Final answer:
Rhetorical appeals in the provided statements primarily fall into three categories: logos (logical appeal) with the operational manual example, ethos (ethical appeal) with the clear kitchen design for credibility, and pathos (emotional appeal) with the nostalgic design of hamburger chains.
Step-by-step explanation:
The type of appeal used in each statement is known as rhetorical appeals, which are strategies that authors and speakers use to persuade an audience. The three primary types of rhetorical appeals are ethos (ethical appeal), pathos (emotional appeal), and logos (logical appeal). The detailed examples provided in the information highlight how these appeals are used in various contexts.
For instance, Fred Turner's creation of an operations and training manual in 1958 for the company, specifying exact procedures and measurements such as the thickness for french fries, utilizes a logos appeal by appealing to logic and orderliness. Presenting information in a methodical and structured manner is meant to ensure clarity and establish standards, demonstrating the use of sound reasoning and credible evidence to convey proficiency and reliability.
Conversely, the design strategies borrowed from modernist architecture to present hamburger joints as hygienic and safe, which in turn reassured customers about the quality of their food, exemplify the use of ethos. By illustrating the cleanliness and transparency of kitchen areas, restaurant owners built trust and credibility with their customers. This architectural ethos, appealing to ethical and moral sensibilities, forged a connective link between the cleanliness of the restaurants and the safety of their food products.
Lastly, the shift in hamburger chain designs to evoke an atmosphere of the 1950s, creating a nostalgic appeal, is a clear use of pathos. This move banks on the emotional response of the audience to something familiar and fondly remembered, thereby driving affinity for the brand through emotional resonance.