Which rhetorical appeals does the advertisement use effectively?

Select a print or other static advertisement (online, in a magazine, a billboard – not something
moving like a video). Using both rhetorical analysis and the design principles you’ve learned in
class thus far, analyze the extent to which the advertisement’s argument is successful in
achieving its purpose. You must address all three rhetorical appeals (ethos, logos, pathos),
though it is fine to say a type of appeal is not present or is not successful. You must also
address at least 3 of the design concepts from Chapter 1 (CRAPE +).
Your presentation must be 5-7 minutes in length. Practice! It takes a substantial amount of
material to speak for this long. Points will be deducted from presentations that do not meet

this requirement. You are also required to use a slideshow and/or sufficient other visual aids.
You may choose to record yourself giving the presentation or to submit a narrated PowerPoint,
in which we hear your voice narrate the slides.
As this is a course in visual literacy, the effectiveness of your slideshow and/or visual aid designs
will be considered in your grade. In addition to the presentation, you will also submit a one-
page outline of your argument. Please see the rubric for additional evaluation information.
Things to consider during your analysis:
• What is the advertisement for? Who made it? Where did it appear? When?
• What is the advertisement’s purpose? How do you know?
• Who is the intended audience? How do you know? What do you know about this
audience?
• To what extent does the advertisement achieve this purpose?
• What is the immediate context? The broader context?
• Which rhetorical appeals does the advertisement use effectively? Ineffectively?
• Which design concepts are used? How effective are they? Do they help achieve
something specific?
• Does kairos play a role?
• Is their text in the advertisement? What role does this play? What can you say about the
text design? About the way the text interacts with the visuals?
• What could be changed to make the advertisement more successful?

Visual Rhetorical Analysis Presentation Rubric
Minimum requirements – you either get 10 or 0 on these – you did them or you didn’t:
• 5-7 minutes in length ________
• Outline submitted ________
• Discusses 3 rhetorical appeals in detail ________
• Discusses 3+ design concepts in detail ________
Qualities of an effective presentation – rated on a scale from 0 to 10 based on quality or level
of achievement
Context
Sufficient and effective discussion of the ad’s context
Argument
Strength and quality of the presenter’s argument
Support
Details and evidence provided to support the argument

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