“Backpacks vs. Breifcases” Rhetorical Analysis
In the article, “Backpacks vs. Briefcases” informs us how rhetoric is used to persuade audiences with certain language and images (Carroll, 46). The writer/speaker uses tools like, rhetorical appeals, such as Aristotle’s logos (logic/statistics/facts), pathos (emotion), and ethos (creditability). Rhetoric is used most commonly in the media for advertisements to persuade the consumer to buy or invest in the product they are advertising.
As I was reading through the Yahoo News today (February 2, 2016), I scrolled upon an advertisement called, “American’s Are Buying This Flashlight By The Thousands To Feel “‘Safer In Their Own Homes”‘. Just by starting the rhetorical analysis in the title, you can see the type of diction the author uses to start to persuade the reader; with positive words like, “safer” and “thousands”. This diction suggest that the flashlight will create a positive affect on the consumer’s life by making them feel “safer” and that “thousands” are purchasing it, so it should be a good investment.
Early on in the article advertisement the authors start off the argument using pathos, trying to appeal to the audience’s emotions. The article says, “The truth is, most people underestimate the importance of owning a great flashlight. And these days, in a world where terrorism, and natural disasters are becoming the norm, it’s more important than ever to have the right tactical gear” (x800 Flashlights, 1). The speaker uses pathos by referring to the more recent attacks of terrorism and natural disasters to make the reader more fearful and feel like they need to purchase the flashlight in order to protect themselves. This quote makes the reader question themselves whether they are prepared for a disaster such as those listed and make them lean towards buying the flashlight.
Next, the speaker uses ethos to show the creditability of the product, ‘”In times like these, it’s more important than ever for Americans to be prepared for anything, and this flashlight is one of the best pieces of gear to have as it can be used in almost every situation, from self defense to finding your dog at night…” -Matt B. Tactical Flashlight Expert”(x800 Flashlights, 1). The author uses the title of “Matt B.” being a Tactical Flashlight expert to make the flashlight seem creditable and trustworthy for the consumers to buy and have the flashlight perform the way it says it does. It also says, in the article, “This light’s incredible LED technology is used by the U.S. Navy Seals, the Coast Guard, Firemen, Policemen, U.S. Search and Rescue and now it’s been placed inside of an amazing Flashlight called the Shadowhawk x800″(x800 Flashlights, 1). This quote also uses ethos, by saying that organizations like, “U.S. Navy Seals, the Coast Guard, Firemen, Policemen, U.S. Search and Rescue” use the same LED technology. So it makes the flashlight seem highly creditable because such groups who are known for their advanced technology use it.
In regards to the Rhetorical Triangle in this advertisement, the writer is the x800 flashlight company, the reader is American citizens looking for a product that provides protection and everyday use, and the purpose is to convince the reader that they need to buy the product.
Works Citied:
Bolin, Laura Carroll. “Backpacks vs. Briefcases: Steps Toward Rhetorical Analysis.” Writing Spaces: Readings on Writing. Ed. Charles Lowe and Pavel Zemliansky. Vol. 1. West Lafayette, IN: Parlor P, 2010. 45-58. Writing Spaces. Web. 29 Jan. 2016.
