De Hertogh ENG 101 Essay #1: Rhetorical Analysis ESSAY FOCUS For this essay, you will choose two different advertisements and rhetorically analyze them using comparison and contrast. Throughout your essay, you will investigate not only what these advertisements communicate, but more importantly, how they communicate with a particular audience. Your overall goal is to use comparison/contrast to analyze how each advertisement uses various rhetorical strategies to convince an audience to purchase a product or adopt an idea. It is up to you to choose the two advertisements you would like to analyze, but keep in mind the following: The ads must be related in some way Each ad must have a written and visual component The ads must be complex enough to support a detailed analysis Throughout your essay you should consider the following: Rhetorical triangle Ethos, logos, and pathos Style, tone, language, audience, dialogue, punctuation, imagery, metaphors, word choice, content, narrative structure, visual images, music, medium, etc. Claims made by the writers/ad Evidence presented to defend claims Ways in which the ads are similar, yet different DRAFT #1 For your first draft, you should create an outline of your ideas using the models discussed in class and the examples posted on the course website. You should also complete the compare and contrast worksheet at the bottom of this handout. To receive draft credit, both the outline and the worksheet must be submitted. DRAFT #2 This draft should demonstrate that you ve spent time thinking critically about your topic, interrogating your texts, and organizing your ideas. As this is still a draft, I don't expect it to be perfect, but it should: Analyze various rhetorical forms Actively employ comparison/contrast Have an introduction that clearly shows the reader how you plan to rhetorically analyze the texts and why 1
Include a generally well-focused thesis statement (Your thesis should outline how rhetoric is used in these ads to convince an audience to purchase a product/service or adopt an idea.) Demonstrate an awareness of audience Include a variety of quotes from the ads Reflect critical thinking and analysis. In other words, don t just describe the ads, analyze them! DRAFT #3 This draft should have most of the major components of your final essay in place. You ll still be tweaking paragraphs, reorganizing, and revising, but I should definitely see the final product emerging. Your third draft should build upon your earlier drafts as well as: Include a clear and meaningful thesis statement Use strong topic sentences Address the so what? question (What are you saying in your essay that is important? Why is your analysis meaningful and what does it reveal about the ads?) Use a variety of quotes Use transitional phrases and sentences Demonstrate a high level of rhetorical analysis FINAL ESSAY You final essay should be a polished, college-level essay that is ready to go. It should include all of the aforementioned components as well as: Demonstrate an advanced level of rhetorical analysis (plan to analyze at least six different aspects of rhetoric) Use a varied and sophisticated vocabulary Be free of grammatical errors Have properly introduced quotes Be free of plot summary Reflect an advanced level of critical thinking and analysis Include a thoughtful and compelling conclusion Include any other details or ideas we ve discussed in class As you revise your drafts and prior to submitting your final essay, you should carefully review the essay rubric posted at the end of this handout. SUBMISSION GUIDELINES Draft #1 = Email outline/worksheet as a single file Draft #2 = Bring four hard copies to class and email Draft #3 = Bring four hard copies to class and email Final Essay = Submit with final portfolio 2
Failure to submit your drafts/essays using the correct format is the same thing as not submitting your work at all. Late work is not accepted. Please refer to the Unit #1 Schedule for due dates. OTHER THINGS TO CONSIDER You ll notice that I ve not mentioned how long your essay should be. That s because I want your analysis to be idea-driven and not page-driven. As far as drafts go, if you don t write much, neither your peers nor I will have much to say to you: flimsy feedback = flimsy grade. As you write, remember that while rough drafts are acceptable, shitty ones are not! Also be aware that we will talk regularly in class about additional things you need to focus on in your drafts. In other words, it would be unwise to substitute this handout for spending time in class. COMMON ERRORS Below are some common missteps students tend to make in essay writing as well as when rhetorically analyzing texts. Please review your drafts and essays for these errors prior to submission. *Referring directly to rhetorical appeals (see example below) Using lifeless words and phrases such as very, extremely, Throughout this essay, Throughout history, etc. Repeating words and ideas without purpose Forgetting to actively use comparison/contrast as a means of analysis Lack of in-depth analysis (no detail is too small!) Overusing second person pronoun you Failure to introduce quotes Flattering writer and/or work (This is the most amazing ad I have ever seen., etc.) Lack of textual examples to support claims Inappropriate or missing in-text citations (if outside research is used) Dud conclusions *For instance, avoid writing This advertiser uses pathos when she talks about how great this new wart cream is. Instead, rewrite your sentence to read The advertiser effectively appeals to her viewers emotions by gaining sympathy from those who suffer from this undesirable condition. 3
Essay #1: Rhetorical Analysis Worksheet Which two advertisements will you compare and contrast? Why did you choose these two ads? Do they meet the guidelines posted in the essay handout? Briefly summarize each of the ads. Imagine you are describing them to a friend or classmate. What are the similarities between the two ads you ve chosen? Think about content, objects, people, subjects, concepts, etc. List as many similarities as you can think of. What are the differences between the two ads? List as many differences as you can think of. Are you going to focus on similarities, differences, or both in your essay? Explain your rationale. What do you want your readers to learn and understand about rhetoric and advertising after reading your essay? What is the purpose of your essay? 4
What 6 parallel points of comparison and/or contrast will you address in your essay? For example, if you were going to compare and contrast two teachers, your parallel points might be the teachers homework policies, classroom conduct policies, demeanors, etc. Write a tentative thesis statement. As you draft your thesis, think about the essential ideas and information you need to convey to readers (i.e. your paper is a rhetorical analysis of two ads as well as a comparison/contrast essay.) Also consider the purpose of your essay. 5
Essay #1: Rhetorical Analysis Essay Rubric Introduction & Thesis Statement Introduction is unified; thesis is clearly stated. Thesis is not overly simplistic and prepares readers for essay s content and purpose. Content & Analysis Writer clearly analyzes a wide variety of rhetorical appeals used by ads; content makes bold statements, is detailed, and reveals something about the ads beyond the obvious; analysis gives readers new ways of thinking about ads and rhetoric. Evidence & Supporting Detail Writer offers a range of examples from ads to support analysis; specific features of ads are analyzed in detail. Organization Essay is well-organized; topic sentences guide readers through essay; each paragraph is unified. Organizational structure reflects models discussed in class. Grammar & Readability Effective standard English usage few mechanical errors. Sentence-variety and a nuanced vocabulary are used. Writing style is engaging and informative. Overall Assessment Essay is analytical and states ideas beyond the obvious. Ads are thoroughly analyzed using comparison and contrast. Essay is of a high academic quality, well-written & credible. Essay reflects all assignment guidelines and goals. 6