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For this project, you are required to analyze a print advertisement. It is important to note here that you MAY NOT USE A COMMERCIAL. It is simply too much to cover in only 5 pages. I am asking for a print ad, like what you would find in a newspaper or magazine. You have the option of choosing your own advertisement; however, I will be giving you feedback on if the advertisement is going to work well. Remember, you want to find a print advertisement that reflects ethos, pathos, and logos (if possible). Produce approximately 1,200-1,500 words (4-5 pages) of polished writingI will upload some files that have more details the proposal and the first 300 word I have for this project, feel free to change the first 300 word. Also, some files has the feedback from my instructor.


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Project 3: Writing to Analyze / Rhetorical Analysis
The third major project for English 101 is a rhetorical analysis. The purpose of this assignment is to practice what
you’ve learned so far about rhetoric and apply it through analysis. We have written about ourselves and people or
places nearby. Now we’re writing a different kind of story. These stories will ask you to use what you’ve learned
about description, context, and rhetoric to analyze something–in other words, to describe its parts and how those
parts work together.
The genre for this chapter is rhetorical analysis. The critical thinking involved in this analysis helps us take steps
toward understanding how and why information and messages affect us–whether that information is an
advertisement, an e-mail, a movie, a story, or an essay.
Consider writing for a more academic audience. How would you explain rhetoric to that audience? How would you
explain how the thing you’re analyzing works rhetorically?
MLA formatting, an introduction, a thesis statement, a conclusion, and a Works Cited page are necessary for this
assignment. The body paragraphs of your paper will do things like explain the context for what you are analyzing,
describe what you are analyzing, and discuss how the thing you are analyzing uses rhetoric. Some students find it
helpful to organize their paper by rhetorical element (i.e. ethos is one paragraph, pathos another, etc.). Please do not
produce a five-paragraph essay (i.e. intro, three body paragraphs for the three rhetorical elements, and conclusion).
The essays should be more sophisticated in structure and organization.
Here are a few things to keep in mind:

For this paper, you are required to analyze a PRINT advertisement. These ads must be approved by me in
advance. Make sure that you have taken the time to find a PRINT advertisement, not a commercial, and
that you have gotten it approved before moving forward.
Write a thesis focused on the rhetoric of the text rather than the topic (how and why the text works–or fails
to work–rather than a statement that simply says what the text is about).
Do not try to evaluate what you’re analyzing. Instead, focus more on how it’s supposed to work. For
example, say you’re analyzing an advertisement. Do not spend any time telling the audience whether it is a
good or bad advertisement. Spend your time discussing how the ad is effective or ineffective using the
rhetorical appeals ethos, pathos, and logos to persuade your audience. It is totally fair to say that it is
effective for one audience and not another, so long as you explain why.
Find information that helps to contextualize what you’re analyzing or supports your ideas about how the
thing works. (Hint: Your textbook Easy Writer might be good sources to cite for this project because they
describe rhetoric.)
Organize your paper in a way that helps yours reader understand what you analyzed and how it works.
Use well-developed examples, details, and facts based on close analysis.
Conclude your paper by using the strategies described in section 3e of Easy Writer.
Format your paper according to the “Format” section of this assignment sheet.
Produce approximately 1,200-1,500 words (4-5 pages) of polished writing.
A copy of this assignment is due Friday, March 22nd by 11:59 p.m. to eCampus.
You will not receive a grade, but you will receive extensive feedback with suggestions for revision.

 Times New Roman font, 12 point
 Double-spaced with one-inch margins
 MLA in-text citations and Works Cited page

