The BP commercial is full of arguments, my favorite was the rogerian argument when Iris Cross, with BP Community Outreach, said, "I was born in New Orleans, my family still lives here." She was trying to establish a common ground with those affected by the oil spill, using ethos in the process.
Cross uses an informational argument and establishes logos by listing several facts to show that while the oil spill was horrendous BP is doing its best to find solutions to the problem and trying to help the people and businesses hurt by the oil spill.
Cross invites people affected by the oil spill to come forward with their problems, so that they can help. She describes her job as going around to see how BP can provide assistance.
Cross explores the problem, examines what BP is doing, and explains that BP plans to remain along the gulf coast until the businesses are returned to normal.
I enjoyed the morose music in the background that invoked a sombre, yet slightly hopeful, seriousness with the current situation. The music played with pathos to generate an emotional response.
Overall the commercial examines the present actions of BP in response to the past event, and looks forward to when everything will be back to normal.
I read another person’s blog and they also said BP used a Rogerian argument but not exactly for the reasons you listed so that was interesting to see. I never even really paid attention to the background music but it definitely makes a difference and adds to the commercial and the message.
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