Let Us X-ray Our Future

Making the right decisions for our career can be difficult and stressful, especially,
knowing how expensive higher education can be and how big of an obstacle that can be to
overcome. But, as students we are not truly alone. Institutes like Pima Medical Institute support
our educational needs by providing us with many opportunities that are highly beneficial to our
careers. Founded in 1972 by Richard Luebke Sr. and his wife JoAnn Luebke, PMI offers degrees
in many medical programs and ensures all students quality training as well as hands-on
experiences. PMI specializes in teaching their students the appropriate skills for each career
pathway and prepares them with advanced curriculums in order to help develop interpersonal
skills that result in a dependable leader. Now the question is how does PMI recruit students?
Well, PMI not only informs about their programs through their advertisements, but also highly
effects many individuals to choose their institute through their effective use of the canons of
rhetoric.

The ad begins with Mr. John Marr introducing himself and sharing his decision of
becoming apart of PMI, and describing how life changing his decision came to be. He sits
comfortably wearing casual clothing in front of a welcoming home background, consisting of
shelves holding multi-colored vases, and antique decorations. It then transitions into scenes of
Mr. Marr in his work field as a radiology tech wearing royal blue scrubs, examining x-ray images
and collaborating with his peers. Mr. Marr begins to describe his learning environment and
appreciation towards the genuine and trusted faculty members at PMI while a soft tempo melody
plays behind his voice. The ad closes off with Mr. Marr standing with his family outside a

beautiful two-story home mentioning how grateful he is to be able to balance his professional life
with his personal life.
The representation of logos greatly influences the appeal of logic in the ads central
argument. PMI has been operating for more than 40 years, and argues that throughout those years
has helped students succeed in all of their career endeavors. Now, the logical question to ask is
How does PMI help these students succeed? Well, the answer is clear. PMI offers low cost
tuitions, small class settings, and healthy learning environments. Students receive hands-on
training and assistance of instructors who are passionate about their work. Perfect for those of us
who arent financially stable, who arent capable of learning in big class settings, but for those of
us who are desperately wishing to pursue a career as a radiology tech. Therefor, we can see logic
exists within the ad when Mr. Marr is talking about his personal experience at PMI. If the
argument were otherwise untrue, then Mr. Marr would not have provided false evidence to
support a false argument being aware of it being shown worldwide. But, since Mr. Marr
expresses the great appreciation he holds for the institute while he is shown working with much
joy, and standing in front of an expensive home then it is logical that PMI is truly supporting
their argument in the ad. So, we can say that by choosing PMI, then we will also be impacted on
and helped to succeed in our careers.

Ethos plays a significant role in the argument the ad tries to set across by enhancing the
appeal of credibility. Mr. Marr tells us about the beneficial radiology program that PMI offers
and expresses its unique qualities. While doing this he is presented in his discourse community
appropriately positioning a patient in order to receive a quality diagnostic image that is
worthwhile examining. Throughout the scenes, he narrates how trustful he is on PMI providing

him with opportunities for his future, and how he believes in the staff since they are instructors
who have been in the field and can give him real life application. By this, the use of ethos
demonstrates the knowledge and experience Mr. Marr has in the career and helps establish trust
between him and us. Also, Mr. Marr shows to have a family of his own and that also provides us
with evidence that he has experience in that field as well. Sometimes, having a family of our own
can be a major obstacle to achieve our educational needs but Mr. Marr shows that it is possible,
so we are again able to relate in that aspect. The ad does not show us in any way that Mr. Marr
has regrets of choosing PMI, but rather him valuing his decision with much pride. Mr. Marr
portrays his credibility by sharing his personal experiences of him in the program and by
receiving instruction from experienced professionals. We are left to also trust the staff at PMI and
believe to have the same experience as Mr. Marrs.

Pathos emphasizes our appeal to emotion in significant ways. The ad presents a soft
soundtrack playing behind Mr. Marrs voice emphasizing his emotion when talking about his life
before, during, and after PMI. Mr. Marr mentions that before PMI he lacked the qualities of
stability, portability, and long term happiness. Then, when he decided to make PMI a part of
his educational success that not only changed, but he also gained a second family along with it.
Mr. Marr mentions the sense of family that PMI provides multiple times throughout the ad
creating true emotion due to it being symbolic to happiness. Then, Mr. Marr talks about the joy
he has when doing homework and studying for tests because PMI makes it a fun process. He
claims he doesnt cringe when doing homework because he actually developed a passion for his
job. Mr. Marr then shows himself along side his wife and his young child in his arms standing
in front of a beautiful home saying he is able to focus on his family and not worry about work

when he gets home. This symbolic use of pathos helps us relate to Mr. Marr on many levels and
understand how similar we are. We all have a different story and being able to relate with
someone else helps us not be vulnerable and instead reach to accomplish our goals. With Mr.
Marrs story we are shown how it is possible to balance our personal and professional lives, and
succeeding in our careers.

So as you can see, Pima Medical institute effectively supports their argument and effects
many individuals across the world through their use of logos, ethos, and pathos in their ads. PMI
provides students with great qualities that are beneficial to their education and they make it clear
that they are the answer to many of our needs. Their ad facilitates our decision-making and truly
inspires us to do what is best for ourselves.

Strong

Good

Needs Work

Weak/NA

Cover Letter (10)

10

Introduction (10)

10

Explanation of concepts (5)

Summary of text (5)

Ethos (20)

20 19 18

17 16 15 14

13 12 11 10 9 8

7-0

Pathos (20)

20 19 18

17 16 15 14

13 12 11 10 9 8

7-0

Logos (20)

20 19 18

17 16 15 14

13 12 11 10 9 8

7-0

Conclusion (10)

10

Bonus awesome point (+1)

Total:97 /100