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Frankie Sotelo Sotelo

Corina Lerma
RWS 1301
3/9/2020 Rhetorical Analysis of Global Warming video by Quercus
Introduction

The video that will be analyzed is titled, “Global Warming,” made by a group known as

Quercus that shows the potentially drastic effects of global warming. In the video, a monkey,

polar bear, and kangaroo, all are depicted as sad and on the brink of suicide. As the video

progresses, they eventually take their own life due to their destroyed habitat with a message that

appears at the end saying, “If you give up, they give up. Stop global warming,” followed by their

group insignia (Quercus). The main focus of this essay will be to analyze the commercial’s use

of rhetorical appeals such as logos (appeal to logic), pathos (appeal to emotion), and Ethos

(appeal to the credibility and authority of the presenter/group).

Purpose of The Visual and Its Message

The purpose of this commercial is to raise awareness and gain support in the effort to stop

global warming while demonstrating the effects it will have on the environment if it gets out of

hand. The commercial is also intended to gain recognition for their group known as Quercus to

help provide further support of their specific group. By using animals along with the theme of

suicide and the message at the end, it makes the audience feel accountable for the outcome of

global warming in the future as well as the effects it has on the environment. This feeling of

accountability further promotes a response from the audience to make changes in their lives and

promote efforts to stop global warming.

Audience

The intended audience of this video is everyone in the world who cares for animals or the

environment. The entire premise of the video revolves around the way global warming affects

the animals and the environment they live in. By giving the animals in the video a sad demeanor
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leading up to their suicide, and by showing their destroyed environments, people that have an

emotional connection with animals or enjoy the outdoors will have a greater feeling of remorse

and will be more inclined to change. The audience could also include people already against

pollution or the use of fossil fuels. This video could give them more motivation to continue their

advocation for a cleaner environment.

Ethos

The group, Quercus, is based in Portugal and aims to bring up environmental issues both

in the area and any unjustified/unlawful actions that impact the environment in a negative way.

That being said, because the video is made by Quercus, it adds credibility to the issues depicted

in the video and gives viewers a notion that there are people and groups in the world trying to do

something to stop the effects of global warming on the environment. This may even give the

viewer more incentive to help promote Quercus and join their organization or to promote their

message by sharing the video.

Pathos

The main technique used to persuade the audience was through the use of an emotional

response (pathos). The video in in its entirety is very somber due to the depictions of the dead

environment and the suffering of the animals as well as their deaths. The quote at the end, “If

you give up, they give up. Stop global warming,” further pins the suffering of animals and the

environment onto the viewers by giving the viewers a sense of responsibility to the animals as if

their lives are in our hands. The video also plays gloomy music in the background to amplify the

emotional response of the viewers. All these aspects in the video come together in an effective

way to heavily influence the emotions of the audience and get them to support the cause against

global warming.
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Frankie Sotelo Sotelo
Corina Lerma
RWS 1301
3/9/2020 Rhetorical Analysis of Global Warming video by Quercus
Logos

The only type of logical influence in this video was the possible effects of global

warming such as the depletion of ice caps depicted in the scenes with the polar bear. This was

also shown through the destroyed environments with the monkey and kangaroo due to the earth

which, overall, seemed scorched and absent of life other than the animals displayed. The

statement at the end is also logical in a sense because the actions of humans will determine

whether global warming will worsen or not. Other than that, no logical influence was used in the

video.

Analysis

Overall, the video was very effective in persuading the audience into supporting the cause

to stop global warming. This goal was mainly achieved due to the videos heavy reliance of

pathos to appeal to the emotions of the audience. By depicting the animals being devastated by

their destroyed environment and having themselves commit suicide at the end, the video shocks

the audience while making them feel bad for the animals in the video. This is most likely very

effective due to many people in the world having pets of their own which creates a connection

between people and animals in general. Seeing the possible effects that global warming has on

both the environment and its inhabitants, especially the animals, is very convincing due to the

emotional response produced through the video. However, people that would be more logical

when viewing the video would see the act of animals committing suicide a bit absurd which

might throw them off from being persuaded into supporting the cause. The only thing that would

get their attention would be the environments depicted and the message at the end of the video.

Conclusion
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In conclusion, the videos use of ethos, pathos, and logos were very effective in

persuading the audience into supporting the notion of the video. The video was mainly meant to

influence the people who have an emotional connection to animals or the environment and

through the use of pathos, the video was able to accomplish that in order to gain support.
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Frankie Sotelo Sotelo
Corina Lerma
RWS 1301
3/9/2020 Rhetorical Analysis of Global Warming video by Quercus

Works Cited:

“Quercus.” Green European Foundation, gef.eu/partner/quercus/.

“Vimeo.” Vimeo, Quercus, 1 Apr. 2010, https://vimeo.com/10614372.