Rhetorical Analysis Of The Fourth Of July

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The 4th of July is a major holiday in the US for feelings of patriotism and love for the country. This ad released by Ancestry.com highlights a significant event in US history, the signing of the Declaration of Independence, and in a way makes people think about the world we live in and the importance of diversity and equality. It was released on June 29th, 2017, in time for the 4th of July when many people’s attention is directed towards similar themes. With this timeline and style, it uses the rhetorical appeals of ethos and pathos, to appeal to people’s sense of curiosity and their beliefs, in order to get people interested in purchasing their service. The advertisement “Declaration Descendants” released by Ancestry.com represents many different …show more content…

In the “Declaration Descendants” ad we see many different social groups represented in a professional way. We see men and women, young and old, and all different kinds of ethnicities and lifestyles represented. This gives the opportunity for all viewers to feel included and represented because there is a character for everyone to relate to. Ancestry.com shows that they believe in the positivity of diversity by showing many different people in strictly positive ways. The people are represented as confident, professional, intelligent, and serious based upon their clothing and what they are saying. The Declaration of Independence is important and the voices reading it are just as important. The diversity of people reading the key phrases shows the importance of that diversity. At the end of the ad, after all the different people have been shown, text on the screen says that everyone assembled is descended from a signer of the Declaration of Independence. This is a powerful message because, at this point in the ad, everyone has connected to at least one person shown and now they can connect that to Ancestry.com and the curiosity of who their ancestors could be. By creating the emotional connection between the people in the advertisement and their audience, Ancestry.com is able to sell their service. The connection appeals to the viewers’ beliefs, values, and curiosity. They also present the …show more content…

The use of many different social groups shows that they support diversity and believe that it makes us stronger as a nation. By presenting these values, they can appeal to people that have similar values and may use that to influence their decision to purchase this service. Diversity also shows people that anyone could be descended from a founding father. They use this to appeal to people’s sense of curiosity and keep people of different backgrounds from excluding themselves due to ethnicity. To appeal even more to people’s sense of curiosity, at the very end of the ad they show their catchphrase, “Unlock your past. Inspire your future.” This phrase makes people even more curious by adding a bit of mystery and implying that your ancestors can impact your future, and therefore, draws people even more to their service with the impression of your future depending on it. Overall, these things all make this advertisement particularly strong and something that draws people’s attention and

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