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The Pathos of ARC’s Facebook Page

2015-08-12 来源: 51due教员组 类别: 更多范文

这篇文章作者主要告诉我们美国红十字会的脸谱网页如何传达修辞信息。通过洪水袭击德克萨斯的一个事例,生动感人的画面,唤起人们注意力和情感,侧面反映出悲情的渲染修辞对人们情感的共鸣,也突出了这些悲情脸谱修辞对人们视觉的影响效果。

Introduction

There are some rhetorical messages in the Facebook pages. This thesis analyzes how the American Red Cross’s Facebook page communicates rhetorical messages thoroughly. Specifically speaking, it mainly utilizes the rhetorical concept of pathos to interpret the ARC’s Facebook page. What’s more, it uses the visual rhetoric to illustrate the rhetorical scheme of that page.

The utilization of pathos

Pathos is one of the rhetorical concepts, which means to use some experiences or sufferings to appeal audience’s emotion. (http://writingcommons.org/open-text/information-

literacy/rhetorical-analysis/rhetorical-appeals, June 4, 2015) In the ARC’s Facebook page, it mainly uses Pathos. It is universally known that American Red Cross is a nonprofit organization, which aims to relief people as well as give assistance to people in need. First and foremost, it is obviously that the page uses the pathos to express its tenet. In this page, there are numerous real events related to ARC’s assistance, which give the readers a plenty of experiences materials. For instance, one of the messages they put online on May 26th illustrates this point of view above. Recently, a severe flood hit in Texas. Therefore, American Red Cross helps people in Texas immediately. In this message, ARC describes their response and assistance to the severe flood in Texas. Take its context for example, we can know that ARC has opened 30 shelters, served over 23000 snacks and meals as well as handed out 31000 disaster relief items to affected communities. (https://www.facebook.com/redcross?fref

=ts, June 4, 2015) This specific statistics will make readers believe that ARC gives the real help to people. In addition, it combines text with a vivid picture of two boys lying in the sickbed. Below the picture, there is one sentence which adopts the over-striking and bigger typeface as well. When seeing this picture, readers will be touched and moved. Certainly, it will increase people’s trust in American Red Cross.

Another message released in May 29 mainly discussed that ARC gave the assistance to the people in Texas who suffered the severe flood. In the picture, there is one ARC volunteer helping a person to save his dog. The vivid picture arouses people’s sympathy for victims and the admiration for the ARC volunteers. In fact, it will incorporate the comments of ARC into people’s hearts. Therefore, people will believe that ARC can relief and help people in need.

Generally speaking, this page makes good use of pathos to increase people’s trust in American Red Cross. In other words, this page puts various assistance materials with vivid pictures to arouse the “audience’s” attention and emotion. Consequently, it conveys that American Red Cross’s tenet is to help and relief people.

The utilization of Visual Salience

There are some certain captions below some pictures to rhetorically explain the assistance events. One of the messages they put online on May 21th illustrates this point of view above.

It is conspicuous of the caption below the picture which has the white text with red background. In fact, it is to appeal people to give thanks to the U.S. Armed Forces, which takes good advantage of the Visual Salience. When people read this message, they will be attracted by the caption due to its unique design. Personally speaking, it will increase people’s reading interests and help people understand the main point of this event.

The utilization of Visual Impact

It is apparent that this page adopts the red color in many places. It is known to all that red stands for enthusiasm and passion. In fact, the red color captures people’s attention to a certain extent. The page adopts the red color as the dominant hue, which reflects not only the Visual Salience but also the Visual Impact. For example, the red cross, which is their symbol pattern, is everywhere. On top of that, there are a lot of pictures which depicts their assistant situations, which have great Visual Impact on readers as well. This page adds a variety of pictures to create a Visual Impact. Specifically speaking, people will be attracted when seeing the assistant situation pictures because these kinds of pictures have the Visual Impact effect.

The utilization of others

In other aspects, this page takes good advantage of tone, context, proximity, alignment, repetition, white space and so on to make it clean and beautiful. Take repetition for example, the red cross, its symbol pattern, is everywhere. It adopts repetition to emphasize its organization. Take context for example, “On Memorial Day, we take time to honor the men and women who died in military service to the United States.” , it directly describes the tenet of the American Red Cross is to comfort the military members.(https://www.facebook.com/

redcross?fref=ts, June 4, 2015) Take tone for example, “This Memorial Day, join us in honoring those who have served our country and salute those who continue to do so.”, We truly appreciate your service.it reveals that the American Red Cross does well in serving the military members.(https://www.facebook.com/redcross?fref=ts, June 4, 2015)

Conclusion

All in all, the ARC’s Facebook page adopts the rhetorical concept of pathos to express its organization tenet. Except that, it also utilizes other rhetorical concepts, such as ethos. The captions of some pictures will capture readers’ attraction and make them understood. However, readers will only read the captions and see the pictures instead of reading all the messages, which should arouse the relative people’s concern. Last but not the least, we should cultivate our abilities to comprehend what a text or image wants to communicate its rhetorical message.

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