Toulmin Analysis of GE Ad

In the GE ad, they claim that The Evolution is "the cleanest GE train ever made," therefore not endangering the environment through pollution. The ad also claims that GE is creating a better world. They use the inclusion of wildlife (the birds) to show that the two can coexist without harm to the environment. The advertisement, however, still allows for the inference that there is still some amount of pollution by the train by saying that it is the cleanest GE train ever made. They never state that it is pollution free, which keeps the ad sounding favorable for the company while never making any false statements about the train.

What the analysis leaves out is any hard facts that prove its cleanliness. There is also no comparison of The Evolution to any competitor's trains, only saying that it is GE's cleanest. The ad relies completely on pathos and not logos, which tends to weaken their overall appeal to those who make decisions based on factual evidence.