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Rhetorical Analysis

Rhetorical Analysis. Critical Reading. Rhetorical Situation. WRITER. Text Reader Author Constraints Exigence. AUDIENCE. SUBJECT. Rhetorical Situation. Text = the work being read Reader =the audience Author =writer of the piece

edan-velazquez
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Rhetorical Analysis

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  1. Rhetorical Analysis Critical Reading

  2. Rhetorical Situation WRITER Text Reader Author Constraints Exigence AUDIENCE SUBJECT

  3. Rhetorical Situation • Text = the work being read • Reader =the audience • Author =writer of the piece • Constraints = circumstances that might influence the responses of the reader and the author • Exigence = the motivation and context for the argument

  4. Apply Rhetorical Analysis • You may choose a restaurant advertisement, another type of advertisement, a provocative piece of art, a political cartoon, or a YouTube argument. • Make sure the piece is found online and has a direct link to the piece. You will need to provide the direct link to your professor.

  5. Analysis • Analysis requires dissecting the advertisement and categorizing/labeling its various parts. • Analysis requires full understanding of the argument’s general rhetorical structure. • The rhetorical analysis separates the parts of the argument to see how the whole works.

  6. Types of Appeals • Aristotle identified three types of appeals the might be used to persuade an audience.

  7. Logos Appeal • A logos appeal is derived from the nature of the case or informed (fact) information for the topic under discussion. • Logical appeals might show performance facts. Auto makers frequently state mpg data. • Appeals to reason often fail in an ad.

  8. Ethos Appeal • It is derived from the character of the person or organization. • Ethical appeal ads remind us of how long they have been in business or how environmentally responsible the firm is. • Ethical appeals are frequently abused. • Writers have ethical appeal when they show character: a sense of fairness, willingness to hear both sides, extensive research, and honesty.

  9. Pathos Appeal • It is derived from emotional state. • These ads address needs, desires, fears and other emotional states for the consumer. • Emotion is a powerful appeal, but works best when combined with logic.

  10. The Appeals • Many ads use all three appeals in order to meet a wide audience base. • Ads use the formula • Attention – bright colors, loud noises, shocking statements • Interest—after getting attention, it must keep the interest of the target audience • Desire—once the ad has interest, the ad develops in the viewer a desire to buy • Action—once the viewer desires the product, action is needed and the product is purchased

  11. Writing a Rhetorical Analysis • Separate the types of appeals and found in the ad. • It requires the reader to explain how the appeals are used in the ad and what is the effect. • A clear knowledge of the intended audience is important.

  12. The Process • Analyze a restaurant advertisement, another type of advertisement, a provocative piece of art, a political cartoon, or a YouTube argument. • Analyze the piece in terms of its rhetorical structure. • Identify the audience for the piece. • Isolate the central claim and show its argumentative purpose • Include a clear claim/thesis which argues for or against the piece’s rhetorical strategy.

  13. The Outline • Introduce piece: • Show clear thesis/claim which argues for or against the piece’s strategy. • Make an argument about the piece. • Sample thesis: "Virginia Slims uses a combination of warm colors, gender stereotyping related to power, and sexual associations to recruit minority women smokers." • Body • Describe the piece so the reader knows what it looks like without seeing it. • Describe the target audience –characteristics, fears, concerns, wants, and so forth. • Describe the strategies used – color, words, images • Explain how the strategies appeal to the piece’s audience

  14. The Outline Cont’d. • Body Cont’d. • Use the following questions to help analyze the piece you select: • What is the piece trying to do? • Who is the intended audience? • What strategies are used to sell the product? • What does the piece reveal or conceal about the company or the product? • What emotions does the piece target?

  15. The Outline Cont’d. • Body Cont’d. • Back facts with specific facts drawn from the ad. • May use other researched sources to support views expressed. • When describing the ad, do not assume the reader will be looking at the ad. • Conclusion • Tie the analysis together. • Restate thesis/claim about the ad. • Summarize the main points. • Leave the reader thinking about the restaurant or the product. • The paper will be 700-800 words, plus Works Cited/References per instructor’s guidelines.

  16. Works Cited • MLA samples for citing an ad (include hanging indent not shown here): • Air Canada. Advertisement. CNN. 1 Apr. 1997. Television. • Gurrin, John. Blond Angel. 2001. Indianapolis Museum of Art. IMA: It’s My Art. Web. 9 May 2007. • Lee Mood Ring. Advertisement. n.d. Web. 29 June 1998. <http://www.leejeans.com/features/modeling.html>.

  17. References • APA samples for citing an ad (include hanging indent not shown here): • Air Canada. (1998, May15). [Advertisement]. CNN. • Gurrin, J. (2001). Blond angel [Oil on canvas]. Indianapolis Museum of Art, IN. • Lee mood ring. (n.d.) [Advertisement]. Retrieved June 29, 1998, from http://www.leejeans.com/features/modeling.html

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