Schappler 1

Audrey Schappler
Sheila Fielding
Writing 103 Section 40
21 February 2016
Americans Excessive Consumption
Do Americans consume too much? Yes. According to the U.S. Bureau of Labor Statistics,
average expenditures per American consumer in 2014 was $53,495, which is a 4.7% increase
from 2013 levels. Each year, Americans are spending more and more of their income on material
objects and services that are not necessarily essential. There are two sources that both try to raise
awareness about the issue of materialism and overconsumption: Robert Rectors Opposing
Viewpoints article and Audrey Schapplers PSA. The rhetoric of Rectors Opposing Viewpoints
article about the increased standard of living for poor Americans relies heavily on logical
appeals, while Schapplers PSA pairs significantly with pathos to illustrate Americas
materialistic culture.
Robert Rector, author of Most "Poor" Americans Enjoy a Comfortable Standard of
Living, is among many who would agree that consumption has increased from the past at an
unnecessary rate. In his article written in 2012, Rector argues that poor Americans today live
with a much higher standard of living than years prior, and much higher than what the public
imagines. It goes on to explain a common misbelief that people considered poor do not have a
home or shelter (with heat), arent able to provide food for themselves and their families, and do
not have the resources to appropriately clothe their children (P 3). However, the article presents
what the U.S. Census Bureau considers poor. According to statistics given by the Bureau, the
majority of poor people in America own a car ( owning more than one), a multiple-bedroom

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home with cable or satellite TV, able to obtain medical care when needed, and many other
objects that increase their standard of living (P 4). The article claims that we need a more honest
assessment of the actual American poverty living conditions, as they have been rising each year
with the expanding materialistic culture. Rector is writing to Americans who are old enough to
have an opinion about poverty in our country. More specifically, it is geared towards people who
believe the entire poor population lives in great hardships. He chooses this audience because his
purpose is to adjust incorrect perspective views on the issue. By writing in a straightforward and
direct manner, Rector is supplying the reader with facts that he/she can clearly grasp and be
surprised by.
An adjustment of opinion is possible due to the credibility that is reflected from the
author, the authors resources, and the place of publishment. Robert Rector is a senior research
fellow at the Heritage Foundation (P 1). His position allows the reader to see value in his
argument and claims because he has great exposure to the topic. It is also easy to place
confidence in his statistics because he cites them from a reliable source: The U.S. Census
Bureau. As a government department, faith can be kept that the information presented is accurate
and true. In addition, reliability can be accepted from the place at which it is published:
Opposing Viewpoints. Confidence naturally transpires with this sources reliability because it
was pre-approved by the James Madison University Library who would not allow false
information to be used by its students. Overall, Rectors article exemplifies great accuracy and
credibility.
Rector uses logos as the main rhetorical appeal to backup his claims. His use of statistics
is a way to try and prove the argument to the audience because it is difficult to deny a fact that
comes from a reliable source like the U.S. Census Bureau. As Rector claims that being poor

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has a higher standard of living than what the public imagines, his facts put the reality into
perspective for the readers. One example is, Nearly 40 percent of all poor households actually
own their own homes. On average, this is a three-bedroom house... [while] two-thirds have more
than two rooms per person (U.S. Census Bureau). This statistic allows for a sense of surprise,
which can result in an alteration to prior beliefs. The author also claims that the standard of
living has changed compared to prior decades. By using a fact such as, Eighty-four percent of
poor households have air-conditioning [but] in 1970, only 36 percent of the entire U.S.
population enjoyed [it] (U.S. Census Bureau), Rector clearly indicates the difference to the
readers. If convincing would occur, the statistics would play a key role in doing so.
Although pathos is not heavily used in comparison to logos, Rector uses this rhetorical
appeal to either create the effect of surprise, or form an understanding or connection. Using a
statement like, For the average reader, the word poverty implies significant physical hardship
for example, the lack of a warm, adequate home, nutritious food, or reasonable clothing for one's
children (P 3), potentially allows a reader to relate if they previously held that opinion. It is a
form of connecting the audience and gaining their attention. In addition, Rectors list of statistics
on page two from the U.S. Census Bureau creates a relation. If a readers lifestyle is similar to
the poor lifestyle described, and they do not consider themselves poor, then a connection is
made and they grow a better understanding of the argument.

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This PSA titled, Which Is Your Happiness, was created by Audrey Schappler in February, 2016 and was sponsored by Right
Sharing of World Resources.

