Rhetorical Analysis of Great Brand Controversy

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Samantha Moots
Neely McLaughlin
English 101
12 October 2009

Rhetorical Analysis of The Great Brand Controversy

Which is better Saran Wrap or the Kroger generic plastic wrap? Is it worth the savings to try the generic product or should you stick with the “name brand” that you know will perform to your standards. With today’s economy, many people are struggling over whether to buy brand name products or look for cheaper alternatives. Hershell Gordon Lewis explains his views on this debate in his article The Great Brand Controversy. The article The Great Brand Controversy is written to display Lewis’ opinion of how brand names are losing popularity to a price driven economy. He supports his argument through descriptive examples and analogies, using names of big companies that the reader can identify with. Lewis uses simple language and a personable attitude to influence the reader to agree with his “direct” theory. Lewis begins his article with a personal experience where he was involved in a debate concerning “brand-vs.-direct”. This ethos technique immediately establishes the article as informal and personal, and is a great way to capture the reader’s interest. He then discusses his opinions on the “brand” issue and substantiates them with examples. In the ending paragraphs he discusses the cost for a name brand prescription versus a generic. Each product is of the same quality, however, the generic costs considerably less. Lewis furthers his theory with the fact that, “The generic has no brand, no image, but it has the primary contemporary incentive, price”. This clearly provides evidence and supports his philosophy that brand names are losing control over the market. He appeals to the reader’s pathos by speaking directly to them. He makes them feel as if they are part of the story making conscience decisions based on their own values concerning the brand controversy. Shortly after capturing the reader’s interest with...
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