Rhetorical Analysis

http://www.youtube.com/watch?v=TZb2e_TpmQE

Joseph M. DePinto, President and Chief Executive Officer of 7-Eleven, is an example of a leader with an amazing ability to use his knowledge and skills to achieve impressive goals and success. We all know 7-Eleven as the international chain of convenience stores that sells the popular Slurpee and Big Gulp drinks and now outnumbers McDonald’s by 1,000 stores. 7-Eleven exemplifies success, which we are reminded of each time we pass one of its many busy stores on our roadways. In a recent commercial, the United States Army tapped in on the impressive standing and success of 7-Eleven as an example of what can be achieved by military officers. DePinto, a West Point graduate and former Army officer, no doubt acquired a lot of knowledge and leadership skills while in the military. Whether the Army truly is to be credited for DePinto’s and 7-Eleven’s success cannot be proven; however, it is an interesting story and can give anyone becoming an Army officer hopes of success.

Of course, the US Army will always seek ways to make their commercials as appealing as possible to the general public, and this is especially important now that they are decreasing in numbers due to the wars in Iraq and Afghanistan. In the past, US Army commercials have been geared towards recruitment of enlisted positions, but today there is the added need to keep higher ranks filled. It appears that this commercial’s goal is to try to entice young people who are either college bound or already in college to view the military experience as a sort of advanced education that will have significant paybacks after a short military career. I would suspect that getting people in the door is what matters most to the Army at this point, and using a middle age man like DePinto says that military service can be a temporary commitment with incredible rewards as a civilian.

Prestige, money, power and image are all motivators in America. This commercial begins with a pleased DePinto driving home to a very nice house, complete with iron security gates, and the narrator stating that “There is no secret to success.” Next DePinto is observed entering a modern and sleek, high rise office building and the narrator saying, “It takes leadership, and a long view…and a belief in yourself, and the ability to inspire others.” The narrator continues by saying, “And there’s no secret to learning these things, either.” What follows are images depicting DePinto’s Army officer experience, showing how officers learn “both on the field, and in any field.” What a powerful recruitment concept, flashing a real world example of a successful businessman who earns millions of dollars through a business known to all, and that his start was something attainable to most anyone, Army officer ship. Linking that level of prestige and monetary success to having served in the US Army is the perfect way to recruit young people in our goal driven society.

The commercial utilizes the techniques of appealing to emotion, logic, and ethics. Again, at the beginning of the commercial when DePinto pulls into his driveway in front of his gated mansion, this image appeals emotionally to most audience members. Everyone would like a very comfortable home, and the way towards that goal for most is success in the work force. Through logic, the Army demonstrates with short video clips that Army officers lead men both in the field and in business. As mentioned above, the viewer is told that “An Army officer learns to lead on the field, and in any field.” And then the narrator challenges the viewer with the question, “Can you?” This example appeals to both logic and emotion because the primary job of an Army officer is to lead their men in combat, and if they are able to do that, then their leadership abilities should carry over to the corporate world. DePinto’s position at 7-Eleven makes him a credible spokesman when it is stated that the Army is one of the best ways to gain leadership skills and was key to his success. As the President and CEO of a corporation that has done amazingly well through any economic downturn in its history, the viewer can be assured that DePinto speaks from experience and has no reason for gaining anything financial for promoting the military. The challenge, “Can you?” makes one feel that it all is doable, if only to prove to the hidden voice, “Yes I can.”

This commercial does evade certain points, however. While serving as an officer in the US Army will provide key leadership experience, the time served will not be easy. Changing locations every 3 - 4 years, often with no say as to where they will be, and deployments and the impact they have on one’s life, were not mentioned in the commercial. Also, out of the millions of people who have served as officers in the Army, how many of them have become multi-millionaires and CEOs of large corporations afterwards? Probability says that the norm will go on to lead average lives and hold what one would consider to be normal jobs. While any leadership experience is valuable, it can be gained in all sorts of arenas, and none promise any guarantees or an easy path to monetary wealth. Never the less, this commercial does an excellent job, I feel, in presenting a possible scenario, although unlikely, to entice the young for Army officer ship. I do, however, find it interesting that no attempt was made to appeal to one’s duty of country or protecting rights and freedoms in this promotion. It was all about using the military as a stepping stone for future wealth potential.