"The Things You Carry"

Popular truck companies create commercials using rhetorical appeals to persuade the audience their truck is more tough and sturdy than the other leading name brand trucks. I picked the Silverado HD commercial that we have all probably seen at some point while watching TV. I found this commercial on YouTube but it is commonly played on many TV stations.  

The most well known claim by Chevrolet is that their trucks are heavy duty and can drive through just about any terrain. The evidence to support this claim is shown by the truck powering through the mud, dirt, rocks and over branches while hauling a large construction machine.  The commentator also supports this claim by saying “We gave it a new fully boxed high strength steel frame”.  

The commercial ends with the man pulling up to a day care center to drop off his infant son and the commentator states, “Because the things you carry are even heavier than the things you haul”. This appeals to pathos because the audience can relate to how precious children are whether they have children of their own or not. The commercial also appeals to the logos of the viewers because they show that the truck is sturdy and state that it has “hydraulic body mounts for a smooth ride” which persuades the audience to buy their truck.  I think the warrant in this commercial is that the audience first and foremost wants a safe vehicle. Chevrolet uses pathos and logos to persuade the viewers that their truck has the best features and it is a safe vehicle.