VICE uses ethos by telling us Arjan’s achievements in the cannabis industry. They make it clear in the beginning that Arjan is someone important. “He’s won 38 Cannabis Cups and has dubbed himself the King of Cannabis”. This is important because it shows the audience that he is credible. In one of the scenes, Arjan is seen showing the gardeners his award-winning marijuana plants to persuade the gardeners to exchange seeds. This appeals to ethos because telling the gardeners that they are world winning implies the quality of it too, it establishes their credibility. Another rhetorical strategy that was used was pathos. As Arjan and his team were about to head off to hunt for one of the rare plants, their truck got stuck in a dangerous area of Columbia. The narrator explains how dangerous it can get at night “this June, an American was stabbed to death by bandits on the road, we knew we had to get the hell out of there.” VICE also showed short clips of violent Guerrilla Warfare that took place where Arjan and his team got stuck. This appeals to pathos because it tugs at the audience’s emotion. To add on, someone in the team also states “I don’t think this trucks going to move today” which makes the audience feel even more worried for the team. After acquiring the 3 rare seeds, VICE films Arjan and the team having fun and partying on a yacht. This also appeals to pathos because it plays on emotion through visual impression. In the article “What are Multimodal Projects?” it states “…[authors] bombard us with visual information to attract our attention”. It makes the audience feel jealous of Arjan’s lifestyle and his wealth.
“K ings of Cannabis”, is a documentary film produced by VICE about Arjan Roskam, a cannabis connoisse u r and his team traveling to Columbia to look for three of the rarest types of marijuana strains. They are hunting for this because of how genetically pure they have been for years. The film takes us along Arjan and his team’s expedition, trudging up mountains, and even going to the countries most violent areas. The purpose of this documentary is to show who the “King” is. The intended audience for this documentary is for people who are interested in cannabis. This is because the film is solely about people traveling the world, looking for it. This video was documented in 2013 during the guerrilla warfare drug trade. After deeply studying the documentary I was able to analyze the different persuasion techniques used throughout the film.
Before watching the documentary I was already interested in the industry but I never heard of Arjan Roskam. After watching the documentary my view towards Arjan took a turn from curiosity to envious. I too want to travel the world looking for rare plants. My views on the industry haven't changed but it has given me a thought on if I should also pursue in this booming industry. This is because I am inspired by Arjan, he says “ If we can live our dream, if you can live your hobby… if you can make from your hobby, your work.. . it’s the best satisfaction you can have in life “.
According to Arjam Roskam, thi strain arose thanks to the work of Ingemar, a former Green House worker. But according to Shantibaba, this variety was fruit of his work and personal effort, and when he left Greehouse he took with him the mother plants of the first stable generation he got. To this day he continues to claim that Arjan deserves no recognition in the creation of White Widow.
FInally, many claim that his Strain Hunters series was intended, at least in theory, to discover indigenous marijuana strains and exotic plants. Apparently he has achieved several ones he was looking for, but curiously he has never released any to the market.
Continually Green House makes important investments on research and development to be more flexible and adapt to both the ever changing legal framework of Cannabis and the tastes and needs of the market. Besides that, they can always be one step ahead to take advantage of the business opportunities that are opening up within the legality, such as legislative changes in some US states or Uruguay.
On the crest of the wave
Arjan Roskam has allies, but also a few detractors. Many accuse him of being a charlatan and liar.
Arjan Roskam, who defines himself as the King of Cannabis, owns Greenhouse Seeds and has managed to build an empire.
Without any doubts, Arjan Roskan is an entrepreneur and a visionary. He has seen every opportunity and has taken advantage of it. Regardless of how he falls personally, he has managed to sell an excellent image of its brand internationally.
Only a year later he had already won his first awards in the 6th edition at the High Times Cannabis Cup. A year later he won more awards and in 1995 the magazine High Times chose him for one of his covers. The growth of his company was exponential and quickly jumped to fame. Since then he has won 32 High Times cups and 17 Highlife cups among other awards. Some of its most acclaimed strains are Super Silver Haze, Hawaiian Snow, Arjan’s Ultra Haze, Super Lemon Haze and the most recent Flowerbomb Kush.
Arjan: So a very, very, very intelligent move from the Colorado State, and I hope it goes like that in the future.
Arjan: The whole proposal. I hope we can make clubs like in Amsterdam, like in Spain where you would have food, where you would have drink and where you can smoke marijuana and obtain your marijuana. I think this is the future. And you also go to a restaurant to eat food. You don’t only eat food in your house. You go to Starbucks to buy your coffee. You go to Apple phone to buy your phone, yeah?
Arjan: And I went back to Holland and didn’t really know what to do. So I started working in the restaurant business. I was a chef for a while, and then I picked up those seeds and started growing. And the rest of the story is history.
And then, again, I had the same problem because indeed the Dutch really didn’t like toe marijuana that I was making.
Arjan: Well, my name is Arjan Roskam. I’m the Founder and Owner of Green House and Strain Hunter Companies. I started growing in ’85. I grew up in Africa.
Arjan: You never can stop the capitalist industry. We all know this. We have to be honest about this, but I hope guys like me will not get crushed by big tobacco companies to take over our business. But who knows? This is the future. It’s getting more legal, amigo. Let’s hope that Hillary Clinton gets elected in 2016 and changes the Federal Laws. You see now very good movement in America with letters coming out from the White House from Eric Holder that it’s . back off of the dispensaries and let them do their work if they’re legal.
Arjan: Yes, of course, but that doesn’t always work. Of course, you try to create a new hybrid with a new taste. You try to bring the best threads from both species together, and you hope that the bubble gum from one and the lemon from the other comes together, you know? But that doesn’t always work, of course.