"Changing Banks" Bank of the West Analysis Essay

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Alejandra Aragon Mrs. Maier October 29, 2012 English 1301 Analysis Essay ‘Changing banks” Bank of the West Ever read an advertisement and have been convinced by its message? Bank of the West “Changing Banks” advertisement is a good example of a persuasive advertisement. “We’re El Paso’s largest home-owned bank where all banking and loan decisions are made locally by people you know and trust” according to an advertisement from Bank of the West. In that text selection an ethical appeal of the institutions representation I used so that the reader is convinced enough to want to change to Bank of the West. There are specific phrases that are chosen as techniques to persuade the readers. Also an image of a compass is displayed which has much symbolism to also influence the reader. The ethical appeal which is an appeal to the institutions representation that is used by the author is to convince the reader to change banks. Bank of the West’s purpose is to make the bank sound reliable and accurate so they are able to guide the reader’s beliefs and ideology. Bank of the West states in the ad that they are El Paso’s largest home-owned bank, with this fact they are establishing there ethical appeal and credibility as a bank and as a member of the community. The advertisement mentions El Paso and the people of El Paso to convince you that the bank works as a community to change the reader’s ideology that the reader runs their bank account not the bank. People tend to believe who they respect and what a better way to get a respected from the readers than to say things that will appeal to the reader’s background. In the advertisement makes declarative sentences in their ad making Bank of the West seem confident in what the bank has said in their advertisement Bank of the West’s advertisement chose specific phrases as a technique to persuade the people of El Paso that they

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