Using the rhetorical triangle as your guide, complete a rhetorical analysis of this commercial. What is the argument of the ad? Is the ad effective, why or why not? Which of the three rhetorical appeals is dominant in this ad? Defend your choice.
Scarecrow Ad
PS. Do not be afraid to conduct a little research on the ad. You can read criticisms, you can look up the year it was released, etc. How was it received by the public etc?
PSS. Make sure you have read section 2, chapter 3 and have taken Cornell notes. We will have a quiz Monday or Tuesday.
Chipotle, a chain company within the United States, came out with a absolutely ingenious ad campaign targeted at anti processed food, a bold move for a chain company because chain companies are known for using pre-processed food. Throughout Chipotle's ad "The Scarecrow," not a single word is said by the main character, not even an image of Chipotle's brand was shown until the end, but how'd this ad have such an impact you might ask yourself. The ad had such an impact by addressing the three main points of rhetoric, ethos, pathos, and logos, subconsciously throughout their ad so the viewer isn't aware.
ReplyDeleteLet's start by addressing how they established their ethos. The way Chipotle established their character and goodwill was extremely impactful on how a person might interpret this ad. Throughout the ad there are images of cows being hooked up to "milking machines" and chickens being injected with chemicals to make them larger, and thus worth more to the big businesses, revealing to the viewer that they are anti chemical modification and are attempting to reveal to the viewer how big corporations treat their animals. Following this the scarecrow returns to what appears to be his farm to collect vegetables, following that he returns to the industrial city and creates a fresh food stand, for the consumer to have a healthier lifestyle. Only after that the Chipotle brand is shown briefly at the very end of the ad, meaning the initial purpose was for the people and not for the brand's influence itself.
Next, they establish their logos through applying to customer's natural tendency to search out the healthier, more affordable food in most instances. Humans have the tendency to work towards self-improvement and look at healthier eating as a mode to a healthier lifestyle, which is why there are salads on McDonalds menus, which are not actually healthier they just apply to the part of the brain that wants to improve the overall body.
I like how you mentioned in your first paragraph that the main character didn't have to say a word because the ad made an impact by using logos, pathos, and ethos. Other than the fact that Chipotle is found in more countries that the United Syates, I thought you did a great job!
DeleteFinally, but the most important part of this ad is how it applies so heavily to the consumer's pathos. The ad begins on a bright green beautiful suburban area surrounded by healthy green trees and a scarecrow to tend after the fields. The ad continues to zoom outward until it is revealed that it's the picturesque, or formally picturesque, portion of an industrial building named "Crow Foods Incorporated." Following that there are pictures of "Beef-ish" and "Cow in a Jar" being distributed to the consumers, and they don't take a second glance at this because it's behind both symbolically and literally a brick wall. The scarecrow continues on to look around finding cracks in boards revealing chickens being injected and cows in a metal box near crying because they are attached to a milking mechanism. He continues on to his home to find actual appetizing food being grown right there continuing on to give it to the general product, without it being given out behind a brick wall, but rather face to face revealing to the customer who and where they're buying this from. Following this the camera pans out and you're left with an image of interested customers and a banner saying "cultivate a better world," thus paying tribute to the farms where food should come from, not industrial businesses. While all of this is occurring Fiona Apple is singing "Pure Imagination" in the background accompanied by a strong symphony establishing an eerie tone with dips in the music, strong bass, and excellent vocals jeering the audience's emotions. After all of this occurs and the scarecrow returns home for crops there is a pick up in the music giving it a livelier tone and Fiona Apple loses the depressing tone and replaces it with a positive tone. In my opinion, the pathos is the most important part to this ad, but what I think was truly crucial to that was the use of music and how it was articulated to induce emotion, by listening to music you are opening yourself to the emotional state of the writer and how they intend to jeer you one way.
ReplyDeleteThe main purpose of this ad was not to show that Chipotle is dominant over their competitors, but that they are for a healthier lifestyle, pro-urban food, and that they actually care about what their customers are eating. The crucial part to this ad with the lack of words being used was that they established ethos, along with creating imagery, and a strong musical back tone made this ad what it was.
Reread this today and caught that I wrote the final line incorrectly, it's supposed to say "The crucial part to this ad with the lack of words being used was that they established pathos, along with creating imagery, and a strong musical back tone made this ad what it was." Sorry for the confusion.
DeleteVery well done. Im glad to see you went into detail with the pathos.
DeleteLogan you did a very good job of addressing the three rhetorical appeals in an organized fashion. I especially like how you finished in saying that Chipotle was not trying to put other companies down and say that they are better but they showed they were for a healthier lifestyle as you had mentioned. I agree completely with this statement.
DeleteIn September of 2013, Chipotle released an advertisement targeted towards processed foods. Five years later, this ad is still relevant. The ad is a short film titled “The Scarecrow” that began to spark change throughout our society. This ad heavily plays with the observer’s emotions while showing the dangers of our present society. The ad establishes ethos, pathos, and logos without the viewer realizing it. It has received many acclamations as well as a few criticisms. This ad was designed to get the viewers thinking about how we can build a better tomorrow today.
ReplyDeleteThe advertisement opens on a farm with rolling green hills covered in produce and a bright red barn. Playing in the background is Fiona Apple singing “Pure Imagination.” The image slowly looses its bright color and fades out until it can be observed that the scene is actually an advertisement on the side of a building. The main character of the ad is then shown- a scarecrow. We see the scarecrow duck into a hole in the building that opens up into a large factory run by mechanical crows. Packages are shown on the conveyor belts with the words “beef-ish” stamped on them. The consumers who receive these products at the end of the conveyor belt do not appear to be phased by the marking on the packages as they are shown eating the contents. The scarecrow then is shown fixing a board that is cracked across the word “natural.” Before fixing it, he peaks inside to see chickens being injected with a substance to make them plumper. The scarecrow is then lifted to the top of a building where another scarecrow is shown trying to repair another part of the factory. As the main scarecrow helps to fix the building, he notices cows hooked up to milking contraptions inside. The cows stare up with an expression that seems to plead, “save me.” The scarecrow then gets on to a bus and heads home. The landscape surrounding his journey home is depressing, barren, and nearly devoid of color. The scarecrow then decides to hand plant his own produce and make his own food products. He then is shown selling them under a sign that reads, “Cultivate a Better World.”
What seems to be the most critiqued aspect of the advertisement is the image of the Chipotle logo at the end of the production. Various critics have argued over the authenticity of the film. After all, Chipotle is a multi-billion dollar fast food chain. Shouldn’t they be trying to encourage the processed food industry? Others defend the ad with the reasoning that Chipotle is trying to show that they are different from mainstream processed food corporations.
The Chipotle logo at the end establishes the advertisement’s ethos. Chipotle is a food company of good reputation, thus the factor of goodwill is also established. By showing that it believes that it is time for us to change the way we produce foods, Chipotle established its moral virtue. Lastly, Chipotle establishes its practical wisdom by showing that the type of society in the ad is dangerous for everyone involved.
The advertisement establishes logos by showing the consumer what their fast food really consists of. Most people have some idea about what their food is made of, but with this ad, they are forced to fully realize the truth. This way, the viewers are already beginning to seek out healthier and better alternatives to processed foods. Chipotle has already drawn the consumer in through this logic.
I really like how you stressed that they have to begin to accept the fact of what the food is actually made of. The way you wrote this was different and very creative. All of your information is well thought out. Nice job!
DeleteI like how you pointed out that the public was not really bothered about the mistreatment of the animals, but the scarecrow was. I believe this really adds to the ethos of Chipotle, as they are represented by the scarecrow.
DeleteFinally, the ad establishes its pathos. This is the most dominant appeal of the advertisement. The audience begins the ad by feeling disgusted at the factory, especially the content of the “beef-ish” packages. The feeling of disgust for the processed food industry also continues when the scarecrow is shown trying to cover up the truth inside the factory and how the animals inside are shown being treated. This feeling of disgust can also be replaced by anger at the processed food industry. The whole point of the film is to get the audience worked up about the issues within the processed food industry with the intent that it sparks the desire to begin a change in the way we eat.
ReplyDeleteThe whole advertisement is set around the pathos. The ad is extremely effective in sparking the desire for a change. With this ad, Chipotle is trying to show that they approach the fast food industry in a healthier, more humane way than their competitors. Chipotle’s purpose with this advertisement is to show that they care about their customers and the products they are serving them. Chipotle is also trying to show that we need to find a better alternative to the way we process and produce food and animal products
I liked your analysis, but I feel as if your whole second paragraph could be broken down into how it appeals to the consumer's emotions and I know that you know how music affects people's emotions so I would definitely address that in further writing projects. Other than that your analysis was really well written and I really liked it.
