of President Johnson won the election, it is possible that the catastrophe would happen.

Enthymeme:

The opponent of President Johnson was likely to lead the U.S. into nuclear war. This unspoken assumption is persuasive.

Rhetorical strategies:

• ethos: the campaign reinforces Australians' value of 'sticking together' as a nation

• pathos: the message of the campaign was delivered through the song and the visuals, which effectively creates a sense of nostalgia and togetherness among Australians

Enthymeme: the core value that Australians place importance on is to 'stick together' as a nation

Historical and cultural factors: I believe that in today's society and media landscape, voters require more concrete evidence and proven actions from politicians in order to be persuaded. Therefore, audio and video clips of politicians 'in their element' would potentially help in persuading voters. Additionally, Australia has also developed into a more diverse country therefore a more recent campaign should take into account the notion of diversity and inclusivity.

The primary assumed audience for this ad is the UK's public and voters.

Rhetorical strategies

The primary strategy used for this ad is logos. The ad presents a series of statistics surrounding national budgets and tax to consolidate its message. Thus, trying to appeal to the audience's rationale that money is better spent on other facilities.

Enthymeme

The enthymeme is that the money paid to the EU is the direct cause for the UK's minimal educational, scientific and medical funding. It also implies that the EU distributes all of its funding and resources to other European countries but does not invest it back into the UK.

While statistics are true and persuasive, they are deceptive because being a EU member comes with several economic benefits such as easier trade with other EU nations. The statistics ignore this and as a result, fail to accurately depict whether being a EU member truly causes financial loss for nations. Essentially, the statistics provided do not paint the full picture.

Historical and cultural factors

I think using logos is a very effective technique because statistics are usually seen as legitimate, especially in a political context. However, I would also include a prominent political figure in the ad. Preferably someone that the average British citizen can relate to or likes. I think this would serve well in putting a face to the campaign and touching on ethos alongside logos. In a different cultural context, I would include culturally relevant statistics and topics. I would also select someone from that cultural group to be featured in the ad.

Rhetorical strategy:

In my opinion, the three rhetorical strategies in this advertisement account for 80% of Pathos, which is dominant, while Ethos and Logos strategies also account for 10%, which are supplementary explanations.

-Pathos

The advertisement uses black bears as the main content, dark colors, and heavy music to simultaneously portray the political situation and tension that is not optimistic. These expressions can effectively connect with the audience's fear and tension, calling on the audience to pay more attention to the current international situation and national security.

-Logos

In this advertisement, there is no clear data, evidence, or argument to show the crisis of the current international situation of the United States, and more metaphors are used. First of all, the image of black or brown bears is often used to refer to the Soviet Union, so the image of bears appearing in a large number of advertisements further implies the threat of the Soviet Union. In addition, the image of the firm and brave leader at the end of the film also achieves a logical closed loop through the strategy of implicit reasoning.

The chain of logic is this: the United States faces a serious international situation - we need a stronger state - and President Reagan can provide us with a stronger state.

-Ethos

Finally, in this AD, Reagan's firm narration and silhouette conveyed the audience's core Value - that the United States needs to be stronger to face the tense international situation.

Enthymeme

- The first is the suggestion that the bear represents the Soviet Union, which is not explicitly proposed but is the common sense idea of the audience.

"The United States faces a serious international situation - we need a stronger state - and President Reagan can provide us with a stronger state." In this way, even if there was no explicit appeal to vote for Reagan, there was an emotional appeal to achieve this effect.

Persuasive: The international situation during the Cold War did indeed have the Soviet Union as the main threat to the United States, and the real international situation made the advertisement persuasive.

Deception: At the same time, due to the lack of data and logical support, with emotion and metaphor as the core strategy, advertising is also deceptive to some extent.

In today's applications:

-In modern society, people have a greater demand for logic and data, so it is necessary to supplement the original strategy with sufficient support data and logic chain.

- Streaming media has developed rapidly in contemporary society and has become a major propaganda front. Under the premise of the reduction of advertising time, it is necessary to add more attractive and rich pictures and a faster language rhythm.

- In addition, compared with depressing and dark advertising tones, I prefer to choose funny or light-hearted advertising content to reduce the psychological defense of the audience. And take some music elements that are easy to remember and spread them to increase the long-tail effect of publicity.

The target audience is American voters, especially those concerned about the Soviet.

Rhetorical Devices

Ethos: The ad shows a bear walking in the forest. This creates mystery and a hidden threat, making viewers feel fear and anxiety. In a general sense, the bear represents the Soviet Union.

Logos: There are no specific numbers in the ad. Instead, it uses people's common perception of bears to suggest danger.

Pathos: Ronald Reagan does not appear in the ad. Instead, the message suggests that only a strong leader can protect the country. This implies that Reagan is the only one who can effectively deal with the "bear." The ad builds Reagan’s authority and moral responsibility.

Enthymeme

The ad follows this hidden argument:

The Soviet Union is dangerous (Bear = Soviet Union).

Only a strong leader can protect America from danger.

Strengths: The ad uses a familiar metaphor to deliver a clear message. It highlights the importance of national security.

Issues: It creates a sense of fear, which may pressure voters into making decisions based on fear rather than reason.

Historical and Cultural Factors

I would not use the same strategy because today's society values peace. While I would still use emotional strategies (as they are widely spread and effective), I would not focus on negative emotions. People tend to prefer positive narratives, such as hope, unity, and resonance, rather than fear or anxiety.

Conservative American voters, particularly those who were concerned about national security

Rhetorical strategies

Pathos (mainly): It shows fear by demonstrating a bear (a symbol of the Soviet Union) in the woods, making viewers feel uneasy. It suggests that if the bear is a threat, the only way to stay safe is to be strong, implying that Reagan is the right choice.

Ethos: Reagan is a strong leader.

Logos: Bear is dangerous.

Enthymeme

The assumptions in the ad are persuasive for people who already see the Soviet Union as a major threat. But they could also be deceptive, since the ad never explains why the Soviet Union is dangerous at that moment. It relies on emotion rather than facts.

Historical and cultural factors

Today in different cultural contexts, I would like to modify the strategy. In countries where people are more skeptical of the government, the ad might need more facts instead of just emotion. Especially in places where people hold strong anti-war views, I should focus less on military strength and more on diplomacy or economic security.

Rhetorical strategies: pathos and ethos

pathos: EXPRESS the emotion - use music and video to trigger peoples' resonance.

ethos: logic and factual knowledge - to demonstrate Australian values of 'sticking together' and persevering.

Enthymeme: If you are Australian, you should vote for Bob Hawke, because he represents Australian values.

Historical and cultural factors: The video illustrates the peace and joy of Australia before.

The video is aimed at audiences that emphasising unity and emotional connection. 

The rhetorical strategy is based on emotional appeal, with touching images of couples and families, and a recurring ‘together’ soundtrack that reinforces a sense of belonging and love. Whilst credibility is achieved through close-to-life family images and logic is less obvious, the overall impact relies on emotional resonance rather than factual arguments. The theme suggests that ‘unity and solidarity create happiness’, suggesting that the message is consistent with family values.

Registered voters, especially swing voters, families, and older citizens.

Rhetorical strategies:

The ad uses all three of Aristotle's rhetorical categories: ethos, logos, and pathos.

1. Ethos: The ad establishes Reagan's credibility by showcasing his leadership and experience.

2. Logos: The ad uses logical appeals by presenting arguments for Reagan's re-election based on his accomplishments, such as economic growth and a strong military.

3. Pathos: The ad relies heavily on emotional appeals, using imagery of a strong America, emphasizing family values, and appealing to fears about potential threats to national security. The bear is used as a metaphor for the Soviet Union, tapping into Cold War anxieties.

Pathos is the most prominent rhetorical device in this ad. The ad evokes fear through the bear imagery and pride through images of American strength, promising a secure future.

Enthymeme:

The ad relies on several unspoken assumptions:

1. The Soviet Union and communism pose a significant threat to the United States and its values.

2. Reagan's policies have made America stronger and more secure.

3. A strong military is the best way to ensure national security and deter Soviet aggression.

The assumption regarding the Soviet Union was persuasive during the Cold War era, tapping into existing fears and anxieties about Soviet expansionism. The idea that Reagan's policies strengthened America was supported by evidence of economic growth and increased military spending during his first term. Conversely, the suggestion that the Democratic candidate would weaken America was a distortion, oversimplifying their positions.

Ethos: He is demonstrating his value, strength, and reliability.

Pathos: The bear evokes fear in the audience. By facing the bear, he is showing that he is as strong as the bear, which creates a sense of safety and trust in the audience.

Enthymeme: The bear is strong, and Regan wants to showcase his strength, credibility, and reliability.

Historical and Cultural Factors: During the Cold War, a strong leader was needed to protect the country. However, in recent years, people have been more focused on leaders who can provide care for their citizens. Therefore, I will emphasize pathos and aim to show empathy to the audience.

Rhetorical Strategies:

• Pathos: The ad relies heavily on pathos (emotion) by using music and a bear's visual, creating a sense of danger and tension. This triggers the audience’s feelings of fear and uncertainty.

• Ethos: The ad still applies ethos, as it suggests that Reagan recognises the threat and has plans to solve it, which may increase the audience’s belief in him as a capable leader.

• Logos: This ad, however, does not use logos as a rhetorical strategy, since it does not present statistics, facts, or explicit logical reasoning.

Enthymeme:
The implicit premises might be:

1. The bear is a real and dangerous threat.

2. The best course of action to deal with the threat is to prepare for it.

3. Reagan is the leader best suited to deal with this threat.

Persuasive vs. Deceptive:
The assumptions could be persuasive for audiences already inclined to believe in the Soviet threat. However, they can also be deceptive, as the ad never explicitly tells the audience that the bear represents the Soviet Union.

Historical and Cultural Factors:
I may not use the same strategy today, since the Cold War is over, and the bear metaphor would not apply to the same "enemy" (the Soviet Union). I might modify the "bear" metaphor to represent modern threats, such as terrorism. Additionally, I would replace TV as the primary media channel with social media platforms, given the fast-evolving digital era.

