Rhetorical Analysis
1. Begin with an introduction that provides a clear and vivid description of the ad. This introduction should lead up to a thesis statement that predicts on what the essay will focus.
2. Think of ways the ad speaks to you as the reader or viewer. Are you a part of the target audience? Does the ad speak to you? How seriously do you take the ad? To what human needs does the ad appeal? (see list of 15 posted on the Online Classroom)
3. Describe ways in which the advertiser makes use of logos and pathos. What ethos
does the advertiser attempt to project? Is there an ethos already surrounding the
advertiser?
4. You should use a portion of your essay to analyze the audience for whom the ad is
intended. Be sure to profile this audience specifically: nationality,
age, economic status, occupation, family situation, political affiliation.

5. Be sure to identify rhetorical fallacies that may be present. How do they work in
the ad? Are they persuasive?

6. Body paragraphs should be coherent and well organized.

7. Your conclusion should sum up the analysis, close the issue, and look to the future or to a wider range of issues.

Rhetorical Analysis

There are 2 parts – each weighted equally (12.5%) with an equal word count (600 words each).
Part A: Research 3 different types of sources – journal articles, online sources and newspaper/magazine articles – in response to your research question.
Select 3 sources (one journal article, one online source and one newspaper/magazine article) and evaluate the credibility of these sources in relation to the research question to which your research is directed and in reference to criteria for credibility relevant to your subject area please include
-an outline of the rhetorical situation and context, including your research question (from previous assignment)
-a description of different criteria used to determine credibility
-an explanation of how these criteria relate to your subject area
-an evaluation of the credibility of each source

Part B: Engage in a comparative rhetorical analysis of ‘three complete sentences’ selected from each of the above sources (one complete sentence from each source). Your comparison should identify at least 2 to 3 rhetorical devices and strategies that clearly illustrate how authors tailor their rhetoric to their particular rhetorical situation and context.
include:
-a ‘defence’ of the particular selection of sentences
-an outline of the rhetorical situation and context for each sentence, including the placement of the sentence in the text
-an analysis of the rhetorical devices and strategies employed in relation to the rhetorical situation and context
-a comparison of the devices and strategies employed