“ Coldplay Takes us Back to the Start” Analysis

1. “Coldplay Takes us Back to the Start” Analysis Discusses the Portrayal of “meaningful” music in music videos http://wps.ablongman.com/wps/media/objects/4116/4215164/ch2swbelch.pdf

2. Thesis • “Songs which possess deeper meaning, those that aren’t about genitalia or fast cars, are the songs that contain the ingredients for profound, successful videos.” • Concise and to the point • Acknowledges opponents to reinforce own argument • Presents view clearly

3. Choice of Visual Rhetoric for Analysis • The paper chose the music video, “The Scientist,” by Coldplay for its rhetorical analysis • A form of media that has become instantly accessible through the internet • Much of the essay is dedicated to describing the complex video

4. Intro and Conclusion Strategy • The intro paragraph is dedicated solely to attention grabbing • Talks about what music videos have become • This is important because it sheds light on how different and significant Coldplay’s video was • The conclusion presents the significance of the video • Shows its effect on the audience • Mentions the MTV Music Video Award won to prove credibility (ethos)

5. Persuasion Techniques • The author uses illustration as the main persuasion technique • Wants to give a visual • The visual gives the audience something to relate to • Kairos is also used • The context of overloaded and immoral videos lets the Coldplay video stand out • The author establishes ethos • Compare and Contrast is used • Compares Coldplay video to the “usual” videos of the time