Question

‘IT’S HALFTIME AMERICA’ – REVISIT (THIS TIME FOR PERSUASIVE TACTICS USED)

One more time, here’s the transcript of the commercial (you can also rewatch the commercial to refresh your memory – it’s only a couple minutes).

Transcript of the commercial:

It’s halftime. Both teams are in their locker room, discussing what they can do to win this game in the second half. It’s halftime in America too. People are out of work, and they’re hurting. They’re all wondering what they’re gonna do to make comeback. And we’re all scared because this isn’t a game. The people of Detroit know a little something about this. They almost lost everything. But we all pull together, and now Motor City is fighting again. I’ve seen a lot of though errors, a lot of downturns in my life, and times when we didn’t understand each other. It seems that we’ve lost our heart at times. The fog of division, discord, and blame made it hard to see what lies ahead. But after those trials, we all rallied around what was right and acted as one. Because that’s what we do: we find a way through tough times, and when we can’t find a way then we make one. All that matters now is what’s ahead. How do we come from behind? How do we come together now? And how do we win? Detroit is showing us it can be done. And what’s true about them is true about all of us. This country can’t be knocked out with one punch. We get right back up again, and when we do the world’s gonna hear the roar of our engines. Yeah, it’s halftime, America. And our second half is about to begin.

1. Let’s start with the easiest of the three persuasive tactics (rhetorical appeals): emotion (pathos/pathetic appeal). Does the commercial try to make viewers feel certain things? What specific emotions will the commercial likely inspire in this particular audience?

2. Do you see any logos? (Appeal to logic – facts, numbers, syllogisms, all appeals to the viewer’s sense of logic and objective factuality. In other words, attempts to make the information seem factual and irrefutable.)

3. Do you see any ethos? (Remember, ethical appeals are about the character/authority/credibility/trustworthiness of the speaker. So consider Clint Eastwood as a speaker. Why was he chosen for this commercial? (As opposed to, say, Britney Spears) Why might he be a good person to speak about this subject (tough times, fighting back, eventual triumph) to this specific audience (Americans watching the Super Bowl). In other words, why will viewers trust him on this stuff?

Answer 1

1. Yes, the commercial makes the people motivated. It was picturized after the recession of 2008 when the economy was struggling to get on its feet. With this ad, the company has tried to motivate them with a sense of hope and a new beginning that was lacking during that time and people were filled with pessimism.

Thus, the ad acknowledges the fact that people have lost everything but overtime they have recouped and got everything back by working as a team in collaboration. The same is expected again.

So, emotions are of happiness, hope, positivity, and motivation.

2. The person chosen for the ad is Clint Eastwood, who has been in the Hollywood industry for more than decades as a director and actor. Thus, when he makes a point that he has seen a lot of downturns and chaos in his life and the world, people are more likely to believe him due to his experience.

Apart from that, people are already aware of the struggles the country is going through and instances of coming back in history. Whether it was during the wars or Great Recession of the 1920s.

Thus, although he does not mention anything explicitly in numbers but his subtlety clearly says a lot of logic that he is trying to make.

3. yes, there is the ethos in the ad. Mr. Eastwood has a lot of experience and is a popular name amongst the Americans. Given his gravely voice and weathered stature, it makes all that he is saying more credible and trustworthy.

Thus, the reason for choosing him, is that he is a popular name. People know him and is respected by Americans, has seen the country go through various turmoils and coming back again, which is not possible to see in a Popstar like Britney Spears. Another point with Mr. Eastwood is the appeal to both young and old alike. While for Ms. Spears it would have been limited to youths only.

As he has seen the country go through a lot of troubles and coming back up with triumph, he is the right person for the ad. Plus, his appeal and recognition are global.

As mentioned, people trust because they have seen him over some time. His experience in America is not hidden from anyone. Along with that, his movie was around the same line on a retired car factory worker. Thus, he becomes more trustworthy.