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Andrea Hernandez

Professor Granillo

English 103

02 February 2019

Multimodal Project -- Abstract

In the world where hygiene has become an obsession and expensive, commercials are the

gateway to selling the companies products but as the world changes and evolves, most

companies do not evolve with the world. Colgate is a well-known toothpaste company, known to

sell millions yet it lacks the representation of supporting different genders. Much of their success

is by the use of ethos, pathos, and logos emphasizing in pathos to portray the effectiveness of the

product to have clean teeth. As my curious self, I sought out to see if by using Gender Studies

theory, and utilizing it, it would create the same concept that Colgate is selling. Colgate has a lot

of oral hygiene products, but I focused my attention on the main product which was the original

Colgate toothpaste. By doing so, I cited “Asking the Right Questions” by Neil Browne and

Stuart Keeley and how this contributed to the theory of the Gender studies. As well as citing

articles and information such as, "Introduction to Critical Thinking and Analysis of Persuasive

Techniques” and“Are There Any Fallacies in the Reasoning?” provided to me by Professor

Granillo. The ideas in these articles led to the conclusion that the Colgate toothpaste company

does not show any support towards the LGBT+ community. I go on my explaining frame by

frame on how the commercial shows clear signs that they do not support the LGBT+ the

company itself has never displayed a homosexual couple. It has always been heterosexual

couples, and to many, this can be seen as offensive. By the use of pathos, logos, and ethos, use of
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Gender Studies theory shows these strategies perpetuate the oppression of how a worldwide

toothpaste company sends a message on where they stand.