Another piece of rhetoric, a PSA created by Audrey Schappler, would be in agreeance of

todays issue of materialism and overconsumption. It was created in February 2016, making it
extremely relevant to its audience: Americans who are old enough to understand the idea of, or
can purchase material goods. Schapplers intention is to convince the audience that American
culture today is too focused on material goods and services. She does so by making use of the
rhetorical appeals ethos, logos, and pathos in a slightly different way than Rectors method. The
PSA displays an adorable child that is covered in well-known logos and spending outlets
(Schappler). Above the image is the title, Which Is Your Happiness? On each side of the image
are facts where important words are in a bigger font and different color to emphasize the
significance of those points. The idea intended of the PSA overall is to illustrate the mixed-up

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priorities that some Americans have by putting material objects above time with, and attention to
loved ones.
The PSA shows the appeal of ethos by the reliable sources of the statistics used and the
sponsoring organization. Although the creator herself does not have much knowledge or
credibility on both sides of the topic, she uses facts from sources that do. The first statistic comes
from The Wall Street Journal and the second comes from The LA Times. Both of these sources
are reliable and well-known to many viewers, which only increases the credibility given to this
PSA. In addition, the non-profit organization of the Right Sharing of World Resources sponsors
this piece; they are an organization who is known to try to fix the issues of materialism and
poverty by sharing world resources with communities that need aid. Altogether, a viewer seeing
the credibility of this PSA only enhances the effectiveness of the argument.
The form of logos that Schappler uses is statistics. Statistics and facts are used to support
the claim and enhance its persuasion. Pulled from an article out of The Wall Street Journal,
Americans spend $1.2 trillion on non-essential goods annually (Whitehouse). This fact
illustrates that what Americans are buying, are unnecessary. For example, it is not critical to a
persons survival to purchase and own ten blankets for one room, especially when they all carry
out the same function. However, this example is a reality in todays world because consumers
have a never-ending desire for wanting new and more material goods. Furthermore, the $1.2
trillion could have been spent in more useful ways such as aiding poverty or hunger. Stated in an
article from the LA Times, There are 300,000 items in an average American home (MacVean).
Many Americans can relate to having this insane amount of items in their home, as the number is
an average of the population. As a pair, however, both of these statistics are used to induce shock
and realization to the viewer.

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Along with the surprise coming from the facts on the PSA, another type of emotional
appeals are used. Initially, the smiling child invokes feelings of happiness and love. It may
remind a viewer of a loved one, possibly their own child. But then a viewer sees the child is
covered in logos and spending outlets that he/she is a consumer to. This sight may cause feelings
of guilt as the realization hits that he/she may be a part of the population that buys too much
from these companies, possibly forfeiting time with their child or loved one. As a consumer of
these companies, a relationship is created between them and the viewer. Ultimately, it is the
connection, guilt, and love towards the smiling child that results in a more lasting and powerful
impact of the PSA.
The PSA and verbal argument has similarities and differences regarding their use and
effectiveness of rhetorical appeals. Each one utilizes all of the appeals in some way, but the
differences come from which appeal is used more heavily. Rectors main rhetorical appeal used
is logos. He uses logos as a way to create a strong and stable argument that is effective in
persuading through fact. On the other hand, Schapplers PSA uses pathos as its main appeal,
illustrating a smiling child that invokes love and guiltiness at the same time. The utilization of
pathos helps the PSA create awareness of Americans blurred view of what produces happiness,
which has recently been unnecessary material goods. Although the verbal argument is very
convincing and difficult to dismiss, the PSA is more powerful. The major emotional appeal
created tends to leave a more lingering influence and meaning on the viewer. This type of impact
will result in the greatest amount of persuasion, and ultimately, change and awareness to the
issue of overconsumption and materialism. Americans need to understand and open their eyes to
the materialistic culture we have currently, so they can be reminded of what should be priority in
their lives: morality, time with loved ones, and giving back to our community.

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Works Cited
"CONSUMER EXPENDITURES-2014." United States Department of Labor. U.S. Bureau of
Labor Statistics, 3 Sept. 2015. Web. 16 Feb. 2016.
MacVean, Mary. "For Many People, Gathering Possessions Is Just the Stuff of Life." Los
Angeles
Times. Los Angeles Times, 21 Mar. 2014. Web. 18 Feb. 2016.
Rector, Robert. "Most 'Poor' Americans Enjoy a Comfortable Standard of Living." Poverty. Ed.
Roman Espejo. Detroit: Greenhaven Press, 2012. Opposing Viewpoints. Rpt. from
"Understanding Poverty in America: What the Census Bureau Doesn't Count." National
Review Online. 2009. Opposing Viewpoints in Context. Web. 5 Feb. 2016.
Whitehouse, Mark. "Number of the Week: Americans Buy More Stuff They Don't Need." Real
Time Economics. The Wall Street Journal, 23 Apr. 2012. Web. 18 Feb. 2016.