"Does It Matter?" A Sports Illustrated Article

http://sportsillustrated.cnn.com/vault/article/magazine/MAG1177192/index.htm

The argument: The BCS exists because it continues to put money into the powerful peoples hands.

The purpose: The authors’ purpose is to bring to light some of the unknown and appalling facts of the BCS system. The authors strive to make readers aware of some of the behind-the-scenes deals performed by the BCS.

The audience: The audience is sports fans who have the power to appeal to their legislators to do something about the BCS. This article comes in the wake of recent lawsuits against the BCS for anti-trust violations.

The goal: The authors advocate for changing the BCS. They hope that by making this information available to fans, it will help facilitate change in the college football playoff system.

How they do it: The authors use logos throughout the article to make their point. For example, at one point the author describes why schools put up with the unfair BCS system. He then expels evidence about the amount in bonuses athletic directors and coaches receive from their BCS wins. This logical development allows the reader to understand that the schools put up with the BCS because those in power receive hefty bonuses from BCS wins.

Another piece of rhetoric the authors use is ethos. The author uses multiple quotes from athletic directors, conference commissioners and former IRS employees.

The evidence is very relevant to the discussion on the BCS. By using official school data, conference data, and bowl data, the authors present a nice argument with sufficient evidence to support it.

The evidence, as far as I can tell, is very accurate. The majority of the evidence comes from a heavily researched book that the authors just published.

Because of the quality of evidence presented in the article, I feel that the article is persuasive. Certainly, the playoff debate has been very prevalent in college football in recent years; however it has lacked sufficient supporting evidence. This article takes a big step towards providing that evidence.

http://sportsillustrated.cnn.com/vault/article/magazine/MAG1177192/index.htm

The argument: The BCS exists because it continues to put money into the powerful peoples hands.

The purpose: The authors’ purpose is to bring to light some of the unknown and appalling facts of the BCS system. The authors strive to make readers aware of some of the behind-the-scenes deals performed by the BCS.

The audience: The audience is sports fans who have the power to appeal to their legislators to do something about the BCS. This article comes in the wake of recent lawsuits against the BCS for anti-trust violations.

The goal: The authors advocate for changing the BCS. They hope that by making this information available to fans, it will help facilitate change in the college football playoff system.

How they do it: The authors use logos throughout the article to make their point. For example, at one point the author describes why schools put up with the unfair BCS system. He then expels evidence about the amount in bonuses athletic directors and coaches receive from their BCS wins. This logical development allows the reader to understand that the schools put up with the BCS because those in power receive hefty bonuses from BCS wins.

Another piece of rhetoric the authors use is ethos. The author uses multiple quotes from athletic directors, conference commissioners and former IRS employees.

The evidence is very relevant to the discussion on the BCS. By using official school data, conference data, and bowl data, the authors present a nice argument with sufficient evidence to support it.

The evidence, as far as I can tell, is very accurate. The majority of the evidence comes from a heavily researched book that the authors just published.

Because of the quality of evidence presented in the article, I feel that the article is persuasive. Certainly, the playoff debate has been very prevalent in college football in recent years; however it has lacked sufficient supporting evidence. This article takes a big step towards providing that evidence.

"Of Things That Matter Most"

http://lds.org/conference/talk/display/0,5232,23-1-1298-7,00.html

The argument: We should simplify our lives, giving precedence to the most important things.

The purpose: To help listeners understand what the most important things in life are, how to focus on them, and the blessings that come from doing so.
The audience: The audience is those caught up in the franticness of day-to-day living.

The goal: The goal is to help people simplify their lives so as to receive greater joy, happiness, and fulfillment out of life.

