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Implications
The findings provide valuable insights for marketers and researchers interested in understanding how innovative marketing strategies and persuasive communication contribute to the success of a brand in the digital age. Furthermore, this rhetorical analysis can serve as a resource for other studies that aim to analyze the content produced on social media, particularly those studies that focus on examining persuasive elements in marketing communication, using Aristotle’s theory. Additionally, any future research that examines successful communication techniques employed in social media discourse or investigates specific communication strategies used on different social media platforms can draw from the findings of this study.
This study also offers several pedagogical implications for teaching digital rhetoric and technical communication in contemporary classrooms. First, it demonstrates how classical rhetorical theory, particularly Aristotle's appeals of logos, ethos, and pathos, can be meaningfully applied to modern, multimodal content such as branded YouTube videos. By analyzing Tesla’s strategic use of rhetorical appeals, students can better understand how persuasion operates not only through text but also through visuals, voice, setting, and tone in digital media. This can also deepen their media literacy and their ability to engage critically with marketing, branding, and social media content. Finally, this research encourages educators to integrate real-world case studies (such as Tesla’s videos) into the curriculum to help students connect theory to practice. This approach not only makes rhetorical principles more tangible but also fosters engagement with emerging trends in digital branding, content strategy, and ethical persuasion.