Clumsy

http://music.aol.com/video/clumsy/fergie/1999775

Audience: Female teenagers and young adults, who are fans of Fergie and watch music videos. Mostly girls who are clumsy themselves or don't know how to act in front of boys.

Arguement: WATCO of being 'in love' on girls', and Fergie's, clumsiness?

Claim: Being 'in love' makes girls, even Fergie, very clumsy.
Reason: Paying attention to the boy you (or Fergie) are in love with distracts you from what is going on around you.

Goal: Make Fergie seem just like every other girl, who makes mistakes when 'in love,' in order to gain more fans, or strengthen the ones she has.

How:
Sufficient: The music video shows five different incidents where she makes a big, clumsy mistake because the guy she's crushing on is there, and she becomes distracted. This is a good amount of evidence that he really has this affect on her.

Ethos: Fergie is a very popular singer so the audience already values her opinion and she is in the music video herself. In every different situation the music video shows her in, she starts out looking like the Diva her audience knows her as, beautiful and in charge: on stage, on the runway, driving the car, controlling the space port, etc. Even though she is oh so amazing, she crumbles whenever the boy comes around. If this happens to her when she is around her crush, then it makes it seem like a normal girl has no chance of being stable when around their boy.

Pathos: Seeing Fergie in a position where she is embarrassed, has messed things up, and in trouble, makes her feel more personal and they will be able to relate to her. This way they can compare what is happening to her in the music video to their own life, this will also increase Fergie's popularity with her audience. Also, since the music video is filmed so that it appears like a storybook, it makes it feel like what is happening to her is inevitable, you will turn the page, and she will fall of the stage no matter what. Her clumsiness is definite.

Effective: I think the music video is pretty effective. It makes it seem like most girls will be like Fergie and become clumsy when around their crush. This will increase the goal of increasing Fergie's fans because it is something that most girls can relate to.