A people’s identity is their culture. Throughout human history, we have gathered in groups living as a community. These communities had different ideas, traditions, and structures. Culture and community are two fundamental things to the human race. As we travelled the world, we started to explore these cultures, and one way this was done was through food. The magnitude of foods impact on our culture is immeasurable. Even today we continue to flock to restaurants that have food that seems foreign, or just to feel like we are somewhere else. The City of Philadelphia is a city with a unique identity. One of hard work, one of immigrants, and one steeped in our nation’s history. One thing that all Philadelphians have an opinion on is the Cheesesteak. If you ask someone if they like their cheesesteak wit or wit out, you can’t be sure of their answer, but you can be sure of one thing, they are from Philadelphia. 

To understand why this sandwich is so important to the City of Philadelphia, it is essential to understand the history behind it. It all started in the 1930s. A man by the name of Pat Oliveri was a hotdog vendor. One day, when his family was low on money, he told his son to run to the butcher to get scraps of meat. He cooked those scraps on the grill and made a sandwich for himself. At that moment a cab driver came by and asked for one too. Soon word spread and the famous cheesesteak was born. In some ways this is a perfect example of the word Kairos. Although it may not be in the same sense that people think of, this treasure was created out of pure happenstance. By word of mouth it became a hit. With minimal advertising the greatest sandwich in Philadelphia history was born.  

After opening up a restaurant called Pat’s on 9th and Passyunk, another store opened up. In fact, this one opened across the street on the opposite corner. Named Geno’s Steaks, a rivalry was born that would in a sense make the sandwich more famous than it could have been if either restaurant were alone. Using this rivalry these two stores were able to create Philadelphia pride, something that is useful and very productive when it comes to fostering a community or a legacy in the city. Let’s look at how Pat’s Steaks uses this and other factors to get people to come to their restaurant.  

The official name for the restaurant is now Pat’s King of Steaks – a not so subtle way of claiming to be the best. Below the logo it says very clearly inventor & originator, letting people know it is just that. I want to first look at the Logos or argument and logic that goes into this logo. They use big bold letters to make sure that people understand who they are. This is important because they base a lot of their business on name recognition. As it is what some may call a tourist trap, it is important that they use a very recognizable logo. They also put a crown on top of the A creating a subtle reference to the name, the king of steaks. Finally, they put that they are open 24/7, a move which attracts a different crowd all together. A 2 a.m. cheesesteak draws a different breed. A monster in a category of its own. This subtle call to this makes Philadelphians mouth water.  

The Ethos in this logo lends itself back again to the crown and the name, king of steaks. As the king of this almost mythical sandwich, you make sure everyone knows you are the creator. The owner of the idea, and it also makes it sound like you do it best. Just to make sure that you get this, they print inventor and originator of the cheesesteak underneath the name. This is important because people want the real thing. And although it may be up for debate if this is really the best one in the city, their claim to fame is all they need to stay in business. Philadelphia is a city that thrives on history. They make sure that they use their own history to their advantage. 

Finally, we can look at the pathos or emotional pull of this logo. The most important thing is the fact that they are Philly born and Philly made. The pride that residents have for the city is immeasurable. We see it in everything. Sports games, movies, posters, music events, even restaurants. It is a city that works hard and we’re proud of it. Pats uses their logo to make sure you know who they are. Born out of a hard-working Philadelphian, opportunity struck. This sandwich is endeared to the heart of the city and by reminding us that they created it they strike an emotional chord within us.  

Genos Steaks sits catty corner. It stands as a second neon monolith. All great things have rivalries attached, and none say Philadelphia quite like this one. Although they are not the creators, Genos has created its own foothold in the Philadelphia folklore. Many believe they are better. One thing is clear, the two rivals feed off each other creating more business than there would be on their own. The Genos logo is simpler.  

A simple color scheme makes this logo memorable. Let’s look at the logos or logic behind it. The color scheme contrasts each other making sure that you see the words. They want their brand to be known and they are banking on the fact that you have heard of them. Simplicity in the design creates intrigue and makes people want to figure out more. They use ethos here under their namesake. It states Philadelphia original. Not only does this give them credibility within the Philadelphia community, it attracts tourists as well because it makes them seem like the real deal. That one line also uses pathos. By claiming to be a Philadelphia original they are attempting to endear themselves into the heart of the Philadelphia community.  

The Philly Cheesesteak is a monument to Philadelphia’s blue-collar roots. As coney’s are to Detroit, Cheesesteaks are to Philadelphia. They are a piece of its identity, and they are rooted in these two neon giants. They use their rivalry and their lore to create a holy sandwich. It is one everyone must eat, and one that if you don’t order and eat right, it can ruin your credibility all together.  

A people’s identity is their culture. Throughout human history, we have gathered in groups living as a community. These communities had different ideas, traditions, and structures. Culture and community are two fundamental things to the human race. As we travelled the world, we started to explore these cultures, and one way this was done was through food. The magnitude of foods impact on our culture is immeasurable. Even today we continue to flock to restaurants that have food that seems foreign, or just to feel like we are somewhere else. The city of Philadelphia is a city with a unique identity. One of hard work, one of immigrants, and one steeped in our nation’s history. One thing that all Philadelphian’s have an opinion on is the Cheesesteak. If you ask someone if they like their cheesesteak wit or wit out, you can’t be sure of their answer, but you can be sure of one thing, they are from Philadelphia.  

