Group Presentations on Rhetorical Analysis

Advertising is a specific attempt to sway an audience favorably for a product or idea. Whether it is print or commercial ads in question, the goal remains the same: to persuade. But just because this is the goal doesn’t mean it is always successful. In fact, some advertisements end up being weak, ineffective, offensive, and can ultimately end up hurting rather than helping a company. It is therefore crucial for companies/groups/organizations to select ads that are tasteful and effective.

Task: You and your partner(s) will choose a company that you find interesting, intriguing, or even one you hate, and research a particular advertising campaign they have released. An advertising campaign is essentially all the ads a company releases in a certain season or time period that usually share a common purpose or theme in an attempt to captivate consumers. The ads you research should be: from the same company, within the last decade, and should include preferably one print and one commercial ad (I would like variety but will also accept two ads that are in the same format, like if both are print or both are commercial ads). In a 10-minute presentation, analyze the effectiveness of this company’s campaign using the critical thinking concepts we have learned so far. In your presentation, you will need to do the following:

1. Introduce and explain the ad for clarity and context (the purpose, author, target audience and relevant background information about the campaign).
2. Provide a rhetorical analysis of the campaign to persuade the audience that it either fails or succeeds in its goal. In this analysis, cover the following techniques:* Pathos* Ethos*
3. Since perspective is so important, make sure to address 1 counterargument. If you think the campaign is a success, what might your opponents argue instead? If you think the campaign fails, how might proponents defend it? Make sure you balance these counterargument with strong, meaningful rebuttals. Don’t forget this is a critical thinking class, so the rest of us should see your sharp critical thinking abilities.