e_544 - After 30 y ears of scientific research the FDA...

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Unformatted text preview: After 30 y ears of scientific research the FDA confirms t hat soluble fiber from oats, as part of a heart healthy diet, may reduce the risk of heart disease. And great tasijng, all-natural Mother's Oatmeal, Oat Bran and Rolled Oats have always been a good source of soluble fiber. Mother's knew how important good nutrition was all along. Try these other nutritious, all-natural Mother's products: MultiGrain. Whole Wheat. Quick Cookinq Barley. Toasted Wheat Germ. You can find Mothers products wherever natural foods are sold G' FQOC I ? W _+.--'- - ., . . #3 Mother's Oatmeal: Too conservative for Vegetarian Times? The attached ad for "Mother's" Oatmeal appeared in the Vegeturian Times magazine. This is a magazine read primarily by people who are health conscious. concerned about the environment, and tend to have fairly liberal values. "Mother's" Oatmeal effectively uses logical, ethical and emotional appeals to persuade readers that their product is healthy. However, its attempts to use the "Mother's" brand to create trust in their product and play on readers' love of the past might work better for a more conservative readership than subscribers to 17egeturian Times. The ad portrays a steaming bowl of oatmeal accompanied by fresh strawberries and blueberries. The copy of the ad starts off with a strong appeal to logos and ethos through its statement that "after 30 years of scientific research the FDA confirms that soluble fiber from oats, as part of a heart healthy diet, may reduce the risk of heart disease.'' Since the FDA is a credible source of health claims, this text will be persuasive to readers. Moreover, the fact that this research has been conducted over a period of 30 years makes the claim seem even more trustworthy and reliable. We see additional appeals to ethos and logos through the ad's specific mention of the ingredients in its products. such as "oat bran," "rolled oats." "whole wheat." "multigrain," and "soluble fiber." These details make the company seem trustworthy because i t is willing to list nhat is in its product and because these are ingredients that the readers of Vegetarian Times mill consider healthy. The ad also plays on readers' emotional desires to eat a healthy diet by playing on the idea of a heart as both a symbol of good health and love. The top of the ad states that "Now you can take Mother's Oatmeal to Immediately below the word "heart" is a picture of a heart with the words "May reduce the risk of heart disease." This combination of words and images suggests that by eating Mother's Oatmeal consumers are not only doing a smart thing by eating a nutritious product, but are also taking care of their bodies. In other words, consumers who eat this product are good and loving people who take care of themselves. Comfort is also a major part of this ad's appeal. The steam rising off of the bowl in the center reminds us of how good a warm meal can feel on a cold day. The checkered tablecloth suggests a clean and comfortable kitchen and the name "Mother's" attempts to suggest the love and comfort of a mother who takes care of her children by providing a healthy breakfast. Moreover. the ad tells us that the oatmeal is "great tasting." The message is that Mother's oatmeal is not only a smart and healthy choice. but will also make you feel good because it is both delicious and comforting. Many vegetarians refuse to eat meat for environmental reasons and not just health ones. Meat and factory farming are not only cruel, but they contribute to deforestation and greenhouse gas emissions. Mother's oatmeal plays to vegetarians' love of the environment by mentioning the word "natural" at least three times in the ad. In addition, directly under the heart on the oatmeal box is a plant (possibly an oat or wheat plant). which connects the healthiness of the product to the consumers' love of nature. Thus, the ad connects its logical appeals to health-consciousness with a bridge to the audience's value of love for the environment. However. the ad also appeals to a sense of nostalgia for the past that may not be effective for Vegeturian Times readers. The ad has a "mother knows best" type of attitude and the company's icon depicts a 1950's style, black-and-white drawing of a mother and her child. Many vegetarians seek to eat d gferently from the meats-and-potatoes diets that were popular in the 1950's. As a result, the ethical appeals to authority and to the conservative 1950's in the product icon may not work for a more liberal aadience. In sum. the ad does a good job using logical, ethical. and emotional appeals that connect to its readers' desire to eat healthy and protect the environment. However. the ad might be more effective with a different icon with a more modem art style. Perhaps the company could use a more 1970's style of font and color in its icon to try to connect with a more liberal version of the past. m." 1 Public Education: Bridging the Gap, or Crumbling Under Pressure? A vast open azure sky encompasses the background. Your eye then moves to the foreground a child in the center of the page, seemingly walking on air. You notice the large chasm, which appears to have no bridge connecting the two separate ends. Upon further examination you notice that there actually is a “bridge”. The words “public education” span across the gorge, creating a bridge between the two areas. The attached advertisement is one that is promoting the importance of public education, and displaying the positive effect that it has on young people. The ad was scheduled to appear in various Canadian newspapers in the spring of 2009. This was clearly a strategic move by the Alberta Teachers’ Association to reach a target audience. The ad would be reaching the readers of the newspaper, (keep in mind this means the thorough readers). This audience is typically going to be educated. This ad most correctly uses the appeals of pathos and logos, although the appeal of ethos may have actually