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Emma: The Commercial
The USA’s army advertisement “Emma: The calling,” tries to convince us that a person
with a normal life can draw inspiration from their role model and challenge themselves to do
even greater things. It highlights Emma's story, a woman who chose to join the military to
persuade potential army recruits. Emma is from California. She had two inspiring mothers and
succeeded in school. But Emma felt she needed to seek her true destiny which she found when
she joined the army. She now runs the Patriot missile defense system. The commercial
suggests that ordinary citizens can show their patriotism by joining the military. Regular
individuals can join the army which is portrayed as a magnificent American institution that
bestows more honor to both the nation and servicemen as individuals. It relies on logical,
ethical, and pathetic appeals to influence its audience. Most of the commercial is an argument
based on logical reasoning, where Emma tells us why the army is suited for her, it also explains
the advantages of joining the military. A major part of the advertisement portrays the military as
a normal career with equally beneficial aspects similar to other careers