Rhetorical Analysis

The task:

Select a piece of media you’d like to analyze; find an advertisement and propose what it’s getting an audience to do besides buy a product. An example–you could look at two different car ads and think about how their approaches differ. Comparing brands, or ads from different campaigns or years might yield interesting results. You might also select a few different ads from a series and propose what they collectively say. After deciding on what subject you’re “reading” for the project, you will make use of visual, textual, and auditory evidence in order to reflect your subject’s point of view. What do you see and hear–how do you respond as a consumer of media? Pick an ad that makes you feel something.


Identify the response an audience might have to your subject, and explain the message the piece speaks, and why RHETORICALLY it manages to influence an audience’s emotions. Try to move beyond what the piece literally says and try to propose what underlying message the piece communicates. What do we think about after seeing the piece? How are audiences likely to react? Consider what resonates emotionally and lingers in the mind–how does the piece interact with our desires and dreams, with our concerns as a culture? You might think of your task as translating the choices of the piece, and proposing the effects of those choices.

Expected length is 1200 words. You’re going to include visuals this time, but they won’t count towards this minimum. I will post a template to get started with, in case if you’re having trouble with length–you don’t have to cover ALL the rhetorical bases, but that should be a good start. You’re welcome to bring in comparisons or additional examples as well.


With this project, I’m most interested in your ability to PROVE something to the rest of us, to help us see what we could not before. Form an argument about the topic, use your rhetorical analysis to support.

Keep in mind that I’m not giving you points to simply describe what happens in the ad–we can all see that. Articulate a point of view, and use the body paragraphs to back up your claim with observations and insights.


Looking for a student sample to get ideas? Chapter 5.4 (pg 141) in Writer’s Loop provides us with Jared analyzing Nike’s “Dream Crazy” ad from 2018. This should give you an idea of what we are aiming for.


The requirements:

–Length minimum of 1200 words

–At least four visuals aids in the essay. Screen capture some moments that you want to point out.

–At least four rhetorical categories applied in the essay

choose between book concepts:

ethos, pathos, logos, kairos (ch. 5.3)

audience, purpose, tone, genre, context (ch. 2)

Please do purpose, audience, pathos/tone, and cairos. The video I chose is linked: https://www.youtube.com/watch?v=pcSP1r9eCWw&feature=youtu.be

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