DeleteChipotle is a fast food chain that is well known for the quality of their ingredients. Their 2013 advertisement, The Scarecrow, shows how important good quality ingredients are to the company. The ad focuses around a depressed scarecrow who is going about his normal day of work. The scarecrow is shown making repairs to builds to ensure that no one is able to see what is actually happening inside.
ReplyDeleteThis ad appeals strongly to each side of the rhetorical triangle. Chipotle, the creators of the ad, realized a big problem in today’s world, the lack of good quality, all natural ingredients. The ad opens with to entrance of Crow Foods Incorporated with a painting of a beautiful, flourishing farm. As the frame expands the view of a massive factory with smoke and pipes going everywhere comes into view. The ad has not even been playing for fifteen seconds and a sad, depressing feeling has already been developed inside the viewer. The scarecrow enters the factory depressed and not wanting to go to work in this terrible factory. Inside, the factory is filled with conveyor belts and what appears to be a tank for each type of animal filled with a brown, disgusting liquid. As the scarecrow moves down the conveyor belt a machine stamps a package with a label that reads “100% Beef-ish!” Chipotle now takes a viewer not exactly sure what to think and shows him a chicken factory, where chickens are getting injected with a chemical and filling up like a balloon, then the scarecrow goes to the cow factory, where the cows are squeezed into little boxes and being milked. Chipotle has developed a feeling of sadness and maybe even anger towards the way farm animals are treated.
Chipotle is a company known for it good,natural, and healthy ingredients. The Food and drug Administration, FDA, is not exactly clear on their definition of natural products. They defined natural as “a product containing no artificial ingredients or added color and is minimally processed .” “Minimally processed,” what is considered minimal? That allows for a lot of discussion on what is considered natural. Chipotle is not afraid to tell someone exactly where their ingredients comes from and what is done to them, all this information can be found on Chipotle’s website. The ad allows for little time to develop Chipotle’s credibility or ethos. The scarecrow, which can represent the Chipotle company, sad attitude can show how Chipotle feels toward chemically altering animal. Chipotle’s logo is only shown briefly and at the very end, so if the viewer were to walk away before the very end it could be easily understood that the ad was to just inform about the cruel use of farm animals. The ad does not scream, “I want to go to Chipotle right now, I need Chipotle,” but shows the good qualities of Chipotle ingredients. The ad ends with the scarecrow returning home to his farm where he comes up with a great idea. He goes into his farm, and gathers some natural ingredients that he takes back into town, where he produces a dish for a everyone. As he brings the dish out everyone’s eyes light up and they rush to get some. They instantly realize that this option is much better then what they have. People are always looking for a better option, a way to improve what they have.
This ad does not jump out and make someone want to go to Chipotle, instead it describes the character of the Chipotle Company. It might not make someone feel the need to go to Chipotle right now, but the next time they are trying to find somewhere to go, they will remember that Chipotle is the place with all natural ingredients.
I liked how you mentioned the FDA. I guess your right, they never really clarify what natural means. I thought you did a nice job describing the commercial itself. Great job!
DeleteThe quote by the FDA concerning natural products was a good insertion. The question, “what is considered minimal?” was a good way of making me think about the extent to which my food is processed. Good work breaking apart the ad!
DeleteI like your piece. The section about the FDA was a fantastic addition. Very nice.
DeleteThis analysis was fantastic! Great job! I really like all of your quotes towards the end of your piece, and how they relate the real world.
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ReplyDeleteChipotle is known to be a very tasty, healthy fast food restaurant. developed a very strong rhetoric commercial to promote their food being organic, instead of processed. The commercial “Scarecrow” was released on September 11, 2013. Therefore, this commercial is already going to be highly effective, due to the strong emotions wondering through the country. As they remember the many families who have lost loved ones, releasing this commercial may have been a great idea. I believe the commercial shows ethos, logos, and overall dominates in pathos. In fact, research says that it was designed to provide strong emotions.
ReplyDeleteThe pathos is established immediately just by the overall dusty, old look in the animated city. Next the music turns on and it’s a very touching song. The song “Pure Imagination” is what is being played in the background. This song is all about changing the world for the better, which is what I believe is the scarecrows main goal is. In fact, this song could make a person reminisce on the past with the ones who have died in the 9/11 tragedy. However, throughout the video, the scarecrow is actually frowning. Until the end, when he makes his meal of all non processed food from his home farm. They continue to show the animals. The animals all look as if they are in pain or just upset. This also grabs the audiences attention because a lot of people have a love for animals. The commercial sends a very upsetting vibe.
Ethos is shown very little, yet is still there. Chipotle is the producer of the commercial. They are trying to tell the audience that their food is all non processed food. Chipotle holds up their promises about keeping their food completely fresh. In fact, they post a few videos on their website showing exactly how their meals are prepared. Chipotle’s logo is shown at the end of the commercial.
The logos in the commercial are present as well. Inorganic food is being sold in many restaurants in the Unites States. People can and will face many problems by eating these types of foods. Obesity, cardiovascular disease, type 2 diabetes, inflammatory bowel disease, auto immune diseases, colorectal cancer, anxiety, and depression are only some of the issues many humans may face. This commercial shows a brief preview of how this process is completed. People must start to put a stop to this hazardous issue.
This production was successful in grabbing the audiences attention by using strong pathos. This commercial has been praised for the anti-factory-farming message. It has been viewed over 6.3 million times. Chipotle has changed many things in their restaurant, including ingredients, meats from animals without antibiotics, and other strict standards they are trying to follow. This commercial made a small impact on the world, but it’s a step in the right direction.
I'm glad that you established the influence that the music had in "The Scarecrow," especially because of how crucial it towards leaving an impact and overall image. I don't necessarily think the date of release was necessarily relevant to its impact although yes, the emotions were high and you never know. The final line in your ethos portion of your analysis seems a bit out of place, I feel as if it should be mentioned earlier or not just to say "hey they didn't have their logo until the end therefore this brand is better" if you're going to do that there would need to be reasoning behind this. Otherwise I did enjoy your analysis and I'm glad that people recognize the impact of music within our culture.
DeleteI like how you incorporated September 11 to mention the pre-existing emotional instability of the people. Nice job, you really thought this through.
Delete“The Scarecrow” short film was created to promote Chipotle’s difference in quality of food from other fast food corporations. It decided to do this through emotionally impacting its audience by showing, in a short animation, the controversial process of food production compared to homegrown foods.
ReplyDeleteSome of the credibility, or ethos, of this animation comes from the scarecrow. He is a reluctant worker for Crow Foods, and he is saddened by the unethical procedures used in food production. After going home to a successful homegrown garden, the scarecrow makes the practical decision of beginning his own company. This short story provides Chipotle with a certain extent of credibility in its own ability to provide its customers with quality foods.
The pathos of the audience is appealed to in a variety of ways in this ad. The background music plays a major role in appealing to the emotions. The song “Pure Imagination” was heard by millions of people in the famous Willy Wonka & the Chocolate Factory movie. In the short animation, the famous song from many people’s childhoods was used in a gloomy tone, which sparked immediate emotion by bringing people back to the time of their childhood. As the story plays out and the scarecrow finds a ripe pepper growing in his lush garden, the music picks up a more uplifting tone, which represents a change for the better. The color plot and landscape also appeal to the emotions. The shades of yellow and orange in a barren landscape offer little joy or hope to the audience. It is not until the vivid shades of green in the garden are shown with the red pepper that zeal can be experienced. The emotional elements found in this short film are what sparked the millions of conversations and attention Chipotle was hoping for.
Much of this ad portrays the contradictions of what people consider all natural food with the reality of what it actually is. This was especially evident in the scene of the scarecrow’s bus ride home when he looked outside the window to see giant mechanical crows puking pesticides onto a barren landscape just after looking at a Crow Foods poster saying, “farm fresh.” By placing a picture of what “natural food” can actually stem from, Chipotle was able to reach the emotions of its audience.
Logos was also evident in the film. In the final scene, a young boy stepped out of line from ordering factory-produced food to try the dish offered by the scarecrow. The boy saw the better food quality of this dish compared to what he would get from the factory, which caused him to make the logical decision of taking what the scarecrow had to offer.
Another key element was the crows seen throughout the film. The scarecrow was too suppressed to do his job of scaring the crows away. In the final scene when the scarecrow set up his own makeshift eatery, he was finally able to shoo away one of the crows that had bothered him before. This was another way of portraying the end of the current and the beginning of the new.
Chipotle’s ad was a significant step in putting their name out into the world as a quality food restaurant. By evoking its audience’s emotions, the restaurant brought the idea of quality food back into the minds of the public.
I really enjoyed how you went into detail with the pathos by talking about how the song connected people to their childhoods. I also liked how you talked about the scarecrow shooting away the crow portrayed the beginning of a new time. You had some fantastic points that I hadn’t really considered.
DeleteYou did a great job explaining each part of the rhetorical triangle. You focus on each point and relate it very well to the ad.