Rhetorical strategies:

The video primarily employs the rhetorical strategy of logos, while also incorporating ethos and pathos in a ratio of approximately 6:1:3.

logos (60%): It presents a large amount of data, analyzing the annual costs Britain pays to the EU and comparing these expenses with the potential benefits they could bring to domestic sectors such as healthcare, education, science, and infrastructure. This highlights the advantages of "vote leave" for voters.

ethos(10%): It aligns Brexit supporters with taxpayers on the same front, and consider issues from the perspective of the British people(taxpayer).

pathos(30%): Firstly, the statement "The UK sends 350 million of taxpayers' money to the EU every week" successfully captures the attention of taxpayers and those concerned about national tax expenditures. The video highlights key sectors such as healthcare and education, which are closely tied to citizens' interests and well-being.

Additionally, at the beginning of the video, a hospital transforms into banknotes and disappears, only to reappear at the end after ”vote leave“, symbolizing a sense of loss and recovery. This visual storytelling effectively associates Brexit with positive emotions.

Enthymeme:

Assumption 1: The underdevelopment of sectors such as healthcare, education, and science is a result of the UK's membership in the EU.

Assumption 2: The payments the UK makes to the EU provide no benefits to its residents or national development.

Assumption 3: The money originally paid to the EU will be redirected to public sectors such as healthcare and education after Brexit.

Although statistical data can be persuasive, its one-sided analysis and singular perspective can still be misleading.

Historical and cultural factors:

I believe that using the logos rhetorical strategy is effective to some extent, as data and ratios can more intuitively highlight the benefits of taking a particular action. However, in the current cultural context, especially with the intensification of globalization, political diversity, regional conflicts, and trade tensions, advertisements need to offer people new hope and demonstrate the potential benefits of this action for future development. People need to see stronger endorsements (from political figures or political groups) to enhance trust.

The primary assumed audience is British taxpayers, particularly those who:

-feel financially burdened,

-prioritise domestic spending,

-may be skeptical of the EU.

2. Rhetorical Strategies:

The ad utilises all three of Aristotle's rhetorical categories, but pathos are more prominent.

-Ethos: The ad attempts to establish credibility by stating a large sum of money (£350 million per week).

-Logos: The ad's logical structure is based on a cost-benefit analysis. It presents the "cost" (EU contributions) and implies a greater "benefit" if that money were spent domestically. It uses comparisons to make the sum seem larger (e.g., "four times Scotland's schools budget").

-Pathos:

• Fear/Anger: The large sum of money suggests a loss of control and wasted resources, potentially angering viewers.

• Hope/Aspiration: The ad paints a picture of a better future with improved healthcare, education, infrastructure, and lower taxes, appealing to viewers' hopes and desires.

• Nostalgia/Patriotism: Implied, but the focus on British services and infrastructure subtly appeals to a sense of national pride and the desire to prioritise the UK's needs.

3. Assumptions

(1) The £350 million per week is a net loss to the UK. This ignores any economic benefits, trade advantages, or funding the UK receives from the EU.

-Deceptive.

(2) The money saved from leaving the EU would automatically be redirected to the stated priorities (healthcare, schools, etc.).

-Potentially deceptive.

(3) Viewers will agree with the priorities presented (healthcare, schools, infrastructure).

-Persuasive.

(4) UK is better off financially and in other ways outside the EU.

-Debatable?

It implies that voting for the opponents leads to nuclear war and kills children.

In today’s different cultural context, the strong violent suggestion may no longer be practical, I would use more Logos in approaching the effectiveness, showing more facts regarding the danger of nuclear war in the digital format

• Rhetorical strategies: the ad uses all three rhetorical strategies, and uses pathos most.

Ethos: the ad reinforces its credibility by emphasising the benefits to the British people, claiming that Brexit will improve the economy, social welfare and national sovereignty.

Logos: the ad uses data to make viewers feel more legitimate.

Pathos: the ad attempts to evoke both patriotism and fear. The slogan "Take back control" appeals to people's desire for national sovereignty.

• Enthymeme:

The ad implies that EU membership has weakened the UK’s ability to govern itself and that leaving the EU will restore full sovereignty. This works well for voters disappointed with EU policies but is deceptive in suggesting a total loss of sovereignty. Besides, the ad opens with a reference to the UK providing £350 million per week to the EU, suggesting that Brexit will lead to greater economic prosperity and better public services. This is also powerfully persuasive. However, the ad’s reliance on emotional appeals and simplified narratives may obscure the potential consequences of Brexit and be deceptive.

• Historical and cultural factors:

Today, people are more sceptical of the promises of political campaigns, especially when it comes to economic outcomes. Campaigns using similar slogans may have difficulty gaining the same support. However, emotional appeals to sovereignty and national pride remain powerful in political messaging. In today's cultural context, I might add a more pragmatic campaign, showing more transparent data and more targeted messaging based on different audiences.

The primary assumed audience was conservative voters, centrist voters, and those independent voters who might be uneasy about the Cold War situation, hoping to consolidate votes by emphasising security issues.

Rhetorical strategies:

• Pathos: it’s the main strategy. The ad creates an ambiguous and unsettling atmosphere, making the audience feel that the “bear” is a potential threat, which may be dangerous even if it does not attack directly. This method arouses the audience's fear and uneasiness, so that they could agree with Reagan's tough defense policy.

• Ethos: It’s used indirectly. Reagan’s campaign at the time focused on the image of a “tough leader”. The ad did not mention him directly, but by emphasising strength (“make yourself as strong as the bear”), it implied that Reagan was the leader who could protect the US.

• Logos: It’s rarely used. The ad does not provide facts, data or rational analysis.

Enthymeme:

• The “bear” (Soviet Union) is indeed a threat, even if it does not appear to be attacking for the time being.

• The only safe option is to make oneself as powerful as the bear, that is, to support Reagan’s military policy.

• If a weak leader (such as Reagan’s opponent Mondale) were replaced, the United States might not be able to resist the threat.

Both persuasive and deceptive. During the Cold War, the U.S.-Soviet rivalry made the Soviet Union a perceived threat, so the metaphor resonated with Americans. However, the ad offers no evidence that the threat had increased or that Reagan’s policy was the best solution. Instead, it uses fear to create a false binary of strength vs. weakness.

Historical and cultural factors:

I wouldn’t use the same strategy today. A modern version would rely more on data and clarity rather than fear and ambiguity, as today's audiences are more skeptical and have access to fact-checking. The ad’s effectiveness would vary by culture—Europeans might prefer diplomacy, while nationalist-leaning countries may still respond to military strength. While powerful in its time, “The Bear” would need adjustments to fit today’s political and media landscape.

rhetorical strategies： The Daisy commercial employs all three rhetorical appeals, but pathos is the most dominant.

Pathos: The ad plays on fear by showing an innocent child counting petals before transitioning to the countdown of a nuclear explosion. The imagery and sound design create anxiety and urgency, making nuclear war seem like an imminent threat.

Ethos: the authority of the U.S. presidency and his voiceover reinforce his credibility as a leader who can prevent nuclear disaster.

Logos: The ad implies that voting for Johnson is a logical choice to avoid war, though it does not present direct evidence that Goldwater would start a nuclear conflict. Instead, it relies on association and implication.

enthymeme:

Barry Goldwater is reckless with nuclear weapons. (The ad never names him, but the implication is clear.)

Lyndon Johnson is the safer choice for peace and security.

Although Goldwater had made statements about using tactical nuclear weapons, the ad does not provide direct evidence that he would start a nuclear war. Instead, it uses fear to associate him with destruction. The effectiveness of this approach is seen in how the ad played into existing concerns about Goldwater’s foreign policy stance, ultimately helping Johnson win in a landslide.

Target audience is Australians.

· Rhetorical strategies: which of the three Aristotelian categories (ethos/logos/pathos) does the ad use most? Does it use all three, and if so in what proportion?

The ad mainly uses Pathos as rhetorical strategy. The ad uses short phrases and repetition to emphazise the core point which is to stick together as Australians. The music combined with strong drumming created an atmosphere of unity and played an encouraging role.

· Enthymeme: what unspoken assumptions are behind the ad’s message/s?Are they persuasive? Or deceptive?

The unspoken assumption is if you are Australians and you want to achieve Australia Dream, you should vote for Bob Hawke.

Since the ad doesn't provide convincing data or evidence of what he can do, it's not very convincing to me. It might have been more convincing if he had included some more logos tactics.

· Historical and cultural factors: if you were trying to convince people of your ad’s main message today, would you use the same strategy? What would you do differently? How might you have to modify your strategy in different cultural contexts?

Considering cultural factors, I would use ethos to emphasize a leader's personal credibility. In Australia, an individualistic culture, people tend to respect personal achievements and leadership qualities. Therefore, emphasizing the leader’s personal credibility and success would resonate well.

American voters, especially those who prioritised national security and strong defence, and not yet committed to Reagan.

Rhetorical devices:

Pathos – presents fear and uncertainty to the voters, the frighten imagery of the bear and the suspenseful narration create an emotional response, leading audience to feel that danger is approach.

Ethos – it has reinforces Reagan’s credibility as a strong leader by showing that he understands the threat and is well prepared to act.

Logos – The ad uses a simple but effective logical structure: "If there is a bear in the woods, isn’t it better to be prepared?" It suggests that the presence of danger (even if unseen) justifies military strength.

Enthymeme:

- There is a dangerous bear around and threat the Americans (the Soviet Union).

- Some people did not see or ignore the bear’s existence, which is reckless.

- Reagan understands the threat and is prepared to handle it.

- If you want to be safe, you should support Reagan’s policies.

Historical and cultural factors:

I would not use this strategy today, since the media consumption habit is changed, I will use more data driving approach, which is more credible logos, as voters today are exposed to fact-checking and skepticism toward vague political messaging.

People who were unsure about Reagan.

2. Rhetorical strategies: does the ad utilise all three of Aristotle's categories (ethos, logos and pathos)? Which is more prominent?

Ethos:

The background voice sounds serious and truthworthy, making audience believe the message.

Reagan does not appear in the advertisement, but it shows a strong figure without saying his name.

