Use of Ethos in Political Campaigning :: Persuasion Rhetorical Analysis Essays

Use of Ethos in Political Campaigning Political campaigning, is it annoying? Many people would agree that it is, but if one looks closely behind the face value of the so-called annoying promotion, one may find a soon to be political figure using a perfect example of persuasion known as rhetoric. Breaking down the rhetorical theories applied to a campaign image can make the political figure seem a lot more interesting. Al Gore and the Democratic party, for example, used name and reputation to run for president of the United States in 2000. An advertisement found on the internet in 1999/2000 proves use of the three theories of rhetoric- ethos, pathos, and logos. Aristotle was one of the first persons to use rhetoric as well as apply it to speech and writing. By referencing to the rhetoric used, one can see how this ancient style of persuasion has lasted long into the twenty-first century. One can also see how rhetoric works on us as a society today. In a photogragh produced by the Democratic party of 1999/2000 situated ethos was used to promote Al Gore. He was vice president in the same year the advertisement was promoting him, and was using his reputation as vice president to run for president. So it was only fitting that Al Gore would be centered in the photograph. He was not the main focus of the photograph, but definitely big part of the advertisement. The main focus of the advertisement was the text. The text was very easy to notice with a background that appeared to be a hand-painted city of many colors. The city seemed to be something much like what one would see on a cartoon. In large, white print painted over the colorful city were the words A Voice for Working Families. By using this text the Democratic party was using honorific language (pathos). The colorful background could be interpreted as pathos by appealing to the audience visually. The text was being used as a tool to relate and speak to primarily middle Americans also known as the blue collars of society. With this text Al Gore was saying without speaking, he could relate on their level and he was willing to be their voice in government. Al Gore was using positive text by letting the Americans in the middle class know that he was taking their concerns seriously. As well as the city of colors, the white text, and Al Gore there were four people in the advertisement.