Thriller

Michael Jackson’s classic music video “Thriller” examines the consequences of buying the artist’s album on customer satisfaction. The enthymeme is, “Thriller is a must-have album... because Thriller features Michael Jackson.” The implicit assumption is that Michael Jackson’s records are must-haves.

The goal of this music video is to get the audience to buy Michael Jackson’s music. The audience is made up of music lovers, including Jackson’s fans. The argument, explained in the enthymeme, is made largely with ethos. The titles at the beginning identify it as “Michael Jackson’s Thriller.” When this music video was made (1982), Jackson was near the height of his career, and this would have lent immense credibility to the video that followed said titles.

Moreover, in the middle of the video, there is a large break in the music for a minutes-long dance routine featuring Jackson (who has become a zombie) and several other undead who have crawled out of their graves. This routine and the break for it, of course, are not in the original song, but allow Jackson to show off his dance moves. At this point, the ethos blends into pathos as Jackson sells the video with his singing and dancing. The audience knows Jackson is credible, and they like him (which is reinforced by his performance); therefore, his performance compels them to want the album.

The argument is more than sufficient; Thriller was a tremendous success, and more than 25 years after its debut, both the song and the music video are classics. It sells Michael Jackson and his music--a fan of music or of Jackson would recognize this latest song and album would not disappoint, and they would likely buy it. The argument is timely and relevant as well; if Jackson was not at the apex of his career, he was certainly close. It was accurate, as well, at least to the audience, in that it confirmed their image of Jackson as a talented performer.

Here's the link, if anyone wants to watch all 13 minutes: http://www.youtube.com/watch?v=AtyJbIOZjS8