0:01-0:02 The video begins with a close up of a dinner-size plate that appears to be only half finished. We can assume the meal being eaten is dinner since the plate has peas, macaroni and possibly chicken on it. The food also appears to be rather homemade and not too elaborate in its presentation. It seems that someone had eaten half the contents of the plate; leaving the other half scattered about the plate. The silverware had been left on the plate with the handles outward, away from the contents of the plate. This obvious attempt to keep the handles of the silverware clean implies that the person eating the meal will return to continue eating. A single fly lingers on the plate giving off the impression that whoever was dining has been absent for a significant amount of time. The room is very dim, implying that it’s later in the day. The half-drank glass of milk next to the plate shakes just slightly as if a door was just slammed. A crumpled up napkin sits alongside the plate as if someone had thrown it down in a hurry. It appears that this plate is not located in a restaurant, rather a home. The worn, wooden table, simplistic silverware, and smorgasbord of foods on the plate imply this is a casual home cooked meal. This scene automatically appeals to the pathos of the viewer since it’s a comfortable, familiar setting. The unexplained contrast between the careful placement of the silverware and the lengthy absence of the individual targets the viewers’ logos.
0:03- 0:13 The camera pans to a middle aged man sitting across from the unattended plate. He appears to be a working man, dressed in a shirt and tie. The fridge behind him is covered with cards, calendars, sticky notes, and artwork, implying that this man most likely has children. The lines in his forehead suggest stress or perhaps are just the result of age. No other parental figure is featured in the clip and since dinner is commonly eaten together as a family, it’s implied that this man is a single father. He glances upward with an irritated, tired expression on his face. The direction of his gaze seems to point to the ceiling or top corner of the room. He then glances back down at his plate only before quickly glancing back upwards towards what perhaps could be the upstairs of his house. The man winces as if a loud or startling sound just occurred. He clenches his jaw and looks away with a distressed expression. He looks off into the upward direction of the room one more time and lets out a deep sigh as if reflecting on what had just happened. By creating this visual of a working class man raising children on his own, they are appealing to the viewer’s ethos. Who’s more trustworthy than a hard working single father? The upset expression on the mans face appeals to pathos.
0:14- 0:21 The camera pans backwards revealing the entire table the man is sitting at and more of the room. We see that the man is in what appears to be a middle class home; no lavish furniture or appliances. The man is again looking up at what we assume to be the upstairs of the house. He utters only a couple words while still looking in this direction. At 0:16 the words “Never stop being a dad.” appear on the screen, implying the other individual is his child. He then slowly lowers his gaze until a notification on his phone pulls his attention back to the table and he grabs his phone. The careful selection of scenery adds to the ethos appeal. By demonstrating that this man lives an average, middle class lifestyle, he is instantly more relatable and seems credible. The pathos of the viewer are also targeted through the text on screen. A vast majority of viewers either are a father figure to someone else or have a father figure in their lives. The impact of “never stop being a dad” is that the viewer is forced to imagine either not having their father figure in their lives or no longer being that figure to someone else.
0:22-0:23 The screen pans to a close up of a text message conversation. The most recent incoming text message reads: *heart icon* U 2. This response indicates that the man was previously telling his child he loved them. The heavily abbreviated text reflects the youth of the individual; perhaps a tween or teen. Once the viewer understands the age of this man’s child, the confrontation from earlier comes without surprise. This short frame of the phone screen automatically appeals to pathos by demonstrating the bond between a father and child.
0:24-31 The camera pans back to the man’s face. After reading this heartfelt text message, he appears to look relieved, much different than the beginning of the clip. He shakes his head as a subtle smirk creeps across his face. He pops what appears to be a french fry in his mouth and continues to shake his head as he chews. Finally he glances back up to the upstairs of the house, where we assume his child has been residing. This scene is relatable for parents, as well as children, since it is common for parents and teens to have disputes. The ad suggests that although being a father isn’t always easy, it’s well worth it.