Rhetorical Analysis [Sample Assignment]
ENGL 110: English Composition
In your first formal paper of the semester, you will demonstrate your understanding of rhetoric by
analyzing an advertisement, either print or digital. Using the characteristics of the speaker, message,
audience, and context, explain how the speaker uses the rhetorical appeals (logos, ethos, and pathos) to
persuade in your selected ad. Refer to the “Rhetorical Analysis” chapter in Writing Today for a refresher
on rhetoric and the rhetorical appeals, which we have discussed in class.
Requirements: 4-6 pages; 12-point Times New Roman font, double-spaced, must be titled. Ad must
either be attached or a link must be provided.
Learning Outcomes Addressed:

Analyze both their written texts and the texts of others based on rhetorical criteria (e.g.,
organization towards a purpose of effect; use of assumptions and appeals appropriate to the
targeted audience and situation.

Analyze arguments, including uses of assumptions, claims, emotion, and reason.

Abstract and summarize the content of texts in a range of disciplines

Practice writing as a process and apply the writing process to a variety of contexts.
Suggested steps for drafting your paper:
1.
Select an ad that seems persuasive. Summarize and describe the ad (“message”) in detail.
2.
Focusing on each element of the rhetorical triangle (speaker, message, audience, context), provide
as many details/observations of the ad as you can. For example, if the “speaker” is Coca-Cola,
what do you know about this brand? What is its reputation? In terms of “context,” where did you
see the ad? TV? Internet? Magazine? Also in terms of “context,” how do people think about soda
today? How might the battle against obesity and sugary drinks these days influence Coca Cola’s
advertising, for example? Moving to the next point, what is the product, and therefore who might
the target “audience” be? Etc.
The Rhetorical Triangle:
Speaker/Company or Organization
Purpose: Selling
produce/service
Targeted Audience/Viewers
Context/Where is the ad placed? What is the
historical context that may influence the way the
ad is created and received?
Message/Content of the Ad
3.
Consider how the speaker uses the rhetorical appeals (logos, ethos, and pathos) to convince the
audience to buy the product or service in this particular ad. Identify those specific elements of the
ad that contribute to each appeal (logos, ethos, and pathos). For example, if there is sultry music
and nudity in a TV ad for Calvin Klein cologne, we might draw the conclusion that Calvin Klein
is appealing to pathos (emotion) in this way. Not only does the ad evoke sexual desire; it also
suggests that by using this product, an audience member will also be sexually desired.
4.
Use the above descriptive summary and analysis to discuss what you believe to be the
company/organization’s rhetorical strategy for selling its product or service.
Important Dates:
Draft 1 Review (conference): TBD
Draft Peer Review: TBD
Final Due: TBD
Evaluative Guide for Rhetorical Analysis:
A papers will: [Per individual instructor expectations]
B papers will: [Per individual instructor expectations]
C papers will: [Per individual instructor expectations]
D papers will: [Per individual instructor expectations]
F papers will: [Per individual instructor expectations]