Rhetorical Tools Worksheet

Please complete the following based on the advertisement you have selected for the essay.

Note: Not all areas may apply to your advertisement. That is okay. In fact, it is important to note when an ad does NOT use a rhetorical tool. What is not used can be just as important as what is used in the ad.

Part 1: Rhetorical Situation

 

1. Who is the writer or Company? Explain:

 

2. Who is the audience? How do you know?

 

3. What is the purpose of the ad? Explain.

 

4. What is the exigence? What is the issue, problem, or situation that the product will solve?  Explain.

 

5. What is the subject of the issue and/or product? What subject does the ad raise?

 

6. What is the context?

 

7. What is the genre? Think about the categories. We know this is an advertisement. Could you put it into a more specific category? For example, a weight loss advertisement could be a genre. The audience would expect certain things from a weight loss ad. Think about the norm for your ad. Does it fall into the norm for those types of ads? Explain.

 

Part 2: The Rhetorical Strategies

 

1. What does the text say? What does it actually say? Or suggest? (for example, a eye wrinkle cream says it will make you look younger, but it also says that looking younger is your goal.)

 

2. What does the image say/suggest? How does it grab your attention? How do the images relate to the text?

 

3. Who is the magazine/newspaper/billboard’s target market? What value does it contain? Who would buy this?
4. Describe the colors and the meaning in your advertisement.

 

5. What other visual rhetorical tools do you see in your ad? How do they promote the product?

 

Part 3: Rhetorical Appeals

 

1. Describe the Credibility (aka ethical appeal or Ethos). How does the advertisement establish creditability?

 

2. Describe the emotional appeal (aka pathos). How does the advertisement engage your emotions?

 

3. Describe the logical appeal (aka logos). How does the advertisement use logic to persuade you? Is it valid?

 

 

 

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