English 10
Rhetoric
Name:
Close Reading: Commercials
Task #1: Closely read the text of the Chrysler television commercial, "It's
Halftime in America", that was featured during the 2012 Super Bowl. After
you have read and annotated the speech, answer the synthesis questions in
complete sentences.
Annotation Codes
Box Out the main message of the commercial
?
Rhetorical Questions (a question to which no answer is required; a
question asked solely to produce an effect or to make an assertion and not
to elicit a reply; the purpose of these questions is mainly to make people
think)
Highlight examples of Ethos, Pathos, and Logos and label each example with
E, P, L
 (E) Ethos (Credibility), or ethical appeal, means convincing by the
character of the author or the speaker's/author's authority We tend
to believe people whom we respect. One of the central problems of
argumentation is to project an impression to the reader that you are
someone worth listening to, in other words making yourself as author
into an authority on the subject of the paper, as well as someone who
is likable and worthy of respect.
 (P) Pathos (Emotional) means persuading by appealing to the reader's
emotions. The emotional or motivational appeals; vivid language,
emotional language and numerous sensory details.
 (L) Logos (Logical): the logic or reasons used to support a claim; can
also be the facts and statistics used to help support the argument.
Task #2: Watch commercials and advertisements on TV and/or online.
Choose an example of a recent commercial/advertisement that uses the
rhetorical techniques on the chart above. Complete the “Analysis Questions”
based on the commercial/advertisement you chose.
The inspirational Chrysler television commercial, "It's Halftime in
America", was featured during the 2012 Super Bowl and starred actor
and director Clint Eastwood and gritty images of Detroit.
The following is the script from the commercial:
It’s halftime. Both teams are in their locker room discussing what they can
do to win this game in the second half.
It’s halftime in America, too. People are out of work and they’re hurting.
And they’re all wondering what they’re going to do to make a comeback. And
we’re all scared, because this isn’t a game.
The people of Detroit know a little something about this. They almost lost
everything. But we all pulled together, now Motor City is fighting again.
I’ve seen a lot of tough eras, a lot of downturns in my life. And, times when
we didn’t understand each other. It seems like we’ve lost our heart at times.
When the fog of division, discord, and blame made it hard to see what lies
ahead.
But after those trials, we all rallied around what was right, and acted as one.
Because that’s what we do. We find a way through tough times, and if we
can’t find a way, then we’ll make one.
All that matters now is what’s ahead. How do we come from behind? How do
we come together? And, how do we win?
Detroit’s showing us it can be done. And, what’s true about them is true
about all of us.
This country can’t be knocked out with one punch. We get right back up again
and when we do the world is going to hear the roar of our engines.
Yeah, it’s halftime America. And, our second half is about to begin.
Synthesis Questions - "It's Halftime in America"
1.
What is the message of the commercial? In other words, what do the commercial’s
creators want the target audience to believe about the product/industry?
2. Write one example of a rhetorical question from the commercial.

Why does the speaker pose this question?

Does this question make the audience think?

What does it make them think about?

Why does the speaker want them to think about this?

How does this question reiterate the main message of the commercial?
3. Write the best example of Ethos in the speech below.

Does this example establish the speaker’s credibility?

How does this establish his credibility?

How does this example of Ethos reiterate the main message of the commercial?
4. Write the best example of Pathos below.

What emotion does the speaker appeal to in this example?

Why does he appeal to this emotion?

What effect does the speaker want to have on the animals by appealing to this
emotion?

How does this example of Pathos reiterate the main message of the commercial?
5. Write the best example of Logos below.

What reason or facts does the speaker use here?

What is the speaker trying to demonstrate or prove?

What effect does he want to have on the audience by pointing out this
fact/statistic/reason?

How does this example of Logos reiterate the main message of the commercial?
English 10
Rhetoric
1.
Name:
Close Reading: Commercials Task #2
Describe the commercial:
a. What is the product?
b.
What happens in the commercial?
c.
Who is in the commercial? Are there any celebrities in the commercial?
d.
*Attach a written script of the commercial if you can find it online. If not, provide a
URL to view the commercial online.
2.
What is the message of the commercial? In other words, what do the commercial’s creators
want the target audience to believe about the product?
3.
Write one example of a rhetorical question from the commercial.
4.
a.
Why does the speaker pose this question?
b.
Does this question make the audience think?
c.
What does it make them think about?
d.
Why does the speaker want them to think about this?
e.
How does this question reiterate the main message of the commercial?
Write the best example of Ethos in the speech below.
a.
b.
c.
5.
Write the best example of Pathos below.
a.
b.
c.
d.
6.
What emotion does the speaker appeal to in this example?
Why does he appeal to this emotion?
What effect does the speaker want to have on the animals by appealing to this
emotion?
How does this example of Pathos reiterate the main message of the commercial?
Write the best example of Logos below.
a.
b.
c.
d.
7.
Does this example establish the speaker’s credibility?
How does this establish his credibility?
How does this example of Ethos reiterate the main message of the commercial?
What reason or facts does the speaker use here?
What is the speaker trying to demonstrate or prove?
What effect does he want to have on the audience by pointing out this
fact/statistic/reason?
How does this example of Logos reiterate the main message of the commercial?
*Does the use of Rhetorical Questions, Ethos, Pathos, and Logos make the commercial
effective? Why/why not?