Ad

Verecundiam
By Kayla Briceno and
Alice Antony
An appeal to authority. (Figures prove is
a variation.)
Shevlin, Ron. "The [Not So] New Hierarchy Of Needs In Banking." The
Financial Brand, Jeffry Pilcher and Jim Marous, 2 Oct. 2014,
thefinancialbrand.com/47308/the-not-so-new-hierarchy-of-needs-in-ban
king/.
 https://www.youtube.com/watch?v=foL The companys logo is a sprouting tree which
9gfbfweY symbolizes new beginnings, opportunities, and
growing success. The logo may also be seen as
depicting a human who appears to be joyful and
triumphant with their hands up high above their
head. Both the companys logo and their name
have a cloudy white border as their
background to highlight the company and
to illuminate hope and brighter days for
those who choose to side with their
doctors.

The hands in the pocket,

the hands placed over
each other, and the
hands on the waist poses
offer a casual
environment, drawing in
the viewers by making
them less stressed about
medical visits. The
relaxedness of their The use of the term TV Doctors of
expression and posture America and the casting of several
also offers a comforting, actors from medical shows gathers
reassuring feeling. the attention of many TV viewers
who watch medical shows. This
appeals to both emotion and
authority through the use of love
The white coat
mark and ad verecundiam.
symbolizes the
(commercial advertisement)
authority, experience,
professionalism, and
"TV DOCTORS OF AMERICA Finalist in TWITTER PARTNERSHIP." knowledge that the
staff of Cigna Medical
Shorty Awards, 2016,
Group have to offer.
shortyawards.com/9th/tv-doctors-of-america-2.
Advertisement Analysis:
Doctors and leaders of the Cigna Medical Group gear this advertisement to all audiences in hopes to persuade the
viewers to choose Cigna as their annual healthcare providers through the use of well known TV Doctors of
America. This particular advertisement is effective in persuading the audience through the use of several rhetorical
elements. The commercial successfully uses love mark by displaying doctors we love from our favorite TV, who also
know little medical information , and may even be afraid of blood, all of which connect to our emotions because we can
relate to these ideas. Through the use of TV Doctors rather than actually certified doctors, ad verecundiam is at play
here because they appeal to the authority of the licensed doctors of the Cigna Medical Group since they are not
experts in the field themselves. The commercial also brilliantly displays ethos, pathos, and logos through specific
verbal statements, along with certain body gestures. The component of logos is seen towards the end of the video
when-- Go, know, and take control of your health-- is quoted by an actor, enhancing the persuasion of the viewer by
directly and logically addressing the viewers health. The pathos factor is seen through the welcoming and casual body
language, and the actors knowing little medical information, all relating back to the concept of love mark in which
viewers can emotionally connect to the advertisement being displayed. The element of ethos is seen through the quote:
We are partnering up with Cigna to help save lives, by getting you to a real doctor for an annual checkup, because the
fake doctors are convincing the audience to visit real accredited doctors. Some of the visual elements collaborate to
persuade as well, such as the logo of the company, the companys name, and the border around these elements. They
all come together to represent a body of hope and success, which their company serves to be to those who choose
them. Through all of these combined creative elements, the ad evidently portrays the creators purpose by setting a
casual tone to put the viewers at ease with getting their annual checkups. The overall persuasive effect of the
commercial seems to be efficiently developed in using these elements because they come together in the end with a
playful spin that many viewers will recognize and appreciate, ultimately convincing the audience to side with Cigna
Medical Group since their favorite TV actors do.
 Trump denies the fact that he is considered a liar on the
grounds that he is the president. He states that because he is
the president, he isnt doing anything bad. He calls out the
reporter saying that Im president, and youre not in order
to defend his claims that he made in his political career.

Here, it states that Trump acts on impulse and is routinely

blunt. He publicly stated that he believes when the
president says it, that means its true and when the
president does it, that means it is not illegal. The president
of the United States should speak with dignity and respect,
yet Trump remains immature and lies--which gives him a bad
image.

The lies that Trump tells greatly affects his reputation and
his position as president. Citizens fear that hes a compulsive
liar and that he cant tell truth and falsehood apart.

All together, this represents a bad appeal to authority.

