“The Great State of Vermont Will Not Apologize for its Cheese”...

…I think it’s safe to consider the above quote as one of the most profound lines in the satire film “Thank You for Smoking”. Nick Naylor, played by Aaron Eckhart, is the Vice President of the Academy of Tobacco Studies, whose primary goal is to investigate the correlation between smoking and lung cancer. The Academy initially claims that no such correlation exists and thus begin to lobby in favor of cigarette smoking.

In the scene below, Naylor argues before the Senate against the addition of a warning image of a skull and crossbones to cigarette packaging.

Clip One (forward to 8:40)


Clip Two (end at 3:33)




In the above clips, Naylor confirms his title as Vice President of the Academy of Tobacco Studies, and is hence seen as a credible and reliable representative. The audience is then led to believe that Naylor holds authority over this issue, and is thus seen as an expert (ethos). However, once it is revealed that the Academy receives a large portion of its funding from “conglomerated tobacco”, also known as “the cigarette companies”, much of Naylor’s credibility and trust has been misplaced. However, he is later able to redeem himself as he argues that modifying the packaging is completely unnecessary because the general public is and has been well aware of the effects of cigarette smoking. By arguing this point as common logic, Naylor is able to appeal to the audience through the means of logos. Furthermore, Naylor goes on to prove that adding the warning is only as logical as adding one to airplanes, automobiles, and even Vermont cheese.
Further in the scene, Naylor is asked about his own son and whether he would condone him smoking. At this point, there is clearly a sense of emotional tension in the scene. By incorporating family values, the appeal to pathos is inevitable. Naylor is able to conjure up and arouse compelling emotions in his audience. They become more connected with him as they are able to relate to him on a more personal and individual level. As a question of personal values is brought into play, the audience is now able to connect, sympathize, and identify with Naylor as they share some commonalities.
The above scene is undoubtedly an exemplary example of the sheer power and influence of rhetoric. By appealing to all three Aristotelian devices- Logos, Pathos and Ethos- not only is Naylor able to secure his title as an authority figure on the issue at hand, he is able to support his claim with reasonable logic while at the same time evoking strong emotions in his audience.

Works Cited

Adrees2008. “Thank You for Smoking 8-10”. YouTube. 30 May 2008.
Adrees2008. “Thank You for Smoking 9-10”. YouTube. 30 May 2008.