The Romney-Ryan campaign presents its advertisement Strong...

The Romney-Ryan campaign presents its advertisement Strong America as an appeal to logos, which is intended to convince its audience by reasoned argument. In conformance with the teachings of Jib Fowles in his â€Å"Advertising’s 15 Basis Appeals†, the political advertisement is, really, though, an appeal to pathos or its audience’s more easily moved passions. If the ad makes any ethos appeals at all, these appeals are co-opted as subtleties or subliminal suggestions within its more overwhelming overt pandering. Strong America was released in wake of the Obama administration’s proposal that draconian cuts be made to the U.S. military budget. The ads arguments are broadly directed at the general electorate and, more, specifically, towards its†¦show more content†¦Army General Tommy Franks, U.S. Navy Admiral Timothy Keating, U.S. Army General Hugh Shelton and U.S. Marine Corp General James Conway. 2 of these officers, who are Generals Frank and Conw ay, are quoted either visually or audibly arguing that Obama’s defense cuts are bad policy that threatens America’s security. First, without some qualification, the ad’s statement that â€Å"America’s military leaders agree† is likely to wrongly cause its audience’s hasty generalization that all military leaders agree with its statement in argument here. Moreover, this argumentative conclusion does not even follow from the support of the just 4 cited officers or is, in other words, non sequitur. The political advertisement here argues that the defense cuts will be devastating to the financial security and welfare of American military personnel and their dependents. The officers state, instead, that the cuts are devastating to the nation’s defense preparedness. Overall, one observes here a scare tactic intended to cause the segment of the ad’s audience, which consists of active duty military and their families, into voting again st Obama without any substantiation of its exaggerated claims of potential harm to them from his policies. The sad thing is that this November 6th election eve scare tactic, discrediting of the Mitt Romney campaign’s intellectual integrity, is likely largely wasted anyway. Most military personnel have already voted much earlier by absentee ballot.