The Deceitful Cloud A cloud can be a white, puffy object that aimlessly floats hundreds, if not thousands of feet in the air. Or a cloud can be gray and gloomy, signaling imminent showers or thunderstorms. However, the identity of a cloud is beginning to change in the modern era. In the modern era, Microsoft is attempting to redefine a cloud as being a service that electronically stores data from a large variety of sources. In particular, Microsoft advertises their new cloud service, Azure, in Fortune magazine, in an attempt to appeal to businesses that require a cloud service to store data, and to meet their consumer’s needs on the web. Though the most peculiar part of the advertisement is the comparison of weather phenomena and Microsoft’s …show more content…
new cloud storage, Azure. Altogether, these types of rhetorical expressions can be dissected by the contextual situation they are presented, the precision of its language, and its fallacious verbiage. Fortune Magazine appeals to individuals within the business world ranging anywhere from business owners to investors.
This easily allows companies to advertise their products to a select audience that may require their services, or an audience that is looking for new investment options. Foremost, the advertisement establishes ethos with the following, “Microsoft Azure scales to enable AccuWeather to respond to 10 billion requests for crucial weather data per day” (Microsoft). By providing an example of a well-known company using their cloud service, Microsoft convinces the audience with the perception of a reliable product. As a result, investors and business may be more inclined to adopt Microsoft’s service in hopes of receiving a product that can handle their business needs, like Accuweather is able to handle 10 billion requests on weather data. Contextually, Microsoft can potentially sway businesses due to the presented setting; yet, the advertisement may prove useless in its ability to sway those outside of the target audience. For example, Microsoft’s advertisement appeals to IBM’s cyber structure, but not to a farmer in the middle of Kansas. Furthermore, Stuart Hirschberg identifies one of the key elements needed in an ad, “The single most important technique for creating this image depends on transferring ideas, attributes, or feelings from …show more content…
outside the product onto the product itself” (141). Microsoft transfers these ideas, attributes, and feelings from outside the product with displays of various weather disasters. These pictures can elicit emotional responses or memories from individuals who have been involved in weather disasters. Microsoft comforts those emotional memories with; “This cloud rises to the challenge when the weather is at its worst” (Microsoft). However, this emotional appeal is directed towards business-owners who lost their business as a result of weather-related disaster. For example, when Hurricane Katrina slammed into New Orleans, many people lost their lives, relatives, homes, and businesses. Thus, Microsoft delivers an advertisement that appeals to businesses who require a cloud service to handle their data traffic, but also a comforting appeal to those who can utilize their cloud service to salvage portions of their business after a weather-related disaster. At any rate, advertisements have a tendency to use false or vague verbiage to elicit thoughts or perceptions from individuals about a product. More specifically, this type of language uses weasel words which, “Appear to be making a claim for a product when in fact they are making no claim at all” (Lutz 207). Weasel words are ordinary words; however, their definitions differ than how they are intended to be perceived. Weasel words are primarily used to establish perceptive promises that are not legally binding. This allows a company to advertise a product that may or may not deliver the results promised. Within the advertisement lies two phrases containing weasel words that relate specifically to each individual phrase, and culminate in the broader scheme of advertising the cloud service.
