The importance of using rhetorical techniques when you want to convince your audience
Rhetorical techniques are everywhere in our life, like when children want to get their favorite toys, they may cry or beg their parents; like when a teenager wants to have a part time job, he or she will explain the advantages of working in his or her free time... Crying, begging, and explaining are rhetorical techniques. The rhetorical techniques I want to talk are using in the academic fields, like writing, making a speech, and communicating. Ethos, Pathos, Logos, and Kairos are normal ways to convince people.
Rhetorical techniques in the advertisement
Pathos -- using feelings, desires, or fears to influence readers
In this video, the background music sometimes hurried, sometimes soothing so that it is easily to make audience become nervous and curious for the remains of context of this video. In addition, audience can feel sad, happy, or struggled as the music playing.
Different facial expressions of people who speak in the video can express different meanings. For example, when parents are talking about their daughters' marriage, they frowning, which means they worried about their daughters.
Ethos -- using the reputation, experience, and values of the author or an expert to support claims
Filial duty, which is a traditional culture in China, it is convincing to most of Chinese. In ancient China, Children should obey any thing their parents' said, whatever it was wrong or right because they need their parents blessing. So, we still can get some information in this video of the limitation of Chinese traditional culture. For example, at the beginning of the video, a father said "I won't die in peace unless you are married". What a stressful sentence it is!
SK-II as a famous company, this advertisement will influence a lot of people, especially the women whose age is around 25-40 years old because it is time to protect their skin.
Logos -- appealing to readers' common sense, beliefs, or values
Logical thoughts are showed by people's talking in the video. Different groups of people have different thoughts. The group of women explain why they not get married, some of them have not found their true love yet and they do not want to marry somebody they do not very like; some of them even do not plan to have marriage, they enjoy their single life. After that, interviewees become their parents, and they say do not get married or marry someone too late disobey filial duty. Parents hope their daughter could marry a man as soon as possible and have their own children. This is a continue of life.
Tips of how to use rhetorical techniques in right ways.
Don't notice your audience's age. You use some popular International worlds, but your audience are over 60-year-old.
Use the wrong background music. You use a sad song when you want to talk about a good thing or a joke.