https://www.youtube.com/watch?

v=S6eAWX9qUEM

Rhetoric. What type of persuasive technique the commercial is using? Pathos, logos, or ethos?
Explain why.

The commercial is using the persuasive ethos technique. The commercial is doing this by
arguing that the customer should get more health insurance through Medicaid. The commercial
use Jimmie Walker from Good Times to use him as a creditable source of information.

Overall message.
What product or service is the commercial trying to sell?
The commercial is selling extra Medicare benefits to older adults.
Where was the commercial set?
In Jimmie Walker’s living room which makes the consumer feels like part of the family. The
objects in the commercial were awards that Jimmie had received from playing his role on Good
Times. Things such as photos of Jimmie Walker holding a shirt that says “dynamite,” A huge
sign that says Good Times, and other memorabilia. The only person in the commercial is Jimmie
Walker; he tells people that he called the 1-800 number on the screen and received additional
Medicare benefits free of charge.

Production: What cultural codes are they using? They are saying things such as “Dyn-o-mite,”
which brings up past familiarity for the older adults watching this television show.
What is the overall message they are trying to communicate? The viewer should call the 1-800
number to receive extra Medicare benefits such as additional money added to social security
checks, rides to doctor appointments, and meals. The commercial’s creators want the audience to
believe that they will receive free money and benefits by calling this number. The commercial
says that they provide helpful things to the older generation such as rides to the doctor, more
social security money, dental procedures, etc.

Distribution.
The television commercial was playing around eleven o’clock in the morning. The commercial
was playing on the inspire network channel, which plays old westerns in the morning. The movie
that was playing was an old western film. The likely audience is adults 65 and older. I believe
they are showing the commercial at that time because older adults on Medicare might be up
watching old western films. I find it terrible that they have a commercial playing to deceive older
adults that are much more unfamiliar with technology and marketing scams. I do not believe that
they are offering this money or benefits, and if they are, it most definitely would not be
accessible.

Persuasive techniques. Analyze the methods the commercial’s creators used. What visuals
techniques do the commercial creators use to convince us of their message? Pick two and explain
how they help support the statement.
The two visual propaganda techniques these commercial uses are Bandwagon and Beautiful
people. Bandwagon is used by having Jimmie Walker talk about how he’s already gotten the
benefits, and it was “DYN-O-MITE.” The use of such a well-known celebrity or Beautiful
Person makes the audience feel like if he is doing it, so should they. He looks happy, vibrant, and
they know he is successful. Therefore, they want the same thing’s making them think they will
get there faster by following his lead.

What aural techniques do the commercial creators use to convince us of their message? Pick two
and explain how they help support the statement.
The aural techniques used include Pace/Tempo and Emphasis. The commercial does this by
having Jimmie Walker talk very fast, enabling the audience to try to catch everything he is
saying quickly. They feel rushed and like they must get to this as soon as possible. I also think
that he is using emphasis by repeating the number several times so that the audience will know
that it is an essential part of the information he is giving.

In addition, in the same word document, write a reflection about this activity. What did you learn
from the materials provided? Why is it essential to know persuasive techniques? How can you
use these types of exercises in your classroom?

Reflection

I learned that commercials are one the most persuasive types of communication there is. I
realized that there are a ton of ways to get people to feel different things through images. I
learned that persuasive techniques are often used in commercials, movies, pictures, etc.
without knowing these persuasive techniques, you might fall victim to their many schemes. I
will use this in my classroom by showing a commercial I think will appeal to them. I might
choose a new toy or game that is coming out. I will have my students dissect their feeling
towards the commercial. I will ask them how they feel after watching the commercial, what
techniques they think the commercial used, and what the commercial might tell you
subliminally? I believe this exercise will enable them to see how persuasive these commercials
make more informed decisions after watching them.