Rhetorical Analysis -- Advertisement
http://weblogation.blogspot.com/2008/05/rhetorical-analysis-advertisement.html
(See Ad Picture on page 2)
This argument is quite complex, drawing on pathos, ethos, and logos. The audience is patriotic
Americans with an average understanding of the War on Terror, and with an equally average
understanding of the conflicts surrounding Israel. The goal of the argument is to get these
individuals to give extra support to the nation of Israel and its international policy. There is no
specific action the advertisement calls for, but by fostering a positive attitude toward Israel, the ad
hopes to increase general support of future actions by the US government to help Israel.
Introduction:
-audience
-goal
The argument employs pathos ("emotion") first, with a picture of a boy covered with implements of
war. The large print reads "He already knows what he wants to be when he grows up." There is a
visceral reaction as we see the image, and the next couple sentences identify the perpetrators of this
militant point of view: "A[ny] society that targets Israel."
Pathos analysis
"They target Israel because Israel shares America's values...". This sentence calls upon ethos
("credibility" or "relationship to the audience") for support -- Israel is like America in its values. For
the patriotic American, any country with values like those set forth by the founding fathers (most
importantly in this ad, freedom) must be a good nation.
Ethos analysis
Logos, or "logic" is next brought forward; if you support freedom in Israel, you will support freedom
around the world. Why? Look to the tag line: "ISRAEL The front line of the free world." In the War on
Terror, Israel is geographically the front line, pressed up directly against their opponents.
Logos analysis
For the audience, this advertisement is probably reasonably effective. It lacks an immediacy in that
the average American who sees this sign has very little control over foreign affairs, and so the
support garnered by the ad will probably not press the reader to action. Given the situation, however,
the goal is probably more to affect politicians (who have more control) via popular opinion. The ad is
not meant to affect foreign policy directly, but will do so on a secondary or tertiary level.
[324 words]
Conclusion
-effectiveness
-overall
Some questions to ask:
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Who is the target audience of the ad?
How is the text organized? What significance does this hold?
How was the creator attempting to influence or persuade the audience?
How does it appeal to ethos, pathos, or logos?
What connections or associations is the reader supposed to make?
Basically, these questions can be applied to any visual or verbal text, commercials, films, etc.
**Paper must be 350-500 words
**Must include a copy or the original advertisement