Conley 1

Kathleen Conley
Professor Granillo
English 103 Honors
5 December 2018

Project Outline

I. INTRODUCTION
A. Title Slide and Hook= Quote
B. Summary: Explain Rhetoric, Marxism, and Disability Studies through
Powtoons. End with a so what?
Include these concepts from both lenses: Commodity Fetishism and Proletariat v.
Bourgeoise.
For disability studies, talk about some stigmas surrounding individuals with disabilities.
C. Transition: Why does this matter and review of concepts: Animation from
powtoons
D. THESIS STATEMENT: Quote Slide within Moovly:
Within the E*TRADE Commercial, “This is Getting Really Old,” ethos is the most
effective, pathos the second, while logos is the least effective; The commercial also uses
the, “Slippery slope,” fallacy to its advantage to draw awareness towards the public’s
treatment of elderly individuals. Through the Marxist lens, the E*Trade commercial
exhibits ways in which the bourgeoise exploit the older aged proletariat class by keeping
them in work for financial benefits. Nonetheless, through a disability studies lens, the
commercial demonstrates the capabilities of older and disabled individuals within the
work place, whilst posing a gray area of keeping older individuals with disabilities in
these fields.

II. Summary of the Commercial

A. Video Clip of commercial
B. Voiceover summary while the commercial plays in the background

III. Ethos Powerpoint Slides

A. BODY PARAGRAPH #3
Topic Sentence: Ethos is the most prevalent.
1. Within one scene, an old woman is shown cleaning windows apart of a
tall building. The woman then loses her grip on the ropes that suspend
her and continually struggles to retain it (“E*TRADE- This is Getting
Old”).
2. Analysis: Essay 1 Slides
3. Warrant: Essay 1 Slides

IV. Pathos Powerpoint Slides

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Topic Sentence: Pathos was the second most prevalent

1. Evidence: One part of advertisement showcases an elderly fireman who
struggles with keeping a grip on the hose he’s holding (“E*TRADE Commercial- This is
Getting Old”).
2. Analysis: Essay 1 Slides
3. Warrant

V. Logos Powerpoint Slides

Topic Sentence: Logos was the least prevalent.
1. Evidence: Near the end of the commercial, they back up their claim of old
individuals in need of better retirement support by asserting, “Over 1/3 of
Americans have no retirement savings” (E*TRADE Commercial- This is Getting
Really Old”).
2. Analysis: Essay 1 Slides
3. Warrant

VI. Slippery Slope and Rhetoric

Topic Sentence: Ethos and Pathos employed through the use of visuals, put elderly
individuals in various job positions that society considers suited for young people. Logos
is only utilized to wrap up the commercial near the end after successfully drawing a
reaction to the audience.
1. Evidence: The statistics behind the real situation, also make the fallacy more
appealing, “Many consider an appropriate retirement age to be 65. That means if
you live to age 100 you will have 35 years after your employment income stops…
Unless you work for the government you likely don't have pension income”
("Planning for Retirement: How Long Will You Live?”).
2. Analysis
3. Warrant

Another Transition movie from Powtoon Before Lenses

VII. Marxism and Ethos

Topic Sentence: Marxism within this commercial is exemplified with the struggle the
elderly individuals demonstrate within their jobs.
1. Evidence: “Political Economy regards the proletarian ... like a horse, he must
receive enough to enable him to work. It does not consider him, during the time
when he is not working, as a human being. It leaves this to criminal law, doctors,
religion, statistical tables, politics, and the beadle” (Marx).
2. Analysis
3. Warrant

VII. Marxism and Pathos

Topic Sentence: Likewise, pathos ties close with ethos in terms of Marxism within this
commercial.
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1. Evidence: As Karl Marx once remarked, “Let the ruling classes tremble at a
communist revolution. The proletarians have nothing to lose but their chains.
They have a world to win. Working Men of All Countries, Unite” (Marx).
2. Analysis
3. Warrant

VIII. Marxism and Logos

Topic Sentence: Lastly, the statistics shown within the end of the commercial demonstrate
factual evidence of the bourgeoise’s efforts to oppress the working class, even within old
age.
1. Evidence: The successful exploitation of the working class is shown by the
minimal amount of retirement savings Americans have. Which as mentioned
above was over 1/3 of Americans.
2. Analysis
3. Warrant

IX. Marxism and Slippery Slope

Topic Sentence: To put it simply, the E*Trade commercial uses the idea of the oppressors
enlarging their power to create fear among the working-class individuals.
1. Small Analysis

X. Transition slide into Disability Studies

Topic Sentence: The commercial generally presents good representation with those who
have disabilities.

XI. Disability Studies and Ethos

Topic Sentence: The commercial generally presents good representation with those who
have disabilities.
1. Evidence: “Stigma comes in many forms. It can be simple and direct like a
negative word directed at you. It can also be hidden, like when a person thinks
you cannot do your job, or that you are violent and dangerous because of your life
experiences” (“Disability Rights California”).

XII. Disability Studies and Pathos

Topic Sentence: Like ethos, pathos in terms of disability studies tries to produce
sympathy and fear for those who may have disabilities.
1. Evidence: The man on the motorized wheelchair near the beginning of the
commercial looks around the workplace, confused, whilst the younger individual
scoots around by him with ease on a hoverboard.

XIII. Disability Studies and Logos

Topic Sentence: The logos within this commercials still remains on the weaker side and
lacks showcasing how elderly individuals with disabilities handle themselves within the
work-place.
1. Evidence: “Disability management typically refers to a field of practice that has
focused on how employers manage disability overall within the workplace,
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including issues such as preventing disability, returning to work after a disability

event, providing reasonable accommodations within the work site, and cost-
benefit and cost-effectiveness analyses of the management services. Certified
disability management specialists are prepared to deal with various work-related
disability issues” (“Disability Management”).

XIV. Disability Studies and Slippery Slope Fallacy

Topic Sentence/Evidence: As mentioned previously, the individuals who made the
commercial meant utilize the slippery slope fallacy to showcase how absurd jobs could
get if elderly individuals are not supported by retirement.
Analysis: While not all the elderly individuals seem to struggle with their jobs, the
satirical song that plays within the background makes the thought of individuals
being within these working jobs more of a comedy piece then them being capable
of handling the work.

XVII. Disability Studies and Marxism

Topic Sentence: Finally, it is important to note how both these lenses go hand in
hand within the commercial.
1. Analysis utilizing evidence from previous slides to combine

V. CONCLUSION
A. Re-stated thesis
B. Brief summary of main ideas
C. Reflection/Call for action