Belmont University Research Symposium (BURS)


Luke LitzFollow

Publication Date

Spring 2023


Liberal Arts and Social Sciences, College of


Communication Studies, Department of

BURS Faculty Advisor

Prof. Michelle Shaw

Presentation Type

Oral Presentation


This paper performed a rhetorical analysis of the "Refugee" ad released by the He Gets Us campaign by identifying the rhetorical devices employed in the ad, interpreting their meaning, and evaluating the effectiveness of the ad. This advertisement is delivered in the form of a parable, which demonstrates that while the He Gets Us campaign purports to be targeting people who find Jesus unrelatable, this ad particularly targets the evangelical community and provokes them to change their posture toward immigration in the United States. However, it is too early to tell whether the ‘Refugee’ ad will be effective at winning over evangelicals. On one hand, the choice to deliver this message through the rhetorical devices of pathos and parable are well suited for engendering behavioral change. However, the specific behavioral change being suggested is one to which research suggests evangelical audiences are resistant. Future research, such as surveys of the viewers of the ad or future studies of evangelicals’ attitudes on immigration, would be beneficial in discerning the practical effectiveness of the message. In the meantime, these findings suggest that in theory, parables as a means to persuade audiences could be here to stay.