Rhetorical Analysis Rhetorical Analysis

Critical ReadingCritical Reading

Rhetorical Situation Rhetorical Situation WRITER

AUDIENCE SUBJECT

Text

Reader

Author

Constraints

Exigence

Rhetorical Situation Rhetorical Situation

Text = the work being readText = the work being read Reader =the audienceReader =the audience Author =writer of the pieceAuthor =writer of the piece Constraints = circumstances that Constraints = circumstances that

might influence the responses of the might influence the responses of the reader and the authorreader and the author

Exigence = the motivation and Exigence = the motivation and context for the argumentcontext for the argument

Apply Rhetorical AnalysisApply Rhetorical Analysis

You may choose a restaurant You may choose a restaurant advertisement, another type of advertisement, another type of advertisement, a provocative piece advertisement, a provocative piece of art, a political cartoon, or a of art, a political cartoon, or a YouTube argument. YouTube argument. • Make sure the piece is found online and Make sure the piece is found online and

has a direct link to the piece. You will has a direct link to the piece. You will need to provide the direct link to your need to provide the direct link to your professor.professor.

AnalysisAnalysis

Analysis requires dissecting the Analysis requires dissecting the advertisement and categorizing/labeling advertisement and categorizing/labeling its various parts.its various parts.

Analysis requires full understanding of the Analysis requires full understanding of the argument’s general rhetorical structure. argument’s general rhetorical structure.

The rhetorical analysis separates the parts The rhetorical analysis separates the parts of the argument to see how the whole of the argument to see how the whole works. works.

Types of AppealsTypes of Appeals

Aristotle identified three types of Aristotle identified three types of appeals the might be used to appeals the might be used to persuade an audience.persuade an audience.

Logos AppealLogos Appeal

A logos appeal is derived from the A logos appeal is derived from the nature of the case or informed (fact) nature of the case or informed (fact) information for the topic under information for the topic under discussion.discussion.

Logical appeals might show Logical appeals might show performance facts. Auto makers performance facts. Auto makers frequently state mpg data. frequently state mpg data.

Appeals to reason often fail in an ad. Appeals to reason often fail in an ad.

Ethos AppealEthos Appeal

It is derived from the character of the It is derived from the character of the person or organization. person or organization.

Ethical appeal ads remind us of how long Ethical appeal ads remind us of how long they have been in business or how they have been in business or how environmentally responsible the firm is.environmentally responsible the firm is.

Ethical appeals are frequently abused. Ethical appeals are frequently abused. Writers have ethical appeal when they Writers have ethical appeal when they

show character: a sense of fairness, show character: a sense of fairness, willingness to hear both sides, extensive willingness to hear both sides, extensive research, and honesty.research, and honesty.

Pathos AppealPathos Appeal

It is derived from emotional state. It is derived from emotional state. These ads address needs, desires, These ads address needs, desires,

fears and other emotional states for fears and other emotional states for the consumer. the consumer.

Emotion is a powerful appeal, but Emotion is a powerful appeal, but works best when combined with works best when combined with logic.logic.

The Appeals The Appeals

Many ads use all three appeals in order to Many ads use all three appeals in order to meet a wide audience base. meet a wide audience base.

Ads use the formulaAds use the formula• Attention – bright colors, loud noises, shocking Attention – bright colors, loud noises, shocking

statementsstatements• Interest—after getting attention, it must keep Interest—after getting attention, it must keep

the interest of the target audiencethe interest of the target audience• Desire—once the ad has interest, the ad Desire—once the ad has interest, the ad

develops in the viewer a desire to buydevelops in the viewer a desire to buy• Action—once the viewer desires the product, Action—once the viewer desires the product,

action is needed and the product is purchasedaction is needed and the product is purchased

Writing a Rhetorical AnalysisWriting a Rhetorical Analysis

Separate the types of appeals and Separate the types of appeals and found in the ad.found in the ad.

It requires the reader to explain how It requires the reader to explain how the appeals are used in the ad and the appeals are used in the ad and what is the effect.what is the effect.• A clear knowledge of the intended A clear knowledge of the intended

audience is important. audience is important.

The ProcessThe Process

Analyze a restaurant advertisement, Analyze a restaurant advertisement, another type of advertisement, a another type of advertisement, a provocative piece of art, a political cartoon, provocative piece of art, a political cartoon, or a YouTube argument. or a YouTube argument.