Pathos - the most important:

The advertisement uses fear (the bear walking in the woods) to make audience think that Soviet Union is a threat.

Logos - the least important:

If the bear might be dangerous, then American should be strong in that case. By this way, the advertisement suggests that being prepare and under Reagan's control is the smart choice.

3. Enthymeme: what unspoken assumptions are behind the ad's message/s? Are they persuasive (or deceptive)?

a. The bear representes the Soviet Union.

b. The Soviet Union may be a threat.

c. Reagan's policy can protect America.

It's persuasive because it made people feel the Soviet Union as a threat and feel like it was better to be safe.

Meanwhile, it's misleading. The advertisement only give two choices: support Reagan or be in danger, which simplifies a complex issue.

2. Rhetorical strategies:

Pathos: (Rely most heavily on pathos) The imagery of a bear creates a subtle but ominous sense of threat, playing on war anxieties. By showing a lone man standing against the bear, it evokes the idea of a strong leader who is willing to confront danger.

Ethos: (Secondary) The ad doesn’t mention Reagan directly until the final screen, but the message aligns with his existing reputation as a strong leader. “Prepared for Peace” reinforces Reagan’s credibility as a leader who values peace but is also ready to act if necessary.
Logos: (Minimal) However, the logical structure of the ad suggests that preparation is the only rational choice. If a bear exists, it’s safer to be prepared.

3. Enthymeme: There are threats in the world-the bear represents the Soviet Union. The beat way to deal with threats is to be prepared-military strength. Reagan is a leader who is prepared for peace, so he should be supported. The ad does not explicitly state that the "bear" represents the Soviet Union, but allows the audience to infer it, thereby enhancing the obscurity and psychological impact of the message.

Persuasiveness-strong: The ad uses ambiguity to allow viewers to interpret the message themselves, rather than telling them what to think. Through a simple visual metaphor (bear = Soviet Union), the ad avoids direct political attacks, making it more universally applicable.

Deceptive-partial existence: The ad assumes that the Soviet Union was a unilateral threat, ignoring the United States' own role in the Cold War. The ad does not explore whether there are other ways (such as diplomacy) to maintain peace, but rather assumes that military strength is the only correct option.

the primary audience of this ad is American voters, particularly those concerned about national security and Reagan.

Rhetoricl Strategies:

• Ethos: this ad uses metaphor to establish the strong leadership power of Reagan, reinforcing his credibility. Visually and verbally showing a strong, truth-worthy figure to the audiences.

• Pathos: use bear to represent a strong and powerful character to present fear and uncertainty to the voters, creating emotional connection and make them feel threaten and danger.

• Logos: this ad uses slow and tense background music and images of mysterious and dangerous bears in the forest to create an atmosphere of unknown threats. It plays on fear of uncertainty and potential danger, making viewers subconsciously believe they must support a tough national security policy.

The ad primarily targets middle-class Australians, particularly workers, families, and those who had benefited from Labor’s economic policies.

Rhetorical Strategies:

• Ethos: The ad leverages Bob Hawke’s personal credibility as a popular and trusted leader. His reputation as a champion of workers and economic stability is central to the message.

• Pathos: The slogan “Let’s Stick Together” appeals to a sense of unity, loyalty, and national progress. It evokes feelings of trust and stability, positioning the Labor government as the safe choice.

• Logos: The ad presents economic arguments, emphasizing Labor’s achievements and suggesting that continuity would bring further stability and growth.

Enthymeme: Unspoken Assumptions

• Assumption 1: Stability is more valuable than change in uncertain economic times.

• Assumption 3: Bob Hawke is a leader who delivers results and should be trusted.

Historical and Cultural Factors:

• In today’s digital media environment, the campaign would likely incorporate more targeted online advertising and social media engagement.

• The “Let’s Stick Together” message might still work, but it would need to address contemporary economic concerns.

Yilin Wang 1156662

• demographic: who is the primary assumed audience?

Australian Voters in different social status.

• rhetorical strategies: does the ad utilise all three of Aristotle's categories (ethos, logos, and pathos)? Which is more prominent?

Logos: it indicates the logic that the country is on the right track of sticking together under his leadership, the ad is trying to persuade the audience through this logical statement while not including a great variety of data.

Ethos: Bob Hawke embodies credibility; he has a connection to the Australian public and reinforces the trustworthiness of his message.

Pathos: this strategy indicates the most significant strategy of this ad is through emotional influence. It tried to evoke a sense of national unity, optimism and pride. The line "let's stick together" is repeated through the video, appeals to Australian's collective identity and desire of stability.

• enthymeme: what unspoken assumptions are behind the ad's message/s? Are they persuasive (or deceptive)? 

  It indicates that Change would be risky or harmful. It plays on fear of uncertainty, but potentially misleading if alternative policies are not fairly represented.

Rhetorical strategies: pathos is the most important one that they used - they use the figure to show the benefit of leaving EU. And for logos, show the facts ( number data)about the spending money of EU, which can contribute a hospital in UK. The ethos could be the voice behind the screen try to persuade the audience to make decision by assume that if UK leave EU, the benefit or the country economic will be greater.

Enthymeme: unspoken assumption - leave EU with more benefit and better for country.

Ethos: It positions him as the experienced, strong leader who can confront the Soviet threat.

Logos: The bear (Soviet Union) exists; It might be dangerous.

Enthymeme: The ad uses an enthymeme (an argument with an unstated premise) to persuade viewers: Stated premise: There is a bear in the woods. Unstated premise: The bear is dangerous (i.e., the Soviet Union is a real and imminent threat).

Historical and Cultural Factors

1. Changes in Geopolitics: The Soviet Union no longer exists, and the Cold War is over. If targeting modern audiences, the "bear" might be replaced with China, Russia, terrorism, or cyber threats.

2. Shifts in Media Consumption: Today’s audiences are more skeptical of political advertising and demand factual evidence. Emotional appeals still work, but they require data-driven support to be credible.

3. Increased Political Polarization: In 1984, many moderate voters were open to persuasion. In today’s political climate, voters are more entrenched, making subtle persuasion harder.

Sizhu Meng Qiuyan Fa

The primary audience consists of American voters during the 1964 election, particularly those who were undecided or leaning toward Barry Goldwater. The ad targets individuals concerned about nuclear war and seeks to persuade them that Goldwater’s policies could lead to global catastrophe. The ad implicitly appeals to parents and families by showing a vulnerable child, making the danger feel personal.

Rhetorical strategies:

The pathos category takes the main part of the ad. This can be seen from the settings and language, which chosen very emotionally. The little girl sits in the grass by herself, counting the flower petals. It follows a very dramatic change, when president Johnson’s voice appears and counts backwards. You can see the shock in the girl’s face. After that, there follows a huge nuclear explosion. The words used by the Johnson are also very dramatic “We must either love each other or we must die”.

The ethos strategy can also be found, but in a lower proportion than the pathos. The way Johnson speaks appears as very calm and authoritative and the words he uses show him as a wise man with values of peace and love. He presents himself as a calm, wise, and rational leader in contrast to Goldwater, who is implicitly framed as reckless. His voice and choice of words give the impression of responsibility and moral clarity.

Concerning the logos, the ad does not present factual arguments or policy details but instead relies on emotional persuasion. The logical connection between voting for Goldwater and nuclear war is not explicitly stated but is heavily implied.

Enthymeme:

The ad relies on an implicit assumption: If Barry Goldwater becomes president, nuclear war is inevitable.  This assumption is persuasive because it plays on the genuine fear of nuclear conflict during the Cold War. However, it is also deceptive because it exaggerates Goldwater’s stance and does not provide concrete evidence that he would actually lead the country into nuclear war.

Historical and cultural factors:

The Cold War and the Cuban Missile Crisis were fresh in people’s minds, making fear of nuclear war a real and powerful concern. Television was becoming a major political tool, and dramatic visuals had a strong psychological impact on voters. A direct nuclear war fear campaign might not be as effective today, as the geopolitical landscape has changed.

Modern political ads still use fear-based tactics, but they often focus on economic issues, social policies, or domestic security rather than global nuclear threats. A contemporary version of this ad might replace the nuclear war theme with climate change, terrorism, or artificial intelligence threats. In countries where political ads are heavily regulated, a fear-based message might not be allowed. The emotional impact of a child in danger is universally effective, but the specific threat (nuclear war) might need to be adjusted to fit the fears of different populations.

2. It mainly uses pathos. It shows a horrifying nuclear war through the innocent perspective of a child, thereby evoking fear and anger in the audience.

3. It implies that voting for Barry Goldwater could lead to terrifying consequences, and if you don’t want that, then vote for Lyndon Johnson. It successfully evoked people's anxiety and fear of nuclear war while attacking the opponent, effectively persuading voters to support Lyndon Johnson. However, using people's fear of nuclear war to attack the opponent may have exaggerated the risks of the opponent coming to power, carrying the potential to mislead voters.

In 1984, the United States was in the context of the Cold War, and the public had a certain degree of anxiety about the Soviet Union's military threat. Therefore, the primary assumed audience of this ad is conservative and centrist American voters, especially those who are concerned about national security and the Cold War situation.

Rhetorical strategies:

This ad uses pathos, ethos, and logos, but pathos is the most important.

·      Pathos (70%)

On the one hand, the advertisement conveys an atmosphere of potential threat through a bear that symbolizes the Soviet Union, making the audience feel that even if it does not cause direct harm or attack, it is still full of danger factors, thus making the audience feel uneasy. On the other hand, the background music in the advertisement is heavy, low, and mysterious, creating a tense atmosphere.

·      Ethos (20%)

The ad suggests that Reagan's defense policy as president is reliable and trustworthy, conveying to the audience the image of a strong and credible leader.

·      Logos (10%)

The ad conveys a causal logic that the bear (the Soviet Union) might be dangerous - we cannot be sure - so we should be strong enough. The message is vague and the logic is not rigorous, but it still conveys to the audience the idea that staying strong is a safe choice.

Enthymeme:

·      The bear represents the Soviet Union

·      The Soviet Union was dangerous and unpredictable

·      The United States had to remain militarily strong or it would be threatened by the Bear (the Soviet Union), and Reagan was a trustworthy leader.

