o help you develop a level of comfort with rhetorical analysis, and to help me make sure that all of you have a sense of what the analytical goals of Essay 2 entail, please apply the questions below to the following magazine advertisement: UCLA ad (Links to an external site.).
Remember that everything (yes, everything) that appears in the frame of the advertisement is intended by the ad’s makers to have a rhetorical impact on the target audience. As a result, if everything in the following ad was designed to get the audience’s attention, how does this ad go about trying (what rhetorical strategies does it employ) to get the audience’s attention and to what ends?
If you have not already, and I hope to goodness you have at this point, reviewed the set-up docs for Unit III (“Introduction to Rhetoric . . .” and “Analyzing the Rhetoric . . . “), please do so before beginning this discussion forum, and certainly do so before embarking on Essay 2.
1) Who is the target audience (the ad was published in United Airlines Magazine)? Try to be as specific as possible. (Remember, once the target audience of any rhetorical text is identified, the rhetorical analyst can perform a kind of reverse engineering on the text in order to identify how it was put together and why.)
2) How does ethos work in the ad? (How does UCLA Health attempt to construct a character for itself and why? What traits is the ethos of UCLA Health grounded in? How do various strategic elements of the ad come together to deliver these ethos-based traits? Point directly to a strategy or two that are meant to present some of the significant character traits of the institution.)
3) How does pathos function in the ad? (Is the ad produced to invoke any emotional responses from the target audience? If so, point to the pathos-based strategies at work and explain their rhetorical purpose/significance.)
4) How does logos function in the ad? (What are some of the logical constructions of the ad? What is the audience intended to understand about what UCLA stands to offer? Are the logos-based moves established in the caption? The image? The colors? All three?)
5) What narrative(s) or meta-narrative(s) are at work in the ad? (How is the audience expected to recognize these? What kind of impact does the advertiser expect these to have? Do they happen to work in concert with any of the Aristotelian appeals in the ad? If so, how?)
Produce a 150+ word response (in total, for all 5 questions) that matches the structure and addresses the questions above. This forum will close at 8pm on Sunday, May 1st.
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