Indiana University-Purdue University Indianapolis (IUPUI) / The Smokey Bear Campaign is one of the most popular and recognized public communication campaigns in the United States. The Advertising Council began the Smokey Bear campaign in 1944 and it is the longest running public communication campaign in the United States. Through a rhetorical narrative methodology, this study analyzed Smokey Bear advertising pieces from its inception through the present. The analysis of the advertising pieces was organized by narrative elements of the campaign, such as narration, themes, characters, and major and minor events with a focus on philanthropic composition relating to awareness and behavior change messaging. The following question is answered: what kind of messaging focus does the Smokey Bear campaign deploy and what aspect of philanthropy does the Smokey Bear campaign seem to be achieving? Conclusions on the philanthropic aspects of public communication campaigns are drawn based on the analysis of the Smokey Bear campaign.

Everyone can agree that microblogging service Twitter makes a terrible first impression. Many will agree that this impression is an accurate assessment of many microblogging media, especially considering the narcissistic and egotistical bent that so often dominates the genre. Rhetoricians are justifiably skeptical of microblogging, especially of its rhetorical value (or lack thereof). While many rhetorical scholars have contributed to the field of digital rhetoric, the field of microblogging rhetoric is still undefined. This article examines a new kind of rhetoric exhibited by Twitter, attempting to both start the discussion about Twitter rhetoric and enter the ongoing discussion about theories of rhetoric. As Aristotelian proofs of ethos, pathos, and logos provide the foundation for modern understanding of traditional rhetoric, they will also provide the framework for this analysis of Twitter's iteration of "potential" rhetoric.