DeleteYou did a very good job of carefully explaining each aspect of the rhetorical triangle. This made the blog very easy to read and understand.
DeleteThe Scarecrow was a short-film published in early September, 2013. The film portrays a scarecrow going to work and seeing the Crows making food in supposedly unethical ways. He then returns home and finds a pepper has grown in his garden. He takes all the produce from his garden and starts his own store called "Cultivate a Better World." This is a very controversial film that raises many questions about the true intentions of Chipotle.
ReplyDeleteThe Scarecrow does an exceptional job of depicting the acts of the Crows and tying them to other restaurant chains, without saying one word. Showing a chicken being injected with chemicals, a cow stored in a wooden box with eyes wide open, all of these come together to try and convince the reader that Chipotle doesn't do these things, only big business. Another major point is the fact that the Crows are robotic. This tells the viewer that the only entity in the film is the scarecrow, the embodiment of Chipotle. This forces the viewer to associate with the scarecrow and simultaneously discredits all the actions of the Crow.
This film also attempts to play on the emotions of the viewer in two ways. The first attempt is the depressing remix of Pure Imagination. This has the exceptional ability to bring the viewer down and, when the time is right, lift the viewer back up by transitioning into a more light-hearted version of the song. Personally, this is why I hate this ad. A sad version of this song should not exist and especially not in this context. Regardless, the second attempt at emotions is the depictions of the animals. While the imagery of the chicken being injected is sad, it is really the depiction of the cow being trapped that has the most impact. This makes the viewer side with the scarecrow even more.
The Scarecrow does an exceptional job at discrediting everything but itself in the film. Between the Crows being robots and the depiction of the treatment of the animals, the viewer is forced to not believe anything the Crow does. This is also the main point of tension because Chipotle is exactly what they say the Crows are by definition. Chipotle is a big business with only one concern, their bottom line. So, it is up to the viewer to decide if they trust this company or not.
This ad is very unique in its approach to trying to convince the viewer that they are trustworthy. While I do not personally like this ad, it seems to be well renowned as a masterpiece and an innovation in marketing, which is understandable. This just shows that viewers always have to be skeptical of what they view and how they understand it.
What really got me while reading your analysis was when you said why you hated the ad. This just proves that music has a huge impact on the emotions. Overall, I enjoyed reading your analysis
DeleteIt is interesting that the manipulation of the song could turn you away from liking this advertisement. I personally liked how the use of the song was added to it, but I understand your argument. I can see how you would think that the song holds too big of a position in the video, and can distract from the point in a way.
DeleteI like how you took a different point of view. You have a great argument for your side. Arguing that a remix in a song is a reason to not like the ad is a far fetched, but you back it up well.
DeleteI enjoyed reading your analysis because it was different from all of the others. I personally liked the music, however, you backed up your points well.
DeleteI disagree with your assement of the ad’s music choice. I think that the song shows the wonder and excitement that you feel when Winka sings the song in the movie, in the context of the advertisement. You feel that wonder when the scarecrow sets up his stand of produce. It is not sad, it is full of wonder and excitement.
DeleteA famous Mexican food chain, Chipotle, released a video advertisement in 2013 that portrays an anti-factory farming message. The message stirs feelings of pathos through the music, scenery, and actions portrayed. It argues that the use of chemicals to make food is not only unethical, but less desirable.
ReplyDeleteThe video begins with a dismal scene of a scarecrow entering a factory run by robotic crows. The song “Pure Imagination” by Fiona Apple plays in the background, setting a mournful scene. Throughout the video, animal cruelty is illustrated by chickens being injected and cows trapped in boxes. This cruelty is credited to big industries that mistreat animals. Ethos is present as big industries that unethically treat animals are given poor credit, while brands that ethically treat animals are praised.
Because the advertisement was released on the anniversary of the September 11 terrorism attacks, emotions were high. Feelings of making the United States a better country were already in effect. The gloomy lighting and music appeals to pathos as the lighting starts out dark, but becomes brighter toward the end, and the music goes from being mournful to more cheerful as the scene develops. These details make the advertisement even more effective.
The advertisement ends with a scene of the scarecrow selling his own fresh food at a stand labeled “Cultivate a Better World.” People begin to notice his stand, and buy his fresh food. This shows that people prefer fresh, organic food over processed food. It is through logos that the crowd prefers natural food. The scarecrow represents Chipotle, and gives a message that Chipotle is virtuous and tasty.
This advertisement is known to many as incredible and effective, but many critics disagree. They claim that the illustration of the animals being tortured does not make them want to eat at an organic restaurant, but it makes them not want to eat meat at all. Other critics have tried to challenge Chipotle on the truth of this campaign. Because Chipotle is such a large brand, many believe that they are categorized with the “crows,” or the large food industries. Chipotle’s communications director responded to this by saying that they do not claim to be perfect but, that they committed to “constant improvement.”
Nevertheless, Chipotle’s advertisement was effective in growing their business despite the criticism. The strong appeal to the audience’s emotions through the setting of the video and the mistreatment of animals is effective. Arête, or moral virtue, is present as Chipotle uses it to illustrate how unethical it is to mistreat animals. “The Scarecrow” opens up the eyes of America and is a step in the right direction for ethical farming.
I love how you mentioned how it was released on September 11 and I enjoyed reading your thoughts about the pathos point of view. Well done!
DeleteBailey, I really enjoyed reading your analysis and it was very well put together. Great job!
DeleteI didn’t know the ad was released on 9/11. You are probably right that emotions were high when it was released, which is what Chipotle probably wanted. In your article, it interested me that you added some critics views of the animation. You took a look at more than one perspective, which gives better insight into what people thought of the film. The research you performed and incorporated in your article was well done! Keep it up!
DeleteThe commercial “The Scarecrow” was designed to stir the emotions of Chipotles customers in order to inform them on their goal of creating a more efficient company. Fiona Apple’s remake of “Pure Imagination” from the childhood Willy Wonka and the Chocolate Factory movie, played in the background of the video and helped share the message of the commercial. The film begins with the scarecrow entering the Crow Foods Incorporated building which has smoke appearing from it. As the film continues, the scarecrow sees a tube ejects something that later in the video is called 100% beef-ish. He also experiences a crow that is in a way robotic and not real, injecting a poor chicken with a green liquid. This appears to makes the chicken blow up, causing the scarecrow and audience too appeal to pathos.As he walks back to his small farm he seems upset and again portrays pathos. He then picked a bright red pepper and all of the sudden the music becomes happy and the lighting is more brilliant. The scarecrow has came up with an excellent idea. He opens a burrito stand in the city and harvests his own vegetables. The sign above his stand says, “Cultivate a Better World.”
ReplyDeleteAfter doing research, I found that Funny or Die released a parody called “Honest Scarecrow,” which mocks the ad and claims it has no substance. The music in it ads new lyrics which gives a “Pure Manipulation” view to customers. They tell the customers Chipotle is just a giant corporation informing us to buy their burritos not because of their interest in saving animals.
There is also criticism for using vegetarian imagery to sell meat. Also the scarecrow harvests peppers and corn, but in Crow Foods we almost only see the animals suffering. One person claimed that the meat only gets to your plate by killing an animal and recognizes all the health problems that can occur. Some producers have responded with anger, saying that Chipotle has misleading representations of their agricultural methods. Some claim that no farmers keep their cows stuffed in a metal box or inject chickens with slime, they care about their animals.Pathos was represented in this film in several ways and was also the most used. The music and the colors in the ad created emotion to the audience. The emotions of the scarecrow throughout the ad also helped imply pathos. The animals being somewhat abused was also part of the pathos point of view. However, Ethos is shown little in the ad and gives credit to Chipotle at the end of the ad. Logos is also present little cause people have to make the logic decision on what food was better and if they trusted the ad.
It was obvious in your blog that you really did your research. Good job.
DeleteI really like your portion of the summary which you mention that there was a parody made in relation to the ad. I think that Chipotle really does care about the ethical treatment of animals and fresh products, but others just can’t wrap their head around that unfortunately. This was very well thought out and I agree with your thoughts on pathos.
DeleteI never noticed that in the ad the beef said “100% beefish,” this is a very interesting realization. Also, I agree that pathos is the main appeal in the advertisement.
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ReplyDeleteIn 2013, Chipotle, a famous Mexican fast food restaurant released a powerful ad by the name of “The Scarecrow.” This ad was designed to stir the emotions, or pathos, of the viewers and make them think about the places they have eaten and the food they have eaten in the past. The Chipotle brand was not displayed until the end of the 3 minute ad, so viewers had no idea what or whom this was supposed to pertain to. In the background, the song “Pure Imagination” by Fiona Apple is being played while the lighting is very dark and gloomy looking, probably to go with the feelings of the advertisement. Towards the end of this video, the lighting becomes brighter and the music speeds of and is in a higher pitch, which is when the scarecrow finds the pepper and the other organic vegetables for the first time at the fam on he outskirts of the town. The music really plays on the pathos of the viewers because it puts into their minds the idea of what’s happening and is the background of the whole mood of the video being watched.
