BP commercial

Just like any argument, it is not always obvious to the reader that the author is doing some level of persuading.  In the BP video, BP attempts to show Americans that they are working to restore the economy, environment, and those affected by the oil spill by it’s use of, rogerian argument, argument to inform, and its arguments of the present, past, and future.

 This commercial appeals to the audience’s ethical and emotional side.  The native New Orleans narrator, sad music, and serious tone throughout the commercial work to not only inform the audience, but to touch on the audience’s pathos. 

The commercial appeals to the audience’s ethos by taking responsibility on the issue; BP admits they made a mistake, but takes responsibility by proving they are working to rebuild the economy.  By providing facts about the spill and taking responsibility of the situation, BP develops it’s argument to inform.  Admitting there is a problem and having a non-biased tone helps to take a rogerian perspective to BP’s argument; by seeming non partisan, the video does a good job of acknowledging both sides of the issue, even if they may be at fault for the original crisis.            

Additionally, the video encourages the audience to listen to the “shrimp workers, hotel employees, etc.” which works to built up credibility, or ethos.  This argument appeals to members of all economic classes by referencing extremes of the people who could have been affected.  Additionally the video effectively uses arguments of the past, present, and future by comparing present day with the past in an effort to improve the future.  BP is continually looking for ways to help; this is apparent in their goals to restore communities, the economy, and the environment.  They make a very logical argument by gaining the audience’s trust by stating BP “is going to be here until we make this right.”

This commercial alone is an affective argument; however American’s with outside knowledge would probably not see BP as the “helpful” corporation they appear to be in this ad.