This week's latest episode of Rhetorical Analysis LIVE! is provided thanks to my wonderful wife, who gave me a few minutes (bless her unselfish heart!) to get off of my procrastinating carcass and write. She's a peach, and that's a fact.
In order to really get this one, just like the last, the reader must first view the video at the following link: http://youtube.com/watch?v=4U-dYleBVFo . For reference, or if the link doesn't work, this commercial is promoting FedEx's Ground Shipping service, titled "Not What It Seems" on YouTube.com.
Now that you are properly prepared and the topic is perfectly plain, let us dive right in.
The argument in this commercial is that given all of the alternatives for sending packages, one should choose to use FedEx Ground shipping. Simple as that, without all of the sugar coating and hype. You, the interested viewer, cannot help but choose FedEx's Ground shipping, or you would be making a mistake.
Now, the audience is a bit harder to identify. FedEx's primary target for this commercial is obviously businesspeople, but that isn't specific enough is it? Those who would be interested in this service, and so the commercial, would be those involved in a business' shipping and postal department or division or section or whatever. To get even more specific, it would be most suited to those who are looking for a new mode of shipping, one who is currently dissatisfied with their shipping or postal company. Anyone else might just find the commercial memorable for its other qualities, humor in particular, and forget about the actual service offered. They might completely miss the point that there is an argument at all!
The methods employed are few but substantial. Firstly, the idea is presented that "ground shipping" is not as slow as one might initially think. In fact, the commercial asserts, it is quite fast and might be faster than what you, the viewer, might currently be using. Secondly, a hearty dose of humor is used to reinforce that fact that one cannot judge something based solely on its name (or in this case, his or her name). The humor makes the commercial memorable - you may even feel inclined to quote it later on - yet isn't so funny or humor-focused to take away from the content and purpose of the commercial itself. Thirdly, the presentation is simple, and foceses on the name brand of the service provided. It's FedEx, and you know it.
This is an effective commercial. It would strike the target audience well, and might even persuade those who don't think they need to change their current business plan or shipping methods to reconsider. The humor - effective humor, mind you, which doesn't detract totally from the seriousness of the service or company - causes the viewer to internalize and remember the commercial. Effective with a capital "Eff."
Well said, Mr. Turkeyneck.
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