How he does it: First, President Uchtdorf uses ethos. He does this when he quotes authoritative figures such as Leonardo da Vinci and Elder Dallin H. Oaks to support his points.
Second, President Uchtdorf uses pathos. He does this specifically in his example of NASA commissioning a research project to create a pen that will write in space. He asked the audience what the astronauts did while the pen was being created. He then describes how they used a pencil. This example was effective in that it drew laughter from the crowd as they saw the humor in NASA’s complex mission to create a pen that will write in space.
His evidence was very typical to the audience. Certainly they can relate to his stories of turbulence on airplanes, and the pre-game antics of the great football coach Vince Lombardi. These examples helped make his argument more understandable.
The evidence is also very specific. He provided scripture citations when necessary and footnotes for all of his stories. He introduced each story properly and provided adequate analysis on how the story relates to his point. This further made his argument more understandable.

This speech is very effective. The way President Uchtdorf mixes in humor with relevant examples and spiritual insights makes his argument more interesting to the reader. Certainly the rhetoric he uses helps the audience internalize his message more fully.

A Sales Pitch

A sales pitch: A man came to our door the other day marketing car repair rewards cards. The card was designed where the purchaser would put down a deposit to gain access to the card. The card contained around 20 reduced price/free services, that when used, would allow the purchaser to receive back their initial deposit.

The argument: Everyone with a car needs car repairs at some point. By using our rewards card you will save money on your car repair needs.

The purpose: To encourage people to buy a rewards card.

The audience: The audience in this case is specifically Provo students with cars looking to save money on car repairs.

The goal: The goal is not only to sale rewards cards but to ensure that the auto shop has repeated business. Because card holders have to use all of the services on the card to receive their deposit back, they are motivated to go to the repair shop for all of their repair needs.

How he did it:
First, the salesperson used ethos to try and sale the repair cards. He was dressed in a jumpsuit like the ones typically worn by auto-mechanics. By looking like an auto-mechanic, the sales person was essentially saying that I should trust his opinion on the rewards cards because he knows what’s best when it comes to car repairs.
Second, the sales person used logos. The first thing he did was hand me a card so that I had the product in my hand. He made it harder to say no when he did this because I would have to openly reject him by handing back the rewards card. This made me emotionally involved in the sales pitch.
However, the weakness in the argument was his evidence. First, the evidence was not very specific. He talked very little about the money I could save by using the card, or how good their repair services were. Because I knew little about what was on the car or how good their repair shop is, I had an easier time rejecting him.
Second, his evidence was not very typical. As a student that is in Provo for only a limited time, I was not convinced that I would use all the services to get my deposit back. He did little to personalize his pitch to his student audience.

This is why I felt the argument was not very effective. He failed to address is student audience effectively, thus I did not fully see why I would need the auto repair card.

Paper A Revision

The argument: Full-day kindergarten classes positively impact the academic growth of kindergarten students both in the short-term and in the long-term.

The purpose: To encourage parents to enroll their children in full-day kindergarten classes.
The audience: Parents who have the option to enroll their children in full-day kindergarten but may be leery of doing so. These are parents who may be fundamentally uneducated about the benefits of full-day kindergarten or may have some concerns about the developmental appropriateness of the classes.

The goal: To increase enrollment in full-day kindergarten classes.

How I do it: First, I use logos to appeal to the audience’s logic. I do this by citing multiple cross-sectional and longitudinal studies that demonstrate the positive impact of full day kindergarten classes. For example, I cite Zvoch, Reynolds, & Parker, 2007 who demonstrated the positive effect of full-day classes on literacy acquisition.
Second, I use pathos to appeal to the parents of kindergartners. I do this by including comments about “Dora the Explorer”, “Little Einstein”, and Goldfish crackers, all items familiar to a parent of a kindergartner. I also outline the benefits of full-day kindergarten to appeal to the parents’ emotional ties to their child’s well-being.
I use evidence that is both relevant to the discussion of the benefits of full-day kindergarten and to the audience specifically. For example, one study actually interviewed parents of full-day kindergartners and asked them how they felt about the extended-day classes (Boardman, 2005). This allows the audience to read the opinions of parents themselves rather than the opinions of myself, the author.
Finally, the evidence is very accurate. All of the evidence comes from credible sources in the field of education, the majority of it having undergone an extensive peer review process.

