Logos is a rhetorical strategy that frames an argument, as well as the reasoning behind the structure of an argument. Logos can be used as an overall strategy that organizes an argument, or a combination of smaller strategies arranged wit hin a composition that create the whole composition. To organize the verses overall, West uses a narrative—describing the effects of consumerism to the audience. The line, "We'll buy a lot of clothes when we don't really need 'em / Things we buy to cover up what's inside" addresses the trend of how living in a culture that values consumerism makes it easy to cover up deeper emotional, and even social issues.
"Man I promise, she's so self-conscious" and "Man I promise, I'm so self-conscious" are the beginning verses of the first and second verses resp ectively. West finishes the song with the line "We all self conscious I'm just the first to admit it," consistently expressing the theme of (in)security and self-awareness throughout the song. He is also able to utilize juxtaposition contrasting the audio with the video. Each verse mentions the problems of consumerism, but the video that accompanies the song shows limousines, a wallet full of hundred dollar bills, and name brand luggage and purses, among the other products of consumerism.
West is also able to employ pathos in an emotion al appeal to the audience. By setting the video in an airport, the audience is aware of how the plot will conclude. As expected, in the last scene of the video, West says goodbye to a tearful Stacey Dash as she boards the plane. He removes her sunglasses (once again invoking logos by referencing consumerism of name brand sunglasses and celebrities donning expensive accessories) to reveal her hiding her tears behind a playful smile (consistent with the verse "Things we buy to cover up what's inside").
As he watches her walk through the boarding gate, he starts after her, only to be physically restrained by the gate attendant. This is an appeal to pathos of the viewer, as it within human nature to empathize with having problems letting go. The viewer is not only empathetic to West in this instance, but also curious as to whether this moment is when it "all falls down..." At this point in the video the verses are finished and the chorus, "Oh when it all, it all falls down," repeats until the end of the scene. The video concludes as we experience West's less eventful walk back to the waiting limousine. As he begins to drive away, we see a plane shortly after takeoff through the open sunroof, and our view (West's eyes) fill with tears before he closes them, in true Hollywood style.
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