harmed the success of the advertisement. When we first examine the ad we see a vast open scene of mountain tops and a canyon. Clearly in the center there walks a young boy, who walks rather freely over what seems to be a deep canyon. The supposed “bridge” which prevents him from falling is simply the term “public education” sprawled from one side of the canyon to the next. The reader’s eyes are drawn to the focal point of the child. We see him first as he appears to be walking on nothing. Upon further investigation you read the bold words “public education”. This is where the reader will first register that the ad’s intent is to portray public education as a bridge to opportunities for youth. This metaphor may seem simple to some, but it does require the reader to make a connection. It requires a reader with a certain basic understanding of metaphors. This marks the advertisements successful use of pathos. They are appealing to, and targeting, a certain group. That group being those who are educated and would understand the importance of a good education. The ad also seeks to gain an emotional response out of the readers, which may lead to action. The advertisement wants readers to feel sympathetic to the importance of supporting education. The ad shows that the child would seemingly not be able to cross this “divide” without the assistance of public education. This may evoke an emotional reaction from the reader, who may then feel an obligation to help public education thrive more in Alberta. The readers will most likely be educated themselves, and may feel an emotional obligation to help improve the quality of education for future students. This advertisement certainly plays up the appeal of pathos to its fullest extent. The ad obviously wanted the most important focus to be on the graphic metaphor. However, it also uses some text to aid in the argument. The text portion, though smaller and less significant than the graphic portion, successfully uses the appeal of logos. The text uses reasoning to force the reader to come to the deduction that public education successfully leads children to a better life in adulthood. The ad reads “Public education gives all the students the learning experiences they’ll need to build pathways to a bright future”. Obviously, this appeals to the logic that better education equals a more successful career and opportunities. This ad is successful because generally the consensus in today’s world is that a better education is the key to success. The ad wants us all to believe the fact that education is a good thing, not necessarily focusing on just public education, which is hard for any reader to argue with. This proves to make the logos appeal very successful in assisting the argument. The kairos of this advertisement is certainly used successfully. The general timing and appropriateness of this ad seem to be well-thought out. The ads were run in the spring of 2009, when students would be beginning to apply to schools for the following school year. This would 2 make the reader perhaps consider enrolling their children. This ad was run at a time in which education is becoming increasingly important, and the quality of public education has as of late been a very important issue to most. The general population is receiving more and more statistics that prove that more education leads to more success. Public education has lately been under scrutiny (as it usually is), and the public schools are seeking to improve their curriculum and keep test scores up to par. Public schools are more often being compared to private schools, and this comparison usually ends with private schools coming out on top. This ad seeks to ensure that public education can “build bridges” to success. It is important to note that the use of kairos certainly moderately benefited the overall success of the argument. Then we come to the area where this ad falls short. The fact that the ad is accredited to the Alberta Teachers’ Association is not entirely helpful to the persuasiveness of the ad. Although many would argue that this greatly helps the appeal to ethos, I feel it has a negative effect. The Teachers’ Association is a fairly general group. It may leave many to wonder who exactly this group consists of, and what exactly their agenda may be. It leaves you to wonder if this group is actually composed of teachers (are there other parties with other agendas involved?), what type of school teachers (public, private, or both?), and are they more of a conservative or liberal group? We also have no way to examine if these teachers are even successful. It’s difficult to tell the credibility of such a vastly general group. Without a specific understanding of who the author is, it can be difficult to believe credibility. It is often hard to accept the word of such a large group. In conclusion, the ad is very effective in terms of using emotional and logical appeals. The ad clearly also plays on the appeal of pathos to a certain type of audience. The ad succeeds in appealing to an audience that would be educated, care about education, and most likely have the means to actively support public education. The kairos, as I discussed briefly, also helped make the issue more relevant, which can improve the success of the advertisement. The ad does fall short in terms of ethos and the credibility of the authors. In order to make the ad more credible, perhaps the Teachers’ Association could provide a link to their website or phone number. The organization needs a link to the audience to make sure that they’re credible and well-known. This simple difference could make a great change in improving the ethos of this ad, thus making this a completely well-rounded and effective persuasive argument. Overall, the ad does a successful job of convincing readers that public education is important and effective. The message of the importance of public education is achieved, and through support it can successfully open and endless world of possibilities for the youth of the world. 3 ...
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