ReplyDeleteThe ad portrays chickens being injected with some sort of chemical, and cows being put into boxes to grow bigger with inorganic treatment. This cruelty to animals is obviously not right, and you can see the looks on the scarecrows face as he enters the factory to do his job is not happy by any means. This appeals to the ethos of the people watching because the inorganic treating of animals is so unethical that this shows the importance of the idea of organic foods.
As the end of the video approaches, the scarecrow brings his organic collected foods and begins to sell them. Above him, a sign reads “Cultivate a Better World.” After one person discovered the new food and the benefits it had for him, a multitude of people began to buy his food and it flourished, just like Chipotle does today.
But, just like with almost anything, the ad was greatly criticized by many people. One of main reasons was done by David Sirota, and he said the ad only showed the meat and animals being chemically treated and not any of the harvested vegetables, which can be understood. After many conversations with critics, the Chipotle director of communications, Chris Arnold says how the restaurant is committed to constant improvement. This statement could really hook a viewer and a lover of Mexican food to the restaurant and its success.
This ad really opened up my eyes, and I’m sure many other peoples eyes in how unethical and wrong that inorganic treatment to animals is. It appealed to many emotions especially, amid established its ethos in how Chipotle is credited to the ethical and safe treatment to their foods.
You did a very good job of discussing the pathos in the ad and what causes it. I also really like the extra research you did about the ad, and even the criticisms of it. That all came together to form an in depth look into the ad's use of rhetoric.
DeleteWhen you think of fast food, the first thing that comes to mind for most people is McDonald’s, Wendy’s, and Burger King. Don’t get me wrong these places are very convenient and serve very tasty food for the most part, but they just aren’t natural. Videos leak out every now and then that reveal what it takes to make some of the processed food at these chain restaurants and it is flat out disgusting and unjust. What they do to these animals is very much considered cruelty. I am not someone who gets all worked up that people kill animals to make food because that is necessary to survive and provide. However, the treatment of the animals and the things that are pumped into them in order to enhance the food quality is just awful. This Chipotle commercial, released in 2013, really opened my eyes to see that there truly can be a natural way to make food. The reason why it is so hard to realize this natural way is because we are all drawn in by advertising and promotions that lead us to believe that these other fast food chains are natural when they are absolutely not. The commercial does a great job of displaying this when it institutes the crow that leads the man to the places that he wants the man to see. The crow takes him to places that are not natural and that do not make the world a better place. However, the man took a different viewpoint to the situation. He realized how horrible these places were and that he needed to be the one to make the world better. He showed resiliency by not letting the crow corrupt his mind. This is great advertising because after watching the commercial, no one is going to be intrigued by the other fast food chains for the moment. They are going to want that natural food for the time being because of what they observed from the ad. However, as many other people who have commented on this ad have mentioned, it is hard to define and determine just what is “natural.” Now in regards to which part of the rhetorical triangle this ad pulls at best, I have one definitive answer. I believe that the ad does a tremendous job applying to the Pathos point of view. As I watched this video, I could not help but feel many different emotions. I felt sadness, discomfort, anger, confusion, and guilt. Seeing the poor animals get shot up with some sort of inhancer, get shoved in metal confinements, and have their space invaded was just astonishing. I could not help but feel so bad for these animals. It also makes you feel guilty for enjoying food at restaurants that serve this kind of food. In conclusion, this short film was very effective. Also, after doing some research, I saw that the customer rate went up around 20% after the month of September in 2013 when this ad was released.
ReplyDeleteI really liked how you brought in specific restraunt chains and how you mentioned that they make commercials to make us believe that their food is natural when it's really not. Also at the end when you brought up how Chipotle's customer rate went up 20% after the ad was released.
DeleteYou did a really nice job discussing the video’s pathos and how it can relate to actual companies that are guilty of using such horrible means of food production.
DeleteI like how you Researched the statistics and percentage of more customers came into the restaurant after the add. I also like how you described the emotions you felt while watching the add.
DeleteChipotle is one of the most successful Mexican food chqins in the United States, United Kingdom, Canada, Germany, and France. Through this commercial, they portray a scarecrow, mournful by the things he sees in his everyday work-life. By the end of the commercial, the advertisement becomes happier and less mournful because the scarecrow as found a solution to all of the terrible things that go on in our world.
ReplyDeleteTo begin, the scarecrow is going into work. He comes up to a building, spewing smoke from all of the machines running inside of it. The building is called "Crow Foods Incorporated." Inside the factory, run by a bunch of robotic crows, are large containes labeled with different animals. The containers extract substances which are placed into packages and stamped. For instance, the container labeled with the cow extrudes a substances which is labeled "100% Beef-ish!" and is being sold to customers who have no clue what they are actually buying.
The scarecrow's job is to repair buildings where the chickens and cows are being cruelly and hideously treated. On the buildings he is fixing, the walls are falling off, revealing to the world what is actually happening to the animals. The chickens are injected with a green fluid which make them blow up like balloons, and the cows are trapped in tiny metal boxes, restricting them from any movement. The ad focuses strongly on pathos, with the help of the gloomy song "Pure Imaginatio" playing in the back. They try to make us sad by showing us what happens to these animals in real life.
As the ad is finishing up, the scarecrow returns home to his farm, only to find a bright red pepper growing on one of his plants. This gives him a grand idea. The music begins to pick up and becomes more happy, and the scarecrow begins to harvest his vegetables. He drives into the city and opens up his own shop. He uses fresh vegetables and non-GMO meats. He then hangs a banner above his little shop that reads "Cultivate a Better World." This is telling us that not only is Chipotle a good place to eat, but it is also virtuous.
The ad had it's good parts, but overall, it is poorly portrayed because say if someone turned the ad off before the very end. Chipotle does not show it's logo anywhere throughout the duration of the ad until the very end. This might bring the viewer to believe that this is the treatment ALL of the animals being used for food receive. Also, if you didn't know it was a Chipotle ad, you might think that it is telling you to avoid all products that haven't come directly from an animal that you witnessed get slaughtered.
You did a good job portraying why the ad causes emotion to flourish while watching it, however, a large portion of your rhetorical analysis was just rewriting what happened in the ad. I would have liked to see more than just that, but it did still show the pathos and the reason behind it.
DeleteThe scarecrow was an ad for Chipotle, a fast casual food restaurant. And this ad is saying that they are remaking the standard for fresh and good products. It's starts with showing how other companies view fresh food and that's they lie, and then show a small company with real fresh food. This real fresh food is meant to be Chipotle, and this world is meant to be the corporate fast food market. It shows Chipotle being the small company that isn't about the money, just delivering quality ingredients and products.
ReplyDeleteThe main part of rehtorical that this ad is using is the pathos. It shows a hollow man living a hollow life. It is sad to see the scarecrow working on fixing an operation that is intrinsically broken. This man sees how the market is full of lies and could even feel betrayed. The emotion is added to by the song choice in the background. The song was "Pure Imagination" from the movie "Willy Wonka." For many, this song triggers a cloud of nostalgia from watching this childhood movie about a boy who sees all these products that could only be described as something from the imagination. It is being used as a way to make the people think that the fake companies are good because they trigger nostalgia. Even more than nostalgia, it makes one be in a more emotional mood just from the nature of the song which can be used to further the pathos felt by other triggers throughout the ad.
Another important part of this is the logos behind it. It is logical to think that some big companies can get away with lies about how fresh or natural their products are so it wouldn't be a big surprise to see something like this in the ad. It is also logical to think that someone would see what they're doing is wrong and work to find a new solution for it. That the good of human nature can overcome the greed of others. That is what we want to believe, that there is always something good working against the bad, and that is exactly what this ad is showing us through the world of the scarecrow.
And the last part is the authority of the scarecrow to make his own store. The scarecrow knows the background of the evil company and wanted to fight against it, this is the moral virtue, or areté. A second part is that the scarecrow knows how the companies work and he knows how to grow his own produce from a natural source, this is his practical wisdom, or phronesis. And the third is his goodwill to provide quality goods to the people instead of just rationalizing his old job and staying there, this could also be known as eunoia. The scarecrow has all the right parts from his past and current life to be a trustworthy source for fresh goods. This is showing that Chipotle is the trustworthy food competitor and that they want the best for theirs consumers.
This ad is a well constructed persuasive argument that employs all the parts of rhetoric in the right way to make one believe that Chipotle is a good food company. It focused on emotion while also keeping a solid grasp of logic and authority. From the ad, one should feel that Chipotle is good, but at the end of the day, that decision is up to the consumer to decide for themselves, but this ad could definitely be a part of that decision.
