September 19, 2021 Comment off
Choose a contemporary advertisement and develop a thesis-driven argument that both describes the ad in detail
Purpose: The goal of this assignment is to practice your ability to analyze—to break down and examine—the rhetorical techniques of a visual advertisement and present your rhetorical analysis in a clear, specific closed-form submissionAssignment: Choose a contemporary advertisement and develop a thesis-driven argument that both describes the ad in detail (summary), and analyzes its rhetorical context and the rhetorical strategies used to sell products to its audiences. For example, you might choose a car ad aimed at men, or one aimed at women; a food ad that is aimed at teens, or one aimed at parents; or a clothing ad from The Miami Herald, or from Cosmopolitan. Remember that your analysis should be organized around a thesis that makes a clear, specific claim about these ads. Perhaps you will explore why an ad relies on a particular appeal to sell a product to a specific audience. Perhaps you can make a claim about what you think this ad says about the audiences or culture it’s trying to persuade. However you organize your analysis, make sure you have chosen an ad that you feel is complex, with many of the rhetorical elements we’ve discussed in class and in the readings, such as appeals to logos (logic), ethos (credibility), and pathos (emotions/values), expressed through a variety of rhetorical strategies. Your goal is to analyze a specific advertisement, figuring out and describing how its makers are trying to get its audience to think and feel a particular way(s), why they are doing it (beyond just to sell), and how (rhetorically) they are doing it.Audience: Your audience should be your classmates and your professor, but you should assume that your readers have not seen the ad you’re analyzing. With that in mind, your ad description must be clear and vivid so that your readers can really understand the ad and the claims you’re making about it. Don’t be afraid to make strong, arguable claims about the ad, but remember to support those claims with evidence and logical thought. Don’t just assume that your audience will know what you mean. Explain yourself.To help form an arguable, interesting thesis, ask problematic questions about…-purpose and audience: Who is the intended audience for the ad? How do you know? What values does this audience hold? What might the context of the ad (where it appears) tell you about the audience?-use of type, layout, color, and image: What effects might these elements have on the ad’s audience? What’s the relationship between the images and the text?-the appeal to logos, the logic of the ad: Does the ad make sense? Does it have to?-the appeal to ethos and the credibility of the advertiser: Does the ad seem professional? Is it relatable? Is there a celebrity endorsement that might add credibility, for example?-the appeal to pathos: Does the ad try to evoke certain emotions or reinforce certain values? Why?-the effectiveness or ineffectiveness of the ad: Is it persuasive? Why or why not?-the advertiser’s cultural perspectives: How does the ad reflect the culture or society that produced it? Does the ad include any popular culture references?-the angle of vision: Is there anything conspicuously absent from the ad? Why?When evaluating your presentations, I will consider the following:-Does the introduction attempt to hook the reader and set up the analysis?-Does it contain a clear, specific and arguable thesis that address the rhetorical strategies of the ad (for example: intended meanings of images/text and possible effects on the target audience)-Is the ad described clearly and thoroughly (no visuals)?-Does the presenter supply detailed analysis that logically supports the thesis?-Is the presentation clearly and logically organized?-Does the presentation move along in a well practiced, but seemingly spontaneous manner that evinces knowledge of the subject and confidence in the analysis, while bringing the audience along for the exploration and discovery.-Does the written component of the submission show evidence of thorough proofreading and editing?Project Submission: Oral Presentation (5 minutes max) with Script NotesThe oral presentation should be organized and coherent. A well delivered presentation should inform and challenge by being effectively organized, analytical, informative, and engaging in its attempt to convince its audience. In addition to the presentation of your project in front of your classmates, you need to submit a script and/or discussion notes. These can be an outline and do not have to be narrative, but they should still be neat and organized. These notes should resemble the outline for the paper that you would write. One inch margins, 12 point font, Times New Roman, double spaced (everything but the header), numbered pages, stapled.