Speech Outline

      I.         Introduction

a.     Advertisements are every where.  Every where you turn there is a company trying to sell you something.  But what appeals do companies use to convince you the audience to buy from them.

b.     I took a look at Hy-Vee ads, a local grocery store, because I am a frequent customer there.

                                               i.     Large presence in Iowa

                                             ii.     Large amount of advertising and sponsorship in the community

                                            iii.     Perceived them to be successful in advertising

                                            iv.     Wondered what in the advertising appeals to Iowans?

c.     I looked at 3 different ads and 1 outside source to find the answer to that question.

                                               i.     2 TV ads 1 print ad and 1 news article

                                             ii.     They use popular and well-known spokespeople as well as try to develop an emotional connection.

d.     I believe that the appeals used most in Hy-Vee advertisements are ethos and pathos.

     II.         Pathos

a.     TV ad #1- Harrison Barnes ad

                                               i.     They use a little pathos in this ad.

                                             ii.     When they say they sell cereal to feed the hungry and dig wells for the thirsty.

                                            iii.     These draw on the emotional response in all humans to help out people in need. 

b.     TV ad #2- helpful smile ad

                                               i.     In this ad I believe the primary appeal to be pathos, but ethos is definitely featured in this ad as well.

                                             ii.     The “I am a helpful smile” advertisement tries to enforce that Hy-Vee is a happy place

1.     Every employee has a smile on their face while saying the phrase

2.     This reinforces that Hy-Vee is a happy place and going there will make you happy

3.     This is because even the employees love being there

                                            iii.     Also at the end when they say that all these helpful smiles are here for you

1.     This makes the viewer feel like part of the Hy-Vee family

c.     Print ad

                                               i.     The emotion in the add is drawn mainly from the three words in the bottom right corner

1.     Food, Family, Fun

2.     This combination draws out certain emotions in the audience

a.     Happiness mostly, because happiness is associated with all three of those words.

   III.         Ethos

a.     TV ad #1Harrison Barnes ad-

                                               i.     Ethos is the most prominent appeal in this ad

                                             ii.     The use of a spokesperson gives the add credibility instantly

                                            iii.     To start can talk about Harrison Barnes

1.     He is a professional basketball player for the Golden State Warriors

2.     His connection to Hy-Vee is that he grew up and went to high school in the state of Iowa

3.     This makes people of Iowa want to listen to what he says

4.     They trust the hometown hero that has gone on to do great things

                                            iv.     Also, the use of phrases like “Doing the Right Thing” shows that they as a company can be trusted.

1.     They sell things, because they want to help and they care

2.     People will feel they can go there and believe what they say because they are a good company

b.     TV ad #2- helpful smile ad

                                               i.     The credibility that Hy-Vee gets in this ad is that it features their employees.

                                             ii.     This makes you feel like you can believe it

1.     They are the people that are in the store everyday

                                            iii.     They also have a variety of people being shown as employees, Giving credibility to all sorts of people

c.     Print ad

                                               i.     Curtis Stone- a well known celebrity chef

1.     The idea that this professional chef goes to Hy-Vee to get the food he would make, means the food there is really high quality

2.     He is a name in food people trust and respect

d.     Outside article-

                                               i.     The article displays the credibility of Curtis Stone and Hy-Vee.

                                             ii.     In the article Curtis Stone is quoted saying, “To me it is really important for America to be eating right.”

                                            iii.     All they want is to make America healthy.

                                            iv.     This allows the audience to feel they can trust Hy-Vee and makes them trust them to go there and shop.

   IV.         Conclusion

a.     Hy-Vee bring out emotions in the audience of the ads using positive and emotional words, as well as displaying emotion on the employees of the company.

b.     They create and established trust and credibility mainly through the use of spokespeople.  They also do this by being open and displaying that Hy-Vee is a company that does the right thing.

c.     Pathos and ethos are used by Hy-Vee to get new customers and keep previous customers.

d.     This method has been effective and has helped Hy-Vee become a successful local company.