Encounter: Schubach Jewelers

1- Argument: Shopping at Schubach Jewelers will enhance your jewelry experience because Schubach has high-quality jewelry with good guarantees.

2- Audience: A married couple wearing jeans, T-shirts, and very little jewelry.

3- Goal: To convince audience that Schubach Jewelers is a better place to purchase jewelry from than other similar stores.

4- How the argument was made:
Ethos: The first display that he showed us was on sale for fifty percent off. He told us that this line was probably the least expensive in the store. This established a fairly good connection with the audience right away, since we are indeed the poor college students that we look like.
Logos: When asked what makes this store better than others like it, he told us that the lifetime diamond guarantee did not require us to come in and have the jewelry checked every six months. The convenience involved in this offer is very attractive logically. Additionally, he told us that the quality of their jewelry is higher than that of others, but did not really add any evidence for this claim.
Sufficiency: More information would have been nice. I did not feel that enough evidence had been presented to convince me that Schubach is superior to other similar stores.

5- Effectiveness: Overall, this argument seemed to work well. In particular, one unspoken argument was given that seemed more persuasive than what was said: customer service without pressure.

Commercial: Clean & Clear

View the commercial here.

1- Argument: Using the Clean & Clear Advantage Acne Control Kit will clear up your skin better than other face washes because this system fights the multiple causes of acne, and it has worked for others.

2- Audience: This ad is targeted toward American youth with acne problems. I believe it is aimed mainly at girls. The examples used are girls. Also, girls will pay attention because the girls speaking are attractive, and girls with acne would like the think that using this product will make them more beautiful like the spokesgirls.

3- Goal: To convince people to buy the Clean & Clear Advantage Acne Control Kit to treat their acne.

4- How the argument is made:
Ethos: Right away, the girls establish a connection with their audience by acknowledging that acne is frustrating. Then, they cite a clinical study (and show charts), and because the commercial moves so quickly, it is hard to notice that the word "study" is singular, so it helps credibility rather than hurting it. Finally, they use testimonials of real girls to show how valid the evidence is.
Pathos: Throughout the entire commercial, there is upbeat, hopeful music playing, which helps the viewer to feel hopeful and excited that this product could change their life. Also, the spokesgirls have serious voices, which inspire confidence.
Logos: A study is cited that shows that for 100% of participants, skin was clearer in just one day. If it worked for everyone in this study, logically, it should work for the viewer as well. Additionally, it is stated that the product will fight bacteria, clogged pores, and oil, which are different causes of acne. This idea of attacking acne from multiple fronts makes a lot of sense.

5- Effectiveness: This commercial seems effective. However, it would be helped by the use of more logic. Some people are sure to notice that only one study is cited, which may raise doubts. Another flaw is the fact that it utterly ignores the counterargument that it will not work for everyone. Most people know this, and since the only study mentioned says that 100% of participants experienced a cure, it invites cynicism. Listing a very low failure rate based on several large studies would solve both of these problems.

Text Ad: Cord Blood Banking

1- Argument: You should store your child's cord blood because it could save his or her health or life.

2- Audience: I believe this ad is targeted to new parents because the subject is not applicable to any other population. Moreover, it is directed to expectant parents who planned their pregnancy and are eagerly anticipating the arrival of their new baby, because parents who do not see a child as something desirable will not pay to store cord blood or subscribe to the parenting magazine that the ad appeared in (Baby Talk). Finally, it is targeted to people who have some money, since those who are poor cannot afford this service.

3- Goal: To convince parents that storing their baby's cord blood is vital, and that they should do it with the Cord Blood Registry.

4- How the argument is made:
Ethos: The ad establishes its credibility by citing its age and size. It also claims to be the "#1 choice of Ob/Gyns and expectant families." Finally, it includes a story that was featured on the Today Show.
Pathos: This ad relies heavily on pathos. It uses a picture of a cute, innocent child, which may cause a parent to feel protective and affectionate. It also tells a true story about a boy whose life was saved because his parents saved his cord blood, which is heartwarming, and a little bit alarming. Additionally, it induces feelings of guilt by implying that you are risking your child's life if you do not use this service.
Logos: Logic is used when stating that cord blood can help in the treatment of many conditions, and that one should be prepared.

5- Effectiveness: I think that this advertisement is probably fairly effective. It certainly makes use of a lot of ethos, and because parents tend to be emotional about their children, this makes sense. More logic would increase the effectiveness, however, because some information that could help to persuade is missing. For example, more examples of what can be done with the stem cells in cord blood would be helpful, as would some statistics about how many people actually use them.