Speech Outline

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.