Rhetorical Analysis of an Advertisement English 102

Essay #2: Rhetorical Analysis of an Advertisement English 102 – Spring 2018
Writing Assignment:Write a 4-page advertisement analysis essay in which you examine the rhetoric and effectiveness of one OR two current print ads on the same type of product (car insurance, cleaning products, jeans, anti-aging creams, toys, etc.).  Choose the advertisement that is compelling to you. An ad that enrages, excites or motivates you will be easier to analyze. Ads can be from magazines, newspapers, the internet, billboards (you can take a photo) or elsewhere. 
Before you write the paper, you should do the following:• Brainstorm in your journal: Ask yourself the questions (see below).• Make sure you are familiar with the product being advertised.• Look at the ad from top to bottom, left to right, taking note of anything that seems significant or grabs your attention.
You might consider questions that address the following:1. Describe the ad (what you see, what is said, how it is organized and so on) and the ad’s overall effect or tone. Is the ad old-fashioned, somber, disturbing, serene, purposely confusing, busy, funny, sarcastic, ironic, understated, sad, sexy, vague and so on? Does it sentimentalize, glorify? What grabs your attention? How do your eyes move across the page? Are the objects interacting in some way-implied or obvious? Is there implied movement or foreshadowing? What is excluded? Be detailed.
2. Find the argument. What is the argument? What kind of lifestyle do you think the advertising tries to promote? What kind of values? What are the implied values? What are the explicit messages? What is the context? Discuss how the audience and the ads’ message are linked. What kinds of knowledge or experience do the ads assume its audience possesses? What associations might the audience make with the image in the ads? How and why are these associations important? How do they connect with the product? How might these associations motivate viewers to purchase the product? Who do you think is the target audience and how do you know?
3. Prove the argument. Identify Rhetorical Strategies. What appeals are being used to support the argument? Ethos(credibility by name or brand or endorsement)? Pathos (emotions)? Or logos (logic)? Consider diction if there is text. Consider context.
4. What can you deduce about American culture in general by looking at these ads? How should the target audience or public react to this ad?
The essay should have a clear, well-established thesis statement, and a clear structure. You will need to demonstrate your thoughts, using specific details/evidence to support your thesis and develop your points. Do not use secondary sources for this assignment. Your audience for this paper is our class and your instructor. 
Organization:1. Introduction: What is the ad for? General summary of the context of ads, name the company or product, and your thesis – what is the ad doing or saying and who is the audience.
Thesis example for the Virginia Slims ad in class:” the advertisement conveys the message that modern women are empowered, confident and strong when they make their own decisions concerning their body. Empowered women rebel against societal judgment and warnings. The advertisement uses an emotional appeal to influence a young (ages 18-40) female audience who values these qualities.”
2. Body Paragraphs: Use evidence from the ad to prove your thesis.• Describe the ad.• Explain the Context and Target Audience. Where was the ad published? Who is the audience? Show the reader how the components of the ad are designed to target the audience. What are the values of the audience?• Describe the visual strategies the ad uses to target the audience. This is where you discuss ethos or pathos or logos.• Describe the textual strategies. The author’s use of diction, tone etc. and how this targets your audience/ the values etc3. Conclusion: Recap and discuss cultural implications or ideas.
Other:This paper is a rhetorical analysis• Formal• For your audience• Critical• Remove your voice• Showing your rhetorical work• Rhetorical (making sense of the “who, what, when, where, why, and how” of an argument for your audienceThis paper is not a reflection.• Informal • Personal• Storytelling• Introducing yourself directly to the audience• Reflective (making sense of an event for your own personal reasons)
Submission Requirements:Use MLA style. Double space your essay in Times Roman pt 12. Do not write a separate title page. In your upper left hand corner, double spaced, include your name, your instructor, the course, and the date of submission. Create a Header in the upper right corner by using your header/footer feature. Give your essay a precise, interesting title, and center your title on the page. Refer to EasyWriter for grammar guidelines. When you turn in your final draft you will need to include the following items: your rough draft, self/peer critique, and final draft. Please place all the above items in your assignment folder and turn it in on the due date.