Rhetorical appeals don't exist strictly for analyzing old texts. Regardless of the medium, they can be utilized or ignored by a communicator. Although digital writing may lack certain emotion and tone, a communicator can persuasively appeal to their audience. That's why emojis even exist. Even when radio was a huge medium in the 20th century, people would listen to radio show hosts because they were enticed to do so.
Logos, as Sean Morey explains in The Digital Writer, is the logic behind your argument. The "Spock" appeal - backing your argument with facts, computations, empirical data and the like (p. 43). Ethos is the credibility of the communicator to which the audience is judging. If a person has no trust in the person speaking facts, they won't believe the facts. Morey gives the example of professional basketball players wearing Michael Jordan's shoes and providing advertising for the shoe. At the same time, the shoe designers can also give testament to the shoe's quality as well to provide the reasons why they're so great (p. 47-48). Pathos plays into the audience's emotions. An audience may not be predisposed to feeling pride before a message, but a communicator can give descriptors that the audience can identify with that make them feel proud. Morey gives an example of a politician flattering an audience by calling American's hard-working and independent so they identify with her (p. 51). Kairos involves the timing of persuasion - how to make use of time to effectively make an argument. Media coverage for gun control was very prominent after any mass shooting occurs in the United States. People advocate gun control immediately afterward because of importance and relevance to current events.
An Old Spice Commercial.
Old Spice's ad campaign was very well done. A series of commercials with Isaiah Mustafa and Terry Crews that garnered millions of views - people wanting to watch the ad over and over again. It did what Old Spice wanted - people watching and caring for Old Spice. These ads first started in 2010.
The Ethos - Old Spice is a very big brand now. They weren't always that way. The first commercial with Mustafa garnered over 53 million views! This commercial above came out five years after the first one became so popular. Terry Crews had been doing a few commercials by himself with his own boisterous style. It came to be expected that Old Spice's commercials were silly and fun. This commercial still proves that Old Spice can be trusted to have a fun time.
The Pathos - The commercial plays off contention and humor. Mustafa's commercials were targeted towards women's classiness and Crews's were always about men's power. When they collide in this commercial it's a battle between the two, women and men and it goes for a contention between the two to make the watchers almost choose which side they're on.
The power of Old Spice
Logos - The viewer knows how ridiculous the entire commercial is, and Old Spice knows that. Of course men want to please their spouses, but how does a deodorant do all that? It smells good and that's what your spouse would want, so you should buy it.
Kairos - This commercial was done in 2015 after both Crews and Mustafa both had commercials with different personalities. With their "Smellitment" campaign, Old Spice continued their trend of crazy commercials and being successful at it.
In short, the purpose of this commercial is to get you to buy Old Spice - Bearglove or Timber, either way you're still buying one. If Old Spice can keep making these commercials and is obviously making profits, their product must be good. Emotionally, I feel relief from laughing because it's charming. The mild dispute in the commercial doesn't make me feel conflicted or angry. If Old Spice is selling so much deodorant and is making these great commercials, I figured I must buy one, and I did and still do since like 2012. The timing of this particular commercial was great because it brought back Mustafa and Crews together, surprisingly in a fun way.
10/10 would advertise for Old Spice.