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ReplyDelete11:00 AM
ReplyDeleteThe “Scarecrow” ad produced by Chipotle is a very effective ad. It was published on September 11, 2013. It was relieved with mixed reviews. Some people praised Chipotle for such an eye-opening add, while others criticized Chipotle for being fake, saying that they're one of the big businesses.
The ad obviously plays on the pathos of people. It starts off very sad, showing the scarecrow going to work at a factory, that is spewing black smoke. They use imagery well in this beginning, showing the “100% beef-ish” packaging. Then, more images are shown, like a chicken being injected and then turning into a huge, balloon chicken, and the cows being milked by a machine. All of these really pull on your heart strings, as it does with the scarecrow as well. Then the scarecrow goes home, and picks the Chipotle pepper, and then has an idea. He goes back and puts up a little shop in between the giant factories. This is definitely symbolic of Chipotle being “small” compared to companies like MacDonalds and Burger King.
The ad does its job well, showing what Chipotle believes in. I've never eaten at this restaurant before, but after that ad, it makes me want to try it. I felt so when watching this ad, especially when the cows came up. It made you feel sad for the animals. It does its job well again. The ad makes you feel good when that person looks over at the scarecrow's little shop and starts to walk over. The use of the music is very, very emotional. The song used is “Pure Imagination” by Fiona Apple. This song was used in the movie “Charlie and the Chocolate Factory”. But this version of the song sounds and feels, wrong. It distorts the original song, just like how the company distorts the truth of their food. Overall, this ad is super effective at using imagery and music to make you feel sad, than good inside when the shop opens up, and the person sees it
I like how you mentioned the song, I knew I recognized it from somewhere I just couldn’t remember where. I like the use of it however and how it made the mood darker.
DeleteI disagree with the statement that the use of “Pure Imagination” distorts the original song. I believe that it is used in the same contex of terror and wonder in the ad as it was in the movie. I did like how you mentioned how you now wanted to try Chipotle after seeing this ad.
DeleteI have also never been to Chipotle. After watching this ad, it almost makes the viewer feel guilty for eating at any other fast food restaurant. The images of animals being harmed really makes me want to take step back and reflect about what I am eating.
Delete“The Scarecrow” is an animated short film that was released by Chipotle, a famous Mexican food chain in 2013. The short soon grew very popular and quickly won the praise of many critics. Their goal was to inform people about the issue of food distribution. It changed the way people think about their company for the better. It made consumers aware of the way big chain restaurants use unnatural, processed foods, while it points out Chipotle’s lack of those types of products. It aims to make consumers more comfortable eating at food-chains if they know they are eating safe and healthy food. The commercial remains notable because Chipotle does not make it about promoting its company, it promotes fresh food from organic farms. It shows that their morals are in the right place and they would rather value healthy food production instead of putting its name all over the ad to promote their company.
ReplyDeleteThe commercial begins with a bright, beautiful landscape of a picturesque farm, but slowly backs away to reveal the same farm is actually a faded picture on the factory wall. This immediately sets the tone of a somber, depressing scene. The scarecrow that the story is based on, works at this factory along with many others like him. The miserable setting of the story continues when the scarecrow sees a box on the conveyer belt labeled “100% Beef-ish.” He fixes a garage door that has “All Natural” printed on it that has an opening to reveal chickens being injected with some type of serum to make them bigger and more valuable. Big companies modify their animals to make them more desirable to consumers, but still label them as “healthy” or “all natural.” Also in the factory, there are pens filled with cows stacked on top of one another. This is an extremely obvious play on pathos because it makes the audience sympathize with the cows, and sparks a flame of hatred for company for putting them in that situation. The ad also displays robotic crows with eerie, glowing eyes that could represent big companies and the owners who run it. The crows fly around the scarecrows and oftentimes stop and perch on their shoulders. The scarecrows are meant to cover up the truths of the actual productions that happen in the factory and hide it from the world. The secrecy and lying when he knows the truth deeply saddens the scarecrow. When he arrives at home, to an actual farm, after working at the factory he sees a pepper growing in his garden. The pepper lit up a lightbulb in his brain and sparked the great idea of starting his own food stand. He happily uses his own farm-fresh food to serve people in an honest way. The entire mood of the ad changes when he decides to do such a positive thing and serve people as best as he can.
Chipotle’s ad definitely consists of all three rhetorical appeals, but I believe pathos is the most dominant in this situation. In the beginning, it gives you an unsettling, eerie feeling when the factory is first revealed. A refigured version of Fiona Apple’s “Pure Imagination” plays in the background to give a strange “vibe” to the situation. The ad continues to play on pathos when they reveal all of the immoral things happening inside of the factory to make you feel bad for the animals being tortured and altered, and all of the workers that are manipulated into believing what they’re doing is good work. It also gets you excited when the scarecrow sees the red pepper growing and decides to create an amazing thing out of it. The whole ad is directed at making viewers angry at big name companies that lie about their standards of “healthy” and “natural.”
ReplyDeleteThe ad is certainly effective in the way that consumers will side with Chipotle and decide to take advantage of their healthy, wholesome food that is still extremely delicious. It definitely reaches its goal of angering people out of their business to big name companies.
I agree with your thoughts being pathos as the dominant characteristic portrayed throughout the short film. The ad really does aim to have consumers side with Chipotle because they have such fresh ingredients while still being a fast food chain. Companies guilt their workers into believing their way is the right way and there is no question to it. I really enjoyed reading your throughts, Carly.
DeleteI never thought about how the song playing in the background could also have an effect on the audience. I agree that the ad most likely made many big name fast food companies angry.
DeleteI agree that pathos is the main appeal used here. The aspects used in here including the music tug at the hearts of the viewers. Overall I agree with your arguments.
Delete“The Scarecrow” is an animated short film released in 2013 and advertised by the restaurant chain Chipotle Mexican Grill. The short film features Fiona Apple singing a cover version of the song "Pure Imagination". In the beginning, Scarecrow arrives to work at the Crow Foods Incorporated, which claims to be an “all natural” business. Throughout the film, it portrays what the employee sees on a daily basis, not what the customers see. There are a variety of assembly lines processing and packaging what is said to be“100% Beef-ish”. As Scarecrow finishes his day inside the processing plant, he continues his day by going around the business and fixing areas that need it. First, he comes to a wall on the outside of the business that says “All Natural” with an image of chickens. As he begins to repair the wall, he peeks his head inside and sees a machine inject a chicken with growth hormone chemicals. He becomes extremely unsettled by the sight he just witnessed. After that, he continued to repair the building and came to an area in which a giant cow statue needed assistance with fixing the siding of it. As he began fixing it, he looked inside once again and saw dairy cows hooked up to machines that aggressively milked them. Later, on his way home he views the fields, surrounding the business, with large machines that spray chemicals on the vegetables. Finally, he arrives back to his farm house and notices that a pepper has sprouted from the plant and begins to take the rest of his fresh vegetables into the city. He opens his own little burrito stand and set up a banner that read “Cultivate a Better World”. The short film then portrays the on-lookers lining up for his business. Lastly, the advertisement ends with the Chipotle logo. The Chipotle short film uses pathos as the main aspect for its advertisement. It uses the mournful song, dreary processing plant, imagery of unethical treatment of animals, and untruthfulness of the food to stir the emotions. Although, it does portray logos and ethos as well. The logos of it expresses that companies can simply place a sticker or saying on their packaging or products that leads you to believe that it is natural and no chemicals were involved. Also, PETA, or People for the Ethical Treatment of Animals, is a real organization that fights for animal rights. Quite simply, what was portrayed in that short film was not ethical in any way towards the animals, therefore those particular individuals would become extremely uncomfortable and enraged by the imagery of the short film. It is not logical to lie to customers or treat animals in such a cruel manner. Lastly, Chipotle uses ethos to appeal to the viewers of the short film as well. Although, they are a fast food chain so people automatically think that they buy the cheapest ingredients and use processed meat to give to customers. They persuade their customers to believe in their mission of using only natural and all organic ingredients for their food within the short film. Overall, the main idea throughout the film is portrayed using scarecrows that are typically used to protect food, but in this case they are used to protect what consumers believe to be food. The advertisement is effective because it draws to the emotions and that is a main component of how they reel people in to viewing it.
ReplyDeleteVery good job explaining the video. I could invision it all over again while I was reading your blog. It was also a beautiful transition into the main part of your speech, pathos.
DeleteThis ad by Chipotle put a lot of things in perspective, as many fast food chains still use processed food today. Of course this add, is used to promote the fast food chain by saying that they only use fresh, real meat while other restaurant chains used processed food that is bad for you. They are implying that the other chains are lying by saying there foods contain real meat and or chicken. This means that there is real meat in there products but there is more to it than just that. This add proved effective for chipotle as they saw a increase of customers soon after this add.
