English 102: Rhetorical Analysis Assignment

Length: 800 – 1000 words and separate works cited First draft due:
Total Points: 150 points Final draft due:

Assignment
Your task for this assignment is to analyze the rhetoric of an advertisement from the list of approved ads on Canvas. The question is, essentially, what makes the rhetoric effective or not? The analysis portion involves not only answering yes or no to this question, but in answering the how and why of the rhetoric’s in/effectiveness. For example, does the trailer for an upcoming film make you want to see it or not? Why or why not? How does it make or not make you want to see it?

Examining different rhetorical techniques and strategies will lead to these insights. Consider the list of questions on pages 89-90 of EaA to help you get started. For the paper, you will need to not only discover and list these rhetorical tools, but also analyze their effectiveness in presenting the message the advertiser wants the target audience to perceive. The majority of your paper should focus on the analysis of the rhetoric.

Organization
• First, you should briefly summarize the advertisement. Don’t give readers a play-by-play of what happens in the ad; focus on the message, audience, purpose, etc.
• Next, take a position as to whether the rhetoric of your ad is effective or not. Tell your readers exactly what sort of argument you are making (e.g., Unless you enjoy being yelled at by a ghost narrator using an over-the-top fake Australian accent, Outback Steakhouse commercials do nothing to make people want to eat at their restaurants).
o Note: you will probably want to take a position AFTER you have done an analysis so you know what position you are taking.
• Clarify which rhetorical tools your ad uses and identify evidence/examples of the usage.
o Rhetorical tools = strategies (ethos, logos, pathos, style, presentation, etc.)
• Analyze how the use of the rhetoric in your ad succeeds or fails in order to support your analytical position.
• Finally, consider alternate viewpoints and counterarguments and explain why your analysis is correct.
o Acknowledge what detractors might say
• Conclude by restating your position and briefly summarizing your reasons.