Analyze the piece in terms of its rhetorical Analyze the piece in terms of its rhetorical structure. structure.

Identify the audience for the piece.Identify the audience for the piece.• Isolate the central claim and show its Isolate the central claim and show its

argumentative purposeargumentative purpose Include a clear claim/thesis which argues for Include a clear claim/thesis which argues for

or against the piece’s rhetorical strategy. or against the piece’s rhetorical strategy.

The OutlineThe Outline Introduce piece:Introduce piece:

• Show clear thesis/claim which argues for or against the Show clear thesis/claim which argues for or against the piece’s strategy.piece’s strategy.

• Make an argument about the piece.Make an argument about the piece. Sample thesis: "Virginia Slims uses a combination of Sample thesis: "Virginia Slims uses a combination of

warm colors, gender stereotyping related to power, warm colors, gender stereotyping related to power, and sexual associations to recruit minority women and sexual associations to recruit minority women smokers."smokers."

BodyBody• Describe the piece so the reader knows what it looks like Describe the piece so the reader knows what it looks like

without seeing it.without seeing it.• Describe the target audience –characteristics, fears, Describe the target audience –characteristics, fears,

concerns, wants, and so forth.concerns, wants, and so forth.• Describe the strategies used – color, words, imagesDescribe the strategies used – color, words, images• Explain how the strategies appeal to the piece’s Explain how the strategies appeal to the piece’s

audienceaudience

The Outline Cont’d.The Outline Cont’d.

Body Cont’d.Body Cont’d.• Use the following questions to help Use the following questions to help

analyze the piece you select:analyze the piece you select: What is the piece trying to do?What is the piece trying to do? Who is the intended audience?Who is the intended audience? What strategies are used to sell the product?What strategies are used to sell the product? What does the piece reveal or conceal about What does the piece reveal or conceal about

the company or the product?the company or the product? What emotions does the piece target?What emotions does the piece target?

The Outline Cont’d.The Outline Cont’d. Body Cont’d.Body Cont’d.

• Back facts with specific facts drawn from the ad.Back facts with specific facts drawn from the ad.• May use other researched sources to support views May use other researched sources to support views

expressed.expressed.• When describing the ad, do not assume the reader will be When describing the ad, do not assume the reader will be

looking at the ad.looking at the ad. ConclusionConclusion

• Tie the analysis together.Tie the analysis together.• Restate thesis/claim about the ad.Restate thesis/claim about the ad.• Summarize the main points.Summarize the main points.• Leave the reader thinking about the restaurant or the Leave the reader thinking about the restaurant or the

product.product. The paper will be 700-800 words, plus Works The paper will be 700-800 words, plus Works

Cited/References per instructor’s guidelines. Cited/References per instructor’s guidelines.

Works CitedWorks Cited

MLA samples for citing an ad (include hanging MLA samples for citing an ad (include hanging indent not shown here): indent not shown here): • Air Canada. Advertisement. CNN. 1 Apr. Air Canada. Advertisement. CNN. 1 Apr.

1997. Television. 1997. Television. • Gurrin, John. Gurrin, John. Blond AngelBlond Angel. 2001. . 2001.

Indianapolis Museum of Art. Indianapolis Museum of Art. IMA: It’s My IMA: It’s My ArtArt. Web. 9 May 2007. . Web. 9 May 2007.

• Lee Mood Ring. Advertisement. n.d. Web. Lee Mood Ring. Advertisement. n.d. Web. 29 June 1998. 29 June 1998. <http://www.leejeans.com/features/modeli<http://www.leejeans.com/features/modeling.html>. ng.html>.

ReferencesReferences

APA samples for citing an ad (include hanging APA samples for citing an ad (include hanging indent not shown here):indent not shown here):• Air Canada. (1998, May15). Air Canada. (1998, May15).

[Advertisement]. CNN. [Advertisement]. CNN. • Gurrin, J. (2001). Gurrin, J. (2001). Blond angelBlond angel [Oil on [Oil on

canvas]. Indianapolis Museum of Art, IN. canvas]. Indianapolis Museum of Art, IN. • Lee mood ring. (n.d.) [Advertisement]. Lee mood ring. (n.d.) [Advertisement].

Retrieved June 29, 1998, from Retrieved June 29, 1998, from http://www.leejeans.com/features/modelinghttp://www.leejeans.com/features/modeling.html.html