“I guess it is easy being green,” is the slogan of one of the green campaign posters (pg. 46 Envision in Depth). In each advertisement, there are specific argumentative strategies and rhetorical appeals. In the slogan mentioned above, the targeted audience is the environmentally conscious and family oriented population. Regarding marketing in cars, the Escape Hybrid, a family car or SUV, has lettering which is also in green. Also, being a hybrid, it is more efficient than cars that are “gas guzzlers.” The purpose of the advertisement is to sell the car to the targeted audience; however, more subtly, it is to get people to buy the car, not the company. For example, the Ford symbol is very small in the right corner because Ford is close to going bankrupt and is in trouble financially so the purpose of the small logo is to detract from the company that manufactures the Escape Hybrid and focus on the looks and appeals of the car itself. This car has family appeal but also sporty appeal as it is advertised off-roading in the outback. The car is framed by nature and emphasizes the two main subjects, the car and the cartoon, Kermit the Frog. In addition, in the small lettering on the vehicle, the number 36 is larger than the rest to emphasize the mpg the car gets, which is rhetoric that could help persuade a buyer interested in getting good gas mileage. The “green” campaign has been in effect for years, and has had a major influence upon the environment. It was also a significant factor in the recent election. The campaign has grown in support over the years and is considered highly successful.
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