To illustrate, Microsoft uses the weasel words “stands” to elicit a fighting reaction in the first phrase. When in fact, the Oxford English Dictionary defines the word as, “An action or condition of standing” (“Stands”). Microsoft’s cloud service does not physically stand up to a storm, nor does it combat a storm. Microsoft uses the word as a figure of speech, while also advertising that their cloud product is able to handle any challenge a company may endure in its daily operations. Moreover, the same phrase, “This cloud stands up to any storm,” (Microsoft) includes a second weasel word: “Any.” The Oxford English Dictionary defines “any” as, “In affirmative sentences it asserts concerning a being or thing of the sort named, without limitation as to which, and thus constructively of every one of them, since every one may in turn be taken as a representative.” The word “any” is a weasel word due to vagueness. The advertisement doesn’t differentiate between types of storms, nor does it promise to effectively deal with “any” storm. Instead, it can confront any storm or issue, though solving that issue is unclear, nor promised. The word “stands” also coincides with “any” because they both project the idea that Azure measures up to any disruption, like a metaphorical storm. As a result, the
consumer is given the perception of a promise when in fact there is no assurance of a reliable product. In the second phrase, the advertisement uses an example to stress the effectiveness of their product; however, this example contains various weasel words that undermine credibility with a trained eye. For starters, the advertisement uses the word “scales” to convey a sense of overcoming. In fact, the Oxford English Dictionary paints a different picture with the definition of “stand” being, “A succession or series of steps or degrees; a graduated series, succession, or progression; esp, a graduated series of beings extending from the lowest forms of existence to the highest” (“Scales”). For one, the text within the advertisement presents an idea of scaling over an obstacle to reach a justified end. However, the Oxford Dictionary narrows the word to a balancing mechanism, or the progression of a system over a period of time. Clearly, Azure is Microsoft’s cloud service, not a balancing mechanism, nor a graduated series of beings. Thus, we can conclude Azure uses “scales” as a weasel word to persuade the audience in believing Azure climbs over an obstacle to deliver a monumental service. Further, within the advertisement, the weasel word, “crucial,” is deviously crafted to adopt a sense of urgency within the text. On the contrary, the Oxford English Dictionary defines crucial as, “That finally decides between two rival hypotheses proving the one and disproving the other; more loosely, relating to, or adapted to lead to such decision; decisive, critical” (“Crucial”). The scholarly dictionary purports a definition that is inconsistent with the advertisements intended use of the word. Within the advertisement, the word “crucial” quickly grasps attention, primarily to focus on the urgency of needed weather data. This urgency unilaterally suggests the importance of Azure’s ability to aid AccuWeather in responding to their consumer’s needs. In addition, the background images of storms and disaster spark a sense of dire need for weather information. When, in fact, a majority of individuals check the weather to simply see whether the day will require a jacket or a short sleeved shirt. In continuation, the advertisement uses the word “rises” as its last weasel word. In the Oxford English Dictionary, the definition of “rises” is, “To reach a greater height” (“Rise”). Though this interpretation does not fit the product. Since the cloud is abstract, rather than physical, it cannot ascend, especially to challenge faulty weather. More importantly, the use of “rise” is a play on words that follows a weather theme. This theme remains constant throughout the entire ad, especially when it comes to establishing ethos with the AccuWeather example. The weasel words within the advertisement are important in progressing the theme of the article, as well as the psychological impacts of the individual words. Subsequently, the advertisement contains one clear rhetorical fallacy, a faulty analogy, which remains the central theme of the entire advertisement. Instead of establishing Microsoft’s Cloud service Azure, the advertisement disregards the product name and begins a parallel storyline with natural weather phenomena and the cloud data service. To illustrate, read the introductory phrase, “This cloud stands up to any storm” (Microsoft). The key word within the phrase is “stands.” The word furthers a theme of ascension of greater ingenuity with the use of Azure. Though the immediate similarity can be drawn to the reference between the cloud data service, Azure, and a storm. Furthermore, the second phrase also adheres to a weather theme, “Microsoft Azure scales to enable AccuWeather to respond to 10 billion… This cloud rises to the challenge when the weather is at its worst” (Microsoft). One example is the use of AccuWeather, a notorious weather service that notifies individuals of weather within their area. The use of AccuWeather provides authority for Azure as a connection between weather and the cloud service. Moreover, the phrase also states that the “cloud rises,” which plays on the impression that clouds rise due to warm air. The actual Microsoft cloud Azure does not rise, but instead continues a weather, or cloud centralized theme. The background full of weather related incidences, also advances the central theme of the advertisement. However, the central theme, being weather, is faulty in its rhetorical comparison to Microsoft’s actual cloud service. Azure is not concrete, instead Azure is an abstract mechanism to store data. Azure does not precipitate water or snow, nor is it a physical cloud that exists in nature, thus making any comparison to such an object faulty. For the following reasons, Azure is deemed a faulty analogy, whose sole intention is to seize the attention of the audience through the use of previous mental constructs. Nonetheless, the advertisement is successful in advertising a product that is playful, yet informative. The advertisement targets a select audience who may need a cloud service for their business. Then the audience is further swayed by logical examples of successful companies like AccuWeather using Microsoft’s cloud service. In addition, the advertisement targets those who were struck by natural disasters as business owners. This ties ethos and pathos together, which are among the most important and necessary applications within an advertisement. Secondly, the advertisement utilizes various weasel words to advance a central theme that is playful in clutching the audience’s attention. Lastly, the advertisement uses a faulty analogy, a rhetorical fallacy, to compare weather phenomena to the cloud service. Again, this fallacious verbiage attracts the attention of the audience with the use of weather like storms, to a data storage cloud. All of these methods combine to create a powerful ad that uses visual images to express urgency and danger, while also presenting attention grabbing phrases that instantly redefine the audience’s perception of a cloud to that of Microsoft’s version.