I believe this draft of the paper is more effective than the last. Certainly most parents are concerned about the academic well-being of their children. Thus, a brief paper that demonstrates the benefits of full-day kindergarten is useful.

Taylor Swift Music Video

http://new.music.yahoo.com/videos/TaylorSwift/Mine--218701022

The argument: The video demonstrates a principle in the Social Sciences called “generational transmission” or the passing of negative behavior and emotions from one generation to the next. Taylor argues that is possible to rectify or repair the emotional damage caused by an uncaring or absent parent with love.

The purpose: The video speaks to those from dysfunctional homes, demonstrating that one does not have to be afraid of love after witnessing conflict in the parental relationship. Love can actually heal the wounds caused by the example of a bad parent.

The audience: The audience is those with a rough home life that may be afraid to trust in a relationship.

The goal: The goal of the video is to get those that chronically fear relationships, to begin to trust in other people.

How she does it: The video successfully uses the appeal of pathos. The video flashes between Taylor Swifts home life, where the viewers witnesses an argument between Taylors parents as she looks on in fear, to her present day relationship with a boy. Thus, the negative emotions that come with parental conflict and the positive emotions of a present-day relationship contrast with each other.

Taylor also uses logos in the form of an anecdote to make her point. The video shows the story of Taylor falling in love with a boy, getting married, and “trying to avoid the mistakes her parents made.” It shows her arguing with her husband, as well as flashbacks to a similar scene in her childhood. Finally, it shows her overcome the dispute and rejoin her husband. She demonstrates with this story the very point that she is trying to make: that one can overcome the bad example of one or both parents in a relationship.

The story she uses if very relevant. The flashbacks to her childhood strike viewers at the heart, especially if they came from a similar situation and had similar experiences. The pictures hanging on the trees represent these experiences and how hard they are to forget. They also represent how they can be learned from and applied in our own relationships.

The evidence is also very specific. While Swift uses some symbolism to make her point, the story is very clear. The viewer is not left to assume much.

The music video is very effective. Taylor Swift, who many admire, steps into a role that many of her fans are in. Through her lyrics and music video she speaks to these fans and tells them that it’s ok to love and trust someone.

Source from Paper B: Super Prices for Super Bowl Ads

http://money.cnn.com/2007/01/03/news/funny/superbowl_ads/index.htm

The Argument: The argument here is that the uniqueness of the Super Bowl creates an advertising frenzy that results in networks being able to charge extreme prices for air-time that may or may not translate into increases in sales for the products or services being advertised.

The Purpose: The purpose is to demonstrate the benefits, risks, and costs of advertising during the Super Bowl.

The Audience: The audience is viewers of the Super Bowl who frequently watch the advertisements. Clearly, this isn’t unsolicited advice to companies looking to advertise during the Super Bowl because of the lack of direct research cited. It more caters to those interested in Super Bowl advertising in general.

The Goal: The goal is to draw web surfers to their site with an interesting article about Super Bowl advertisements.

How they do it:

First, the writer uses ethos, or uses authoritative advertisement figures to support their argument. For example, the authors cited the senior vice president of a major company, a director of broadcast research, and a direct of programming at a media consulting firm. The status of these people adds validity to their statements, and increases the likelihood that the article will appeal to the readers.
Second, the writer uses Logos. His claim that Super Bowl advertisements sell for high prices is supported by the following argument: First, that more viewers tune into this evident than any other on TV. Second, that not only do viewers tune in but they are interested in the advertisements. Third, because viewers are interested in the commercials they are more likely to view them, rather than skip them using a DVR system. Because the commercials are being viewed more in front of a larger audience, networks can charge more during the Super Bowl for advertising.
Third, the evidence he uses is very relevant to his argument. For example, he interviews the executive vice president for sports sales and marketing for CBS to ask them what they would be charging for commercials for the upcoming Super Bowl. This is certainly very relevant information for an article on Super Bowl commercial costs.
Fourth, the evidence is very typical to the audience. The article cites no complex statistical or scientific evidence, but relies merely on easy to read and understand quotations. The majority of the readers are probably internet browsers who are looking for an easy read.