This is both persuasive and deceptive. In the context of the time, the competition between the Soviet Union and the United States was fierce, and the American public did have doubts about the Soviet Union, which easily resonated with the American public. But at the same time, it offers no real evidence of a threatening trend, instead using fear to get the audience to make an emotional decision.

Historical and cultural factors:

I would not use the same strategy. Today, the public is more aware of political advertising and is more wary of inflammatory content, and the spread of emotional fear content alone may cause them to be disgusted. Moreover, with social media now dominating public opinion, the public can discuss and analyze the logic behind advertisements in real time, which also proves that it is difficult to create the same influence through one-way indoctrination. Based on this, I would reduce the fear element and focus on emphasizing the positive idea that a strong national defense equals a more secure economy and a more stable society. Furthermore, I will supplement relevant data and facts, namely the increase in the proportion of logos. At the same time, I will optimize the communication channels. I can use short video platforms such as TikTok to attract young voters, and combine hot topics through X and Instagram for wider dissemination.

In different cultural contexts, advertising strategies also need to be adjusted accordingly. For example, Europe is more pacifist, and over-emphasizing military power may have a counterproductive effect. It is more appropriate to use a keynote of harmony and cooperation to spread the message.

Demographic:

The audience this video faced are Australian citizens eligible to vote.

Rhetorical strategies:

This advert mainly uses ethos and pathos.

1. Ethos is reflected in the advert’s personal image of Bob Hawke and what he has achieved in Australia during his time in office, allowing the audience to quickly believe in him.

2. Pathos is used in two ways, firstly the slogan ‘Let's Stick Together’ is an emotional call for voters to come together. Secondly, the advert shows a lot of beautiful visions of people enjoying themselves, giving voters confidence in the future.

​​Enthymeme:

I think it is very persuasive that the Australian Labor Party is inherently more concerned with social welfare and social justice than the Liberal Party.

​​Historical and cultural factors:

Maybe I will add some Logos to this strategy, for example showing some historical evidence of economic results or improved citizen welfare during Labor's time in office might help increase the level of trust amongst more sensible voters.

Target audience: mainly for middle-of-the-road voters, families concerned about nuclear war, and parents, using children's images to evoke a sense of responsibility to protect the future.

Rhetorical strategy: Emotional appeal (pathos) to create fear; authority (ethos) to enhance credibility; lack of logical reasoning (logos).

Advertising relies primarily on Pathos, followed by Ethos, with little Logos.

- Pathos (Emotional Appeal) - most prominent The ad utilizes fear as the main emotional driver: a little girl is carefree counting flower petals when the camera suddenly switches to a countdown to a nuclear bomb and its explosion, followed by Lyndon Johnson's voice. The audience will subconsciously associate innocent children with nuclear war, creating intense fear and anxiety.

- Ethos (Credibility/Authority) Although the ad does not directly refer to the details of the policy, it shapes the implicit message that Lyndon Johnson is a credible, rational leader and that his opponent is a dangerous choice.

- Logos (Logical Reasoning) - Minimal The ad does not provide specific policy or evidence that Barry Goldwater would actually start a nuclear war, but rather implies this through imagery and emotion. The viewer has no access to objective data from the ad and can only make decisions through fear.

Underlying assumptions: implies that Goldwater is dangerous and could start a nuclear war, whereas Johnson is the safe choice and the election is a life and death decision.

The ad appears to target parents and individuals concerned about the future safety of their children. By featuring a young girl, the commercial aimed to resonate with viewers' protective instincts and highlight the potential consequences of nuclear warfare.

Rhetorical Strategies：

The ad mainly used pathos to evoke an emotional response:

• Pathos：The innocence of a child compare with the horror of a nuclear explosion which emphasize fear and urgency, compelling audiences to consider the upcoming election.

• Ethos : President voiceover reinforces his role as a responsible leader advocating for peace, contrasting implicitly with his opponent.

• Logos : While not heavily emphasized, the ad logically suggests that voting for Johnson is synonymous with choosing a safer future for America's children.

Enthymeme：

The ad operates on the unspoken assumption that Barry Goldwater's potential presidency would increase the likelihood of nuclear conflict. This implication, though never explicitly stated, suggests that a vote for Goldwater is a vote for war. The persuasiveness of this assumption hinges on the viewers' perceptions of Goldwater's policies; however, some might argue it's a deceptive tactic that exploits fear without direct evidence.

Rhetorical strategies: Yes, Bob Hawke's "Let's Stick Together" campaign slogan and the associated advertising strategies do utilize all three of Aristotle's rhetorical categories. But pathos is likely the most prominent.

Because the slogan emphasises unity and collective effort. The message was a emotional connection, it aims to evoke positive emotions. Emotional appeal is important in inspiring people to see the value of collaboration and change. Pathos was the main point behind the campaign's persuasive power.

Enthymeme: "Let's Stick Together" campaign was designed to evoke optimism and a sense of national solidarity, which was persuasive to many voters. However, they oversimplify the challenges facing Australia. Putting Hawke as the sole leader who can unite the nation. That could be seen as overly reliant on one individual, rather than solving policy challenges that needed to be tackled.

UK citizens especially taxpayers

Rhetorical strategies:

Logos: This video uses data visualization and comparisons to show the public the amount of tax the UK pays to the EU each year, guiding viewers to evaluate the data rationally.

Pathos: This video uses provocative background music and tone when presenting key data and sentences. It lists public concerns such as infrastructure (such as hospitals, schools, and railways), making viewers feel that these funds could have been used to improve their lives.

Enthymeme:

The amount the UK pays to the EU could have been used to build hospitals, schools, and railways, as well as to support scientific research projects in the UK. Therefore, the lives of British citizens could have been improved.

（Premise: Spending substantial funds on domestic infrastructure and supporting national development can improve citizens' lives and strengthen the country's power.）

The ad targets working-class Australians by emphasizing unity, reinforcing Labor’s appeal to its core supporters. It also seeks to attract middle-class and swing voters by promoting stability and discouraging a shift to the opposition. Additionally, it reassures older voters by highlighting policy continuity, addressing concerns about potential changes in governance.

Rhetorical strategies

Ethos：Hawke’s popularity and Labor’s pro-worker stance reinforce trust.

Pathos : Animated visuals and the slogan evoke warmth, unity, and security.

Logos: Implies that re-electing Labor ensures stability, but lacks explicit policy comparisons.

Enthymeme

The ad implies that re-electing Labor ensures stability, with the unstated assumption that a change in government would bring instability. It suggests that Labor has governed effectively, indirectly implying that the opposition cannot perform better. Additionally, it frames national unity as essential, subtly equating support for the opposition with division.

Historical and cultural factors

The core message of stability and unity remains relevant today, but the strategy would need adjustments. Modern voters expect policy-driven messaging, stronger digital engagement through social media and influencers, and greater transparency to counter skepticism. Culturally, the message would shift—bipartisanship in the U.S., policy continuity in Europe, and societal harmony in Asia—ensuring it resonates with different audiences.

2. Rhetorical Strategy:

--Ethos: Johnson presents himself as a responsible and peace-driven leader who commits to national stability and security

--Logos: The ad evokes fear and concern for innocent lives. The little girl represents the future of American society, while the explosion of nuclear weapon represents destruction, threat, and uncertainty.

--Pathos: The ad suggests that Goldwater's aggressive strategies could lead to nuclear war.

3. Enthymeme (unspoken assumptions behind the message): The ad guides viewers to believe that Goldwater will cause nuclear war by associating nuclear destruction with Goldwater's policy, which is quite persuasive.

Targeting US citizens, particularly those fearful of nuclear war during the Cold War era and families who care about their kids and future.

Rhetorical Strategies

Pathos

Very straightforward visual impact and contrast. The girl's voice trembling as she counts "7..6..5.." mirrors the countdown to annihilation, which brings a sense of urgency and scary.

Ethos

Implicitly positions Johnson as a 'responsible leader',

Logos

The ads are pretty much all about the emotional impact and influences. Very short and symbolic.

Enthymeme

Nuclear war would destroy the country and innocent lives.

Also, Barry Goldwater's strategies and policies will cause the war.

Persuasive: Tapped into legitimate fears of Goldwater’s extremism, also brings people into reality and the thing we need to be concerned about. Future / Kids / Country...

Cold War Anxiety: The ad resonated in a culture traumatized by the near-nuclear war in 1962.

British taxpayers, especially middle and working class voters.

-Rhetorical strategies:

The advert mainly uses logos as the core strategy, while combining it with pathos. The structure of the adverts appears to be based on rational data, but their core claims still rely on emotional narratives (dissatisfaction with government funding allocations, hope for the future). The adverts rely little on authority or expert evidence, which makes them less credible.

Logos: more prominent

Throughout the video, statistics (e.g., ‘£350 million a week is paid to the EU’) are used to make an economic argument for the need to leave.

Use analogies to compare this money with domestic livelihood programmes (e.g., NHS, education, infrastructure).

Pathos: more prominent

Through the narrator's persuasive tone, dissatisfaction with the distribution of government spending and public distrust of the EU.

‘Imagine the money that could be used to improve Britain’, inspiring hope and national pride in the audience from the tone and words.

Ethos :

This video advert, although seemingly encouraging and relying on visual numerical comparisons to portray credibility, lacks expert testimony or official agency data sources to prove that.

-Enthymeme:

The advert builds on several unstated premises (implicit reasoning): for example, ‘Let's imagine what else this money could buy.’ Assumption: The government will use the money saved for livelihood projects such as healthcare and education but not for other purposes.

The content of the productions is direct and concise economic analogies that are easy for the average voter to understand, so it is persuasive, but I find the content of the whole video, apart from the narrator's incessant leading language, maybe to be misleading or deceptive.

-Historical and cultural factors:

It won't be the same because the strategy needs to be adjusted to the current political and economic situation.

I think it is possible to continue to emphasize economic issues such as the underfunding of public services. It is also possible to continue to use visual data to allow the audience to visualize financial allocations.

