Artifact #1 | Neo-Aristotelian Analysis

"Did the rhetor use the available means of persuasion to evoke the intended response from the audience?"

FLEX SEAL™

Phil Swift

In March, 2011, The United States was introduced to a brand new patented, portable, easy to use spray that coats, seals and protects just about everything. Flex Seal™

Who is speaking?
Phil Swift started his career in the marketing and direct sales industry back in 1980 giving him over 31 years experience.

What is the occasion that he is speaking?
Phil is speaking to the general population watching television to tell them about a new product that has been developed to stop leakage problems around the house.

Who was/is the audience?
The intention was to speak to the general population of individuals that have a problem with leaks in their home that would like a cheaper solution. The audience ends up being everyone who has a leak or not.

What is the rhetor’s claim?
The claim is that you can save thousands of dollars on home repair by using this “handyman in a can” miracle sealing spray.

How does the rhetor appeal to logos?
The rhetor recreates a common problem. The problem is a general problem that either someone has had or will have in the future. To support the claim the rhetor shows examples of the product working on small areas and then creates an absurd problem of a boat with millions of holes, which he simulates using a screen door.

What reasoning does the rhetor use?
The rhetor utilizes deductive reasoning. He starts with a generalization that is acceptable to all the audience members, “leaks are bad and need to be fixed quickly and easily.” Then he talks about specific problems someone might face. Then he applies it to specific extreme cases to prove the validity of the product.

How does the rhetor establish credibility (ethos)?
The rhetor immediately shows the product stopping leaks in a sieve. This immediately gives him credit.

How does the rhetor try to generate emotion in the audience?
The rhetor tells his audience that their “leaky roof will cost you thousands in repairs.” Then the speaker tells the audience that if they don’t get it repaired the leaks will, “destroy your home’s foundation.” Both of these statements create emotion in the audience. He speaks about their livelihood and their home being destroyed.

The speaker also talks about how the seal is a “beautiful seal that will last a lifetime.” The statement creates emotions of beauty and strength.

What organizational structure does the rhetor use?
He uses a problem solving approach to the audience. He creates the problem or stirs up memory of the problem and then quickly and easily fixes the problem.

Does the language style help accomplish the rhetor’s goal?
The language is clear and easily followed. He uses emotional wording and speaks quickly. He articulates and phonetically accents key words. This is very effective

How is the speech delivered?
Even though there was a script the speaker appears to speak from memory. He uses gestures and actions to emphasize what he is communicating.

Was the intended effect met?
The rhetor proves that what he says is true. The success of the product is proof that he is effective. The product works and the speaker does a great job of presenting it.

BUY IT!!