On the corner of 9th and Passyunk sit two rival sandwich shops that are monuments to neon and sizzling beef. And over the past half century, these places, Pat’s and Geno’s, have helped craft one of the most renowned symbols of Philadelphia: the cheesesteak. Some might think that a simple sandwich would not have the importance to represent a city, but those people would not know the cheesesteak’s history or the city of Philadelphia itself. For those who’ve never had one, a cheesesteak is essentially thin slices of beef griddled with onions and cheese tucked steaming hot into a long roll. It’s a late-night ritual. It’s the subject of endless debates, as cheesesteak stands spread across the region. And it reflects so much about the character of Philadelphia – its unpretentious blue-collar roots, its love of street food, and the history of Italian immigrants who created the sandwich in the 1930s and helped shape the neighborhood where it was born, in South Philadelphia. 

These two rivaling stands have been at war for years. Although it may be considered more of a cold war, they each have their own brands, logos, and it is a heated debate which is better. Ask anyone in Philadelphia, and they will have an opinion. It all started in the 1930s when a man named Pat Olivieri was at his hotdog stand. As a favor to a butcher he made a steak sandwich. At that moment a cab driver walked by and asked for one. Soon word spread and the cheesesteak was born. The word Kairos refers to the perfect moment, and although it is usually meant to be used in some form of speech or advertisement, I could argue that this moment was Kairos itself. Soon after Geneo’s Steaks opened catty corner from Pat’s and a lifelong rivalry began.  

The logo for Pat’s King of Steaks is the words with a crown on top of the letter A. It states that they are the inventor and originator of the steak. This is using rhetoric to their advantage. By stating they are the original, they cement their place in cheesesteak history and the history of Philadelphia. Geno’s Steaks recently changed their logo to the one below. It has the name along with the words, “Philadelphia Original.” Although they cannot state they created the cheesesteak, they can cement their claim as a true part of Philadelphia. Not only does this help attract tourists, it undermines Pat’s as the only place to get a true cheesesteak. This rivalry is full of the use of rhetoric as they battle for dominance continues in Philadelphia. In a world steeped in red gravy, only one cheesesteak can shine the brightest.  

Kairos, or the exact right moment to take advantage of a situation, can make or break any type of rhetoric. To show how this works I will explore a simple question. Why was Alec Baldwin’s impression of Donald Trump so popular on Saturday Night Live? Alec Baldwin first appeared in his famous role in 2016 and it was an instant hit. But why then and why now? The answer may seem obvious to us, but it is a perfect example of Kairos. As Donald Trump transformed from a reality TV start to a political figure, people wanted to see him be made fun of. 

They started these skits with Alec Baldwin playing opposite of Kate McKinnon’s Hillary Clinton. To fully understand how SNL has used rhetoric in the past, it helps to know that Saturday Night Live is a skit show that draws from the news and current events. In this sense, SNL uses rhetoric to make the audience laugh. They use polarizing events and know that a lot of the population will find it funny. They are also very specific about the language they use and where they emphasize things. Although this may not seem like what you think of when we talk about rhetoric, it is just a more subtle form in the sense that we don’t think about it. They can also use that to their advantage by using subtle hints to get a reaction out of you.  

This brings me back to Alec Baldwin. Donald Trump is certainly a polarizing figure in America, and SNL also knows that their audience is mostly liberal, so they were able to use this to get higher views. They were able to take advantage of the right moment, or Kairos, and create a memorable reoccurring character that is relevant to today’s world. You can be sure that whenever a new political figure appears, Saturday Night Live will use that to their advantage.  

In today’s television culture it can be easy to skip through commercials. This makes it harder for companies to make an impression on the consumer. The answer to this problem is to present a catchy commercial campaign that people might actually like to watch, such as a string of advertisements that follow a storyline or a theme that promote the company. The one I will be focusing on today is made by the cellular company AT&T. They have a series of commercials that go like this: there is a specific event or trick happening, and during it the event goes wrong. For example, there is one with a doctor who just got back from suspension preparing to do surgery on a patient, or one where the sushi chef has just been sent home sick. At the end of each commercial they state, “Just ok, is not ok.” These commercials may not appear to be related to what AT&T does as a company, but they don’t need to. A company that famous is already known across the world for its services, so they don’t have to explain what they do. Instead, they want to attract people to their company. By using humor, they make people pay attention. Then by using the slogan, “Just ok, is not ok,” a line that is fun to say and will likely be repeated often, their name becomes synonymous with a company that does not rest until their products work perfectly. The reason this works though is because it is a part of an ad campaign in which they have multiple commercials telling different stories. By making funny skits, this advertising strategy begins to gain a following as people look for what the next one will be. Then once viewers have the concept and phrasing in mind, they will think of this message every time they think of the company. To me, this is the perfect way to get people to listen to you. By using subtle messages consistently, the consumer won’t even realize they are watching a commercial, but the next time they look to get a phone they will think of whose campaign says they strive for the best.