Purpose

We live in visually dominant society. Most of the texts we consume are visual in nature, and much of what we read is accompanied by images. These images are rarely neutral, and often contain implicit arguments connected to specific cultural contexts. By analyzing an image, you will develop your visual literacy and critical thinking skills. You will also gain a deeper understanding of the ways different modes of composition can advance arguments.  As you become more adept at conducting analyses, you will find that you can apply the skill to a range of texts, both in and out of school.

Task

Write a rhetorical analysis essay that examines the components of a print advertisement. For this essay, you will choose an image (One print advertisement) to analyze, considering its rhetorical situation and how the different elements of the image work together to try to make its audience do, think, or feel something. Your goal is to construct a thesis based on your interpretation of the image, using specific aspects of the “text” to support your conclusions. Then support that thesis with body paragraphs that examine the rhetorical situation, strategies, and appeals.

 

Apply the 7 Essential Writing Steps:

1. Pick an effective topic. Identify a current advertisement that was published for a specific audience.
2. Identify the rhetorical situation.Identify all the elements of the rhetorical situation. This means you should know who your audience is, what your purpose is, why you are writing this essay.
3. Develop an argumentative claim. Write a thesis that argues your interpretation (i.e. a particular way of viewing the image) based on the choices made in the ads construction.
4. Organize your ideas.Organize your essay using an appropriate structure.
5. Draft paragraphs that meet the demands of the assignment.Fully develop each paragraph making sure to incorporate evidence from the advertisement.
6. Design your document. Your final submission should follow the MLA Format Guide, which you can download under Resources.
7. Revise and edit your writing. Spend time revising (making “big” changes) and editing (correcting typos, errors, etc.) before final submission.

 

 

Select a Print Advertisement

Begin by selecting an image. Product advertisements are a popular choice for this assignment, but you should also consider propaganda, public health campaigns, memes, movie posters, paintings, photographs, graffiti, flyers, pamphlets, t-shirts, etc. As long as the “text” is primarily visual, it should work for this assignment. You can find a print advertisement in a magazine and cut it out or take a picture. You can also find an advertisement online. Try searching for Pepsi Ads in Google. Click “Images” and you will find thousands. Once you have picked one advertisement, you will work with the same advertisement through the next paper assignment.  The ad needs to be a current ad (after 2020) that was published for a specific audience. Make sure it is something class appropriate please.

Essay Structure:

Step One: Summary

In your first paragraph, quickly summarize the text you have chosen to analyze.

Summary means to reduce the information down to the essential parts.  Explain the content. Give enough detail that the reader understands the advertisement without looking at it. What is the message? What is the ad selling? What should the reader take away?  Where does the advertisement appear?

For more information on summary, click “How to Write a Summary”

 

Thesis Statement: The first paragraph should end with a thesis statement. The thesis  should argue your interpretation (i.e. a particular way of viewing the image) based on the choices made in its construction. For more information check out “Tips and Examples for Writing Thesis Statements”

 

Step Two: Body of your Essay

Consider the following aspects of the advertisement:

• The rhetorical situationof the image, including the author, audience, purpose, context, tone, genre, design, constraints, and exigence
• The rhetorical strategies, or how the image is composed to produce a specific effect (use of color, layout, contrast, etc.)
• The rhetorical appeals(ethos/pathos/logos), or ways the image seeks to engage its audience.

 

After you’ve considered these aspects, think about how the appeals and strategies used in the image are connected to its rhetorical situation. Also ask yourself how the rhetorical strategies you’ve identified enable particular appeals.

 

Once you’ve done this, you may want to revise your thesis statement. As you compose your essay, you’ll want to think about what the rhetorical moves made in this image say about the larger contexts and concerns surrounding it. This will be the focus of your body paragraphs.

Step Three: Conclusion

Does the message/speech/text succeed in fulfilling the author’s purpose? Conclude your essay by evaluating the effect of the rhetorical appeals in combination with the rhetorical situation. How do the form and content correspond?

Requirements

• The essay is typed in a Word document.
• The essay must an analysis of a currentprint ad found in a magazine, newspaper, or online.
• Follow MLA guidelines for format (double-spaced, Times New Roman, 12-point font) and citations (in-text and works cited).
• You must have a citation (in-text and works cited) of your advertisement.
• Be a minimum of 1200 words
• Avoid plagiarism

 

Rubric for assessment

Criteria	Highly Proficient	Proficient	Not Yet Proficient
Content	Writing communicates a clear analytical thesis that provides cohesion to the whole paper.	Writing communicates an adequately developed thesis that offers cohesion to the paper.	Writing communicates a thesis that lacks focus and offers little cohesion.
Organization	Paragraphs fully meet the paper requirements. Each paragraph has a well-supported clearly stated main point; topic sentence focuses on analysis.	Paragraphs meet the paper requirements. Each paragraph has support and a main idea.	Paragraphs have a focus but need development in support and topic sentences.
Idea development and Critical Development	Fully developed ideas and support with good reasoning. All points connect and support main idea.	Develops clear ideas with support and reasoning. Come connections between points and main idea.	Connections are attempted but limited in scope.
Style	Voice, tone, and stance are appropriate and effective for purpose. Audience awareness is apparent.	Voice, tone, and stance are clear and in connection to purpose. Audience is clear and considered.	Voice, tone, and/or stance weak in areas. Connections and audience unclear.
Editing	Clear control of language with little to no distracting errors.	Few/minor errors that do not distract from clarity.	Limited sentence errors, some distraction from clarity.
Research and Citation: choice of sources, format, in-text citations references	Paper format follows MLA guidelines with no errors. Appropriate use of paraphrase, summary, and quotes. Advertisement is cited correctly on the works cited page.	Correct citation overall but may contain minor format errors in one or two areas.	Attempts format but has multiple errors in three or more areas.

$10.00 – Purchase Checkout Added to cart