Memo

To:
From:
Date:
Subject:

Supervisor
Olivia Ortega
September 22, 2014
Rhetorical Analysis of Matt Damons ALS Ice Bucket Challenge Video

The purpose of this memo is to analyze Matt Damons ALS Ice Bucket Challenge.
Summary
Matt Damon successfully utilizes several rhetorical devices in his ALS Ice Bucket
Challenge video. His video features the three rhetorical appeals of logos, pathos, and
ethos. He also incudes the six rhetorical strategies of narrative, describe, define,
classify/divide, compare/contrast, and cause and effect. Each of these rhetorical
devices contributes to the overall effectiveness of completing the Challenges main
purpose of spreading awareness about ALS.
Discussion
The ALS Ice Bucket challenge is an internet phenomenon designed to spread awareness
about ALS and raise money for those affected by the disease. The micro genre is
presented in the form of an online video that features a participant who, after introducing
themself, indicates their nominator and nominees. A brief explanation of the Challenge
and ALS might be included as well, stating that the aforementioned nominees have 24
hours to complete the challenge or they are required to donate money to the specified
ALS organization. A large bucket of ice water is then dumped onto the participant. The
video is posted to one or multiple social media sites, such as Facebook, YouTube, and
Twitter.
As previously mentioned, the Ice Bucket Challenge is in the form of a video. This
medium allows for the creator to fully capture all elements of the challenge. It provides
more opportunity for the creator to connect with the viewer. This challenge would not
work in any other medium. The audience would not experience the challenge the same
way if were say, described in a blog or a voice recording. The video medium permits the
viewer to absorb every detail of the Challenge, from the narrative of the creator to their
facial expression when the bucket of ice water is dumped on their head.
Matt Damons Ice Bucket Challenge generally follows the main conventions of the micro
genre, such as including his nominators and nominees, and of course, the large bucket of
ice water dumped on his head. However, Damon breaks a few of the conventions set by
other Ice Bucket Challenge videos. Damons choice to alter the conventions of the video
makes his challenge unique and memorable compared to others. The messages he relays
are therefore received more clearly by the viewer. His obvious decision to make the video
distinctive reveals his a lot about his character and dedication to activism and difficulties
facing different people.

The intended audience of Matt Damons Ice Bucket Challenge video is not clearly
identified. The audience of the video could be characterized as the general public. Damon
used very understandable and general language and explained information in a way that
most people can understand. This allows for the video and its purpose to be understood
by anyone who chooses to watch.
Because the main purpose of these videos is to spread awareness about ALS, they often
feature several rhetorical devices and appeals. Matt Damons Ice Bucket Challenge
includes many rhetorical strategies. He begins the video by introducing himself and
revealing his nominators, Ben Affleck and Jimmy Kimmel. After a brief explanation of
the challenge, Damon addresses a specific issue he has with the Ice Bucket Challenge:
wasting clean water. As the founder of Water.org, an organization devoted to providing
safe drinking water to communities around the world, Damon expressed his discomfort
with using an entire bucket of clean water to complete the Challenge. In order to avoid
hypocrisy, Damon forgoes using clean water and collects water from toilets around his
home to use instead. He then offers a short description of his organization and stresses the
importance of conserving water. He adds that toilet water from Western countries is far
cleaner than the drinking water of underdeveloped nations. After dumping the ice water
on his own head, Damon nominates George Clooney, Bono, and Tom Brady to complete
the Challenge.
Matt Damon uses the three main rhetorical appeals, ethos, pathos, and logos, in his video.
Damon already possesses ethos without the existence of this video. He is a famous actor,
director and screenwriter who has won awards for his work. He gains credibility in his
Ice Bucket Challenge video by asserting himself as an activist. As described in the video,
Damon cofounded Water.org, an organization dedicated to providing clean, safe water to
developing countries around the world. He also gains credibility by not only completing
the Challenge, but by also donating money to ALS research as his penalty for completing
the Challenge late.
Damon also uses the rhetorical appeal of logos in his video. He gives a brief narrative
about the current drought in California, his state of residence, and tells the viewers that he
has decided to use toilet water to complete the Challenge instead of clean water. He does
this in order to avoid the hypocrisy of wasting clean water as the cofounder of Water.org.
This choice is logical to the viewer because it makes sense to use dirty water to complete
the challenge when there is a drought. Damon reassures the viewer that the majority of
toilet water in Western nations is actually cleaner than the drinking water of
underdeveloped communities.
The rhetorical appeal of pathos also appears in Matt Damons Ice Bucket Challenge
video. During his narrative about the toilet water, Damon invokes empathy and
compassion in the viewer for those in the world without clean water. He also raises
awareness about three different issues: ALS, Water.org, and the drought in California.
This newfound awareness inspires the viewer to take action in some way, either by
donating to the causes mentioned, or by becoming more conscientious about water use.

Along with the rhetorical appeals, Matt Damon utilizes several other rhetorical strategies
in his video, including narrative, description, definition, classify/divide, cause/effect, and
comparison/contrast. As I previously mentioned, Damon includes a short narrative in his
video about his decision to use toilet water instead of clean water. He gives this narrative
as he is collecting water from a toilet in his home using a small bowl and pouring it into a
large bucket that already contains water. Damon uses a lot of description in his video.
One example is his description of the dilemma of using clean water to perform the
Challenge. He also describes Water.org and its mission.
Several examples of definition exist in Damons video. In the beginning of the video,
Damon defines a rule of the Ice Bucket Challenge: if a nominee doesnt complete the
challenge 24 hours after being nominated, they must donate money to the ALS
organization. Damon also defines his nominators, Jimmy Kimmel and Ben Affleck. He
also defines his nominees, George Clooney, Bono, and Tom Brady. Within his definition
of nominees, Damon also classifies each individual. He classifies George Clooney as his
favorite actor, Bono as his favorite musician, and Tom Brady as his favorite athlete and
the greatest quarterback of all time. Similarly, Damon classifies Jimmy Kimmel and Ben
Affleck as his nominators of the Challenge.
He also applies the concept of compare and contrast to his video. He does this by
identifying that if he were to use clean water to complete the challenge, then he
would be contradicting his personal values and those of his organization. Damon
also includes an example of compare/contrast by contrasting the cleanliness of
toilet water in western nations to the dirtiness of drinking water in underdeveloped
communities.
Recommendation
I recommend that the supervisor follow Matt Damons Ice Bucket Challenge video
style and rhetorical choices. In doing so, it is likely that the goal of the Challenge will
be met. Damons video became popular and effective due to his originality and focus
on the issues surrounding the video. Coming up with a creative and unique
portrayal of the Challenge and brief explanation of your connection to the Challenge
will ensure success in raising awareness of ALS through the Ice Bucket Challenge.