Strategies that need to be adapted:

More concrete proposals should be presented than slogans, and more credible expert support is needed to back up the arguments and gain the public's trust.

If it were up to me, I would provide more evidence to support it, such as data from independent organizations or economists. And it should be different in different cultural contexts, e.g., in developed countries, the emphasis should be on economic nationalism and the protection of domestic employment, and in developing countries, the focus should be on economic independence and self-awareness.

The main audience of this advertisement is American voters, especially parents with children, because they are more concerned about the future and safety of their children, and people who are concerned about nuclear war.

rhetorical strategies：

The ad uses three rhetorical strategies - pathos, ethos and logos, and pathos is the most prominent one.

Pathos (mainly): The ad uses the innocence of the little girl to form a strong contrast with the image of the atomic bomb explosion, which arouses the audience's fear of war and concerns about the safety of children. This resonance strategy makes voters emotionally inclined to support Johnson rather than his opponent.

Ethos: Through Johnson's strong voice, it implies that voters should trust Johnson to avoid nuclear war and maintain world peace, and establish his image of being responsible and stable.

Logos (weaker): The ad does not directly cite data or evidence, but uses imagery’s association and implication to suggest the logical inference that voting for the other candidate would increase the risk of nuclear war.

Enthymeme

The unspoken assumption behind this ad is:

The ad creates fear through explosion images, implying that the policies of another candidate may cause a nuclear war, reflecting his dangerous and unreliable image.

The ad implies that voters' choices determine the survival of the country. Voting for Johnson is equivalent to protecting national security, while choosing another candidate may lead to disaster.

The ad uses images of children to inspire viewers to worry about their safety and future, and reinforces the importance and urgency of voting, especially for families and parents.

The ad is highly provocative and uses emotional strategies to influence voters' decisions. It is very persuasive and ultimately helps Johnson win the election.

In the context of the Cold War in 1964, the fear of nuclear war was real, so this strategy worked. If used today, it might not be appropriate to use nuclear explosions, but instead use other elements that are more relevant to today's society, such as the climate crisis or cybersecurity threats. In Asia, generally speaking, social stability, economic development and national security are issues that voters are highly concerned about. Therefore, similar advertisements can be changed to emphasize the importance of social stability.

Def: Calling out somebody's hypocrisy.

Let's circle back to that.

Def: We can discuss it later.

• a phrase meaning good luck

• commonly used to encourage someone before a performance

'Back to square 1'

• something has failed so we must restart

Rhetorical strategies: 3 strategies were all used, the most prominent strategy is pathos.

Ethos:

The image and narration convey that "some people do not believe in the existence of bears (threats), but some people are willing to prepare for it" - emphasizing the pragmatism and vigilance of the Reagan administration.

Logos:

The logical reasoning is relatively obscure. The advertisement does not directly provide evidence of the Soviet threat, but through the symbol of "bear", it guides the audience to have the logical inference that there are bears (Soviet Union) → bears are dangerous → we need to prevent → Reagan supports a strong army → elect Reagan to ensure safety

Pathos (emotion) (most prominent):

The advertisement uses a bear to symbolize unknown dangers (Soviet Union), and with the help of the Cold War background at the time, it creates a sense of fear and tension, making the audience feel that the threat is approaching, and then generating concerns about national security.

In the end, a man (symbolizing the United States or Reagan) confronts the bear, which strengthens the powerful image of the United States and triggers the audience's trust in strong leaders.

enthymeme:

The bear (the Soviet Union) exists and is threatening. The Soviet Union is a direct threat to the United States. Reagan is the man who is ready to fight the bear, so voters should support his re-election.

For Reagan voters, the ad was very effective because it reinforced their perception of the Soviet threat while convincing them that Reagan was the only one who could protect the country.

For opponents or neutrals, the ad was likely misleading because it simplified the Cold War situation and reduced the complexity of foreign policy to "strong military power and preparedness are the only things."

Historical and cultural factors:

The original ad’s fear-based appeal and strong leadership message still work, but the strategy needs an update. The focus will no longer be on Cold War bears but on modern threats like cybersecurity, economic instability, or political division. Precise targeting through social media and big data analytics. More factual support to attract a sceptical audience.

eg： Latin America → Crime, corruption, economic stability. Europe → Diplomacy, economic security. USA →Netsecurity

Pathos is most prominent in this ad. It begins with an image of a little girl counting daisy petals, followed by a voice-over of a countdown to an explosion. The explosion is a direct response to the viewer's instinctive emotional protection of children. It creates an atmosphere of urgency so that voters can choose the right camp to prevent this explosion.

Ethos: Johnson's off-screen voice seems very powerful. President Johnson is implicitly portrayed as responsible through images and words.

Logos: “We must love each other or we must die” suggests that supporting President Johnson's opponents could lead to disastrous results. If you're afraid of that, then choose President Johnson over his opponents.

Now that the public cares more about the economy, fear cannot be used as the main tool to convince the audience. We need to look for aspects they care more about to emotionally persuade and add more data to back it up.

Pathos (Emotional Appeal) - Key Strategies

The title 'Let's Stick Together' emphasizes unity and stability and creates a positive mood.

Ethos

Emphasize the achievements of Bob Hawke's government, e.g. economic growth, social welfare reforms, etc., to enhance the credibility of the government.

Enthymeme

Unspoken assumption:

“A Labor government is the only option to maintain unity, stability and prosperity.”

“Change (voting for the opposition) could lead to chaos or regression.”

Is it convincing?

For Labor supporters and middle-of-the-road voters, the appeal may be infectious

But for voters opposed to Labor, the pitch may be seen as a means of manipulating emotions and lacking substantive policy arguments.

Historical and cultural factors:

I don't use the same strategy, because today, people will focus on more practical information, like statistics. It will be sceptical if we only use simple images or videos, so I will use more convincing things to support the slogan. And I will use more interactive media to reinforce the connection with citizens to improve the credence.

The ad's primary audience is American voters.

Rhetorical Strategies:

1. Ethos: The ad draws on Reagan’s credibility as a strong leader in national defense. The serious tone and authoritative narration enhance this appeal. 

2. Logos: The ad shows that if a bear exists and is potentially dangerous, it is only rational to be prepared and strong. 

3. Pathos: The ominous music, slow pacing, and imagery of the bear in the wilderness evoke fear and urgency, making the audience feel uncertainty and emergency.

Enthymeme: 

The bear represents the Soviet Union. It is represented as a dangerous and aggressive image. In such a situation, Reagan is the leader best suited to handle this threat. 

These assumptions are persuasive because they suggest that the Soviet threat is urgent and absolute.

Historical and Cultural Factors

If attempting to convince people of a similar message today, a different approach would be necessary. In today’s world, a direct military-focused fear appeal might not resonate with contemporary audiences, who are more skeptical of propaganda.

In today’s situation, more data and rational arguments should be used. Modern audiences expect facts and evidence rather than purely emotional appeals. Incorporating expert analysis or statistics would strengthen credibility.

• Rhetorical strategies:

Ethos: The video included footage of Australia Former Prime Minister Bob Hawke which increased the credibility of it and highlighted the point which told the audience Australia can continue to be a good country under his administration.

Pathos: The lyrics “Let’s stick together” evoked a feeling of unity and teamwork while emphasized the message that the Labor Party are always stands with Australians like a big family.

• Enthymeme: The unspoken assumption here is that the Labor Party is the only political party which could continue to bring stability and unity to Australia, persuading the audience to believe that changing the leadership will destroy the unity of Australians and may not have a better future.

• Historical and cultural factors: In my opinion, the current voters, especially the younger generations, are more likely to believe data-driven evidence but not emotional messages, so it is important to leverage actions and data that reflects your messages to persuade them. Moreover, Australia has became a more inclusive and diverse country that we need to leverage the appearance of different races in our ad.

2)

Pathos (Most Prominent)

Fear and Security: The metaphor of the bear as a potential threat is designed to evoke fear and concern in the audience. This ad taps into the bear’s multiple meanings as either the Soviet Union or an economic bear, eliciting primal fears of a large, unpredictable threat lurking in the forest, which raises concerns about national security and the market economy.

Ethos (Equally important)

Presidential authority: This ad builds on Ronald Reagan’s credibility as an incumbent president.

Political record: Implicit in the ad is Reagan’s past strong record on defense and economic policy, positioning him as a capable leader who can handle potential threats.

Logo (Weakest)

This ad uses very little logo, but it is based on a large logical premise that people should be prepared for possible threats.

3)

Enthymeme：

The existence of the threat: The ad assumes that the threat (the bear) is real and dangerous. This is consistent with the prevailing American view of the Soviet Union at the time.

Reagan's ability to deal with the threat: The implicit assumption in the ad is that, unlike his opponents, Reagan can effectively deal with this threat.

The necessity of military strength: The ad assumes that military preparedness and strength are the best response to such a threat, which is consistent with Reagan's defense policy.

The direct translation is jump on one kind of wagon used for carrying a band in a parade or procession according to the dictionary.“Bandwagon” now is used in reference to an activity, cause, etc. that is currently fashionable or popular.

In everyday use, people will say “Jump on the bandwagon” to mean the participation in a popular activity. For example, when outdoor activities became popular, many people jumped on the bandwagon.”

So its actual meaning is following the trend, chasing trends.

2. Move the needle

In a business workplace,  this phrase is often used to describe making a significant impact or noticeable progress on a project, goal, or performance indicator. For example, a manager might say “We need to focus on strategies that will really drive sales growth this quarter.”

Clarification: Does it also mean negative sides？

Middle-aged American voters who hesitate about the elections, especially those who have families and kids.


2. Rhetorical strategies: 

The ad mainly uses Pathos (emotional appeal) with limited elements of Ethos and Logos.

Pathos(Vital):

The ad starts with a lovely little girl counting flower petals, which would make the audience feel peaceful and relaxed. However, a nuclear explosion suddenly happened and ruined everything. It would make the audience feel angry, anxious and fearful about the war and the future. This strong contrast between the innocent girl and the nuclear explosion makes the audience feel deeply shocked and sorrowful, leaving a lasting impression and persuading them to vote for President Johnson.

