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Project 1
Rhetorical Ad Analysis
Learning Outcomes


 
Students will learn to:
  • Develop an analysis that discusses the following: the role of audience in the design of an advertisement; the language, strategies, and rhetorical devices used by the advertiser; and the cultural assumptions embedded in the advertisement,
  • Identify and discuss the argument of the ad based on the way the appeals/fallacies are being used to further this argument (thesis),
  • Write for an appropriate audience,
  • Apply MLA academic conventions, and
  • Revise texts in response to peer and instructor feedback.
Genre Conventions
  • Audience: instructor and peers
  • Purpose: analyze an advertisement with reference to rhetorical appeals and logical fallacies
  • Format: MLA
Thesis or Focus


 
What is the argument of the ad based on the ways the appeals/fallacies are being used to further this argument? Include the argument and a statement that addresses the ways in which the appeals/fallacies are being used to advance the advertisement’s argument. 

 
Assignment
 
Students will write an 800-1,000 word essay that analyzes an advertisement. This analysis will discuss the ad’s message (argument), audience, purpose (goals), and the rhetorical appeals that attempt to persuade a particular audience. In addition, students will consider what cultural assumptions the advertiser seems to make about this audience.
Role of Research


 
Students will use the chosen advertisement and the textbook as their primary sources. Instructors may assign supplemental readings and require students to cite these as well. Instructors may also require students to do additional research. 


 
 
Early Draft
 


The Early Draft should be an outline or other organizing draft that includes a working thesis and a brief explanation of major points. This draft should clearly demonstrate that the student has analyzed the advertisement’s use of rhetorical appeals and logical fallacies. 
 
Intermediate Draft


 
The Intermediate Draft should be a working draft that addresses the ad’s argument and discusses the rhetorical appeals and logical fallacies that advance the ad’s argument. This draft should include a thesis, all major points, evidence to support these points (including in-text citations from appropriate sources), and a Works Cited page.
 


Final Draft


 
The final draft will be an 800-1,000 word essay that analyzes an advertisement. This analysis should discuss the ad’s message (argument), audience, purpose (goals), and the rhetorical appeals that attempt to persuade a particular audience. In addition, students will consider what cultural assumptions the advertiser seems to make about this audience.


 

 

 
 

 Rhetorical Ad Analysis Documents

 
TypeUse SHIFT+ENTER to open the menu (new window).
  
NameUse SHIFT+ENTER to open the menu (new window).
  
Beer Ad (Class).jpgBeer Ad (Class)
Nivea Ad (Race).jpgNivea Ad (Race)
Versace Ad (Race, Class).jpgVersace Ad (Race, Class)
Intel Ad (Race).jpgIntel Ad (Race)
SlimFast Ad 3 (Gender).jpgSlimFast Ad 3 (Gender)
Slimfast Ad 2 (Gender).jpgSlimfast Ad 2 (Gender)
SlimFast Ad 1 (Gender).jpgSlimFast Ad 1 (Gender)
(More Documents...)

 

 Rhetorical Ad Analysis Links

 
 "Gender Reversal" in Toy Ads
 TED Talk: Johanna Blakley's "Social Media and the End of Gender"
 TED Talk: Morgan Spurlock's "The Greatest TED Talk Ever Sold"
 Nivea's "Re-civilize" Ad Called Racist (LA Times)
 TED Talk: Rory Sutherland's "Life Lessons from an Ad Man"
 MOVIE: The Merchants of Cool: A Report on the Creators and Marketers of Popular Culture for Teenagers
 MOVIE: Killing Us Softly: Advertising's Image of Women
 30 Sexist Vintage Ads
 Ad Savvy's "25 Most Racist Advertisements"
 22 Sexist Modern Ads
 VIDEO: Analysis of Old Spice Odor Blocker Commercials
 VIDEO: Bentley University's Coverage of Killing Us Softly (Jean Kilbourne)
 VIDEO: Jean Kilbourne Lecture
 Failed Attempts at Ethos: Celeb Endorsements
(More Links...)

 

 Rhetorical Ad Analysis Sample Projects

 
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NameUse SHIFT+ENTER to open the menu (new window).
  
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J. M. Flagg's 1917 poster, based on the original British Lord Kitchener poster of three years earlier, was used to recruit soldiers for both World War I and World War II. Flagg used a modified version of his own face for Uncle Sam, and veteran Walter Botts provided the pose. (Wikipedia | Photo)