RHETORICAL TRIANGLE ADVERTISEMENT ANALYSIS …



type of grade: PROJECT=20% of your entire third six weeks’ average due: __________________Write in standard essay form using complete sentences and paragraphs. Choose one ad from your magazine to analyze. Please choose an ad that targets at least two of the three rhetorical appeals and that has both text (not just the brand name) and visuals.Presentation: Your paper must be typed, printed in black using an easy-to-read font no larger than 12 point in size, and printed on only one side of the paper.If printing is an issue for you, plan ahead at least several days in advance of the due date to come see me before or after school, not during lunch, to print for you. You may also print in the library. DO NOT ITALICIZE ANYTHING OTHER THAN THE TITLE OF YOUR MAGAZINE. Use construction paper (two sheets of small taped together or one sheet of large), a file folder, or a folder with pockets to arrange your ad and your analysis. Regardless of the presentation method you choose, your ad needs to be mounted/placed on the left and your analysis on the right. Expect points to be deducted from your grade if you do not use one of these methods and follow the directions exactly. Using tape or glue, mount your ad on the left side of the construction paper and your analysis on the right. If you’re using two sheets of 8 ? x 11 in. construction paper, tape them together so that your ad and analysis fit on the same side of the construction paper. Using tape or glue, mount your ad to the left inside of the file folder and your analysis to the right inside of the file folder.Place your ad in the left pocket of the folder and your analysis in the right pocket of the folder.Please DO NOT place your ad inside any type of page protector. Although I appreciate the effort you make to present your assignment neatly, I have to remove it from the page protector to grade it, which I do not wish to do. No class time will be given on the due date for you to use my glue sticks or tape. Plan accordingly!INTRODUCTORY PARAGRAPH: Analysis of your magazine (remember, use COMPLETE SENTENCES AND PARAGRAPHS!!)title of publication—italicizeddate of publication (month and year)target audience of MAGAZINE, not the ad; at a minimum discuss the age and sex of the target audience; note that an answer such as, “the target audience is everyone” is not accurate and will not earn creditvalues, interests, and concerns of target audience of the MAGAZINE (not the ad); examine subjects of articles & advertisements other than the one you selected; select a few representative article titles and examples of ads to support your positionTWO OR THREE BODY PARAGRAPHS DEPENDING ON ORGANIZATIONAL METHOD in which you address how text and visual use at least two of the three rhetorical appealsDiscuss how the diction in the copy targets the consumer’s sense of values (ethos), reason (logos), and/or emotions/desires/fears (pathos). Provide QUOTED WORDS from the ad in your written analysis. Of course, enclose the words in DOUBLE quotation marks, and place end punctuation (period or comma) INSIDE the quotation marks. Doing this correctly is part of the grade.Discuss how the visuals in the ad target the consumer’s sense of values, reason, and/or emotions. Do not simply describe the picture. You must connect the visuals to one or more of the rhetorical appeals. Organize your body paragraphs in one of the following ways:option one: first body paragraph—how diction targets the two or three appeals you choose to discuss; second body paragraph—how the visuals target the two or three appealsoption two: first body paragraph—how pathos/logos/ethos is targeted, organized around a discussion of both diction and visuals; second body paragraph—how your second type of appeal is targeted, organized around a discussion of both diction and visuals; third body paragraph (if analyzing how all three appeals are used)-- how your final type of appeal is targeted, organized around a discussion of both diction and visualsAGAIN, your analysis must be in paragraph form. Conventions—grammar, punctuation, spelling, and sentence structure and variety (try your hand at including various types of phrases)—are important! Please proofread carefully.CONCLUDING PARAGRAPH: discussion of how well the ad works, including a discussion of at least one rhetorical fallacy it containsTITLE your paper. It can be something as simple as “Rhetorical Strategies Used in Advertisement For __________________________.” A title such as “Ad Analysis” or the generic like will not earn credit.Please examine the sample analysis that I wrote carefully. Feel free to model your paper, including your thesis statement and topic sentences, after mine, but do not copy any text that doesn’t apply to your magazine and/or ad. For example, if your ad appears in Sports Illustrated, it would not be appropriate or accurate to write that the readers’ concerns include “…health, coping with stress, personal and spiritual growth, and balancing work and family.”Papers that earn grades above an 89 will do all of the following:Examine how the ad targets at least two of the three rhetorical appeals.Identify and explain at least one rhetorical fallacy used in the ad. Be well-organized. These papers will have an introduction, at least two body paragraphs, and a conclusion. Include a clearly written thesis statement as the last sentence of the introduction.Arrange the body paragraphs in the order in which they are listed in the thesis statement.Have transitions between paragraphs. (The test: if you rearranged your body paragraphs but left ALL the text intact, would your paper seem “out of order”? If not, you DO NOT HAVE TRANSITIONS.)Avoid the use of second person. Second-person should NEVER be used in formal writing. Sophisticated writers NEVER use second-person unless they are writing something such as a letter or e-mail—writing that is directed to a particular person! Study my example for how to avoid using the word you. Words to substitute include audience, consumer, viewer, and reader.Vary sentence structure by using introductory subordinate clauses and a variety of phrase types.Use action verbs instead of being verbs wherever it is possible.Avoid needless, purposeless repetition; for example, use the words images, imagery, visuals, illustrations, photographs, and pictures when discussing what the reader sees in the ad. Try to use a different word meaning use when explaining how the ad uses diction or visuals; for example, you could try words such as employs and utilizes. When quoting text, avoid using only the word says. When appropriate for the context, try states, declares, asserts, and maintains.Use a print or computerized thesaurus to choose your diction carefully—for example, I carefully selectedthe words pristine, stench, tracking, and trap.Take at least two hours to draft, revise, edit, and publish (write/type). (It took me that long; why would it take you less time to do a comparable job?)Contain few or no errors in grammar or mechanics, including commas!! Please ask a parent/adult and/or a trusted friend to proofread your paper!Use the pronoun who, not that, when referring to human beings.Use one or he or she to refer to one person instead of using the plural pronoun they. If your ad markets a product specifically used by one sex, choose the appropriate pronoun. For example, if the product is makeup, use the pronoun she throughout your paper since the target audience is female!Have clear antecedents for all pronouns. The first word of a paragraph should NOT be a pronoun.Contain few or no errors in spelling. Use spell-check; ask me if you don’t know how!Have a title that is specific to the chosen ad and essay. Titles such as “Ad Analysis” are NOT specific—this title could be used by anyone who analyzes ANY ad in the entire world. Follow all directions regarding format, presentation, and content.HAVE FUN!Impress me with your ability to analyze advertising critically!BE ENGAGING AND MEMORABLE! ................
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