Visual Rhetoric- clementine

[0:00-0:001] What we see on the screen in the first second of the video is the front of a house which looks like an average middle-class home. It is not too big nor too small. There is also table on the front deck with four chairs surrounding it with a grill right near it. The fact that the table has more than two chairs could lead us to the conclusion that there could be a family living in this home. On the front lawn, the grass is still green and the trees around the house look green with tints of orange in it. We could assume that it is the beginning or end of summer. Then, someone appears to have turned a light on inside the house. All of the lights in the house were off prior to the one light turning on. It is also cloudy but light outside. Since a person in the house turned a light on after all of the lights were off originally, that tells the viewers that it could be morning. This scene sets the setting to a comfortable, normal home which most viewers could relate to and it appeals to their ethos. 

[0:02-0:04] The camera is now inside a refrigerator pointed towards the doors. In the refrigerator we can see there is fruit, orange juice, and milk. A man opens the refrigerator doors and scans what is inside the refrigerator. The man is wearing what looks like a comfortable shirt and a robe which leads us to think that they are probably pajamas since it is morning. This scene appeals to the viewers logos because it re-enforced what we hypothesized in the first second of the video. 

[0:05-0:08] In this scene, the camera is now in the kitchen showing a kid standing behind the man in front of the refrigerator. The kid is wearing comfortable clothes like the man, so this makes us assume that they live in the same house therefore the man is the kid’s dad. Since the kid is standing behind the father while he is looking in the refrigerator, this tells us the father is probably making breakfast for him. The man grabs milk out of the refrigerator and quickly passes the milk behind him to his kid. The man then playfully throws a spoon in the air behind him and the kid catches it. Since the kid was just standing there and was prepared to catch everything the man threw at him, this tells us that this might be an every morning fun routine. A mother figure is still absent in these clips so maybe the kid is used to his father feeding him breakfast every morning and this is why the kid seemed prepared for his dad to throw everything at him. This visual persuades the viewers ethos by letting us feel like the father-son bond is very healthy and fun. 

[0:09-0:11] The father starts moonwalking and dancing while the son is sitting down waiting for breakfast to be served. The kid’s facial expression is pretty bland and unbothered by his father’s silly actions, so this tells us that the kid is used to his father acting silly in the morning. The man grabs a cereal box and before he pours it into his son’s cereal bowl, and he waits for his son to touch his hand before he continues his dancing. This shows us that the father wants his son to be happy even though his son is used to his father’s silly behavior in the morning. Every parent wants their child to feel comfortable and have fun in their own home, so this scene speaks to parents’ ethos. There is also drawings and paintings on the walls of the kitchen so that tells us that this family really cares about their kids. 

[0:12-0:23] The son hits the father’s hand to indicate that he wants his father to give him cereal but to also continue dancing. When the son hits his hand, the son smiles and shakes his head. This tells the viewers that the father is silly normally and the son is used to this behavior. Again, this indicates that the father wants to be involved with his son every morning since the kid’s reaction to the fathers dancing showed us the son is used to it. The father continues to dance around the kid with the cereal box in his hand. He slowly dances away from the son and moonwalks out of the kitchen. The kid is visibly seen smiling while the father is doing this. By the kid smiling and facial expressions, we can tell that he doesn’t find his dad annoying, but he appreciates him dancing and making him happy. 

[0:24:-0:30] As the father dances out of the kitchen, a text appears on the screen that states, “Make a moment”. This implies that since the dad was dancing and making his kid happy, he made a difference in the kid’s morning and also created a memory for the kid. The camera pans to the kids face and he is smirking and looking where his father danced away. His facial expression looked like he wanted to communicate that he really appreciates his dad and how loving he is. This creates a persuasion to the viewers pathos who have good parents because this ad shows that they should appreciate them more. Then the screen displays a hashtag that says “#DancelikeaDad”. This hashtag encourages dads watching this ad to be more loving or continue to love their children just as much as the dad loved his kid in this ad. This ad also tells dads that their kids appreciate the little things that they do more than dads think. 

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