Effectiveness: The article is effective in that it explores the benefits of Super Bowl advertising without ignoring the costs. Exploring both sides allows for an interesting article.

Harry Potter Movie Trailer

http://www.youtube.com/watch?v=_EC2tmFVNNE

The argument: The argument in this movie trailer is that movie-goers should come watch the final installment of Harry Potter because it promises to be “Motion Picture Even of a Generation” and “The Finale to a World-Wide Phenomena.”

The Purpose: The purpose is to get all to participate in watching the movie, even those that may not be familiar with Harry Potter.

The audience: The audience is viewers that previously watched the other installments and are anxiously waiting for the last installment.

How they do it: First, the trailer begins using Pathos. The trailer creators make an emotional appeal by effectively placing at the beginning of the trailer what probably is the climax of their film—the “death” of Harry Potter. The dark set coupled with the dramatic music immediately draws the viewer’s attention to what’s happening on the screen. Furthermore, using a death scene to open the trailer automatically creates some emotions in the viewer such as sadness, fear, or curiosity.
Second, the trailer creators use Logos. Because they started the trailer at the climax of the movie, the rest of the trailer is spent on events leading up to the “death” of Harry Potter. The viewer is already thinking that something must have led to the death of Harry Potter. By showing little blurbs of the rest of the movie, the viewer can logically put together parts of the plot but still must see the whole movie to get the full story.
Some of the evidence used to coerce people to see the movie may not be accurate. For example, the final scene in the book between Voldemort and Harry Potter occurs among all of Harry’s friends. The movie trailer shows this scene outdoors in the ruins of the school. Harry’s friends are missing from the picture. Thus, some of the evidence used to attract viewers to the movie may not be exactly what occurred in the book.
While the evidence may not be accurate, it is relevant. Coupled with these scenes are phrases on the screen that read “The Motion Picture Event of a Generation,” and “The Finale of a World-Wide Phenomena.” If these are the points the trailer creators are trying to make about the movie, then dramatic scenes used from the movie definitely support these claims.

The movie trailer is effective. It appeals both to those that are knowledgeable about Harry Potter and those who may not be. By framing this movie as a phenomenon that should not be missed, and demonstrating this by showing the most dramatic scenes of the movie, the creators create a desire in the watcher to go see the movie.

Darius Rucker Song

http://www.youtube.com/watch?v=1gvzUwV93ac

The argument- Rucker makes clear the message of this song in the chorus when he sings “And it’s alright, alright. And I’ve got all I need, and it’s alright by me.” Essentially, he is saying that everything in life is alright when you have what you need.

The audience- The audience is listeners who may not be satisfied with life. This dissatisfaction potentially comes from wanting more then they need and ignoring the blessings they have. Rucker is speaking to these listeners.

The goal- The goal is to help listeners be content with what they have. Rucker wants listeners to acknowledge the important and calculate the blessings they have, even if they don’t add up to much material worth.

How he does it:

First, Rucker uses pathos to appeal to the listeners. He does this by utilizing imagery in his lyrics. For example, in the second verse he describes a walk down by the river under a moon lit sky. He states that it may not be the French Riveria, which allows the listener to get an idea of what this spot may be like. He emphasizes this overall theme of contentment by explaining his satisfaction with the walk despite the less than romantic circumstances.

Second, Rucker also uses logos to convey his ideas. He does not use any statistics but he does lay out a fairly logical thought process as to why he is content in life. He mentions, “The best of Patsy Cline”, spaghetti, and cheap wine as some of the things he prizes in life. All these things are simple, suggesting that even the simple things in life can make one happy.

Third, the evidence is typical to the audience. Most live in some sort of home and have shoes on their feet. They can identify with these types of material items in their own lives, and thus can evaluate whether or not they are grateful for them.

