Morgan Spurlock's Super Size Me

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The documentary, directed by Morgan Spurlock known by “Super-Size Me (2004)”, begins presenting a historical comparison between the different types of marketing that have been used throughout human history. First, it presents vintage techniques that were used by corporations in the past. Then, it calls attention to the huge transformations in advertising following the invention of television and internet during 20th and 21st century. This produced a new type of marketing called product placement which is defined as a “paid product message aimed at influencing movie audiences via the planned and unobtrusive entry of branded product” (Balasubramanian’s 1994). This is the main topic of discussion throughout the complete documentary.
Spurlock, …show more content…

This is an example of a rhetorical technique defined as Kairos “acknowledge and draw support from the particular setting, time, and place that a speech occurs” (Purdue OWL 2012), with the use of this the author endorse a huge importance to the main issue because it is presented as a modern topic. Even though product placement has existed since 19th century Gurevitch (2010), this sets an example in how it is possible to use a rhetorical resource plus a certain degree of the manipulation of the truth to give appeal to the targeted population for buying the …show more content…

For example, the fact that “75% of the marketing business is managed by 4 big companies” (Spurlock 2012), leads to the deduction that this is an oligopolized industry. And an apparent oligopolized industry can have a negative perception by the population, and this is exactly what Spurlock is looking for.
Actually, Logos is wide used by directors and producers. Why? Because humans are rational creatures and our beliefs follow a rational path. With this in mind it is not necessary have a lot of arguments to explain why this a useful resource. Humans need to be convinced and there is no more powerful persuading tool that those who appeal to logic. Basically the deduction that Spurlock shows is companies want only money and can do whatever is necessary to obtain that, if this statement is true all these big companies are malicious and the techniques used in marketing are

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