Christine Spurgeon
Professor Steven Krause
ENG 328- Ancient Style and Youtube Commercials
Ancient intellectuals recognized patterns and devices of oration that could be distinguished in effective and compelling discourse. Aristotle and other scholars studied rhetoric to identify and classify different stylistic ornaments and determine general guidelines for what constitutes persuasive and attractive writing. Largely dependent upon but separate from grammar, the ancients established the concept of ‘style’ as the various unconventional uses of language. Stylistic techniques go beyond the fundamental rules of speech, using appealing combinations of words to engage and/or influence the listener. Many of these ancient rhetorical devices are now universals, remaining relevant and recognizable in contemporary politics, pop culture, and particularly advertising.
In late 2009, Tiger Woods faced a series of public allegations that he had a large number of extramarital affairs for a considerable period of time. In the early months of 2010, Tiger Woods confirmed most of those allegations. He admitted that he had been unfaithful to his wife for many years including during her pregnancies, and engaged in wanton and unsafe sex with many women. Prior to this scandal, Tiger himself was a modern trope, carefully marketed as a metaphor for clean cut, all-American goodness. He was the darling of the world of golf, a conservative and calculated sport. Tiger Woods shocked and disappointed the public with his behavior and the public was quick to criticize and satirize his lack of judgment, and his abuses of fame and wealth.
In the immediate wake of the scandal, Tiger lost virtually all of his high-profile endorsements. In light of his actions, most companies determined he was no longer an appropriate representative. A bold move on Nike’s part, they decided to continue their long standing relationship with Tiger Woods and immediately began a vigorous attempt to salvage Tiger’s reputation and Nike’s status as an endorser.
In April 2010, only a few months after the affairs exploded in the media, Tiger and Nike aired what would become a highly controversial commercial. Tiger Woods is set against a gray, flat background, looking straight at the camera. He wears a humble, exhausted, and deeply troubled expression on his face. The brief dialogue is spoken by the solemn voice of Tiger’s late father-
“Tiger, I am more prone to be inquisitive, to promote discussion. I want to find out what your thinking was. I want to find out what your feelings are. And did you learn anything?”
The words used are simple, even sparse, but rich in stylistic ornament. Spoken in middle style, the language is accurate and affecting, with no deviations from general understanding. The periodic sentences are concise and resounding. Considering the span of the target audience, the intended message would have been clear to virtually any American adult.
The succinct speech in this commercial is an example of what the ancients termed a litote. This could be an instance of deliberately understating the circumstances, or implying something the audience is aware of, but of which it is undesirable to speak. In this case, Nike evidently felt a minimalist approach strengthened and added credibility to their advertisement. What is equally interesting is Tiger’s lack of speech and the effect this is intended to have. His silence connotes modesty, humility, etc.
An important and perhaps the most debatable issue with this commercial is the concept of kairos, or appropriateness on different levels. According to Crowley and Hawhee, there are no definite rules that govern kairos beyond the evaluation of the writer. Appropriateness varies by situation and is determined by the attitudes and understandings (ethos) of the target audience as well as the nature of the material discussed. According to Aristotle, the effective orator should have “A knowledge of the times for speaking and for keeping silence, and has also distinguished the favorable occasions for brief speech or pitiful speech or intensity…” (Crowley and Hawhee, 233). This is related to Gorgias’s idea of speaking when the listener is ready to hear. Nike and Tiger likely thought they should confront the situation head on, while it was still fresh. Some viewers may have thought this somewhat honorable. They might consider Tiger to be assuming responsibility for his actions and repenting. Others, myself included, found the timing of this commercial to be tasteless. Only a few months after these revelations tore apart his family, Tiger Woods and Nike were too quick to try to repair the damage done to his image.
The propriety of the commercial is debatable in other capacities. Nike and Tiger take enormous liberty applying Tiger’s late father’s previously recorded words to Tiger’s current situation. No one knows how the senior Mr. Woods would have reacted to the scandal or whether or not he would have endorsed the Nike commercial. This marketing ploy is weak in light of the way Nike and Tiger exploited his father. Others may view it with more compassion or feel vindicated over Tiger’s public shame, which is likely the response Nike hoped to get, given their intense and risky efforts to save their top earner.
Only four sentences long, this dialogue incorporates multiple stylistic ornaments. The words chosen are an example of anaphora, seen in the repetition of the first word in several sentences: “I am… I want… I want.” These sounds are pleasant to the ear and engage the listener, making them want to hear what follows until they are rewarded with a conclusion. Each sentence seems a bit heavier than the last, building off one another towards a climatic end, the final idea is meant to be a profound and satisfactory close to the appeal.
The first sentence in the dialogue is a compelling statement, meant to cast a more profound light on the situation and implying that there is more to the story than Tiger and his hedonistic lust, irresponsibility, and complete disregard for his wife and family. The next two statements seem to be meant to humanize Tiger and bring him down to the level flawed mankind. The last is a heavy rhetorical question- “And have you learned anything?”- an example of sententia, in this case a wise or pronounced statement meant to seamlessly bring the dialogue to an end and resound with the audience. Though the audience is left to answer this question on their own, the nature of the use of this rhetorical device is saying, without actually saying in words, that Tiger Woods has learned a harsh lesson. Tiger’s appearance and the soft, slightly disapproving words of his father assure the audience that he has been deeply humbled and shamed by the repercussions of his actions.
This commercial contains clear evidence that techniques of ancient style are still prevalent today. The text contains many effective stylistic ornaments. The dialogue is clear and to the point, an attempt to get back to basics. Anaphora and a soft, even tone make the arrangement of words enjoyable to hear. Though the sentences are few, they are positioned in a way that captures the attention of the listener and satisfies them at the end. However, the commercials’ appropriateness- what Cicero believed to be the most important aspect for persuasive rhetoric- is weak, unconvincing, and even pitiful.
This groveling may have been the only option for Tiger professionally, and was likely accepted by some viewers. For others, the devices and the carefully crafted techniques to reduce Tiger to the status of mere man came across as insincere. They seem more the desperate efforts of Tiger and Nike to retain what they could of their fans and shareholders. The conversation between father and son seems too personal for a public approach, and appears cheap and hollow. The unauthorized use of the voice of his father seems almost an abuse and is more than a little creepy. All in all, this ad comes across as distasteful and inappropriate, despite clever though minimal uses of stylistic ornament. Words can be powerful and eloquent tools, but at times, it is best to say nothing at all.
Works Cited
Crowley, Sharon, and Debra Hawhee. Ancient Rhetorics for Contemporary Studies. New York u.a.: Pearson, 2004. Print.
“YouTube – Tiger Woods Commercial: Earl and Tiger.” YouTube – Broadcast Yourself. Web. 09 Oct. 2010. http://www.youtube.com/watch?v=5NTRvlrP2NU.
