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.
Paragraph #2: 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.
Refer to the MLA resources in the Module 1 Learning Materials to review information about formatting, documentation, and other writing resources.