ReplyDeleteThis add is predominantly pathos. It is mainly a sad add, you see the facial expressions of the scarecrow, as well as the animals. You see the black smoke rising from the factory, as well as the robotic crow who follows the scarecrow around everywhere he goes. The scarecrow is forced to fix the buildings of the factories so the customers around the factors dont look through the broken siding and see the chicken being injected with a superficial substance. This definitely plays with the emotions of those watching the add, especially those who are animal lovers like me. As he goes and picks the bright red chipotle pepper, it symbolizes something better, a new standard to fast food food chains. It showed the bright red pepper in all the darkness. He then puts his own little food stand near the big factors. He puts out his fresh made food which drew in a crowd. When the robotic crow came back, he was able to get it away from him, which lightend the mood and put a happy spin to the add.
This was one of the more effective adds I have seen in awhile. I believe it is a true add, I have been to Chipotle, and I can tell the difference fresh ingredients can make compaired to the ones Burger King and or McDonalds uses. This add makes me want to go there rather than our local fast food chains. Some people didn’t like this add, but some people just don’t want to face the truth of fast food restaurants either. This add helped chipotle grow to a bigger chain, to the point to where they are one of the biggest mexican fast food chains across the world, it established them as a trustworthy restaurant as well. They were ultimately trying to get people away from the big fast food chains and promote there themselves, and ultimately it worked.
I agree with your statement that pathos was predominately used, but I have a few problems with your grammar. Be sure you are using the right form of "ad/add" and "their/there/they're." Also, try to stay away from 1st and 2nd person as much as possible, although, this can be hard when stating your own opinion. One suggestion that I have would be to check your piece before publishing in an online proofreader. It can often spot some mistakes that you may have missed. I use PaperRater. Otherwise, I completely agree with your overall perspective!
DeleteDan, I enjoyed how you talked about how much “Scarecrow” affected the sales in Chipotle and their business. I would like to remind you though that we were supposed to highlight on all rhetorical strategies. It seemed to me that you only covered pathos. Using the rhetorical triangle was important to the prompt. Also, rhetorical analyses are not supposed to be opinion pieces.You did, however, had many good points within your blog. Good job.
DeleteChipotle Mexican Grill released its short film, “Scarecrow”, in 2013. Chipotle prides itself on the fact that it get its produce from local farms. Of course Chipotle would target the other fast food restaurant because Chipotle is anti-processed foods. Chipotle makes sure that the meat products it receives is human raised, no antibiotics, and contain no added hormones. The ad played has a great impact on its viewers. The short film uses the rhetorical strategies pathos, ethos, and logos to its advantage.
ReplyDelete“Scarecrow” uses ethos by using the main character, the scarecrow. The scarecrow is representative of Chipotle in this advert. The company’s brand is on display twice throughout the entire short film. When the scarecrow comes back to his farm he picks the pepper, Chipotle’s logo. They also show the logo on the crates within the scarecrows store. They show the scarecrow’s goodwill by walking the viewer through the hardships he experienced with his job. This was especially expressed in the scene when the scarecrow sees the cows. Within the ad it shows that the scarecrow is a rhetor himself. He sees the “truth” and needs to go back to the town and show the others the “truth”. “Scarecrow” expresses the importance of making a difference in the world.
Then, they go after logos. The ad shows people what is the contents within their food. Showing the animal cruelty and “100% Beef-ish” forces the viewer to see the truth behind fast food chain restaurants. It brings the viewers straight to the far more moral and “healthier option”, Chipotle Mexican Grill. They also used the boy in the end of the short film to show that it looks, smells, and tastes better then the other fast food options.
Ethos was the most dominate rhetorical appeal in “Scarecrow”. Starting with the song “Pure Imagination”, Fiona Apple sings the song in a somewhat haunting way. Because “Pure Imagination” is dark in this version, it pulls the scarecrow as well as the audience to see the bad parts within today’s world. The lyrics themselves are rather significant in specific scenes. Within the song, the lyrics “want to change the world” play at the same time we see the scarecrows places his food on the counter. Some examples of pathos are visual, not auditory. Within the first couple seconds of the video it shows the scarecrow walking into “Crow Foods”. They show the scarecrow walking through the doorway which is shaped as a skull. They also show the chickens being injected with chemicals, cows kept in veal crates, and all the product labels lying to the costumers. The video hit hard with seeing the cow and the slow fading of light across the cows face.
The crows are made to be like the society created by the fast-food industry. There is a crow given to each scarecrow, and the crow is not afraid of the scarecrow. In the scene with the cow, the crow flies and screeches across the screen to pull the attention away from the wrong parts in the world. Finally, it shows the scarecrows new stand in a brighter color than the rest of the city. His new stand bears the label “Cultivate a Better World.” The scarecrow is smiling as he opens his store, and when he sees the crow, he shoos it away showing that he is renouncing the influence the crow has on him.
The short film was impactful. “Scarecrow” was a great way of showing the three rhetorical strategies: pathos, ethos, and logos.
While reading this it is obvious that you have watched the commercial multiple times and have picked out the minute details that others and myself may have missed. I did not notice the other ways that Chipotle has brought about its label, so that was quite interesting to me. This was extremely well-written. I acknowledged that you said that ethos was the dominant appeal, but by rereading your work I can tell that you meant to say pathos. Overall, this analysis was extremely informative and I have even learned a few things just by reading what you had to say. Awesome job!
DeleteSo sorry, you are right I meant to say pathos. Thank you for pointing that out to me.
DeleteOn September 11, 2013, a very depressing anniversary for Americans, a famous chain restaurant launched an ad that depicted a scarecrow going to work at a food factory that claimed to be all-natural, but behind the false advertising walls, it clearly was not. The ad, called "The Scarecrow," was critically acclaimed for its use of pathos, the leading rhetorical appeal in this case, but also brought about a touch of ethos and logos.
ReplyDeleteFirst and foremost, the release date, animation, use of a scarecrow, and absence of dialogue was no accident when releasing this ad. The advertisement, "The Scarecrow," was released on the anniversary 9/11 which was very cunning by the marketers of Chipotle. This is a day in history in which every American shows remorse to those afflicted by the numerous air attacks in the United States that day. By issuing the video on such a sorrowful day, Chipotle really preys on the weak because emotions are already stirred up to begin with. Furthermore, animation is utilized to encourage the audience's sense of inner youth and vulnerability because children typically spend their childhood watching animated cartoons in which they learn a lot from due to their brains being as absorbent as a sponge. In correlation, a scarecrow symbolizes not only death and fear, but also its opposite, hope and prosperity. This is analogy is portrayed in two different ways, one being, obviously the use of a scarecrow, and two, image of the world eating processed foods versus garden-fresh ingredients. Lastly, there was no use of dialogue within, "The Scarecrow." This is mainly because when heavily relying on pathos, there is no need for words. Imagery and emotion are the universal languages that everyone understands despite their actual prominent way of speaking. This factor placed a colossal role within the making of Chipotle's advertisement.
In addition, logos was briefly interpreted when the happenings inside of the factory were shown. For example, the injection of the chicken, the stamp labeled "100% Beef-ish," and the cow compacted in a metal box are all principles that go against validity. These images are logically unsuitable for human standards. It opens up the eyes of society and brings them to a realization that this is really what they are putting in their mouths.
The establishment of ethos seemed to be missing until the last few seconds of the ad when the company's logo appeared on the screen. In my perspective, this was a crucial move by the chain restaurant because it grabbed the attention of everyone regardless of whether a viewer liked Chipotle or not.
"The Scarecrow," was an extremely effective advertisement, and it was quite obvious that the producers behind it certainly did their research. The argument of the excessive usage of processed foods was well thought out. This advertisement by Chipotle made them outshine their competitors because of their constant strive to give the best to their customers.
Very well done Maddie, I love how you recognized 9/11 and the emotion of that date in US history. Overall it was a very good analysis.
DeleteThe different connections you brought out with the ad put it into a good perspective. Good analysis, Maddie.
DeleteMany people try show that they are too tough to show any types of emotion. The video of the scarecrow doesn’t just play with our emotions by showing the reality of it all and by implying that many of us are blind to these circumstances but it also makes Chipotle’s products restaurants more desirable.
ReplyDeleteThe video starts out with a young scarecrow who is going through his daily routine. At the same time the person watching gets the feeling that something is not right. They are showing the audience the kiros. His day goes on and he slowly starts to uncover the lies held by his company about their product being “farm fresh” and “all natural”. They are establishing his ethos at this time. Also, throughout the first parts of the video, it shows the people who live in the town eating the food and not even caring how it is made or where it comes from. They simply just eat it without thinking. By showing this, they are establishing their logic or logos.
