Rhetorical Analysis Essay on an Advertisement or Commercial

Basic Information: In previous assignments, you learned to recognize the visual representations of ethos, pathos and logos and to analyze how these rhetorical appeals are used to persuade. Now you will develop a 750-1000 word rhetorical analysis essay on an print advertisement or video commercial of your choice. The ad can be for any product or service that includes all three rhetorical appeals (ethos, pathos, logos). Your analysis must also take into consideration the advertiser's intended audience. An analysis is basically a critical look -- you will be assessing what effect the advertiser intends to have on the audience, and whether you feel the advertiser will have the desired effect.

Is the attempt to persuade using each rhetorical appeal effective? Or not? Why or why not? Choose an Advertisement or Commercial If you have chosen a print ad, provide the image from the ad at the top of your essay, before the title. If you have chosen a commercial, embed the video into your document above the title of your essay. Essay Development Your essay will include a clear thesis and well developed key ideas with topic sentences and supporting examples. The essay will also follow the conventional organization of the three elements of introduction, body and conclusion. Follow the paragraph formula below: Paragraph #1: Introduction and Thesis Statement. The introduction introduces the topic, creates interest for the reader, and provides the thesis. The thesis (or main idea) will address whether you feel the advertisement is persuasive -- this deduction will of course be based on your assessment of ethos, pathos and logos. Thesis statements must be the last sentence in the introduction paragraph.

Intended audience: Using information about where and when the advertisement / commercial was published, the ages, sexes / genders, and races of any models or actors, and the layout and color palette of the advertisement / commercial discuss who the intended audience is. Tell your reader at least three things about this audience; consider the audience's values, knowledge, and demographics. Paragraph #3: Ethos. Describe for your reader how the advertiser uses ethos. Give concrete examples from the ad. If you feel ethos is effectively used, explain why. If you feel it is ineffective, explain why. Paragraph #4: Pathos. Describe for your reader how the advertiser uses pathos. Give concrete examples from the ad. If you feel pathos is effectively used, explain why. If you feel it is ineffective, explain why. Paragraph #5: Logos.

Describe for your reader how the advertiser uses logos. Give concrete examples from the ad. If you feel logos is effectively used, explain why. If you feel it is ineffective, explain why. Paragraph #6: Conclusion. In your final paragraph, take a moment to discuss the overall effect of the ad with regard to ethos, pathos and logos. Which rhetorical appeal was used most effectively? Why? Which was used least effectively? Why? In different words, reiterate your thesis. Documentation and Formatting Works Cited: On a separate page at the end of your essay, include a citation for your advertisement and any other sources you refer to in your essay.

1 Learning Materials to review information about formatting, documentation, and other writing resources. Topic Using an advertisement or commercial of your choice, analyze the advertiser's use of ethos, pathos and logos while taking into consideration the advertiser's intended audience.

Instructions

1. Develop an effective rhetorical analysis essay (750-1000 words) about the advertisement/commercial you chose.

2. Format your paper according to MLA style (Links to an external site.).

3. Attach the image from the ad or embed the video above the title of your essay.

4. Write an interesting title that captures the interest of your reader and focuses your essay.

5. Begin with a strong introduction that engages your reader and provides a clear thesis at the end of the introduction.

6. Write one paragraph that discusses the intended audience.

7. Write three support paragraphs, one for each rhetorical appeal (ethos, pathos, and logos). Include relevant concrete examples from the ad and discuss whether the appeals are used effectively.

8. End with a strong conclusion that discusses the overall effect of the ad with regard to ethos, pathos, and logos. Restate your thesis in a different wording and sum up what the reader should take away from the essay.

9. Use in-text citations as needed.

10. Add an MLA formatted Works Cited as a separate page at the end of the essay. Use these resources to format MLA citations. How to cite an advertisement (Links to an external site.) How to cite a video commercial (Links to an external site.) (follow the example for a YouTube video)

11. Proofread your essay. Check for clear content and accurate sentence mechanics.