Last name and page number in upper right-hand corner
This heading in the top left-hand corner:
Your name
Katie Vogelpohl
ENGL 101
Due date
A creative title centered with no boldface, underline, italics or quotation marks
File must be in Word Doc file format
Important terms
 Ethos: author’s credibility
 Pathos: emotional appeal to audience
 Logos: logical appeal to audience (structure/organization, etc.)
 Purpose: why author created text
 Audience: target audience (who text was originally created for)
 Conventions: what other visual texts of this genre have in common
 Context: the history/context in which the ad was created
 Visual: the specific parts of the visual text
The title is engaging, appropriate, and
forecasts the content of the essay.
The Introduction
The introduction grabs the reader’s interest,
provides enough context to tell the reader
what he or she will be reading about,
encourages the reader to continue reading,
and ends with a strong thesis statement.
The Research
The essay contains interesting, relevant
information about the audience and artist
(i.e. context). All research is integrated
appropriately into the text using MLA
standards for in-text citation.
The Analysis
The essay uses rhetorical vocabulary to
provide in-depth analysis about how and
why the ad works. It includes welldeveloped examples, details, and facts based
on a close reading of the ad and its context.
The Conclusion
The conclusion sums up insights, you have
gained as a result of your research and
The essay is organized based on points
about specific strategies and their effects.
Sub-headings are acceptable.
The tone of the essay strikes a balance
between demonstrating your personality,
avoiding stuffy language, and conveying
Style, Surface Features, and Proofreading
The essay includes no errors in grammar or
Works Cited
The essay includes a works cited page that
is properly formatted using MLA
The essay is four to five pages in length (i.e.
1,200 to 1,500 words).
for Revision
Not Done
Analysis Outline Activity: Fill This Out Yourself for Your Own Essay
Engaging and Informative Title
intro—brief introduction of your text (1
A. Catchy opening (makes your readers
want to continue—engages them in
your essay)
B. Summarize the essay
1. Author
2. Audience
3. Analysis
C. Thesis: what do you have to say
about this text that connects its
author, its audience, and its content?
An example might read: The
propaganda cartoon “The
Ducktators” employs racial slurs,
familiar symbols, and humor to
persuade American civilians to buy
war bonds during World War II.
first main section—the author of the
text (1 to 2 pages) this may be a
A. Who is the author of your text?
(Pertinent but not excessive
biographical info)
B. Why did the author create the text?
C. How do the author’s personal
experiences affect the text?
D. What is the author’s reputation or
status: is s/he well-known already?
Where? Did the text make the
author famous? Infamous? What
audiences would this author
naturally speak to?
E. How does the author reflect social
or cultural ideas?
F. Is your author responding to a
historical movement, or does the
author represent ideas from a
particular period of time?
G. What does the reader of your paper
really need to know about the
author? What is most important for
B. Summary
C. Thesis
understanding the text being
Second main section—the audience of
the text (1 to 2 pages)
Who is the intended audience for the
text? How do you know? (discuss
context clues: where and when the text
appeared, the genre of the text, the
language in which it is written, the
Is there an excluded audience? Who?
How do you know? (Is the text
deliberately offensive to a certain group?
Inaccessible to them? Why?)
What is the audience’s relationship to the
author? (Fans? Subjects? Rivals?
In what ways did the audience react to
the text – what emotional responses
occurred? (e.g. anger, acceptance,
disbelief, etc.)? If you can’t document
this, then talk about how the intended
audience would likely have responded,
based on their values and characteristics.
What type of reaction do you think the
author intended to elicit from the
Are there any documented responses that
the audience had to this text? (e.g. did
people boycott something because they
saw this ad, or buy a certain product
because of this song?)
III. Audience
IV. Third main section—an analysis of the
text itself (1 to 2 pages)
A. What meanings/messages/themes do you
get from the text? How? (Use textual
evidence to support your claim.)
B. Could there more than one
interpretation? If so, how do these differ
or overlap?
C. Zero in on the content of the text,
whether it is primarily words, visual
images (a painting), or a combination.
What is interesting, significant, unique,
or memorable about the content? Is it
ground-breaking? Controversial in some
way? Beautiful? Technologically
innovative? Smart? Emotionally
powerful? Why? How? This is the
body of this section. Look closely at
pieces of the text and explain what you
see to your reader.
D. Is this text explicitly persuasive? Is it
effectively so? If it’s not explicitly
persuasive, what is the subtler tone?
How is that tone effective? Is there
some underlying persuasion? (ie. a sad
song wants to persuade the listener to
feel sad, even if the lyrics don’t actually
say that.)
conclusion—brief summing up and/or
personal insights about the text, author,
and audience (1 page)
In your rhetorical analysis proposal, I would like you to answer some of these questions in a minimum of
