Fall 2019 Professor Scoggin

Ms4066@nova.edu

Assignment 1: Rhetorical Analysis

Timeline
Journal #4/First draft: September 17, by class time (submit via Canvas)
In class Workshop: September 17
In class Workshop (Revision Letter): September 17
In class Peer Review: September 19
Final Draft Due: September 25, by 11:59 pm (submit via Canvas)
Throughout this module, we have discussed rhetoric, rhetorical appeals (ethos, pathos, logos,
and kairos), and types of analysis (diction, syntax, tone, visual). We practiced applying these
skills on a visual analysis of a print advertisement and now you will apply these skills on an
international commercial.
In this analysis you will analyze an international commercial. In addition to considering how
the product is advertised, analyze where the advertisement played (country, year, medium),
and the design elements of the advertisements.
Audience: Academic
Format: For this paper, you will write an 800- to 1,000-word rhetorical analysis of an
international commercial (or video advertisement) in a language you do not
speak/read/write.

Along with your essay, please include a Revision letter.

Revision Letter: All major essays for this course will go through the drafting and
revision process and will be reviewed by your peers and by me. Along with the assignment,
you will write a detailed revision letter for this assignment. Your letter should:
o Be formatted in the style of a letter (salutation, complete sentences, evidence of
organization, closing).
o Be addressed to me;
o Explain the style in which you wrote your paper (MLA or APA);
o Discuss the revisions you completed prior to submitting your assignment.
o Submitted with the assignment on the assignment’s due date. It may not be submitted
independently from the assignment.

**Any major assignment that does not contain a revision letter will deducted ¼ of a letter
grade.**
 RHETORICAL ANALYSIS

A critical rhetorical analysis is a discussion in which you examine how a text works in order
to convey what it means. The focus is on how a text conveys meaning. Rhetorical Analyses
are relevant in most college classes and more important once you graduate. We can use these
critical skills to evaluate why information is being presented to us in the way it is, if the
speaker, or author, is authentic in their presentation, and many more reasons.

While writing, consider your critical reading of the commercial. Notice the rhetorical
elements relevant in your commercial. Rhetorical elements may include the mode of
discourse, any figurative language (hyperbole, (visual) metaphors, irony, etc.), the diction, or
sequencing. Your analysis should consider your synthesis of the commercial, as well as your
ethos, logos, pathos, and kairos.

Some questions to get you started…

a) what is the commercial for? What does the commercial look like?
b) who is the audience for the commercial? How do you know? How would you
describe them? How would you characterize their interests and desires? What assumptions
are the writers of the commercial making about the people who make up the audience?
c) How is the commercial designed to appeal to that particular audience? What
message(s) do the designers of the commercial want to give them? What is the commercial
“really” saying? Use specific images from the commercial as evidence.
d) Based on your analysis, what response should the audience have to the
commercial?

DON’T
 Paraphrase
 Forget to tell the reader what a rhetorical element shows.
 Lose focus
 Judge the commercial

 Intro Start by engaging your readers. Provide summary of commercial (title,

author, genre, where it first appeared). Your thesis should include the original
author’s thesis + the rhetorical elements you’ve identified -> this is what your
paper will be discussing. Your paper should be written in the third person.

 Body
 Work chronologically through the commercial.
 Break the commercial into sections
 Identify the strongest (3/4) rhetorical strategies (1 / paragraph)
 Explain why they’re the strongest and how they help the commercial achieve
its purpose (you can include snapshots of the commercial)
 Use segues (transition words) to show how the rhetorical strategies connect

 Conclusion
 CHECKLIST

_____ Do I have 1-inch margins?

_____ Is the spacing set to 1.5 between the lines (not double)?

_____ Did I justify my paper?

_____ Am I using 12-point font?

_____ Do I have my title centered and bolded?

_____ Is my thesis clearly written and easy to identify?

_____ Does my introduction include all of the required information? (See the Intro section
above.)

_____ Do I discuss one rhetorical element at a time?

_____ Do I discuss at least three rhetorical elements?

_____ Did I write a conclusion?

_____ Did I visit the WCC at least once for this paper?

_____ Did I write a revision letter?

_____ Did I properly format my revision letter?

 Summary Context Analysis Support Conventions Organization
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clear, informative context for his or her clear, specific accurate paraphrases demonstrates incorporates a
summary of the analysis through a analysis on the and quotations to fully exemplary control of logical and fluid
author’s central description of the author’s rhetorical support their analysis. language. The style organizational plan.
claims and reasons. author’s qualifications, strategies that is They are contextualized is appropriate, Sentences,
the potential biases of thoughtful and and integrated sophisticated, and paragraphs and
the publication, the date detailed. The seamlessly. engaging. Errors transitions are
the article was written, analysis is are minimal, and the cohesive and well-
10 and/or other relevant comprehensive and syntax is clear crafted within the
information. The examines a variety throughout the introduction, body
contextual information of strategies. paper and conclusion.
is integrated into and
used to support their
analysis.
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that is usually clear relevant to their rhetorical strategies their analysis but some language. The style Most sentences,
and informative. analysis but not always that is usually minor weaknesses may is appropriate, paragraphs and
directly supporting it. thoughtful and be present. Most are though not transitions are
8 detailed. The contextualized and sophisticated. There cohesive and well-
analysis may not be integrated well. are a few minor crafted within the
as comprehensive grammar and/or introduction, body
as it could be, but it syntactical errors. and conclusion.
is adequate.
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adequate summary of an adequate amount of an analysis on the adequate quotes and demonstrates a maintains a logical
the author’s central contextual information, author’s rhetorical paraphrases to support basic control of organization. Some
claims and reasons but it is occasionally not strategies, but some their analysis, but some language. Style is sentences and
although it is integrated into or portions may not be are not contextualized mostly appropriate, paragraphs are
occasionally not clear relevant to their comprehensive, or integrated well. A though not disjointed.
or informative. analysis. detailed and/or few portions of their engaging. Grammar Transitions are
6 thoughtful. analysis may be left and/or syntactical missing.
unsupported. errors exist but do
not interfere with the
reader’s
comprehension.
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to offer a summary of bit of contextual summarize leaves their analysis demonstrates a not maintain a
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claims and reasons rarely integrated into or of giving an analysis quotes and paraphrases language and/or a essay. Paragraphs
but is excessively relevant to their in many sections; present are not always style that is often are unfocused.
vague or unclear. analysis. some analysis may accurate and are very inappropriate. Sentences and
4 be present, but it is often not contextualized Grammar and/or transitions are
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offer a clear summary provide any context for summarizes never supports their demonstrates little not maintain a
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and reasons. no specific analysis paraphrases are language and/or work. Paragraphs
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integrated. Grammar and/or multiple topics) and
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2
consistently Sentences do not
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