Rhetorical Analysis #2: A Look at Campaign Videos

Here, we look at some informative videos on some change campaigns, including Organizing for Action, Stop Food Waste, as well as the ACLU. We can then look at the rhetorical tactics of these videos, and better understand how they attract an audience.

Organizing For Action


Organizing For Action is a non-profit campaign group that seeks to promote organizational tactics in individual communities. In many ways, I feel as though this can relate to our campaign in the sense that it advocates for community involvement on critical issues, similar to our own effort. Regarding the video explaining OFA, the audience is expected to be those interested in local organization on (mostly) progressive issues, such as gun control or marriage equality. There is no demographic emphasis in the video, as the people featured are very diverse, emphasizing inclusion when advocating for this cause. The purpose is to simply explain what the organization is about, and how the potential for such action is powerful, urging people to get involved with the cause. The author of the video is the OFA campaign, and utilizes an ethos approach to educating the viewer, putting an emphasis on progressive values that the viewer may care about, while additionally stressing the ways in which the viewer can get involved locally with the campaign.

Stop Food Waste, By the European Commission 


This campaign video was created by the European Commission in order to raise awareness for the issue of food waste in Europe. The video is interesting due to its creative emphasis on pathos, largely featuring shots of people with overwhelming amounts of food in various situations, better highlighting the issue of food waste. The audience for the video is just about anyone, as this particular campaign seeks to educate the public, and from that, greater change can hypothetically occur on the issue. The purpose, as previously stated, is to educate the public on the issue of food waste. More specifically, the campaign and the video are directed toward citizens within the European Union. In terms of context, the viewer can find explanation of the ad at the very end, with text appearing on the screen as follows: “90 million tons of food is thrown away in the EU every year”… “You can do something about it”… “It is time to move”. At the very end of the video, there is a link that appears on screen to allow the viewer to access more information on the issue. The author of the video, and campaign, is an agency within the European Union, which chose to launch this particular campaign against food waste.

Six Ways We Plan to Fight Back, By The ACLU


This video by the ACLU seeks to address the public on ways it seeks to confront the Trump presidency, while additionally encouraging others to get involved with their campaign efforts. The video most notably emphasizes ethos and logos when outlining their ways of ‘fighting back’ against president Trump, largely seeking to educate the public, as well as loyal supporters, while additionally encouraging involvement, as previously stated. The audience is most likely intended to be for supporters, but the messaging is acceptable for the general public as well, especially when encouraging further involvement at the end of the video. The purpose seeks to ultimately educate on future efforts by the ACLU, which include fighting to create a dragnet deportation force, safeguard civil rights for transgender Americans, protect Dreamers who grew up in the United States, prevent a Muslim ban, ensure funding for planned parenthood, and prevent discriminatory profiling by police. The context of such can be explained in the form of text, however there is no link or page referring where to get involved; the only thing present is text that says “join us” at the end of the video. The author of the video is the American Civil Liberties Union.     


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