300 words: What advertisements are you thinking about, and why? *Please upload a copy of the ad
and let me know if you are unsure about anything.* What stands out to you in that commercial? What
kinds of questions are you planning on asking about that commercial? What might you argue? Are you
anticipating any trouble spots with this project? What are you excited about with this project? Concerned
about (i.e. filling four pages, etc.)?
Rhetorical Analysis Proposal
“The Whole Picture”: A Rhetorical Analysis of The Guardian’s Print Advertisement
An advertisement has the potential of significantly influencing consumer choices. In
2012, the popular daily British newspaper, The Guardian, commissioned a print advertisement.
Dubbed “The Whole Picture,” the ad was intended to appeal to their audience that the firm
delivers the entire story to them daily. It is one of the few advertisements that have stayed long
engrained at the back of my mind. The ad is simple yet professional with an artistic and creative
design that is relatable and one bound to appeal to the readers making them believe that they get
the uncut version of daily occurrences.
The commercial stands out because of its simplicity and the ability to communicate its
message effectively. Some of the questions regarding this advertisement are: how effective is the
design’s appeal? What elements make it outstanding? Does it serve its purpose? Are there any
hidden messages? What message does it pass across? Is it aligned the organization? Significant
areas of argument could be on how the print advertisement uses the rhetorical appeals of ethos,
pathos, and logos. There is also argument point that perhaps the ad would be meaningless to
most individuals. A section of the audience could fail to grasp the pie chart, or even the message
could not be passed or conveyed.
The project is going to be an exciting one as it will help breakdown a print advertisement
to identify the most effective and appealing parts. Every single detail of the print: from color to
design to texture will be looked into. In the long run, an analysis of how the combined use of
each of these elements helps in the realization of the ultimate goal is provided. With this
understanding, expansive knowledge of what works in an advertisement will have been acquired,
and it will be imperative when making future similar arrangements.
My only concern is the advertisement topic I chose, Is this the kind of advertisement that
you expected from us?
Ad link:
Instructor feedback:
This print ad is exactly what I wanted. It sounds like you have a great idea of what the paper is
supposed to be, and I am excited to see it!
ENGL 101
The Guardians “Whole Picture” Analysis
“The Whole picture” advert is probably one of the commercials that have impacted
immensely on readers from all walks of life. The British newspaper, The Guardian, wanted to let
the readers of the newspaper know that whatever happens they will always report the storyline as
it is without fear or favor. Being one of the most vocal media concerns in Britain, it used the ad
to emphasize to its readers that it will report the news without taking sides. The whole picture
advert uses straightforward and precise language with a very considerable impact on the
consumers of news.
The advert utilizes the ethos and pathos models of persuasion in such a way that the
readers of the newspaper are rather convinced that there will be no bias in their reporting of news
since they will be giving out “The whole picture.” The advert satisfies the ethos threshold by
persuading and appealing to the audience through its long history of authoritative reporting since
the paper’s establishment in 1821. The mere fact that guardian has been at the helm of newspaper
reporting with authoritative and award-winning seasoned journalists since 1821 would convince
most prospective lovers of good journalistic works that they will surely be getting value for their
money if and when they purchase and read The Guardian.
The pathos rhetorical appeal, on the other hand, is achieved by the notion of the whole
picture because endless appeals for financial help followed the 2012 commercial. The newspaper
claims that it is not owned by the wealthy, but it depends on the contributions of the well-wishers
to stay financially afloat, and therefore it will always be fair and balanced since people with
vested interests do not bankroll it. The online issue of The Guardian claims that more than 1
million well-wishers have been generously contributing to ensure they remain in print. In a
nutshell, the Guardian’s 2012 advert “The Whole picture” was, by and large, a very effective
impassioned appeal to readers that The Guardian was committed to unbiased reporting and
integrity despite the odds to justify and authenticate their independent reporting tendencies and
their increasing popularity.
Instructor Feedback:
There are some great pieces here, but I want you to focus on two things as you move forward. 1.)
This is a very simple ad, and you want to make sure you take some time somewhere in the first or second
paragraph to describe what it looks like. It is important that I can picture the ad while you are breaking it
down for me in the rest of the paper. 2.) Make sure you are citing your research. You mention the year
the Guardian was founded. You need to cite where you found that information. It isn’t considered common

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