Kevin Santillan

Professor Granillo

English 103

30 May 2019

Multimodal Project Abstract

In today’s society many companies rely on using the rhetorical triangle modes to

gravitate their consumers towards their product. A popular mode used would be pathos because

companies like to appeal to the consumers emotions. Appealing to one's emotions is often

successful but sometimes it fails. In Michelob Ultra “The Pure Experience” they focus heavily

on appealing to the consumer/audiences emotion by having Zoe Kravitz speak using ASMR.

However, if one looks at the commercial through a semiotic lens, one will see how Michelob

Ultra used pureness throughout the commercial with snippets of nature and ASMR.