This is a rhetorical analysis writing assignment. A rhetorical analysis looks at the relationship between the text and the author and uses close reading and analysis to break out components of the text with the purpose of figuring out how it works. In this assignment we’ll focus on advertisements; you’ll be asked to look at a specific advertisement to see how it works and to see how it tries to sell the product/service it is advertising, and then you’ll discuss the ad within the context of your essay.

The introduction of this essay should provide the title of the advertisement, indicate what product/service it is selling, include some background information about it if needed, and a summary of what the advertisement actually looks like (its features). The last part of your introduction should be your statement/your thoughts on how the advertisement tries to sell the product using rhetorical appeals, such as logos, ethos and pathos (see link to an overview of these appeals below).

The body of your essay should discuss the advertisement in detail, picking out specific parts of it (images, color, words, hidden messages, etc.) and how these parts work together to sell the product/service. This should be based on your own personal reading of the advertisement; your ideas.

The conclusion to your essay should wrap up your discussion on how the advertisement attempts to sell the product/service and your main points of discussion.

You are required to use 1-2 outside sources in addition to your advertisement, so you can feel free to incorporate this source use where you see fit in the context of your own essay.

Some Suggested Steps to Follow in Order to Complete This Assignment:

To begin this assignment, select one print-based advertisement (not a commercial) from this website: http://www.vintageadbrowser.com/ (Links to an external site.) or a Google search for advertisements.
Find 1-2 related outside sources from the LMC Library databases, or another credible site that will help you discuss your advertisement or provide context for introducing the advertisement. Remember to pick source material that will allow you support/illustrate various points/claims you want to make about your discussion on the advertisement.
Pre-write, begin a draft, significantly revise that draft, and submit the final draft by the due date outlined in the course calendar.
Use textual support from the advertisement (discussion of images, color, words, hidden messages, etc.) and textual support from the related outside sources you selected to help you talk about the way the advertisement sells the product or service, and how the advertisement attempts to draw viewers to purchase the item/service.
See the following resources for help with crafting this text:

Your textbook, section 3, chapter titled “About Visual Modes of Communication” and chapter titled “Advertising and Consumerism” pgs. 273-360

Lecture on Rhetorical Appeals (Logos, Ethos, Pathos): http://owl.english.purdue.edu/owl/resource/588/04/ (Links to an external site.)

http://owl.english.purdue.edu/owl/resource/725/03/ (Links to an external site.)

http://www.wikihow.com/Write-a-Rhetorical-Analysis (Links to an external site.)

A Few Specifics:

3-4 pages
12 pt. academic font
1” margins, typed, double-spaced
APA Documentation style, including title page, headers, page numbers, references page, etc.
List the advertisement you picked and the 1-2related outside sources you find on a separate references page cited in APA format
Use in-text citations for any selections you use from any sources used; whether you paraphrase, summarize or directly quote them.