Bono Gathers Celebs for AIDS Campaign

Bono demonstrates civic engagement by getting involved in his community, as well as the vast world around him. He has gathered many celebrities such as Ludacris, Gwen Stefani, and Hugh Jackman to actively make a change in a problem, that problem being the widepsread of AIDS. Their exigence of this rhetorical situation is to raise awareness of this problem, and to get people to help be a part of the solution. By having numerous celebrities in the commerical, their credibiility greatly increases. They establish ethos because they are successful and seemingly sincere people, who appear to genuinely care about the problem. Some of them are actors, however, so that could be why their delivery seems so sincere. They also take into account their audience. Many different kinds of people watch television and go online, so it is very likely that some people watching the campaign video will not be very rich like the celebrities themselves. By emphasising the fact that it only costs you 40 cents, it makes the viewer feel like even they can afford it.

Possibly the most effective tactic in this campaign is the use of hunor. The celebrities give examples of objects that only cost about 40 cents or so, which is the same amount to pay for pills to help people with AIDS. However, some of these purchased items can be found humorous to the audience, such as buying "half a song", which appeals to technology users, or even a man wearing lipstick, because it is unexpected. It holds the audience's attention and makes a point that it only takes a little big to make a big difference.