Argumentative Essay

Topics: Rhetoric, Nexus One, Marriage Pages: 3 (889 words) Published: December 16, 2013
Zohan James
Instructor Leticia Lopez
English 101

Hidden Links in the Nexus 5’s Chain

On November 1, 2013, media mogul Google took to the airwaves to debut a new video promoting their latest smartphone, the Nexus 5. The video ad begins with lively new-age music and the youthful hand of a woman softly holding the Nexus 5 phone. She commands the phone “Google Show Me My Wedding Photos” and the commercial ensues with an exposé of numerous couples getting married and having a good time. The combination of marriage-themed music and matrimonial cinematography make a strong case to newlyweds in the market for a phone. However, with a discriminating eye and analytical mind, one can assimilate formidable evidence that the video ad’s intentional target audience is actually everyone.

Aristotle was quoted as saying “Persuasion is successful by the speaker’s own character if the speech is spoken in such a way that it makes people believe he is credible. Second, persuasion may touch listeners when the speech stirs their emotions. Thirdly, persuasion is effected by the words spoken we have proved true or obvious truth by means of the persuasive arguments used to the case in question” (Rhetoric 350 BC) Later, these immortal words would come to be known as Logos, Ethos, and Pathos. And it is through these three pillars of rhetoric, we can examine the abstract dynamics of any advertisement.

First, there is ethos; the image. The video ad projects itself as the phone for everyone. There are screenshots from people all over the world with every ethnicity, culture and creed the heavens have ever conceived. There is a same-sex male couple in the early part of the scenes. They are dressed in two stellar tuxedos shown leaving the courthouse hand in hand. Although there was no formal wedding of the two men per say, it can be confidently assumed that they were just married based on the framing of context clues in the scene. The ad also features one couple in particular who...

Links: in the Nexus 5’s Chain
On November 1, 2013, media mogul Google took to the airwaves to debut a new video promoting their latest smartphone, the Nexus 5. The video ad begins with lively new-age music and the youthful hand of a woman softly holding the Nexus 5 phone. She commands the phone “Google Show Me My Wedding Photos” and the commercial ensues with an exposé of numerous couples getting married and having a good time. The combination of marriage-themed music and matrimonial cinematography make a strong case to newlyweds in the market for a phone. However, with a discriminating eye and analytical mind, one can assimilate formidable evidence that the video ad’s intentional target audience is actually everyone.
Aristotle was quoted as saying “Persuasion is successful by the speaker’s own character if the speech is spoken in such a way that it makes people believe he is credible. Second, persuasion may touch listeners when the speech stirs their emotions. Thirdly, persuasion is effected by the words spoken we have proved true or obvious truth by means of the persuasive arguments used to the case in question” (Rhetoric 350 BC) Later, these immortal words would come to be known as Logos, Ethos, and Pathos. And it is through these three pillars of rhetoric, we can examine the abstract dynamics of any advertisement.
First, there is ethos; the image. The video ad projects itself as the phone for everyone. There are screenshots from people all over the world with every ethnicity, culture and creed the heavens have ever conceived. There is a same-sex male couple in the early part of the scenes. They are dressed in two stellar tuxedos shown leaving the courthouse hand in hand. Although there was no formal wedding of the two men per say, it can be confidently assumed that they were just married based on the framing of context clues in the scene. The ad also features one couple in particular who are not a same-sex couple, but are Black American and elderly. These two are shown joyfully riding a County-Fair carousel having just celebrated their recent union. In fact, this next individual was not getting married at all. This young teenage girl is shown taking photos of her party’s recent marriage celebration with the camera panning to show people of all backgrounds partaking in the moment. These examples bare evidence that the video ad’s intended first impression on viewers is that the phone is for everyone because everyone from all walks of life is included.
Second, there is pathos; the emotions. When you see and hear wedding bells ring wouldn’t you agree they inspire feelings of happiness, love, joy, and harmony? This video ad is no different! It features scenes with non-traditional marriages such as a customary Indian Wedding with red colors to enforce the feelings of love and a unique comic book style wedding/proposal with their guest dressed in various costumes. Also, there are various after-party shots of guest shown using the phone to take pictures of a defining moment in their lives. At one point, the video ad shows a black young teenage male taking pictures of his Grandmother dancing. He’s obviously having a great time with the phone and even better time thumbing through the pictures he took of her robotic moves. Hence, the ad is obviously appealing to our emotion for joy, love, and all the good things we cherish in life because after all, everyone wants to be happy; its classic bandwagon appeal.
Last, we have logos. This represents basic logic and reasoning. Now although no tangible evidence was found in the ad, the same principles still apply. Typically with logos, there is tangible evidence, but in this case we have audio exhibits that are implied, termed enthymeme. The very song that is played during the ad proves this. The chorus sings: “And now I see you’re the one for me” (Google I Do). Who is the “you”? In this example it’s the phone with the “me” part representing you. The ad is subconsciously speaking to a grand audience who might not see, but could possibly be hearing it. You argue “But it could have just been a fluke?” Not when you analyze all the different dynamics. Hopefully when you get married you have supposedly found “the one for you” hence the “you’re the one for me” chorus line. Also, when you get married, your eyes are typically more open to the world. Obviously, the “and now I see” line of the chorus. So, you combine the symbolism of marriage with the implied enthymeme of the song played during the ad and wham! You have an advertisement that is actually targeting a grand audience of viewers.
Beyond the shadow of a doubt, Google’s intended audience for their new smart phone ad is indeed the general population. Why wouldn’t everyone want to find love, joy, and happiness? Don’t you agree that the symbols and values represented by marriage are shared by all of us as human beings? Of course! If we all would just look beyond what we see, hear, and know, we could possibly come to understand things for what they really are.
Sources
"Google Nexus 5: I Do." YouTube. YouTube, 31 Oct. 2013. Web. 30 Nov. 2013.
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Essay 1 Narrative Argument 1
  • argumentative essay
  • Argumentative Essays
  • Steps in planning an argumentative essay
  • essay
  • Teacher: Year-round School and Argumentative Essay Topic
  • essay
  • Essays

Become a StudyMode Member

Sign Up - It's Free