Civic Artifact Speech Outline

During and after World War II, the US government was in a rush to finance military operations and other expenditures of the war. To meet these needs, the government sold victory bonds, which act as loans to the government. Advertisements to convince audiences to buy these bonds featured famous celebrities which acts as a commonplace among these ads. For example, a particular advertisement starred the then famous American actor, Edward Arnold. Edward Arnold explains why people should buy victory bonds as a duty to their country. This advertisement included appeals to ethos, pathos, and logos to convince the audience to buy victory bonds. Despite the war’s hardships, 134 million Americans were asked to purchase war bonds to help fund the war which relates interestingly to civic duty and what is thought of as citizenship engagement. 

Victory Bond Video Advertisement

This advertisement begins with visual and audio presentation of a parade celebrating the victory of World War II. Edward Arnold begins his logical argument for why people need to buy bonds as he describes “the clean-up” of the war will be expensive. He explains that there are still soldiers in Europe and Japan, which he refers to as “our sons”. This is an important language choice as he is relating to the audience through familial bonds to those with family in the military. Throughout my speech, I will explain the use of language and the rhetorical power of language choice in this particular advertisement

Another rhetorical component of this advertisement is the use of pathos. Pathos can be seen throughout the advertisement including in the reference to soldiers in the military as “our sons” as this reference appeals to the emotions of the audience. Pathos is also used through visual representation of soldiers using prosthetics due to war injuries as Edward Arnold explains the need for money in order for soldiers to receive proper care.

Logos is also utilized as Edward Arnold forms a logical argument as to why people should buy victory bonds. He explains “think of the mustering out pay, hundreds of dollars per man so he can get a new start and an education. Figure too, the cost of providing the maximum number of jobs for both the veterans and the production line soldier”. Arnold appeals to this logical argument to convince the audience to buy bonds. Ethos is also used as the spokesperson, Edward Arnold, was a well known actor at the time.

Finally, the last rhetorical element that I will analyze kairos and the rhetorical situation. As Arnold explains, as the war has just concluded, he is advertising for the people’s last chance to buy bonds. Timing is very important as they use the victory in the war to also appeal to the audience.