Visual argumentation is one of the most common techniques when it comes to arguing a point or opinion. The cartoon here on ethanol fuel is no different and it uses several different forms of argument when pointing out the benefits of ethanol fuel through visualization. Through the argument several forms of persuasion can be detected and play key roles in the presentation of the image. By utilizing rhetorical appeals such as pathos, ethos, and logos, the artist can argue the argument without the use of any words. The author also uses argument techniques such as analogy, cause and effect, classification, and visual styles such as examples and illustration. All of which comes together to present the argument that ethanol fuel will help to solve several of our nations problems.
Being economically independent has been one of our nations goals for years and many argue that ethanol fuel is the answer. Arguments have been presented to support why this technological breakthrough can and will push the nation to a whole new level of independence as well as how it will help with the growing problem related to global warming and pollution. This cartoon is a perfect example of each of these elements being argued in a single image. When observed on different levels one can see all the positive sides of switching to ethanol. For example the economic benefit that the corn producers will gain, the possible happiness of being independent, the result of cleaner air, as well as the lack of reliance on oil. On top of that one can see the respect that the idea will get from the progress that it provides the country.
The cartoon itself is very appealing to the eye at first glance and after picking out smaller details. The super corn and the lady supporting the corn are what first catches my eye. The fact that the corn has been given the title of superman is huge in giving the rest of the cartoon a base to support the argument. The corn and the lady clearly play the main role in the argument possessing several details that help to strengthen the purpose of the image. After getting past that there are several minor details that positively support the use of ethanol. For example there is a farm and lush green fields surrounding the main characters. The farm is very clean and picture perfect in its presentation. The sky is another appealing part of this image with its clean, white, puffy clouds and brilliant blue color. Below the sky there are trees growing tall and more fields spread across the horizon all appearing to be growing to their full potential. Lastly, atop the horizon is a small town functioning in the distance. The specific details of the town are hard to make out but its sole existence argues several points that become very useful in the overall purpose of the cartoon. All of these details effectively argue the good to come in the future of ethanol.
As a result of this argument being a cartoon the visual aspects of argumentation stand out the most and all of the methods used are based around that. The picture gives several examples how ethanol fuel can improve the lives of everyone and the economies that rely on it. First the corn itself is used as to as a tool to build rhetorical appeal off of. The characters in the foreground possess characteristics that were stolen from the widely known duo, Lois Lane and Clark Kent. The artist uses the analogy of comparing superman to the corn and by giving the superman emblem to the corn ethanol fuel steals all of the characteristics that superman was given over an extended period of time. After pinning the superman emblem on the corn through the use of ethos appeal the ethanol fuel immediately gains the respect of the public. The goal of the author by doing this is to have the fuel tap into the good emotions and positive outlooks of the people and utilize the pathos appeal of rhetoric to lock the viewers in on the idea that ethanol results in only positive occurrences.
The main use of ethos detected in this visual argument is the author use of the nationally renowned symbol of superman to give the fuel a heroic image. By doing this the author lets the audience feel that this product will help to solve our problems and save us from situations such as that of being dependent on other resources. The superman emblem is commonly associated with a figure that saves the day and does only good things helping to persuade the viewer that ethanol will do the same. The argumentation technique of classification is also used here when the image helps the audience relate super hero characteristics to that of the possible characteristics of ethanol fuel. The fact that the Lois Lane character standing next to the corn is tipping her hat to it and embracing it in a positive way also presents the audience with more ties to its heroic traits and loveable offerings.
The author utilizes the cause effect relationship with his drawing as well. It argues that by using ethanol only positive results, also known as the effects will come of it. By switching reliance from gasoline to ethanol fuel our nation will become both energy independent and environmentally safe. The author uses the clear blue sky in the background to leave its audience with the impression that cleaner more breathable air will result. The idea of being independent comes with background knowledge on the topic, and the author supports the benefits of that by showing the girls excitement. The fact that they are standing in the middle of a cornfield with a farmhouse in the background shows that we can produce the fuel ourselves without any need to call upon the resources of another country. This form of argument touches on the rhetoric appeal of pathos. The idea of being happy as well as energy independent brings only positive thoughts and emotions to the audience. However the main use of pathos is in the type of twisted humor present when using the 50’s cartoon characters to relate to ethanol. By including this the author expands his audience and entertains while arguing his point.
The artist has included a town on the horizon of the cartoon representing industrialization co-existing with the fuel. With this, the picture argues that the fuel can continue to run our nation and provide service for all of those needs we once used gasoline for. By including this aspect the artist not only emphasizes the fact that the ethanol fuel can accomplish everything that gasoline can. But also that ethanol can do it while maintaining the clear blue sky, happy users and a generous availability. The setting of the cartoon is out in the country and by including the town near by the audience gets the feeling that the fuel will be distributed as needed all across the nation and not just in the big city. By doing this, the author is again able to utilize the rhetorical appeal of ethos to bring hope and good intentions to the product.
The last rhetorical appeal used in this cartoon is logos. The author uses all of the other techniques to create a sense of credibility for the fuel and continuously tries to peak the viewer’s interest with pleasing images and thoughts. By using icons such as the superman emblem and feel good details the author can make the audience not only like the idea of ethanol but gain confidence in its success. The good details referred to here are the excitement and positive embracement shown by the girl and the clear blue skies suggesting a cleaner healthier environment. The image also shows the possible economic success that the agriculture industry could experience. But the main reason the fuel can obtain these traits through the cartoon is by proudly wearing the superman emblem on its chest. Overall the author successfully uses a number of persuasion techniques to get the point across that ethanol fuel, can and if given the chance, will succeed in gaining the U.S. energy independence and adopting a more efficient and cleaner fuel to drive this nation forward into the future.