Ethos:

The ad highlights the moral contrast between peace and destruction, making the audience feel responsible for protecting future generations. Nuclear war is inhumane and unacceptable. Choosing a leader is presented not just as a political decision but as an ethical one.

Logos:

This method is not that strong because the ad does not give facts or numbers, but it implies that the competitor’s policies could lead to nuclear war.

3. Enthymeme

• The first assumption is that if Johnson’s opponent wins, nuclear war will happen, using fear to create this impression.

• The second is that Johnson is the safer choice who will protect America from war.

The ad is highly persuasive, especially for those who fear war. However, its deceptiveness depends on reality—whether Johnson indeed reduced war risks and whether his opponent would have caused nuclear war. The ad was somewhat misleading since neither was sure then, subtly implying a nuclear threat without direct proof.

Rhetorical strategy: Advertising is mainly based on Pathos, supplemented by Ethos and logical appeals.

Pathos: This evokes fear and concern in the audience by showing the strong contrast between an innocent girl and a devastating nuclear explosion. ​

Ethos: The AD suggested that President Johnson was a reliable leader for peace and security and that Goldwater's policies could be dangerous. ​

Logos : Emphasises the importance of choosing the right leader by linking the opponent's policies to the risk of nuclear war. ​

Enthymeme: The AD implied that Goldwater's policies would increase the risk of nuclear war. This assumption, which plays on the public's fear of nuclear war, is highly persuasive, but it is also exaggerated, after all, because of competition. ​

Historical and cultural factors: In the context of the Cold War at the time, the threat of nuclear war was very real, so this strategy was very effective. If a similar strategy is used today, it needs to take into account the current global situation and public concerns. In different cultural contexts, advertising strategies also need to be adjusted to match local values and social concerns.

The unspoken assumption is obvious, it tries to lead the audience to believe that if they vote the leave, these taxpayers will be used to change their life, which will give the benefit to their actual profit, this is very persuasive. 

I might add some pathos at the beginning, like “Do you know how many children can’t receive an education due to the education budget limitation”. Since the data can only give you a brief insight of what this money can do, if we put the eyes from school or hospital to children, students or patients, it will be easy to recallthe audience’s empathy.

Example Ad: Let's consider the well-known "Morning Again in America" ad for Ronald Reagan's 1984 re-election campaign.

1. Demographic: Who is the primary assumed audience?

The primary audience for this ad would likely be middle-class Americans, particularly families, who were concerned about economic stability and optimistic about the future. The ad appeals to those who value traditional American ideals and possess a sense of patriotism.

2. Rhetorical Strategies:

• Ethos: The ad builds credibility through the image of a strong, stable America. By showing scenes of family life and community, it evokes a sense of trust in Reagan as a leader who has restored American values.

• Pathos: This is the dominant rhetorical strategy in the ad. It evokes feelings of hope, nostalgia, and security by portraying an idealized version of American life and emphasizing positive emotions associated with community and family.

• Logos: Though less prominent, there are logical appeals in the ad regarding economic recovery—implying that Reagan’s policies have led to tangible improvements in the lives of ordinary Americans.

Proportion of Rhetorical Strategies:

• Pathos (about 70%): Evoking emotions through visuals and nostalgia.

• Ethos (about 20%): Establishing credibility through imagery and tone.

• Logos (about 10%): Minimal logical argumentation regarding economic recovery.

3. Enthymeme:

The underlying assumptions might include:

• A belief that the past (before Reagan) was worse economically and socially.

• The assumption that a return to traditional values and family life will lead to a better future. These assumptions can be persuasive as they tap into common ideals, but they can also be somewhat deceptive if they oversimplify complex issues or ignore the realities faced by marginalized groups.

4. Historical and Cultural Factors:

If creating an ad with a similar message today, you would need to adapt the strategy to fit current cultural contexts. Here are a few considerations:

• Diversity and Representation: Today's audiences expect a broader representation of different communities and lifestyles. The ad should include diverse voices and experiences to resonate with a multicultural society.

• Social Issues: Current audiences may be more engaged with social justice issues, including climate change, racial equity, and economic inequality. Addressing these directly could make the messaging more relevant and compelling.

• Digital Mediums: The strategy would likely involve more digital engagement, using social media platforms to reach younger audiences who consume content differently than voters in the 1980s.

Overall, while the core message of hope and national pride remains, the execution would need to be mindful of contemporary values, audience demographics, and the importance of authenticity and inclusivity.

Rhetorical Strategies: Pathos

The ad invokes fear and anxiety through the contrast between a peaceful child and the horror of a nuclear explosion.

The countdown and the explosion create a visceral sense of urgency, implying that disaster is imminent if the wrong choice is made.

Enthymeme:

If the wrong leader is elected, nuclear war is likely.

Barry Goldwater supports aggressive military policies, including nuclear weapon use.

Therefore, electing Barry Goldwater increases the risk of nuclear war.

Rhetorical Tactics:

• Ethos: Highlighted Hawke’s credibility as a proven, charismatic leader with a track record of economic success.

• Pathos: The slogan “Let’s Stick Together” evoked national unity and fear of disruption, leveraging emotional appeal.

• Enthymeme: Implied that changing leadership would jeopardize progress, resonating with voters wary of instability.

Critique:
The messaging oversimplified complex issues (e.g., economic reforms vs. social equity debates) and dismissed opposition critiques, risking deceptive framing.

Historical Context:
Hawke’s popularity stemmed from his pro-worker policies, economic reforms, and relatable persona amid 1980s Australia’s focus on unity and union influence.

Modern Contrast:
Today’s voters are more skeptical of emotional slogans. Political campaigns now require transparency, data-backed policies, and evidence-based appeals, especially to engage younger, digitally savvy audiences demanding accountability.

Kristen

Rhetorical Strategies

Emotions (Pathos) - most used

Creates fear through the bear symbol

Uses scary music and dark forest

Logic (Logos)

dangerous threats need preparation

Suggests being strong prevents attacks

Character (Ethos)

Implies Reagan is the prepared leader

Serious tone builds trust on security issues

Enthymeme- Reagan means strength; opponents mean weakness

Historical and cultural factors:

This wouldn't work the same way today because people expect more specific plans, not just symbols and today's viewers are smarter about political ads.. I would suggest to include actual facts and details to get more supporters

The ad targets American voters in the 1984 election, especially conservatives and moderates concerned about national security and the Soviet Union.

Rhetorical Strategies

• Ethos: Reinforces Reagan’s credibility as a strong leader.

• Logos: Uses a simple logical argument—uncertainty about threats justifies military strength.

• Pathos (most prominent): Evokes fear and urgency with ominous imagery and music.

Enthymeme

Unspoken assumptions: The bear symbolizes the Soviet Union, which is dangerous, and the U.S. must be strong to stay safe. Persuasive for security-conscious voters, but potentially manipulative by oversimplifying diplomacy.

The audience is U.S. citizens who vote in presidential elections, especially those with families and children.

Rhetorical strategies:

It is a kind of attack ads, according to the ad, Lyndon B. Johnson's message to voters about Barry Goldwater: If you vote for him little girls are gonna get nuked. In the advertising, pathos is more prominent, because at the very beginning of the advert, the little girl is counting flower petals, innocent and calm like the other children. But at the end of the video is the explosion of the atomic bomb and the children lose their lives. This strong contrast gives the viewers some emotional shock. It also filled them with fear and anxiety.

Enthymeme:

I think the answer is definitely polarised on the matter of persuasion. A portion of the population will be worried about the vote and thus the safety of their children's lives, as well as what the world would be like if there was an actual explosion. Of course the other part will think the advert is a pipe dream and a completely ludicrous threat. Also there will be a certain opinion of this person (the president).

· A hammer struck the nail.

· Accurately point out the problem or correctly understand a certain situation.

'Circle back.'

· discuss later

· For now, won't discuss this issue, but will revisit it in the future.

Direct translation: A canal is formed when water comes.

Actually means: Success comes naturally. Post a second idiom that you have heard used in "business/professional/managerial" speak: "If you give a man a fish you feed him for a day. If you teach him how to fish you feed him for a lifetime." I think it means "You'd better teach skills to help someone, not just provide temporary solutions or handouts"

• getting two things done with one action

'Let's get the ball rolling'

• to get started on something

Meaning: This means that success requires effort and is often used to encourage people to work hard to achieve growth.

Business/Professional Idiom: “FYI”

Meaning: This is commonly used in emails to share information that may be useful or relevant to someone but doesn’t necessarily require a response or action.

Business idiom: "Think outside the box" – Be creative and approach things in a new way.

---

Meaning: Think sceptically about the information in question, because there is a likelihood it is exaggerated or untrue.

Business idiom: Cutting corners

Meaning: Do a task in the easiest, quickest or cheapest way, often at the expense of quality and comprehensiveness.

Rhetorical Strategies:

• Pathos

  • The advertisement appeals to existing anger from citizens about inadequate healthcare, education and other government infrastructure.

• Logos

  • There are a numerous number of facts presented in the advertisement which appeal to the audience's logical side. They hear the literal facts of what the UK is giving to the EU and it legitimises what they are saying.

An enthymeme is that the money they currently send to the EU can be used to improve existing UK infrastructure and that the reason why existing infrastructure is so bad is because of their membership in the EU.

-one's ambition never dies until see the Yellow River

-it usually refers to a person who refuses to give up until there is no other way out, and is a metaphor for not giving up until the goal is reached.

business/prof idiom:

I need to chew on this

- need some more time to decide on sth

Direct meaning: checking for the weather to consider the feasibility

Meaning: not able to take an offer/invitation at the moment but may change the mind later

"Set the gear up"

Direct meaning: Gear is rotating part of a machine

Meaning: Prepare for something. e.g., Get the equipment ready

Direct Meaning: To take a bite of something bigger than your mouth can handle.

Actual Meaning: This idiom means to take on more responsibility or tasks than you can handle. It is used to caution against overcommitment.

Business Idiom: "Run it up the flagpole"

I think the phrase seems to be used to imply that testing an idea or suggestion by presenting it to others is usually done to see their reaction or interest. It might be similar to “throw something against the wall and see if it sticks”?

