Advertisement  Analysis  Paragraph  Model    

   Remember,  for  an  academic  paragraph,  include  the  following  components:    TS=topic  sentence.    What  is  it  that  you  are  writing  about?    In  this  assignment  in  particular,  Ms.  Witt  asks  if  your  ad  is  using  pathos,  logos  and  ethos.    Who  is  producing  the  advertisement?  For  whom  are  they  producing  it?  CX=context.    Consider  your  first  statement.    The  best  context  here  would  be  to  explain  a  proper  definition  of  pathos,  logos,  or  ethos,  or  perhaps  make  a  guess  as  to  why  you  believe  the  advertiser  may  have  used  this  specific  appeal.  CD=concrete  detail.    Explain  specifically  why  P,L,or  E  is  used.    How  do  you  know  for  sure?      CM=  commentary.    Here  is  where  you  dig  deeper  and  go  beyond  the  obvious.    How  was  the  use  of  P,L,  and  E  effective?    Is  there  a  way  we  can  make  a  guess  about  the  audience  to  further  determine  effectiveness?    CS=Concluding  Sentence.    Now,  summarize  your  ideas.    Wrap  things  up.    Example:    In  the  above  advertisement,  an  iconic  sign  luring  hungry  eaters  into  the  Golden  Arches  of  McDonalds,  the  McDonald’s  corporation  attempts  to  convince  the  general  public  to  eat  at  McDonalds  primarily  through  ethos,  or  an  appeal  to  credibility.    In  late  years,    McDonalds  has  received  a  negative  reputation  for  ingredients  in  its  food  that  produce  an  unhealthy  lifestyle.    It  makes  sense,  then,  that  McDonalds  would  appeal  to  ethos,  establishing  its  credibility,  by  including  the  factual  claim  that  “billions  and  billions  [have  been]  served.”    With  a  current  world  population  of  over  seven  billion,  one  would  assume  that  everyone,  then,  has  been  to  McDonalds—and  survived,  happily,  which  builds  upon  McDonald’s  credibility  and  also  

incorporates,  on  a  smaller  scale,  a  bandwagon  emotional  appeal  (“World  Population  Clock”).    However,  either  the  audience  that  McDonald’s  attempts  to  appeal  to  is  ignorant  and  uneducated,  or  McDonalds  is  ineffective  in  advertising,  because  the  simple  fact  that  people  have  eaten  here  means  very  little.    Most  people—billions  and  billions  of  people—have  tried  wacky  food  like  dog  food,  maggots,  crickets,  shark  meat,  and  mountain  oysters,  and  that  does  not  necessarily  make  such  foods  delicious,  healthy,  and  appealing.  Thus,  the  simple  claim  that  McDonalds  serves  “billions  and  billions”  means  little,  all  things  considered.    Therefore,  the  McDonalds  Corporation  may  make  an  attempt  to  incorporate  ethos  within  its  advertisements,  establishing  credibility,  but  any  actual  credibility  is  lost  on  audience  members  who  are  willing  to  take  the  time  and  think  for  themselves.    

Works  Cited    

“World  Population  Clock.”  Worldometers.    Worldometers.info,  n.d.    Web.    21  Sept.  2015