In this speech Naylor is trying to convince board members that they need to increase product placement in movies in order to increase the amount of young people buying their product. He appears to draw on equal parts logos and pathos during his pitch.
The logos appears in the form of a logical argument linking the advent of motion pictures, and actors subsequently smoking in those pictures, with the monumental rise in smoking between 1910 and the 1930’s.
The pathos comes into effect when Naylor uses a specific scene from the 1944 movie “To Nave and Have Not” involving Humphrey Bogart and Lauren Becall. According to Naylor, this scene sparks the “greatest romance of the century”, this comparison obviously serving the purpose of sparking an emotional response from his audience. Furthermore, the scene’s sexiness is arguably contingent upon the fact that Becall is smoking (she asks for a light after-all), therefore in turn, making the act of smoking itself sexier.
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