Bailes~Composition 1

We've been talking in class about a range of arguments--a range that falls between the use of coercion or force (such as in war) versus the use of persuasion or seduction (such as in advertising).

Between these two poles are various degrees of both, with the use of rational argument or law (such as in a legal case) in the middle of this range.

The use of persuasion concerns us now. And one of the best to teach this human art is the psychologist Carl Rogers. Rogers discovered in his counseling practice that the best way to help others was through being "client-oriented" or "person-oriented." This meant listening and reflecting what another was doing or saying, empathizing with and respecting him or her, and finding some congruence with this person.

You will be using the Rogerian Argument in your next essay. This method prefers dialogue over debate. The goal in this method is not winning an argument; it is instead creating effective communication. Please identify the four parts in the Rogerian Argument (click on the link). Why is the Rogerian Approach so effective in emotionally charged arguments?

It's hard to ignore the constant advertising coming at us every day--maybe because it's everywhere! Our lives are flooded with advertisements from the radio and television, from websites and emails, from magazines and mailings, from outdoor signs and billboards, and even from objects used to hold products (as with this old Coca-Cola "cold box" ) and even from the products themselves.

I believe that if we don't know how to deal with advertisements, they will suck us into deals we should avoid. How do I know? I've been sucked in many times because I thought a product would make me feel better or make me more attractive. Yet the best way to deal with the amazing wooing power of advertisements is to step back and start with analysis. Analysis is a powerful thinking tool that we can use to break apart its object and in this case, advertisements.

I've always believed Aristotle was the best place to begin with analysis. As I have emphasized in class, start by using Aristotle's topics of invention to break apart any object or idea and you will have success.

But there is more. Analysis of an advertisement requires understanding its appeals. And since advertising is essentially a persuasive argument attempting to convince a person to buy or do something, I say we should begin with Aristotle's three appeals (ethos, pathos, and logos). The Greek philosopher identified these appeals as the core elements to any successful argument. Study these appeals, for they are critical to any final analysis of an advertisement.

With advertising, I believe we have to look at some other tricks of the trade too, namely the kinds of hooks advertisers use to engage their audience. Some of these are the following:

• Emotional Transfer Appeal~the process of switching emotions from person to product happens all of the time in advertisements. For example, Levi's shows a couple "walk the line" in a television advertisement that is intense, using a famous Johnny Cash song to enhance a bond with brand product and a romantic experience. In this advertisement, Levi's takes a male-female coming together and blends it with a renewed product line of straight-legged jeans.
• Appeal to Fear~this emotional appeal is directed to an audience's own fears and insecurities, which usually mean some type of loss, potential harm, or even death. In this Think UK commerical, fear of harm and death in a motorcycle accident is used to communicate the importance of safe driving.
• Appeal through Humor~for example, this Windex commercial uses humor to remind us that Windex's glass cleaner is so good that it can be risky for those not paying attention to glass doors, as with the man in this advertisement. But this advertisement takes humor one step further by having a bird trick the man and then laughing it up with his bird friend. The trickster bird happens to be a magpie, a member of the raven and jay family. This group of birds are often associated with playing tricks in various myths.
• Sex Appeal~often advertisements appeal to sex by appealing to humor, as in this Bud Light commercial. This commercial begins by giving us a hint of what is to befall the new guy in a four-man race of street luge, for we wonder why his three contenders have high soprano voices. And we won't know that until later. We soon find out. So what is it? Sex. An attractive female waitress serving Bud Light diverts a luge racer's attention just as he is about to win. Not only does the distracted racer lose the race, he also loses his manly voice. In this clever advertisement, sexual attraction is linked to Bud Light beer.
• Hype Appeal~this appeal uses exaggerated claims about a product or service. Thousands of instances of exaggerated claims flood our market everyday, promising to shave off pounds in 30 days or kick smoking in 60 days. One diet product has been challenged for making such claims; it is called Slim Down and promises to absorb up to 20 grams of dietary fat a day without changing your diet or exercising. It even claims that you will "Lose 10 Pounds And 2 Inches In 30 Days Or Your Money Back!"
• Peer or Bandwagon Appeal~nothing like doing or buying something so that we fit in, so that we feel we're on the same team. Advertisers know how powerful this urge can be. Creating such a social incentive if we buy a product can often guarantee a sell. Haven't you bought something or done something just because your friends or a group with which you identify did? I have. Last year, XBOX 360 used this appeal, telling people that everyone will have one. My son has XBOX but wanted XBOX 360 because everyone was getting the new and improved video/computer game. I held my ground. Just waiting for the price to come down, right?