![]() ![]() The main persuasive strategies the video relies on are symbols, emotional appeals, and associations to make us question our consumerist culture. ![]() Without shaming or mocking the viewer, the video accomplishes its goal by showing the viewers a relatable young boy. This portrayal of American culture circles around attaining a luxury lifestyle, which is intended to define their status and make them appear superior. Nike shoes are a powerful symbol because even though the quality hardly differs from its competitors, it represents superiority in basketball and being ‘cool’ around friends. The music video uses the brand Nike, specifically Nike shoes, to symbolize this way of life. The culture in America perceived, in this case, is to flaunt expensive and luxury goods they recently received and purchased. He uses prominent and emotional lyrics to argue against society’s pursuit of “fitting in” and being socially superior through consumerism. In addition, Macklemore uses lyrical techniques such as allusion, symbols, and juxtaposition to help better appeal to the audience. ![]() Even though he predominantly uses pathos, there are multiple examples of the use of ethos and logos portrayed throughout the song and music video. Macklemore shares his first-hand experience with consumerism and greed, which have impacted him to present his argument. ![]() The setting of the video is among a young boys’ bedroom or at school, which hence targets the youth of America. It unravels further and explains how people gain happiness and comfort from their infatuation and attachment towards different brands, logos, and labels. American Seattle rapper Macklemore and his producer Ryan Lewis released a song and music video in 2011 called “Wings.” He sings and raps about the search for identity under the concept of consumerism. ![]()
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