Rhetorical Analysis - Commercial

http://www.youtube.com/watch?v=QU7BO35n47I

The commercial I'm doing is the Global Warming commercial by the Ad Council (the one with the kids repeating the phrase "tick").  The argument is as follows- what are the consequences of global warming on our future generations?  Global warming will annihilate our future generations, because global warming will turn the earth into a giant fireball.  The audience is middle age parents who have elementary-age children.  These parents don’t believe that global warming is happening, or they don’t want to do anything about it because it won’t affect them personally.  The goal is to get these parents to fight global warming by going to their website.  The argument is made mostly by appealing to our emotions (pathos).  They seem to be using children, who the audience holds dear to them, to guilt them into fighting global warming.  It’s easy to say no to a nerdy scientist trying to get us to stop driving cars, but little kids counting down like a bomb timer have a greater impact on us.  It makes us feel guilty for even driving our cars.  It uses ethos to establish a relationship with the audience.  While a scientist or a well known celebrity would establish credibility, the little children allows the audience to relate to the concern of global warming.  A little bit of logos is used as well, because since children can’t do anything to fight global warming, it is obviously up to us.    It is very effective, because people don’t want to be the cause of their children’s death or hardships.  It makes us feel guilty for not doing anything about it, and it places the lives of the little children on our shoulders, and that is a greater motivation to fight global warming.