Soon after launch on January 28th, 1986, the space shuttle Challenger broke apart and shattered the nation. The tragedy was on the hearts and minds of the nation and President Ronald Reagan. President Reagan addressed the county, commemorating the men and woman whose lives were lost and offering hope to Americans and future exploration. Reagan begins his speech by getting on the same level as the audience by showing empathy and attempting to remind us that this was the job of the crew. He proceeds with using his credibility to promise future space travel. Ultimately, his attempt to appeal to the audience’s emotions made his argument much stronger. Reagan effectively addresses the public about the tragedy while comforting, acknowledging, honoring and motivating his audience all in an effort to move the mood from grief to hope for future exploration.
The Letter from Birmingham Jail was written by Dr. Martin Luther King Jr. in April of 1963. Dr. Martin Luther King Jr. was one of several civil rights activists who were arrested in Birmingham Alabama, after protesting against racial injustices in Alabama. Dr. King wrote this letter in response to a statement titled A Call for Unity, which was published on Good Friday by eight of his fellow clergymen from Alabama. Dr. King uses his letter to eloquently refute the article. In the letter dr. king uses many vivid logos, ethos, and pathos to get his point across. Dr. King writes things in his letter that if any other person even dared to write the people would consider them crazy.
When a person is shopping they typically are drawn to something eye catching that is either in or on the storefront. Some storefronts appeal to a very specific customer group whereas others are very general. One storefront that does a good job of pulling the attention of a fairly specific customer group is H&M. The front of this store is very modern, with clean lines that make it appear very sleek and elegant. Something else that this store does that helps them is that almost the entire storefront is made of huge floor to ceiling windows which not only go along to the sleek, modern design but it also allows the customers to see completely into the store. The front of this store helps them to attract the customer group that they are targeting because it gives off a very professional and sophisticated vibe that goes with the type of people that shop there. The floor to ceiling glass windows also help the store attract customers because it
When it comes to advertisement, every company’s goal is to come up with the best way to get their product out there and make their product look better than their competitors. Now, there are different ways in which companies can advertise their product. Microsoft, a well-known and valuable company, produces items such as personal electronics (i.e., cell phones), computer software 's (i.e., Windows), and additional items like Xbox, Bing, and Skype, but Microsoft is really known for Microsoft Windows (Microsoft US | Devices and Services).
In 1729, Jonathan Swift published a pamphlet called “A Modest Proposal”. It is a satirical piece that described a radical and humorous proposal to a very serious problem. The problem Swift was attacking was the poverty and state of destitution that Ireland was in at the time. Swift wanted to bring attention to the seriousness of the problem and does so by satirically proposing to eat the babies of poor families in order to rid Ireland of poverty. Clearly, this proposal is not to be taken seriously, but merely to prompt others to work to better the state of the nation. Swift hoped to reach not only the people of Ireland who he was calling to action, but the British, who were oppressing the poor. He writes with contempt for those who are oppressing the Irish and also dissatisfaction with the people in Ireland themselves to be oppressed.
Pollan’s article provides a solid base to the conversation, defining what to do in order to eat healthy. Holding this concept of eating healthy, Joe Pinsker in “Why So Many Rich Kids Come to Enjoy the Taste of Healthier Foods” enters into the conversation and questions the connection of difference in families’ income and how healthy children eat (129-132). He argues that how much families earn largely affect how healthy children eat — income is one of the most important factors preventing people from eating healthy (129-132). In his article, Pinsker utilizes a study done by Caitlin Daniel to illustrate that level of income does affect children’s diet (130). In Daniel’s research, among 75 Boston-area parents, those rich families value children’s healthy diet more than food wasted when children refused to accept those healthier but
A rhetoric analysis can be defined as the breakdown of components used to make a persuasive argument or judgment on a particular subject or topic. The ability to make a conclusion or decision on a given thought or idea in a moment of seconds is a result of rhetorical analysis. “Because media rhetoric surrounds us, it is important to understand how rhetoric works. If we refuse to stop and think about how and why it persuades us, we can become mindless consumers who buy into arguments about what makes us value ourselves and what makes us happy”. In Carroll’s essay “Backpacks Vs. Briefcases: Steps toward Rhetorical Analysis”, she discusses the nature of rhetorical analysis, how it affects our everyday lives and explains the role context plays.
