Rhetorical Analysis Prompt
Orientation and Explanation: Print advertisements like the one in the power point are narratives. After going through that power point which specifically analyzes rhetorical analysis, you ought to have a pretty good sense of the tools you need to assess any language for effectiveness. As a way of understanding more about kairos, you watched the documentaries on persuasion and this final essay should put you exactly where you need to be to start (and successfully complete) next semester’s 1302 course. Therefore, you are now ready to analyze a piece of visual rhetoric as well. Each image speaks and it rarely uses words. Visual arguments rely on colors, the juxtaposition of images, negative space, and underlying assumptions to create a mood, tell a story, and persuade you to believe the position, the message, that seeks to persuade you to buy the good/product being sold. How much are you willing to pay for an effective story?
Ask yourself, Is this piece of visual rhetoric effective? The answer to that question will help you formulate your thesis and your whole perspective for composing the essay as an expert for your own chosen audience. Then, you must write an essay analyzing its process (how it used ethos, pathos, logos, and kairos) in order to persuade you to buy the product being sold in the advertisement.
Objective: Write four full pages of original content and a corresponding Works Cited page (for a grand total of five pages) which will cite at least your piece of visual rhetoric. This is not a research paper so the majority of what you express should be about yourself and how you, as the audience, interpret the visual rhetoric and what it means to you. This, like the narrative before, is personal.
Your argumentative thesis should look like this:
The ______________ is effective (or not) because of how well (or how poorly) it conveys the logical proofs.
I. Introduction providing context for your audience: What is a rhetorical analysis? Why are you writing about advertising? How does the subject matter fit into the overall discussion about persuasion? Basically, why does it matter that the ad is effective or not? End your introduction with the argumentative thesis.
II. Summary of the argument
You are not providing me or anyone else with a copy of your advertisement so you must describe it in this section. Apply what you know about narrative. Your job is to provide vivid details and enough imagery that your audience can see what you see clearly and then your analysis will make sense.
III. Define and specifically apply the appeals of ethos, logos, pathos, and kairos to your ad. You can talk about them together or separately as they fit your purpose. However, keep in mind that they do all go together and so your discussion of each should relate to each other. Also, keep in mind that when you specifically identify, define, and discuss kairos, you ought to relate the ad to the bigger picture and discuss how the ad is influenced by our culture (music, literature, film, art, etc.).
IV. Conclusion
Assessment/Point Distribution:
I. 20 points for proficient MLA style and formatting: In your text, mention the ad. Because you do that, you need to have a full citation on a Works Cited page. If you simply do not have either one or the other, you will earn a 0 for the whole essay without an opportunity to revise as that is considered plagiarism. (See below.)
II. 80 points for the application of basic structure and use of the appeals:
20 points: a brief yet purposeful introduction with a corresponding argumentative thesis
50 points: body paragraphs that specifically apply the tools of ethos, pathos, logos, and kairos to your ad. I need to know that you know what they mean and how they apply as methods for dissecting the ad.
10 points: an effective conclusion. Restate your argumentative thesis; summarize and paraphrase your analysis/main body paragraph material. Add a call to action; after reading your very specific and personal analysis of the visual rhetoric, what should your audience do with that information?
Template for How to Cite an Ad from a Newspaper or Magazine on the Works Cited Page:
Title of Advertisement or Description of advertisement. Name of Magazine, Journal or Newspaper Where Advertisement Was Accessed, Date, p. Page number of advertisement.
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