Although they have established these two rhetorical appeals in certain parts of the advertisement, they displayed pathos throughout the whole entire commercial. The first thing they did was make the audience feel like the scarecrow hated going to work because something wasn’t right. Chipotle advertisers then immediately go into showing an industrial plant that was supposedly making all natural foods for the whole “world”. They put the workers on moving belts to symbolize that they are practically robots being bossed around by the robot birds. The other characters that are receiving the food are actually humans who are also blind. The scarecrow starts his job repairing things and discovers the hidden secrets of how they make the produce. The makers of the video play with our emotions. Seeing cartoon animals being abused and poking at these animals with big puppy dog eyes expressing that they feel the torture is a powerful tug on our heart strings. The ad flashes forward to his trip home to see his beautiful garden. At this point, we see something we have not seen from this scarecrow yet, a smile. He then gets the idea to pick the food he has been growing to show the people what real and natural food tastes like.
Throughout the whole add, the song “Pure Imagination”, is paying in the background. This song, with its we chosen words also sets the mood of the video. When he makes his own stand, it does show that Chipotle was Ike the scarecrow. In fact, unlike most ads, there is no sign of their logo until the end of the ad which gives it a more dramatic effect. After watching the ad several times the viewer slowly start to see more and more of the hidden messages. The walk through the scarecrow’s day was different for all those that see it. With that being said, the main appeal was obviously pathos, as they highlighted the truth behind food processing through a video. It was a very clever appeal.
I thought you did a great job Ben! I enjoyed how you talked about how the scarecrows are treated like robots and how the people are blind. I also liked how you highlight on the scarecrow’s smile because that also influences the audience. The only thing I would really suggest would be add a little more information to the logos and the ethos. Fantastic job, also happy birthday!
DeleteChipotle released an animated video entitled “The Scarecrow” on September 16, 2013. Within the first week that the advertisement was published, over four million people had viewed it. The purpose of the ad was to warn people of dangers of industrial food production. In the beginning part of the ad, the scarecrow is considered dangerous because he works for the industrial production of food. While the scarecrow is working he realizes that what he is working for is wrong. By the end of the ad, the scarecrow stops working and goes to an isolated area where crops are present and he harvests the crops and sells them in order to “cultivate a better world”.
ReplyDeleteChipotle has the authority to have an ad like this, because their food is organic rather than processed. Additionally, the pathos is essential in this ad because it guilts the viewers into thinking that their future could consist of the awful events that occurred in the ad. The logic behind the ad is quite compelling, considering the fact that there are currently many pesticides and other harmful products being used in food production today. The advertisement is very effective because it appeals strongly to the emotions of everyone watching. In fact, I find it very interesting that the scarecrow never actually speaks.
Finally, the main purpose of the advertisement is to not only show consumers that Chipotle is a healthy voice, but also that many of the life choices that people are making now will have consequences in the future.
I don’t think that the ad was to make us think about what could happen in the future, but to make us think about what is already happening in the food industry today. Other than this, I think you made some really awesome points and that it was interesting to read.
DeleteYou blog was well-written and I understood all of it. Although, I believe that the ad is telling about the present, not the future.
DeleteI agree with Gabe, about the ad being set in present times. Because of the steampunk and future-esque themes used in the motion picture it may appear to be set in the future, however I feel this is used to show consumers how the present use of GMO and other techniques could lead to further problems in the future.
DeleteThe Scarecrow was created by Chipotle to help more people understand what truly goes on in the fast food restaurant industry that is consuming our world today with their unhealthy ways of doing business. This may be seen as ironic to most people because Chipotle is a fast food chain themselves. However, they are trying to portray that they are different than the rest because they claim to not use preservatives and have locally sourced meat.
ReplyDeleteThe overall theme at the beginning of the video is very sad and a little dark. The music used provides a different perspective on the situation. Instead of the curious and exciting type of feel version of “Pure Imagination” from film classic “Willy Wonka and the Chocolate Factory," Fiona Apple's remake of the song is gloomy and is seen as a tool in helping to paint the scene for a corrupt and processed world that the people are living in. The lighting in the animation has a shady and dark feel to it. These elements help to portray the city as looking good from the outside, but the people living there have no idea what actually goes on inside.
The video also uses a narrative in the video. It follows one particular character who is a scarecrow working for Crow Foods, which is the big, fast food company that has taken over the city. The scarecrow knows the truth about what is going on. He sees chickens being poked with needles and cows being confined in boxes. Since the story follows this singular character, viewers can become attached to this character and his experiences through pathos.
This story can be seen as a version of the allegory of the cave. The scarecrow is enlightened and tries to show others the truth by growing fresh produce on his farm and selling it in the city himself. He is trying to bring others out of the darkness of the cave and into the light, away from what they thought was the truth but was really just lies. At the very end, as the video zooms out from the city, two other scarecrows workers are pictured looking at the one who is selling the produce. These two know the truth but have not gone back down into the cave to get others out as well.
Through the use of the overall colors and theme, telling a story, and appealing to a person’s pathos, this short film was able to not only show the truth behind, the fast food industry, but also show how to fix the problem by going back to the basics of freshly grown produce.
I like how you mentioned that were not just eating processed food but were living in a processed world. I also like how your brought up the Allegory of the Cave. I would’ve never thought to relate the two but I’m glad you did. This was really good!
DeleteI never would have thought about relating the ad to the Allegory of the Cave, that was a good catch by you. Your blog was very well-written and easy to follow.
DeleteIn 2013, Chipotle released an ad that proved to be highly controversial. In this ad, there was a scarecrow working at “Crow Foods.” This was a company that advertised their food as farm fresh and all natural when that is far from the truth. Throughout the ad the scarecrow has a crow on his shoulder. This crow keeps telling him to get back to work. When the scarecrow saw someone eating what crow foods was advertising as chicken, you could notice the scarecrows face fall and then the crow cawed at him. Once the crow cawed, the scarecrow got back to work. He had to nail the board to hide the chicken being pumped up with what we can assume is some type of hormone. Again, the scarecrow notices the cows all put in one building being milked by machines. He looks in the eye of the cow as he face falls and then the crow caws at him again, so he closes the door, hiding it from the outside world. All throughout the ad we see signs that say, “eat crow.” We see this on something as obvious as a billboard to something as little as a sign in the bottom corner. Without thinking about this it’s easy to assume that the company’s name is crow foods so obviously these signs are getting people to eat that company’s food. However, this could mean so much more. A common saying is to “eat crow.” Crows are a carnivorous animal, and seen as something bitter and hard to swallow. Eating crow means someone not admitting to their faults. This gives a much deeper meaning to the company “crow foods” who closes the truth off to the world and produces slogans that are pure lies.
ReplyDeleteThis ad does a great job at establishing their pathos. This ad has Fiona Apple’s cover of “Pure Imagination” playing in the background. It is interesting that Chipotle chose this song but it certainly helped them establish their pathos. This song says that it’s easy to change the world, you just have to dream. This is what the scarecrow does, he sees the corruption and the lies and puts his dream into action. Once he picks that single chili pepper, he then creates a business. He uses real and farm fresh ingredients, unlike crow foods. Another way this ad established their pathos was when we see that he put his business right in between two corrupted Crow Foods. Once we see this, the crow approaches once again, cawing at the scarecrow. However, this time the scarecrow does not do what he’s told, he shoos the crow away. This goes to show that he was done being told what to do. He was done covering up the evil and lying to the people. This shows his world of pure imagination, that he has now made a reality.
DeleteI never even looked at the crow symbolism. That really opened my eyes! I agree that the pathos is very well established in this ad. I also agree that by the end, the scarecrow has now found out that he can makes his own world.
“The Scarecrow” was an ad produced by Chipotle in 2013 to bring awareness of the people about how some fast food chains are not using 100% beef, or chicken, or any other protein. The ad appeals to ethos, logos, and pathos. However, I believe that the main appeal that chipotle wanted to portray was pathos.
ReplyDeleteThe commercial starts out with a dreary looking scarecrow going to work at Crow Foods. The setting is gloomy which would make the audience be confused or sad about the situation. Also, the song “Pure Imagination” is being played in the background, giving a sense of a utopia. However, the song is merely a mask covering what is actually happening in the commercial. Crow Foods, the factory, is a meat processing plant that produces “100% ish meat.” Throughout the advertisement, the scarecrow encounters chickens and cows being filled with antibiotics and other drugs to enhance their meat quality. The sad look on the cow’s face really ads to the somber tone of the commercial. Luckily, the scarecrow shows signs of hope. When he arrives home after work, he picks a pepper, which is a smart allusion to chipotle, that inspires him to sell his own food. The following day, he drives into the city to establish his own company in an alley. The difference between him and Crow Foods is that his food is 100% real and fresh. A child sees the scarecrow and reluctantly goes over to his stand and purchases some food. This small action gives a signal of hope and joy to the audience because there is someone who does not agree with filling chickens and cows with antibiotics.
The only ethos that seems to be in the commercial was at the end of the commercial when the Chipotle logo appeared on the screen. However, it was very smart of the marketing team to only show the logo at the end to tell the audience that they are the company that has 100% real beef and chicken.