Could you please clarify if there are any specific contexts or nuances I should be aware of?

"井底之蛙" (Jǐng dǐ zhī wā)

Direct Translation: "A frog at the bottom of a well."

Meaning: Someone with a narrow perspective, who only sees a small part of the world and lacks broader knowledge or experience. Similar to the English idiom "A frog in a well knows nothing of the great ocean."

Business/Professional Idiom:

"Low-hanging fruit"

My Understanding: I think this means something that is easy to achieve or requires minimal effort to get results.

The primary assumed audience for this ad is potential Australian voters.

Rhetorical strategies: 

The ad primarily utilises pathos through the chosen song, the imagery presented, as well as the slogan ‘Let’s Stick Together’. The song is upbeat with clear spoken lyrics that encourage inclusivity, comradery and the pursuit of the ‘Australian Dream’. The song is paired with videos of laughing people and families, which (intend to) evoke feelings of safety and unity. The ad also uses ethos through establishing Bob Hawke’s values, and representing him as a trustworthy politician who is able to relate to different generations of Australian voters.

Enthymeme: 

Some of the unspoken assumptions behind the campaign is that all voters want to achieve the ‘Australian Dream’. It also implies that Bob Hawke will be able to give Australians this ‘dream’. I think this would’ve been (and obviously was) persuasive, however also deceptive as this idea of a ‘dream’ is only attainable for a certain group of people, and doesn’t represent the broader challenges that a lot of Australians face. 

Historical and cultural factors: 

I could see the overall messaging of ‘Let’s Stick Together’ being somewhat effective today, however I think it would need to be accompanied by policy based arguments to appeal to younger voters especially. The representation of what Australian families and people would also need to differ vastly from the 1987 ad, as the ad showed mostly white nuclear families, which is obviously not representative of Australia. 

To start a discussion or action that unintentionally creates more complicated problems or difficulties than expected

Shot caller (business)

The decision maker

Direct translation: One dime can buy a dozen（一角钱可以买到一打）

Meaning: This phrase means that something is very common and easy to find, usually meaning that it has little value due to its abundance, in simple terms, it is everywhere and not worth much.

Business/Professional Idiom: Diamond in the rough

Meaning: In my understanding, this phrase describes people or things that have great potential but still need improvement or perfection. In a business or professional environment, it may refer to talented employees, but currently, they still need training and learning to have a future.

The primary assumed audience is voters who are concerned about U.S. national security.

Rhetorical Strategies:

The ad primarily employs pathos, using the bear to create a sense of threat, which may evoke anxiety among audiences.

Enthymeme:

The bear represents the Soviet Union, and only Reagan can ensure the nation's strength to counter the threat.This is deceptive because the ad doesn't directly state whether the Soviet Union truly poses a threat.

Historical and Cultural Factors:

If a similar message were to be conveyed today, a different approach might be needed. In modern society, using fear-based persuasion could provoke public discontent. A more optimistic and positive national security narrative might be more effective. Additionally, supporting the message with concrete data would enhance its persuasiveness.

• Explanation: This idiom means to initiate conversation in a way that makes people feel more comfortable, especially in social situations. It’s often used when I meet someone for the first tutorial.

"Take it offline"

• Explanation: I think it means discussing something privately.

马马虎虎(Mǎ Mǎ Hu Hu)

Direct Translation: Horse horse, tiger tiger

Meaning: This means something is done carelessly or is just so-so. For example, if someone asks how my meal was and I think it was average, I might say, "马马虎虎."

Business/Professional Idiom:

Idiom: "Move the needle"

Meaning: I think this means to make a noticeable impact or change in a situation, especially in business. For example, if a marketing strategy increases sales significantly, someone might say, "That campaign really moved the needle." But I’m not sure if this phrase is only used for big changes, or can it refer to small improvements as well?

"凑合" (còu he)

Direct translation: Make do.

Meaning: "Make do" means that even if the existing conditions are not ideal, they can be accepted and tolerated. For example, if someone asks me if I like something and I think it is just so-so but acceptable, I can answer “凑合”.

Business/professional idiom:

"Circle back"

"Circle back" is often used in business contexts to mean to revisit a topic at a later time. For example, in a meeting, someone might say, “Let’s circle back to this discussion next week.” It means revisiting an issue or decision after more information is available.

Direct translation: Animals of the same species stay together.

Meaning: 'Birds of a feather flock together.' Usually used in a negative way to describe how people with similar flaws tend to be friends.

Business Idiom: Hands are tied

Meaning: Someone is unable to act or help as they would like, often due to rules, laws or other constraints.

- 纸上谈兵(zhǐ shàng tán bīng)

Direct Translation: "Discussing military tactics on paper"

Meaning: It refers to engaging in theoretical discussions or planning without practical experience or implementation. It’s often used to critique ideas that look good in theory but falter in real-world application.

Business/professional Idiom:

- Hands are tied

means that someone is unable to take action or make decisions because of restrictions, rules, or circumstances beyond their control. It implies that even if they want to act, they lack the freedom or authority to do so.

• Direct translation: Everything wins

• Explanation: The idiom I use every day means that whatever you do will go smoothly, and the results will be better than what you imagine. It is a Chinese idiom that is used to bless and wish someone well.

Business/ Professional Idiom
Fly off the shelves

• This idiom is from a BBC Article—“Chinese film stirs national pride, rakes in $1bn in days”, which talks about how Ne Zha 2 is successful and competitive globally. 

• Meaning(My thought): I think this idiom means that products are popular and sell so quickly that store shelves appear to have been cleared out. 

• Direct translation: 加油 (jiā yóu) – “Add oil”

• Meaning: This is a common phrase used in Chinese to cheer someone on or offer encouragement. It’s similar to saying “You can do it!” or “Keep going!” in English.

• Example: Before an exam, my friend will probably say to me, “Add oil Yichen! You’ve got this!”

Professional Idiom: “Think outside the box”

• Meaning: This idiom means to think creatively and go beyond traditional or expected ways of solving a problem. It’s often used in professional settings to encourage innovation and fresh ideas.

• Example: We need to think outside the box to solve this issue.

• Question: I’m curious—does “thinking outside the box” imply taking a risk (as in doing something uncertain or unconventional that may not succeed)? Or can it simply mean being a bit more flexible or open-minded with the usual methods?

Also, this phrase feels a bit like a marketing slogan (like Apple’s “Think Different”)—it may sound casual or cliché in some professional contexts as I understood. Is it still widely accepted in serious discussions?

Yichen Huang

• Direct Translation: "One action, two gains."

• Meaning: This idiom describes a situation where one action results in two benefits, similar to the English phrase "kill two birds with one stone." It’s often used when discussing efficient solutions or strategies.

  
  

Business/professional /managerial idiom: Think outside the box

• Meaning: This phrase means to think creatively and unconventionally, beyond traditional or obvious solutions. It encourages innovative problem-solving by looking at a situation from a new perspective.

• Direct Translation: “When the boat reaches the bridge, it will naturally straighten.”

• Actual Meaning: This idiom means things will work out in the end, even if the current situation seems difficult or uncertain. It suggests a “go with the flow” or "don't worry too much" mindset, implying that solutions will emerge when the time comes.

Business Idiom:

- "Think on your feet"

• It means being able to react quickly and wisely in unexpected situations.

• For example, in a meeting or presentation, if someone asks an unexpected question, the business people need to "think on your feet" to give a confident response and make quick decisions.

• Direct translation: “Kill two birds with one stone”

• Meaning: To accomplish two tasks with a single action.

• Example: (If I drive my friend back to home and refill my gas tank at a nearby station, that’s killing two birds with one stone.)

  
  

  Business Idiom: “Think outside the box”

  • What I think it means: It seems to mean approaching a problem in a creative or unconventional way instead of using traditional methods. For example, if a boss says, "We need to think outside the box for our next marketing campaign," they probably mean they want fresh, innovative ideas rather than the usual strategies.

“Let’s circle back to that” – an idiom that means you will get back to the topic being discussed at a later time.

人山人海

• Direct Translation - People Mountain People Sea

• Actual Meaning - Crowded, Jam-packed

Business Setting:

Bite the bullet

• It is used when facing difficult or unpleasant situations, meaning to deal with the situation with courage and determination, even when it's uncomfortable to endure.

• Direct Translation: Treat with a light heart

• Meaning: It describes taking a casual and indifferent attitude towards something.

Business Idiom: Call it a day

Meaning: To stop working or end an activity for the day. It often used to signal that it is time to take a break.

• Direct Translation: To clench a bullet between your teeth.

• Meaning: To endure a difficult or unpleasant situation with courage.

Business Idiom: "Low-hanging fruit."

• What I Think It Means: It seems to mean the easiest opportunities or tasks that can be completed with minimal effort for quick results.

It means that to initiate conversation in a social setting and make people feel more comfortable. For example, "I told a joke to break the ice at the team meeting”.

Professional Idiom: On the same page

It means that everyone understands or agrees on a particular matter. For example, "let’s make sure we’re all on the same page on the goals and deadlines". The phrase is often used in meetings or discussions to ensure that all participants are aligned and have the same expectations. It can also help prevent misunderstandings or confusion later on.

• Direct translation: There is no higher boundary than the sky.

• Meaning: There are no limits to what can be achieved; anything is possible.

Business idiom: Every dog has his day

• Everyone will have a moment of success or good fortune at some point, even if they usually don‘t.

• Example: Don’t underestimate the small startup—every dog has his day, and they might disrupt the industry soon.

Everyday Idiom: Break a leg

The direct translation could be a fracture of a leg. However, the actual meaning of "break a leg" is an ironic/ playful way to wish someone good luck before they go to the stage, which often happens in theatres or other performance occasions.

Business Idiom: Boil the ocean

The direct translation could be to heat the entire sea until it evaporates.

However, the actual meaning in the business talk setting is undertaking an impossible task or making a task unnecessarily difficult.

For example, "Don't boil the ocean" could suggest people avoid attempting something practically impossible or overly ambitious.