In a quote by John Mill, “Does fining a criminal show want of respect for property, or imprisoning him, for personal freedom? Just as unreasonable is it to think that to take the life of a man who has taken that of another is to show want of regard for human life. We show, on the contrary, most emphatically our regard for it, by the adoption of a rule that he who violates that right in another forfeits it for himself, and that while no other crime that he can commit deprives him of his right to live, this shall.” Everyone’s life is precious, but at what price? Is it okay to let a murderer to do as they please? Reader, please take a moment and reflect on this issue. The issue will always be a conflict of beliefs and moral standards. The topic
In a persuasive essay, rhetorical appeals are a very important tool to influence the audience toward the author’s perspective. The three rhetorical appeals, which were first developed by Aristotle, are pathos, logos, and ethos. Pathos appeals to the emotions of the audience, logos appeals to the facts or evidence and ethos exhibits the credibility of the writer.
The movie trailer “Rio 2”, shows a great deal of pathos, ethos, and logos. These rhetorical appeals are hidden throughout the movie trailer; however, they can be recognized if paying attention to the details and montage of the video. I am attracted to this type of movies due to the positive life messages and the innocent, but funny personifications from the characters; therefore, the following rhetorical analysis will give a brief explanation of the scenes, point out the characteristics of persuasive appeals and how people can be easily persuaded by using this technique, and my own interpretation of the message presented in the trailer.
In this passage from Everfair, Shawl shows that while riding her bicycle is a thrilling experience full of danger, it is precisely because of this that it brings Lisette joy. Through symbolism, sentence fragments, compounding words, and imagery, Shawl conveys that riding her bicycle is a powerful and liberating experience for Lisette as a young woman living in the late 1800s because it allows her to escape from the societal pressures of her time. Shawl uses vivid imagery throughout this passage to illustrate the danger of riding her bicycle and show that amidst this danger, Lisette finds joy. Shawl describes that “insects buzzed about her exposed skin, her face and hands and wrists and ankles, waiting to bite.” When Lisette started riding her bike, it was on a road that was “stony” and “rutted.”
In this short story “A & P”, John Updike uses setting, tone, metaphor, characterization, and simile as literary techniques to express the meaning of wrong desires of a teen boy. John Updike was one of the most successful authors. John Updike wrote “A & P” in 1961, the story was based on Updike experience at the actual A & P store in Massachusetts. The story talks about a teen boy name Sammy, he notices three girls who have walked into the A & P grocery store, only wearing bathing suits. Sammy gets so distracted by the girls that he cannot remember if he rang up a box of crackers or not. Sammy clearly notices the other customer’s reactions to the half-dressed girls, and the author uses literary techniques
Jonathan Kozol revealed the early period’s situation of education in American schools in his article Savage Inequalities. It seems like during that period, the inequality existed everywhere and no one had the ability to change it; however, Kozol tried his best to turn around this situation and keep track of all he saw. In the article, he used rhetorical strategies effectively to describe what he saw in that situation, such as pathos, logos and ethos.
Director Steven Spielberg and auther Markus Zusak, in their intriguing production, movie Saving Private Ryan and book The Book Thief, both taking place during World War II. However , in Saving Private Ryan Spielberg focus on a lot of complications that occur during war , but guilt was one difficulty that stood out to me. Zusak, on the other hand , showas that having courage during war can be a advantage and also an disadvantage depending on the situation. Both director and author grabed the audience attention with emotional and logical appeal.
In cloud computing, the word cloud is used as a metaphor for “the internet”. So the cloud computing means “a type of internet-based computing”, where different services such as servers, storage and applications are delivered to an organization’s computers and devices through the internet.