When you said that the child reluctantly went over to purchase some food, I saw it more as he was curious rather than reluctant. Because it was a child and not an adult, it may also be a sign that this is the future, just as a child is the next generation.
DeleteVery in depth analysis of the ad. It was very well written and like the very last paragraph about the very end of the commercial and the marketing team tied it up together well. Overall good job.
DeleteOne of the most brilliant advertisements in past few years is “The Scarecrow”. This ad, for the restaurant Chipotle, shows how effective marketing can be when the main focus is on the audience’s emotions, or the pathos. The storyline, the color scheme and the song, play a huge part in making the advertisement appeal to the pathos, and successfully convince the audience to buy their product.
ReplyDeleteThe basic storyline is that of a scarecrow, fed up with processed foods, creating his own food stand, with produce directly from his own farm. Many people these days can relate to the plight of the scarecrow. They too, are upset with hormone injected animals, meat that may not be 100% real, and the rise of processed food. They are extremely concerned about the quality of their food and concerned about what they are putting into their bodies. Studies have shown that the amount of people purchasing foods are that grown organically and locally is rising. Companies are picking up on that trend, and Chipotle is not different. The storyline of “The Scarecrow” is catered to the people who are concerned about the quality of their food, in order to relate to them emotionally, which convinces them to buy from Chipotle.
The color scheme also plays on the emotions of the audience, convincing them to buy Chipotle’s products. The factory is painted in dark, stark, brooding colors. It is supposed to scare the views and make them uneasy. The only pop of color in the factory science comes from the glowing red eye of the crow. Any child who watches cartoons can tell that a glowing red eye is a sign of evil or danger. On the other hand, the scenes with the scarecrow and his produce are brightly colored, showing how much better this food is that the rest. It makes the products pop and is a contrast to the dark, scary factory. This makes the products seem fresher and more wholesome that the processed food. The color scheme in an ad is an easy way to establish pathos in “The Scarecrow”.
The song, “Pure Imagination” plays a huge part in why the ad is so effective. This song was originally preform in the film, Willy Wonka and the Chocolate Factory. Generations of children have grown up seeing this movie and the song applies to the sense of nostalgia the the viewers feel. They are brought back to the feelings of terror and wonder they felt while watching the film as a child. These emotions they are feeling are them applied to the situations that the presented in the ad. The terror that they feel as another child falls for another of Wonka’s traps is the same as the when the viewer’s are taken through the factory. The feelings of wonder when the viewers first sees the chocolate factory is the same when the viewers see the produce stand in the ad. The song choice heavily manipulates the audiences emotion, and makes them feel connected to the company.
This is a brilliant advertisement and it’s appeal to the emotions of the audience makes it brilliant. The storyline, color scheme, and song choice, all help draw in the viewer and help convince them to buy products from Chipotle.
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ReplyDeleteChipotle is a very large restaurant chain in America. It uses organic and whole foods for its consumers and keeps up a healthy look for people to see. With an ad called “The Scarecrow”, Chipotle attempts to make itself look better than other chain restaurants that use preprocessed foods for eating. The ad has sparked controversy ever since its first showing in 2013, and for good reason too. There are many aspects in the commercial that manipulate and make the viewers see differently. The ad may be good in part, but was it correct as a whole?
ReplyDeleteThe main argument of this ad is that processed food is bad and the use of organic foods is healthier and better. When the story begins, we see a little scarecrow man going to work. He rides a conveyor belt within a factory where he spots many different wrong doings of the companies there. His face is contorted with sadness as a label is placed on a package of beef. It states “100% beef-ish!” This is showing viewers that the meat that is given to consumers is not exactly all there. It’s made of other things than meat so that the product can be bigger and sold in a wider variety. Then as the scarecrow starts his day, he fixes small gaps that have opened on factory walls. When he peers in, we see a chicken being injected with what we can imagine are growth hormones. The chicken immediately gets bigger in size and then the scarecrow covers it up with a plank of wood. As he peers into another building, we see cows hooked up to boxlike machines that are forever pumping milk from their utters. The cows face is sad and scared as the scarecrow covers him up with another plank of wood. Finally, the man returns to his home with a deep feeling of grief that is very obviously upon his shoulders. As he enters his house, the oh so familiar red pepper is spotted by the scarecrow. He picks it and then the scenes become lighter and full of wholesome images. He sets up a small stand in the city and makes a burrito which is set out for the people. They onlookers see it and the story ends with many consumers coming to check out his foods.
Anna, I enjoy your line asking, “The ad may be good in a part, but was it correct as a whole?” This led to an introspection about the moral use of persuasion in business.
DeleteI believe this ad uses pathos as its main rhetorical appeal. I know this because as I watched the commercial, tears welled in my eyes. The main arguments tug at the viewers heart and causes a similar reaction in others. I also believe that manipulation is an overused concept within the ad. As you watch the scarecrow go about his day, you see much animal cruelty which causes a deeper feeling of sadness in the viewer. Although, a question arises from this. Is chipotle using this to reach out to vegetarian eaters? By showing these sad figures, we feel guilt for the animals. And then at the end when the scarecrow sets up his stand another question can come about. Where is the meat? The only foods shown are vegetables and fruits. Of course, not everyone is vegetarian and even within the chipotle menu we see meat options. Where is the depiction of humanely run farms that produce meat? Where are the farmers that dedicate their lives to make their animals comfortable before they are eaten? The ad leaves out these many other depictions of humanely run beef and meat farms. The emotional ties and connections that are shown in the ad cover up these questions though. The guilt of animal cruelty and the disgust of bad food makes people over look the manipulation that is used.
ReplyDeleteI personally believe in some messed up way that this ad is effective. Without the appeals of logos or ethos depicted, the viewer only uses his or her pathos to understand the ad. With the overwhelming emotions, logic and credibility are thrown out the door and that is exactly the point of the video. With the main ideas based solely on pathos, the viewers and consumers of Chipotle are giving into the manipulation that the corporation uses. With logic and credibility many questions arise, which is exactly what Chipotles does not want.
Although Chipotle may be organic and wholesome, their ads and commercials need to better depict this. They need to include not only pathos but also logos and ethos for the commercial and brand to really be honest. No one should use manipulation for selling and buying of their products because once the emotions are set aside, questions are revealed and need answers. This was a very good way to manipulate ditzy consumers, but for people who take second looks, this fell short.
The Scarecrow is an ad that Chipotle aired throughout many platforms. The song featured in the ad is a cover from Willy Wonka & the Chocolate Factory‘s “Pure Imagination.” The inclsuion of this song is meant to bring about nostalgic feelings in the audience from the iconic film. The ad is purposefully appealing to each aspect of the rhetorical triangle including logos, pathos, and ethos.
ReplyDeleteThe 2013 advertisement most profoundly plays on the emotions of consumers. The pathos used by Chipotle’s marketing team is very manipulative, but shows some truth behind actual practices. Animal cruelty and immoral modification of animals are included in the ad which are partnered with the personification of these animated animals. This part of the ad can be compared to the ASPCA ad featuring Sarah McLachlan.
Another strong impact on the influence of the ad is the authority Chipotle established over competitors. The Scarecrow and Chipotle both do not use immoral means to create a product. This shows the responsibility Chipotle holds by their label of Non-GMO or genetically modified organisms. The ad uses dark colors when showing industries using such “taboo” practices and lighter and brighter colors when showing the organic methods of the Scarecrow. Finally, the ad ends with Chipotle’s image showing their ownership of the short animation film.
The recent buzz created by McDonald’s recently using non-frozen beef is comparable to the times in 2013 when Chipotle released this ad. This film was meant to spark consumers to conduct their own research on competing fast food chains. Chain restaurants also rarely publish short films such as The Scarecrow which adds to the effectiveness of this empathy appealing movie.
The rhetorical ad “The Scarecrown,” covers many aspects through the ad exploiting many different aspect. In order to get the point across, Chipotle, combined many aspects to hit home. Some significant factors were the music that was playing and the colors that set the mood.The main purpose of the ad was the make people aware that restaurants were using unnatural food.
ReplyDeleteThe most dominant rhetorical appeal is pathos. Throughout the ad on many occasions it showed the scarecrow upset by what he saw. The song which was “Pure Imagination.” Also darkened the mood. Everywhere the scarecrow turned, there was something cruel going on to an animal. Seeing unfortunate things over and over begins to deepen your understanding on the message being presented. This particular message was about the majorly cruel treatment. The dark and gloomy atmosphere really set the mood that effected your emotions.
The main point that Chipotle is trying to argue is how the production of food in all fast food restaurants are unnatural and unhealthy. There are many effective ways this was demonstrated. One way was chickens being injected with antibiotics, cow as being caged up waiting to be tortured, and an overall view of how unnatural the process is. The ad is effective because it puts it into perspective for you how wrong the production of fast food is. Through the mood that is set with the colors, music, and overall feeling of the ad it really brings out your pathos and makes you feel for the situation.