Meaning: A good thing that initially seemed bad

Business Idiom: Get the ball rolling

Meaning: Figuratively means to start a task or activity and get people to do it together. Often used at the beginning of a meeting to encourage people to speak up and share ideas. It can also be used at the beginning of a project to remind team members to get into gear quickly.

Hit the nail on the head

• Direct translation: Hit the center of the nail directly

• Actual meaning: This idiom is used to indicate that someone has made a very correct judgment. For example, when someone accurately analyzes the key points of something, we can say: “You really hit the nail on the head!”

Business Idiom:

Move the needle

• It is used in business to describe making a significant impact on a project or performance. For example, if a manager says, “We need a marketing strategy that really moves the needle,” they mean they want a plan that creates a meaningful improvement, not just small changes.

“Boil the ocean”: it sounds like encouraging words to me, like let’s give some surprise or trust you can do everything, but it actually means in a totally different way, which is trying to do something impossible or do things too much. 

Business Idiom: "A nail in the coffin" - something that makes it more likely that someone or something will fail, be destroyed, etc. eg: Every mistake is one more nail in the coffin of his professional baseball career.

What i think it means: something that is bad but you couldn't let go

• Emphasize inclusivity title. (e.g., by calling it a "holiday party" rather than a "Christmas party".)

• Consider the diverse religious and cultural backgrounds of employees.

• Offer a variety of food options to accommodate different dietary restrictions.

• Choose decorations carefully to avoid favoring one cultural tradition.

• Make the party voluntary to respect those who may not wish to participate.

• Consider a two-stage party to accommodate different preferences.

• Consult with employees to gather input on how to celebrate inclusively.

2. First night of an overseas business trip, hosts invite you for dinner:

• Accept the invitation, as it's often considered polite and an opportunity to build relationships.

• Research local dining customs and etiquette beforehand.

• Observe your host's lead and follow their cues for behavior.

• Be mindful of using the appropriate hand for eating in certain cultures.

• Be open to trying local cuisine, but communicate any dietary restrictions in advance.

• Pay attention to seating arrangements.

• Wait for the host to signal the start of the meal.

• Show appreciation for the food and hospitality.

• Avoid discussing business unless your host initiates the topic.

"It's raining cats and dogs"

• Direct translation: Means animals are falling from the sky

• Actual meaning: It's raining very heavily

Business Idiom:

"Let's circle back on that"

• My understanding: This means to revisit a topic later in the conversation or at a future time

• Clarification needed: I'm unsure if there's an implied timeframe for when we should "circle back" - is this typically later in the same meeting, or days/weeks later?

• Direct Translation: To clench a bullet between your teeth.

• Actual Meaning: To endure a painful or difficult situation with courage.

• Example: "I don’t want to wake up early for the meeting, but I’ll just have to bite the bullet."

Business/Professional Idiom: "Circle back."

• What I Think It Means: To revisit a topic or discussion later.

• Example: "Let’s circle back to this issue in next week’s meeting."

• Clarification: Does this imply reconsidering something with fresh insights, or just postponing the discussion?

车到山前必有路 (chē dào shān qián bì yǒu lù)

direct translation

When the car reaches the mountain, there will always be a road.

meaning

This idiom means that no matter how difficult a situation seems, a solution will always appear when the time comes. It reflects an optimistic mindset, suggesting that even if you face obstacles, there will always be a way forward.

business Idiom:

on the same page

it means to ensure that everyone has a shared understanding or agreement on a topic or issue.

• Inclusivity: Offer diverse dietary options (halal, vegan, gluten-free); Avoid alcohol-centric events; include mocktails.

• Timing: Avoid scheduling during Ramadan, Hanukkah, or Christmas if diverse staff.

• Entertainment: Culturally neutral music/activities.

• Dress Code: Specify “cultural attire welcome” or “smart casual” to accommodate modesty.

• Accessibility: Ensure wheelchair access and proximity to public transport.

• Gifts/Recognition: Acknowledge team achievements without cultural bias.

Scenario 2: Overseas Business Dinner Invitation

• Punctuality: Research local norms.

• Gifts: Avoid alcohol in Muslim-majority countries; opt for quality chocolates or crafts.

• Conversation Topics: Avoid politics/religion; focus on neutral subjects like food or travel.

• Dining Etiquette: Observe hosts for utensil use.

• Business Talk: Let hosts initiate business discussions.

Thank-You Notes: Send a follow-up email or small token.

medium: poster

message: a dancing event

shared value: this event is inclusive for all unimelb students regardless their background

clear communication

they're using simple terms, lot of information, big size, and eyecatching design

how they could improve: more placement of the posters instead of just placing it on the student pavillion building

medium: poster and website

message: free airpods giveaway

shared value: students love free stuffs

communication is clear, direct, straightforward

what they did well: they're using emojis, clear simple terms

what they can improve:

2. poster

3. by buying a bowl or burrito, you can help feed someone else also

4. hunger and social justice

5. direct and clear

6. made it eye-capturing, CSR

7. its located inside the library but could possibly have more impact outside

2. sticker

3. an app to help the safety of unimelb community

4. draws on the concern of safety

5. direct and clear

6. attached to the emergency button pole, central to the uni campus

7. small

2. chalk on ground

3 and 4. not sure what its promoting

5. ambiguous and unclear

6. sparks interest, capitals, appeals to money conscious students

7. too unclear and ambiguous? who what where when why?

University students (mainly undergraduates having lunch)

Secondary audience: campus staff, visiting parents or guests

Medium / Transmitter

A3 printed visual poster placed:

Near the canteen entrance and seating areas

On ice cream freezer glass door

Beside checkout counter

Static poster with text + image

medium: poster (outside cafe)

message: promoting sustainability through encouraging customers to bring their own keep cup. customers will receive a discount if they do bring one.

enthememe: everyone likes discounts on their coffee. everyone cares about the environment and reducing waste.

communication?: the communication on the poster is very clear. the key message is centred and bolded on the poster, making it the focus. this is paired with a colourful, bright image making the poster stand out.

done well: the message is simply conveyed, making it accessible to a wide variety of people.

could improve: font of main message may be difficult to read for some. might consider changing to ensure message is accessible to everyone.

medium: poster

message: advertising an event in which people can come and hear stories from successful sapphic leaders. promises networking opportunities and food after the panel.

enthememe: lgbtqia+ people will have an interest in hearing about leadership within their community.

communication?: communication is quite clear. somewhat relies on people taking an interest in the heading and walking closer to read as the rest of the text is quite small. otherwise, all information regarding the event is clearly and succinctly outlined.

did well: bright, bold colours draw you in to the advertisement.

could improve: clearer main headline?

Medium used:a printed poster placed on campus in poster wall

Message: chance to practic meditation for stress release, and engagement in discussions on buddhist.

ENTHYMEME: assumes students value mental wellness.

communication clarity: clearly show the benefits and expectations.

communications strength:Structured clearly into easily readable bullet points.

A: Promote a music performance event, the qr code, Performer's name, time, location.

Q: What medium/transmitter is used to communicate the message?

A: Glass window display, Printed poster, QR code

Q: What do you think these communications have done well?

A:

1. The information is not specific enough

   The poster doesn’t clearly mention the music style or performance details

2. Weak visual appeal

   he colors are quite light, so it’s easy to overlook the poster.

3. Unclear target audience

   The poster is placed on a café window, but the café’s customers may not be indie music fans.

Media: poster, social medias

Message: come to the activity

Enthememe: cultural diversified

Direct

Pros: gives out clear examples

Improve: Bolder color

The communication is primarily directed at:

• Women-identifying students and staff at the University of Melbourne.

• Broader university community interested in health, wellbeing, and meditation.

• Possibly mental health advocates and student wellbeing coordinators.

2. Medium/Transmitter

• A printed poster placed on a public noticeboard.

• The transmitter is the University of Melbourne Student Union (UMSU) Women’s Department, as indicated by the logos and URL.

3. Message(s) in the Communication

Main messages include:

• Event announcement: Women’s Health Day on Thursday, 8 May.

• Activity: A Meditation & Wellbeing Workshop.

• Time and location: 3.30–4.30pm, Mind Body Studio, Nona Lee Sports Centre.

4. Enthymeme

An underlying assumption or value:

• Health and well-being are essential parts of a woman’s university experience.

• The UoM presumes that its students value mental wellness and community support.

• Implies that meditation is a valid and beneficial way to support mental and physical health.

5. Clarity of Communication

• Direct and clear: The date, time, location, purpose, and organising body are all clearly stated.

• The visual elements (calm imagery, pink palette, meditating figure) strongly reinforce the message of wellbeing and femininity.

6. Strengths of the Communication

• Clear branding: UMSU Women’s and "Student Powered" logos establish credibility.

• Visually appealing and thematic: The pastel palette and soft graphics attract attention and match the theme of wellness.

• Concise messaging: No overload of information; just what is needed.

7. Areas for Improvement

• Date ambiguity: Fix: Add the year (Thurs 8 May 2025).

• Lack of accessibility info: No mention of accessibility accommodations or contact info.

  • Fix: Include a line like 'Contact us for accessibility requirements'.

• Limited engagement incentive: Free or not?

  • Fix: Add a benefit statement like “Free workshop – learn mindfulness techniques to manage uni stress”.

All university students especially students who concern about their psychological state and students who interested in music therapy field.

Medium: Printed posters on campus walls, with a QR code for online entry.

Message: Student Super is giving away 25 AirPods Pro 2 in 2025. Students can enter by scanning the QR code.

Enthymeme (Shared Value): "Students want easy rewards" – the poster assumes students like free stuff and simple steps.

Clarity: Very clear – the poster says what the prize is, who it's for, and how to enter.

Strengths:

Bright, fun design (emojis, AirPods images).

Easy to scan and understand.

Repetition increases visibility.

Weaknesses:

No terms and conditions or deadline.

Weak branding – doesn’t explain what Student Super actually is

Medium: poster, social media platforms (instagram, RedBook, and more)

The message in the communication:

Time of the event: 5.22-5.24

Place of the theater

Staff information (play-writer, director, producer and more)

I think the communications did well, because the layout and the design of poster was really good. Also the color red is markedness, the information is easy to understand.