Fourth, the evidence is relevant to the purpose of the song. He describes the simple things like a house or shoes on the feet which tend to be the first to be forgotten when pursuing some of the finer things in life. His lyrics attempt to help the listener remember these blessings.

Effectiveness- I feel that this song is as effective as a repetitive country song could be in conveying its purpose. The message is simple and clear and conveyed easily to a general audience. This simplicity is important to a song that is emphasizing enjoying the little things in life.

Motrin Commercial

http://www.youtube.com/watch?v=BmykFKjNpdY

Argument- The argument here is contained in Motrin’s slogan “We feel your pain” at the end of the commercial. Essentially, Motrin acknowledge that good moms carry their children with them. Moms that carry their children with them experience pain as a result. Motrin understands these aches, and thus is the prime pain medication to help relieve the pain.

Audience- The audience for this commercial is mothers that have young children that frequently require carrying, and that often feel pain because of all the work and care that their young children require.

The goal- The goal is get mothers to make Motrin their first choice for pain medication.

How do they do it?
First, Motrin uses Pathos to appeal to the struggles of young mothers. They do this by stating that they “understand” mothers. The commercial at one point asks the viewer the question, “Do moms that wear their babies cry more than those that don’t? I sure do.” Whoever “I” is in this commercial acknowledges that they experience pain just like many other young mothers. In effect, Motrin says it is OK to experience pain as a young mother.
Second, Motrin appeals to logos by stating that it has been show that babies carried close to their mothers cry less. Viewers can then make the connection that it is beneficial to carry their baby close to them. However, this comes at a cost- extreme aches and pains. Thus, if it is beneficial to carry one’s baby but carrying one’s baby brings body pain, then logically a mother would need a good pain medication to help.
The evidence that babies carried by their mothers cry less is also very typical to the audience. Mothers may want to know if the benefits of carrying a child far outweigh the costs of doing so.
Finally, the evidence used in the advertisement is relevant. The evidence discusses the benefits and results of carrying a child which is pertinent to the goal of the advertisement- to get mothers in pain from caring for their children to buy Motrin.

Is it effective?-While the advertisement may work for mothers that carry their children, it leaves out a large segment of the population such as mothers who do not carry their children and men. The evidence the ad uses may be a little spotty because there is no credible source cited.

MetLife Advertisement

1. The argument- This ad, with its cutesy “IF” designed to look like a home being reconstructed, argues that a policy with MetLife is better than other insurance policies because the policy will cover all the costs incurred by the rebuilding of one’s home after a disaster.
2. The audience- MetLife is marketing to homeowners, specifically those who feel their insurance coverage is not adequate or those that lack insurance coverage altogether. It also markets to those who feel they live in a “unique” home that the basic insurance policy would not fully cover if disaster did strike.
3. The goal- MetLife is attempting with this ad to get people to buy or switch to their insurance policies.
4. Ethos- MetLife uses Snoopy to appeal to an audience that may be familiar with the popular and comfortable cartoon character. Snoopy helps ease the stress that may come with deciding on a home insurance policy.
Pathos- This ad specifically feeds on the audience’s fears of losing a home in a disaster. This is demonstrated by MetLife’s slogan “Guarantees for the if in life.” Essentially this is acknowledging that losing one’s home is not a guarantee in life, but worrying about disaster frequently is.
Logos- The ad also appeals to the audience’s logic with their “if” slogan. Those that need or desire better insurance could derive a few points from the advertisement. First, as a result of the ad the audience may come to the conclusion that they do indeed live in a unique home. Second, because their home is unique, if disaster did strike their insurance policy might not be capable of covering all the costs. Third, if they feel their insurance policy would not cover all the costs then it might be a good idea to switch to another, such as one of MetLife’s policies. Thus, it would be logical to switch to one of MetLife’s policies.
5. Effectiveness- This ad is very effective in that in plays on a very real fear of many people- the loss of a home. It allows the audience to still feel “unique” while subscribing to a very universal policy that would protect them from disaster.

Note: The advertisement came only in .pdf format and had to be converted using a free program.