Bernie Sanders, a candidate in the running for the upcoming President of the United States, uses his website to help people get a better understanding of the ideas and dreams he has and to convince people to vote for him. He presents a wide range of information with a compound of visual and verbal messages to persuade voters that “We can have it all,” (said by Bernie Sanders) if he is elected. By using a majority of pathos and a little less ethos and very little logos, Sanders goes for his shot at candidacy.
Sanders’ intended audience are people at or above the age of 18, to vote in the United States. They also value the changes he has come to in decision such as; keeping them protected environmentally and peacefully, fighting for women’s rights, and stabilizing the not so rich financially. On the homepage, just under his logo it says “issues,” making this obvious. After clicking on the following, it directs the viewer to a new page, “On the issues”, followed by a list of the issues he will discuss. Sanders most likely split the issues into different categories purposely to show voters the significance of each one. Then, later going into detail about them as well to pull more voters in, who may be concerned or interested in his ideas and reasonings behind them, drawing them to continue reading. The donate link located at the middle of his main page, is the same size as the prices he has listed going from prices as low as 10 dollars, to only 100 dollars targeting people with little money, compared to Donald Trump whose prices range from 10 dollars to 2,700, going more towards the richer group. Instead, Sanders acknowledges those who can’t afford these things like college because of the low amount of income some may receive.
To persuade this audience to vote for him, Bernie Sanders relies heavily on pathos to show the viewer he believes in real change and this country belongs to everyone, not just the billionaire class. For example, in the volunteer campaign he uses a slogan that says, “They have the money but we have the people. If everyone who visits this website joins our movement, there’s nothing we can’t accomplish together.” This slogan makes his viewers feel like he is with the people, and fully engaged in their support. Additionally, Sanders uses social media like Youtube to tell his story about numerous events he took place in during his lifetime and his experiences. In the video, he talks about how he was involved in the civil rights movement, and believes “You’re entitled to justice and to equal rights whether you’re black, whether you’re hispanic, whether you’re gay, whether you’re transgender. You are a human being,” here, he connects emotionally with his audience that falls under the above-mentioned categories.
Sanders also uses a small amount of ethos under the issues of “It’s time to Make College Tuition Free and Debt Free,” he lists a specific number of 6 steps that he will take as a president to make college debt free. He wants to fight to make sure that every American who studies hard in school can go to college regardless of how much money their parents make and without going deeply into debt, making him seem like he’s concerned about school.
Lastly, Bernie Sanders uses a large amount of logos in his positions with many different statistics and charts supporting himself. On his income and wealth inequality page he shows the percentages that back up his statements in bold. For example he shows “The share of the total U.S wealth,” in white is owned by the top .1% of families , and in red is owned by the bottom 90% of families. In this case, the top one-tenth of one percent owns almost as much wealth as the bottom 90% ,just as being profoundly wrong and unfair to those.
In conclusion, Sanders believes he is the answer to almost all of our problems in America. He uses all of the appeals – pathos, ethos, and logos in the amounts that are effective for his intended audience. Many find him to be someone they look forward to voting for in the year of 2016’s presidential election, while maintaining the awareness of the various issues he will try his best to change.