Task: write a rhetorical analysis of a magazine advertisement of your choice. Rhetorical Analysis: You will be analyzing the relationship between work and the audience. For example, how does the advertisement influence or persuade the audience that the product advertised is appealing? FIRST SECTION First Paragraph: you need to orient the reader. Tell us which advertisement you’ll be addressing. Tell us your argument. For example, your thesis statement could be something to the effect of “This advertisement uses Pathos and Logos to persuade a middle-aged audience that Life cereal is a high-quality product that your children will love.” Remember: you can discuss how any combination of the following (or any rhetorical device individually) influences the reader: Ethos: Authority, including celebrity spokesperson, discussions of brand integrity (Ford motors have been around longer, so we’re better) Logos: logical appeal. For example, “our product is fortified with vitamins so buy it.” “Our hybrid vehicle gets more miles to the gallon, which means you’ll be saving money.” Pathos: emotional appeal (recall the “save the children” advertisements featuring sad and sickly children. They appeal to our emotions). Any emotion can be appealed to happiness, sadness, etc. Second Paragraph: in the second paragraph of your essay you’ll want to describe the advertisement in as much detail as possible. Tell us EVERYTHING. The words, images, the size, color, shape of the images, and words. Is the product present? Are there any predominant color schemes? SECOND SECTION First: the first thing you must do is determine the audience, and how the advertisement appeals to the audience (logos, ethos, pathos). Second: Is the advertisement geared towards a younger, “hip” audience, such as many iPod advertisements? It is geared towards a “practical” individual, such as many advertisements emphasizing low costs and efficiency do? Example: The advertisement for Kool cigarettes is likely geared towards an audience in the same age range as those individuals depicted in the image. The picture places someone in a “relaxing” environment, likening smoking to the relaxation derived from vacationing in a tropical paradise. It attempts to remove from the reader any sense of danger or threat to life than cigarettes might imply. For a more detailed analysis, one could make suggestions about the colors as well. Blue and green are traditionally “cool” colors or colors which might have a calming effect on a viewer. Colors such as red or yellow, on the other hand, can be seen as “hot” colors, which have the opposite effect. Think this is pop psychology? Ever notice that all prison interiors are painted with “cool” colors to promote a less aggressive atmosphere? Third: In the first section you described the image. Now tell us what the images and words (the colors, fonts, etc.) mean. In order to establish how the work influences or persuades, you must closely observe the traits of the advertisement: color schemes, font sizes, font types, images, etc. Example: think about advertisements for Kool (TM) brand cigarettes. They generally feature two relatively young people sitting in front of a tropical waterfall with lush green foliage surrounding. The font is usually a light green or cool turquoise color. Now we’ve established what the advertisement looks like. Now, how do the images, the colors, etc. influence the target audience? Requirements: *-2-4 pages *-12pt font, Times New Roman *-1” side margins. *-1” top and bottom margins *-double spacing required
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