Argument & Advertisement Part One: Ad Analysis
Sample Assignment
Choose a print advertisement or commercial to analyze for this assignment. Make sure to choose one that
employs AT LEAST two of the three main support strategies (ethos, logos, and pathos). Attach a copy of your ad
(bring in a print ad/print a copy or provide Mr. B. with the YouTube link).
Example: Commercial for 2012 Buick Lacrosse
Claim: You should buy a 2012 Buick Lacrosse with eAssist.
Support: The Buick Lacrosse is a big, stylish hybrid car that gets good gas mileage.
Warrant: People want cars that get good gas mileage but that are still big and stylish (unlike many hybrids).
Pathos: Shaq makes jokes that the audience may find funny, like saying that he has shoes bigger than most
hybrids. Also, happy music is played and Shaq is smiling, which gives the audience a positive feel.
Logos: The ad includes statistics about the car that are appealing to the audience. For example, it says the car
gets 36 miles per gallon and only costs $399 a month.
Ethos: Shaquille O’Neal is used as the sponsor for this commercial. He appeals to the audience as a credible
source because he is a well-known celebrity. He is also known for being a very large man and since he fits into
the hybrid car, it shows how big the car is.
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Be sure to use complete sentences and include detail, especially when explaining the ethos, pathos, and
logos.
If you are working with a partner, make sure to divide it so that each person presents an equal amount.
Due at the beginning of next class.
Name(s):____________________________________
Ad Analysis
My advertisement is a (CIRCLE ONE: print ad or commercial) for: ____________________________________
Claim: ____________________________________________________________________________________
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Support: ____________________________________________________________________________________
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Warrant: ____________________________________________________________________________________
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The following strategies for support are used (Use complete sentences and explain in what way—use detail here):
Pathos: ____________________________________________________________________________________
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Logos: _____________________________________________________________________________________
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Ethos: ____________________________________________________________________________________
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Argument & Advertisement Part Two: Create-A-Commercial
Your challenge:
1. With a group of 4-6 people, you will video record or perform three different commercials/advertisements
for a product of your choice (just ONE product with Mr. B.’s approval).
2. This product can be something already in existence, or it can be something your group made up.
3. Each commercial should have a focus that appeals primarily to ethos (1), logos (2), and pathos (3). Keep each
commercial between 30-90 seconds.
4. Every member of the group needs to participate in at least one commercial. Every member does not need to
be featured in all three.
5.
Use of props, music, costumes, etc. is recommended and encouraged.
6. As a group, complete the rationale documents for each commercial/advertisement BEFORE presenting
commercials/advertisements to the class.
7. Individually, complete the reflection document AFTER you’ve performed/showed your videos to the class.
(This will be Monday’s PDN).
8. Individually, complete group member ratings (This data will help determine individual grades). (Also, on
Monday).
THE COMMERCIALS ARE DUE ON MONDAY, OCTOBER 12th
Commercial/Advertisement Assignment Rationale
*to be completed as a group
Group Members:
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Product Name: ____________________________________________________________________
Claim: ____________________________________________________________________________________
Support: __________________________________________________________________________________
Warrant: __________________________________________________________________________________
Ad #1
Intended Audience: ___________________________________________________________________________
Purpose of advertisement: _____________________________________________________________________
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Type of persuasive appeal-explain how appeal was achieved (5-6 sentences):
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Ad #2
Intended Audience: ___________________________________________________________________________
Purpose of advertisement: _____________________________________________________________________
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Type of persuasive appeal-explain how appeal was achieved (5-6 sentences):
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Ad #3
Intended Audience: ___________________________________________________________________________
Purpose of advertisement: _____________________________________________________________________
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Type of persuasive appeal-explain how appeal was achieved (5-6 sentences):
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