Trump believes he is the superior as he has all the power, but
due to the lies he tells and the way he acts, nobody appeals
to him.
Graham, David A. "Trump: When the President Says It, That Means Its True." The
Atlantic, Hayley Romer, 23 Mar. 2017,
www.theatlantic.com/politics/archive/2017/03/trump-time-interview-ex-post-facto/5
20551/.
Excerpt Analysis:
David A. Graham, a writer for The Atlantic, who covers US politics and global news; writes a well-structured article on our
president, Donald Trump. The audience of this excerpt are those who are interested and involved in politics. Age-wise, it
is probably directed to teens and up. The purpose of the excerpt is to spread word of how Trump is a liar and doesnt play
the dignified role of the United States president. Trump says I cant be doing so badly, because Im a president, and
youre not, which is a fallacy as he is saying that hes the superior because hes the president. He adds and youre not
so nonchalantly as if being rude is his reptilian hot button. Other fallacies that Trump says are when the president says
it, that means its true and when the president does it, that means its not illegal. Here, the president speaks with a lack
of dignity but believes everyone should listen as he is the superior. The subject of this excerpt is Trumps political decline.
They talk about whether he could be a good president, but he cant stop his lies. The notion that our great president lies
constantly to us is unsettling to many. People are worried that the behavior of Trump is merely ignorance, while others
are worried that hes incapable of telling the difference between truth and falsehood apart. Trumps Time interview
suggests that hes not worried about his eroding public faith to be truthful. Is this what we want out of the president of the
United States? The tone is unfortunately critical and dissenting, more like a cry for help. The overall potential effect
seems to have been delivered well through the fallacies that Trump says. The audience must feel a sense of exasperation
whilst reading this article as the news about our future president not caring as much can be a bit overwhelming.

Self-evident truths- Though the
ad itself lacks to say this, it is
clear that and you cannot deny
that he admires the product.
Overgeneralization- This
statement is not supported by
other instances of its
appearances; therefore, it leads
to an inaccurate conclusion.
Ad Verecundiam- By appealing
to an actor from a childhood
movie the ad reveals a pathos
element to it as well as love
mark because it emotionally
connects to younger
generations.
The use of the
chalkboard-like font
attracts a younger audience
and suggests a playful tone
throughout the visual.
The playful floral
background, and the multi
colored typography for
the title of the product
suggest a younger
audience.
The small music note
creates a pathos effect
to those who watched
High School Musical The theme of light
and dark is played on
throughout the text
to signify what the
socks look like
before and after the
use of the Sock
Duster (dark: socks
before, light: socks
after).
The size of the font suggests
the main focal points of the
ad, and what the audience
should show an interest in. In
a way it is trying to draw the
younger audience in by
centralizing those statements.
Original Advertisement Analysis:
Our product is a feathery brush for any dust that may collect upon a persons socks. Our product targets younger
audiences who grew up watching the trilogy High School Musical, and either crushed on Troy Bolton, in real life
Zac Efron, or aspired to be him and pursue two different desires in his life. The overall purpose of our product is to
provide our customers with a sock duster for when your sock needs some dusting, which happens quite a lot
actually. The advertisement, as a whole, uses many rhetorical elements along with three logical fallacies, in order to
persuade the audience. One logical fallacy present is self-evident truths. This fallacy is used to make the buyer feel
more interested in buying the product, as there is a quote that depicts the clear admiration of the product because
the actor himself explains why he uses it. Another logical fallacy that appears in our ad is overgeneralization, which
is used to make the customers think that they need to buy this product in order to be great. The customers would
then buy this product so they can be real wildcats just like Troy Bolton. The last logical fallacy seen in our ad is ad
verecundiam, which is used to make the buyer drawn to the product as soon as they see an actor they know very
well. Through the use of higher authorities, customers are more likely to find themselves interested in the product.
The size, font, and color of the typography were are selected carefully in order to accurately gear the ad towards
the attention of a younger audience. The use of a chalkboard like font sets the viewer in a school like setting, which
also suggests that the target audience is children. The use of multiple sizes keeps the text big and bold, in order to
make it easier to read, especially for younger audiences. The big text also symbolizes this innovative product, which
will be a huge success. The different colors are used to appeal to the viewer and to catch their eye, in simpler terms,
the ad stands out because of the variety of colors. The playful design for the background appeals to younger
children with its soft, pastel colors, and simple design, symbolizing how simple it is to use the product, even for
children. The fallacies and the visual rhetorical elements shape and support the purpose by displaying a childhood
favorite actor who appears to be in love with the product; therefore, the product is successfully being marketed to
younger crowds who are inspired by the actor. As a result, children will be begging their parents to buy this item for
them.
Thank You