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.