In “Wal-Mart vs. Pyramids”, Laura Carlsen questions the super franchises business tactics and opposes their attempt to build on the sacred, holy land that was once Teotihuacan. In her argument, Carlsen suggest that building in this area would infringe on the country’s cultural heritage, one that goes back thousands of years. Laura Carlsen gives a compelling argument against Wal-Marts’ practices in Mexico by displaying effective uses of ethos, pathos, and logos, as well as her successful use of other rhetoric appeals.
Pathos in persuasive writing involves engaging the readers’ emotion. In the article, Carlson’s use of pathos is clearly present. She uses phrases such as “phenomenal takeover”, “commercial conquest”, “alleged discrimination”, and “cultural insensitivity” to describe Wal-Mart. These are powerful words of rhetoric in the sense that this language is used to a pick a side, one against the Wal-Mart franchise. These statements also arouse emotion by personifying the company as an empire, per say, overtaking territories everywhere. This, along with the use of language, such as discrimination and insensitivity, clearly evoke a negative outlook on Wal-Mart. Carlson is also able to conjure up anger amongst the reader by showing how Wal-Mart could care less for the land they are building on, as workers “had orders to hide any archaeological relics they found.” By presenting a side for her audience to take and her jab at Wal-Mart, Laura is able to appeal to the reader’s emotion and successfully includes pathos in her persuasive argument.
Logos is a persuasive tool used to determine the logic within an argument. What evidence does the writer have for the position he or she has taken. In Wal-Mart vs. Pyramids, Carlsen describes the city of Teotihuacan and the importance to the Mexican heritage it carries. “It’s dominion stretched deep into the heart of Mayan country in Guatemala, and throughout present-day Mexico City.” “The grand human accomplishment it represents and the power of its architectural, historical and, for many, spiritual legacy is central to Mexico’s history and culture.” These statements undoubtedly support her claim that building on such sacred land would undermine and interfere with the country’s identity. The article also states that this land is “the foremost symbol of the cultures heritage” and “constitutes part of its contemporary integrity.” The evidence presented describes the importance this ancient land is to Mexico and makes a logical claim against Wal-Mart construction. Laura’s use of logos is strong and gives her argument a backbone.
Ethos is the third of the primary persuasive devices and appeals to the credibility of the writer and whether or not he or she is trustworthy. Being that she has previously studied the economic crisis in Mexico and is currently a resident of Mexico City, Carlsen immediately gains her trust among her intended audience, making the facts she state more powerful. She is also able...