4-5 pages (only papers with a MINIMUM of 4 fullpages will receive a passing grade… so go for 4 1/2 pages)
Must analyze one commercial of at least 30 seconds in length. That commercial should be properly cited in your paper.
Must include two other sources, directly quoted (which means you “cite” them) inside the essay itself (with MLA format).
Must include Works Cited page (with MLA format); this will include full information on the sources of the quotes you cited in the essay. NOTE: the Works Cited page is it’s own page, and does not count as part of the minimum page length… so if you write 4 1/2 pages, and add the Works Cited page, then your whole document is actually 5 1/2 pages.
Thesis must focus on the writer’s rhetorical appeals, not your opinion of the commercial. Make sure your thesis specifically references the words ethos, pathos, and logos. So, a thesis might say something like this: “The X-Motor commercial called Find Your Wheels makes effective use of ethos and pathos, but it is weak on logos, so overall it could convince a 40-year-old woman with a family to buy X-Motor.”
Do not use “I” or focus on your personal response. Talk about “the audience” or “the viewer” instead. Remember
Assignment Description
Choose one commercial, at least 30 seconds in length, and assess and evaluate the ad as to whether it persuades its audience of its central claim. Your essay should identify at the outset the audience at which the piece is aimed (is it 16 year old boys who play video games, is it 65 year old wealthy business people… who is the target audience for the ad? And what is the ad trying to convince that audience to do, in other words what is the ad’s central claim, exactly? Is the ad effective in convincing that audience, and why or why not, in detail?), its argumentative purpose, and its central argument. Once you have identified these concerns, evaluate the rhetorical effectiveness of the given text. A rhetorical analysis examines 1) the ad creator’s use of the three rhetorical appeals (ethos, pathos, and logos); 2) the arrangement and style of the piece; 3) the context of the piece (this involves looking at when and where it aired). In this piece, you may also compare the strategies the ad creator (or speaker) used with other strategies that would have been more effective or less effective.
Tips
Your essay should be a minimum of 4 FULL pages. Every available line should be used. No cover pages.
The essay should have 1-inch margins with 12-point Times New Roman font.
You need 3 sources: the commercial itself and two other sources of your choosing. Direct quotes should be handled with the quotation sandwich. Review the previous assignment about the quotation sandwich. You will need proper MLA in-text citations for all paraphrases and direct quotations from the article.
Include a thesis that evaluates the effectiveness of the commercial based on the ad’s use of rhetorical appeals (ethos, pathos, logos), style, and context.
In this essay, you will take a stand on whether the ad you have chosen persuades its audience of its central argument. This essay then is NOT primarily about the issue addressed or discussed in the ad. It is instead about the effectiveness of the rhetorical strategies the ad writer uses.
You will need a Works Cited page that includes the article you chose and proper MLA formatting. (This page does NOT count towards your page minimum.)
When structuring your essay, include an introduction that sets up your argument about the ad, effectively organized paragraphs with strong topic sentences and transitions, and a conclusion that does not merely restate your thesis but that leaves the reader with further “food for thought.”
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