Memorandum

Date:2/2/16
To:LehuaLedbetter
From:SaraLiVecchi
Subject:RhetoricalAnalysisofFullSailUniversitycommercial

InthismemoIwillbediscussingtheuseofrhetoricinthecommercialforFull
SailUniversityinthefollowingorder:

Overview:

Audience
Purpose
Context
Rhetoricaltools
o Ethos
o Logos
o Pathos
Culturalconnections
Conclusion

Audience
Thiscommercialisdirectedtowardsprospectivecollegestudentswhoare
interestedinfieldsoffilm,music,games,andart&design.Toshowthis,the
actorsareyounganddepictcollegeageindividuals.Thereisnogenderor
racialspecificationasexemplifiedbythediversecast.Theaimisnarrowedto
onlyaspecificskillsetasdesignatedbythemajorslistedattheendofthe
video.

Purpose
ThepurposeofthisvideoistoadvertiseFullSailUniversitytoprospective
collegestudents.Throughsensationalizedimageryofproductivity,theviewer
isgivenasenseofexcitement.Theimagesinthevideoshowsuccessina
fieldthatisstigmatizedtobedifficulttohaveacareerin.Thereareimagesof

videogamedesignersbrainstorming,creatingmusicinastudio,shootinga
movieonafilmset,andperformingmusiclife.Alloftheseimagesareincluded
toshowtheaudiencewhattheirfuturescanholdiftheyattendFullSail
University.

Context
ThisvideolivesontheinternetandonTV.Therearealsoversionsofthisad
thatexistontheradioandthroughSpotifysmusicsharingwebsite.Because
thecommercialcanbefoundinsomanymedia,itismorewidelyavailableto
thetargetaudience.TeenagersareoftenwatchingTV,listeningtomusic,
watchingYouTubevideos,orotherwiseoccupiedbytheinternet,soitisfairto
assumethattheseformsofmediawillextendtheadtothisaudience.

RhetoricalAnalysis
Thecommercialutilizesrhetoricaltoolstoconveyitsmessagetotheaudience
inafairlysuccessfulmanner.

Ethos

appealtoethics
Becausethecommercialdepictsa
University,itdisplaysuseofethos.
CollegesandUniversitieshavean
authoritythatcreatesasenseoftrust
withintheaudience.Teensaremore
likelytobelievethatsuccessispossible
withthisUniversitybecauseoftheway
itusesethostoconveytheirmessage.

Logos

appealtologic
Thereisnotasignificantuseoflogosinthiscommercial.Ifitwerelonger,
perhapstherewouldbeenoughtimetoincludesomestatisticsregarding
successratesforFullSailUniversitygraduatesovertheyears.

Pathos

appealtoemotion
Bysensationalizingtheanticipatedsuccessof
theirstudents,FullSailUniversityisableto
evokeasenseofpositiveemotionwithinthe
audience.Themusicoverlaidthroughoutthe
commercialisdreamlikeandinspirational.By
includingsensationalimageryofsuccessas
Idiscussedearlierandthismusicinthe

commercial,viewersaremorelikelytoidentifywithwhattheyseeandbeginto
longforattendanceattheuniversity.

CulturalConnections
Thedecisiontoattendacollegeoruniversityisacrucialoneinthelivesof
youngAmericanteenagers.Mostoften,individualswillhaveadifficulttime
identifyingwhichschoolstoevenlookintointhefirstplaceunlesstheyalready
possessaninterestinaspecificfield.Teensinterestedinfilm,artanddesign,
gamedesign,andmusichaveadifferentexperiencewhenlookingforschools
thanprospectiveengineers,lawyers,teachers,etc.Thatbeingsaid,teenswith
theseinterestshavedifferentneedstobecateredto.TheFullSailUniversity
commercialaddressesthisgrouptopointthemintherightdirection.Theyhelp
prospectivestudentsnarrowdowntheiroptionsfromacolossallistofschool
namestoamoreaptlistofchoices.

Conclusion
AsIvethoroughlydiscussed,thecommercialforFullSailUniversityutilizes
rhetoricaldevicestoeffectivelyconveyitspurposetoitsaudienceoverits
manycontexts.Theaudienceprospectivecollegestudentsisnotedas
majorspecificintheoutgoingcredits.FullSailUniversityconveysitspurpose
withavarietyofimagesandencouragingwordsofsuccessthroughoutthe
video.Theculminationofthesethingsinadditiontoproperunderstandingof
Americansecondaryeducationcultureiswhatmakesthisasuccessfulad.