It is evident that BP is attempting to win over the residents affected by the Gulf oil spill using their ad "Making it Right: Communities". BP is doing this by using several different methods of argument that make the ad seem more sincere and thoughtful to the viewers.
One argument type, and possibly the most obvious, is the Rogerian Argument. A Rogerian argument is one that attempts to find common ground within opposing points of view. Within the first 20 seconds of the ad, the spokeswoman begins stating how it is "her job to listen to shrimpers, and fisherman, hotel and restaurant workers, and find ways to help." The fisherman, shrimpers, and workers are the ones who would have an opposite point of view of that of BP. Having someone in charge of listening to the people, helps in finding common ground with the two potentially opposing views which makes this a Rogerian Argument.
This ad also contains one of the more basic arguments, the Argument to Inform. An Argument to inform simply says or tells something, or creates awareness. In this ad, BP is creating awareness about their efforts to clean up and help the people affected by the spill. For example, they highlight their financial support by mentioning their "120,000 claims payments" as well as their "20 billion dollar claims fund" all designed to restore the economy in affected area.
An Argument about the Future, a debate about what will or should happen in the future, is also used in the BP ad. The entire theme of the ad is 'we will make it right', focusing on BP's efforts to restore the Gulf to what it used to be. In the ad, the spokeswoman states that "BP is going to be here [in the Gulf] until the oil is gone and the people and businesses are back to normal." BP is arguing that the future of the Gulf will be a positive one.
BP is also using an Argument to Convince. From the beginning it is quite obvious that BP is attempting to convince viewers that they have the Gulf situation under control. The very statement in the commercial states that "no oil has flowed into the Gulf for weeks", which helps convince viewers of BP's efforts.
A last argument used by BP is an Argument to Explore. Arguments to explore require exploration of some type, which is done by BP in their ad. They are exploring those affected by the oil and discovering what they can do to help recovery efforts. A quality of Arguments to Explore is that they can be personal. This ad attempts to reach the viewers on a personal level by having a woman from New Orleans be front and center of the ad. She has the ability to relate to the people of the Gulf on a personal level than that of a foreign BP executive.
Overall, the ad does a good job of using arguments to get their point across and to win the trust of the American people. If a viewer for to base their judgments on BP solely on this ad, then I believe they would be quite convinced of BP's efforts. However, the American media has played a large role in exposing many loop holes that BP has used throughout the entire Gulf Spill.
A last argument used by BP is an Argument to Explore. Arguments to explore require exploration of some type, which is done by BP in their ad. They are exploring those affected by the oil and discovering what they can do to help recovery efforts. A quality of Arguments to Explore is that they can be personal. This ad attempts to reach the viewers on a personal level by having a woman from New Orleans be front and center of the ad. She has the ability to relate to the people of the Gulf on a personal level than that of a foreign BP executive.
Overall, the ad does a good job of using arguments to get their point across and to win the trust of the American people. If a viewer for to base their judgments on BP solely on this ad, then I believe they would be quite convinced of BP's efforts. However, the American media has played a large role in exposing many loop holes that BP has used throughout the entire Gulf Spill.
I agree with all of the arguments you listed for this commercial. I thought one of the big arguments that was utilized was the use of emotional appeal (pathos), for example all of the pictures of her helping others, holding people's hands, listening to them, the emotional music playing in the background the entire commercial. I also feel this commercial did a good job using arguments but whether or not it will be successful depends on the attitude of the viewers about this subject.
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