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Rhetorical appeals make an individuals speech more appealing and effective as the speaker can achieve the established goals. The benefits of using these rhetorical instruments can be demonstrated with the help of a print advertisement by Penguin Books ( Save paper, n.d.). Ethos, the rhetorical appeals related to the authority of the speaker, make people find the message relevant. The use of the logo of the company Penguin Books can be seen as an illustration of ethos as the company is a well-known publisher. The viewer understands that the message is articulated by a company with a high reputation, so they are inclined to be more attentive to the given data.
Logos can be referred to as the factual background of the message. The advertisement in question also contains some examples of this rhetorical instrument. At the bottom of the picture, the major message is given: Save paper and Audiobooks ( Save paper, n.d.). The fact related to the way to be environmentally responsible is given as the viewer understands that no paper (and timber) is utilized to produce audiobooks. This product is a good alternative to paper books for those who try to be greener.
Finally, pathos appeal to peoples emotions, which make messages strong and engaging. The image of a whale makes people think of the animals that are deprived of their homes due to peoples consumerism. The contraposition of the green grass and beautiful setting with the shape of a whale creates a strong emotional load. People are encouraged to evaluate the potential impact of cutting down trees and the way they can help in solving the problem. The use of the created imagery appeals to peoples emotions, which makes the message strong.
Reference
Save paper [Image]. (n.d.). Web.
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