Genre Analysis

Colin Dunn

Go Vegan

There are three main driving factors for the spread of veganism in recent years. Animal welfare, environmental impact, and health are all powerful motivators to remove animal products from our plates. This project analyzes two genres to promote veganism. One short five minute video compares the tobacco industry to the current food industry to present the drastic harm that consuming animal products has on the human body. The second genre is an infographic that contains breathtaking statistics about the effect animal products have on the environment.
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Ethos

Dr. Michael Greger has authority to most people simply by having a medical degree. Dr. Greger does not ask people to blindly follow his advice without reason though. He reads through every nutritional medical journal every year to know exactly what the newest research has to say about our health. He presents this information in compact videos on YouTube and his website.

Pathos

The images in this video appeal to ethos by reminding the viewer of history. After watching the video, people will start to ask questions. Am I being tricked? Is history repeating itself?

Logos

Dr. Michael Greger heavily focuses on logos in all of his videos. He reads through every nutritional medical journal every year so that everyone else doesn't have to. He presents this clinical information in well organized videos, emphasizing the results of the research. In this video, Dr. Greger makes logical conclusions about the similarities between the history of the tobacco industry and the current food industry.
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Ethos

At the bottom of the infographic, there is an extensive list stating where all of the information came from. The information was gathered from a variety of reliable resources, including united Nations and EPA reports.

Pathos

What can we do about it? The infographic perfectly connects the facts of our planet's condition to our everyday action.

Logos

Astonishing statistics are given for seven huge areas for improvement in our environment. All of these figures are backed by research and cannot be disputed.

Similar Audience

The audience for both of these genres is very similar. There is no targeted age, race, or location. The targeted audience is people who eat animal products, which is virtually everybody. Dr. Greger's videos are most frequently found through YouTube and Cowspiracy information can be found through Netflix. Both of these outlets are all but universal in this day and age.

Similar Pathos

The effectiveness of both of these genres comes from the somewhat hidden pathos. At first glance, both genres are used to present undisputed, clear information. This information can be very persuasive, but Dr. Greger and the infographic both hand the consequences of their information to the viewer. The video is not just about the deceit of the food industry, but how they are deceiving YOU. The infographic states the information, but lets the viewer know that the destruction is coming from their OWN plate. Both genres have a sensible call to action embedded in their literature that strikes close to home with the audience.