Task Your task for the final paper is to choose one of the print ads provided for you in the “ad bank” this module and do a rhetorical analysis of it following the mandatory outline provided below, answering the following question: Is the ad X likely to be effective in persuading its target audience to buy the product or service it is advertising? Why? Technical Details Essay must be in MLA format and at least 850 words long. Longer is encouraged, but not required. As usual, c/e words and technical words should be bolded. A WC page is not required, but is encouraged. In particular, you may wish to research any related information about the brand being advertised in the ad you have chosen, including recent news reports related to the company in question. You might also wish to define several logical fallacies, and looking these up on credible web sites isn’t a bad idea. Model Thesis “In the end, ad X is very likely going to be very effective in persuading its target audience to buy the product or service it is advertising because of a deft combination of logos, ethos, and pathos.” Mandatory Outline Paragraph 1: In paragraph one, introduce the idea of rhetorical analysis briefly: what it is and why it is important. Then transition into a description of the particular ad you are going to analyze, why doing such an analysis about this particular ad is important … and then ending with your thesis (see above for a model). Paragraph 2: In this paragraph, your job is to offer a detailed analysis of the use of logosin the ad by answering these questions: What arguments, implicit or explicit, does the ad make in support of the product or service it is advertising? Are these arguments strong or weak? Why? Make sure to identify identify and discuss at least TWOlogical fallacies as part of this discussion. What important subjects does the ad NOT bring up here that a good consumer should be aware of? Why, in your opinion, does the ad not mention these subjects? Paragraph 3: In this paragraph, your job is to offer a detailed analysis of the use of ethosin the ad by answering these questions: How does the ad generate trust in its target audience? Does it use branding, endorsement of some kind, and/or its professional appearance to do this? Explain in detail what the ad is trying to do and then explain why these attempts might fail. For instance, if the brand being advertised has recently been in crisis, please make sure you explain this. Paragraph 4: In this paragraph, your job is to offer a detailed analysis of the use of pathos in the ad by answering these questions: What emotions is the ad trying to evoke? How is it doing this and is the ad likely to be effective in evoking these emotions in its target audience? Note: don’t limit your answer to merely one emotion here and make sure that you consider the following as you answer: the design of the ad, any use of metaphor or other poetic technique, the subject of the ad, and so on. Also note that the following emotions are very commonly evoked in advertising: lust, vanity, greed, fear, & anger. Others as well. Paragraph 5: In your conclusion, you should weigh each piece of analysis against the other to come to a final judgment, which should be a repetition of your thesis. Then explain your answer: why, for instance, might the ad still be effective even if the arguments it offers for its product are weak? Why might the ad be ineffective even if the arguments it makes are strong? Why might we still buy the product even if we likely don’t trust the brand very much? And so on.
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