Speech Outline

Greeting/Hook:

Background story of why I chose to analyze Kum & Go

-Sophomore year of high school

-My friends and I would hang out outside of Kum & Go all the time

-We would go there after school

-We’d be there every weekend

-Spent thousands of dollars on food and gas

Thesis Statement:

Kum & Go wants customers to Kum & Stay. Kum & Go effectively influences customers to do so through advertising campaigns, focused on pathos and ethos appeal, that build its public image as a homey, welcoming place of business that cares about the local communities that it serves.

Overview:

To test my thesis….

-I examined background information on Kum & Go

-Analyzed two advertisements

-Analyzed outside article on Kum & Go

-Tested the level of pathos and ethos Kum & Go uses in its marketing operations

-I explain the purpose and reasoning behind Kum & Go’s decisions

Transition:

-General background information on Kum & Go

-Facts and statistics on when/where Kum & Go started

-Locations Kum & Go serves today, number of locations, etc.

-Define target market/audience for Kum & Go and most appropriate rhetorical appeals for said audience

Main Idea 1:

-Cover first advertisement

-Establishes quality of products

-Explain ethos and pathos of advertisement

-Connection to thesis: Kum & Go is not only out to get a profit. Kum & Go cares about the customer.      Kum & Go delivers quality products at affordable price.

Main Idea 2:

-Cover second advertisement

-Ad is designed to build Kum & Go’s welcoming, homey image

-Cover the importance of FREE coffee

-Explain ethos

-Thoroughly explain pathos

-Small business values

-Diminished association with corporate big business

Main Idea 3:

-Cover article on Philanthropy

-Donate mainly to causes that support youth and philanthropy

-Importance of having Kum & Go name attached to said causes

-Strong pathos appeal

-Investment in future of Kum & Go

Conclusion:

In conclusion…

-Kum & Go builds its reputation for quality (ethos) through ads such as… (first ad)

                -brief summary

-Kum & Go builds pathos through ads such as… (second ad)

                -brief summary

-Kum & Go further builds pathos and invests in its future through its philanthropy and community           outreach… (summarize third main point)

Kum & Go has effectively built and will continue to build its reputation as a welcoming business that is an integral part of the community.

(Clincher) It provides quality products and services and gives back to the communities it serves.