Manalastas 1

John Nikko Manalastas

Professor Granillo

English 103H

05 December 2018

The Effects of Advertisements

Outline

I. Introduction

A. Thesis

In the 2014 Chevrolet Commercial entitled, “Maddie”, the company utilizes a

female protagonist and her dog to evoke emotions upon their target audience and

as a result uses Aristotle’s rhetorical devices pathos, ethos, then logos.

Additionally, this commercial showcases themes of marxism while also hinting the

importance of critical theory in the media. As a result, this shows how people are

gullible to what they are being presented in advertisements. This also shows how

idealizing certain lifestyles tends to exclude people of color, specifically the black

community.

B. Roles/Arguments

How the Chevy commercial conveys its audience to buy their vehicle through the

use of Aristotle's rhetorical device of pathos, ethos, then logos. The commercial

also has a hidden meaning of marxism and critical race theory subject to marketing

strategies.

II. Rhetorical Devices

 Manalastas 2

A. Pathos

1) Music: Piano playing softly

2) Compassion: Bond between the owner and the dog

3) Nostalgia: Sentimentality for the past

B. Ethos

1) The girl grew up with a Chevy suv.

2) That Chevy suv eventually became hers.

C. Logos

1) “A best friend for life’s journey”

2) Suggests that the car is dependable

III. Marxism

A. Manipulative Advertising

1) The chevrolet commercial is selling the life of a white middle class

family.

2) The commercial displays the success of the white middle class

family and their income.

B. Classism

1) Targets specific audiences to buy their products.

2) Leads to stereotyping other classes.

IV. Critical Race Theory

A. Racial Representation
 Manalastas 3

1) Advertisers do what they believe works in order to increase

sales with their product.

2) Sold commodities are connected to certain cultures and people.

B. Everyday Racism

1) Form of everyday racism because it unconsciously excludes back

people from mainstream narratives.

2) People of color cannot live the same life as white middle class family.

V. Conclusion

A. By purchasing a Chevrolet, people are adding something that will be by

their side through the good and bad moments of their life.

B. By having trust in Chevrolet, they will be loyal to you no matter what.

C. This is the kind of message that Chevrolet is trying to give to their audience.