Greeting
How many of you have ever felt comfort in doing something if
other people you identify with are doing it too?
Thesis Statement
Becks Hybrids uses their company image to relate to their
intended audience through multiple types of advertisement. In all of Becks advertisements there are two
major rhetorical situations that stand out and are key in the success of the
advertisements. Those two situations are Ethos and Pathos and when I asked a
local seed dealer in my home town about Becks he shared with me why he thought
Becks was unlike any other seed company around.
Overview
To explain the reasons for the success of Becks’
advertisements I will give example of specific rhetorical situations in each
piece of advertisement. I will begin by
sharing the use of Ethos and Pathos in Becks 2015 Product Guide as well as in
their Tailgate talk commercials and series “why I farm.” Finally I will explain how their
advertisements aren’t just all talk. To
do that I will use a farmer in my community to share how they aren’t just commercials,
but rather a way of life for Becks Hybrids.
Transition
First let’s look at how they use Pathos and Ethos in the
2015 Becks Product Guide.
2015 Product Guide
·
Use of Ethos
o
Farmer reviews on the company
o
Well established company
·
Use of Pathos
o
Faith, Family, Farming
Tailgate Talk
·
Overview of the commercial
·
Use of Ethos
o
Ordinary farmers talking
o
“you can talk to the owners face to face
Why I farm Series
·
Overview of the series
·
Pathos
o
Becks Cares
Becks Seed Dealer
From my town
·
Background of source
o
Agronomy Degree
o
Seed rep for Syngenta 10 years
o
Visited becks 30 years ago
·
Difference of Becks
o
“Fuzzy feeling”
o
Small town business feeling
Conclusion
Summary of Main
Points
Becks does a great job of balancing it use of Ethos and
Pathos in their advertisements with using Ethos in Becks 2015 Product Guide and
Tailgate Talk commercials and complimenting the Ethos with the Pathos in the
Why I farm series. Lastly Mark Boshart’s
perception of Becks shows us that they aren’t just commercials instead they are
the Becks way of life.
Restatement of Thesis
Now that I have shown you not just the use of Ethos and
Pathos and their role in the success of Becks advertisements but in addition I
have shared how they are more than just something they advertise. In Mark Boshart’s words “It’s a way of life
at Becks.”
Clincher
Many advertisements on TV are just that, an advertisement. But when I see a Becks commercial I think of
it as more of a documentary on the company or something that tells the real
story of the company not just a fake picture of the company to make you shop
there.
