Expert answer:Project Advertisement
Solved by verified expert:you can use all of rhetorical college student file. it has about 400 words. 1600 words should be plenty Use the pictures in other file. please see files attached below.
rhetorical_college_student.docx
pr2_info.docx
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Ethos
The college advertisement appeals to ethos by using the image of a doctor which is a figure associated
with success in education. For students and parents what they want in a college is success and
recognition, and this has been factored in using the image of a doctor. Using the image of a doctor
represents high ethics that the College holds in high esteem because doctors are expected to be ethical
in their practices. Also the doctor image represents authority, and this shows the viewers high level of
professionalism. Doctors are respected and trusted in the society because they save lives and make
selfless sacrifices in life this allows the viewers to trust and respect the institution.
Logos
The advertisement appeals to logos using large fonts and bright colors to help the viewers understand
what the advert is about which is learning. It also uses a picture of a doctor which sounds logical when
advertising a college so that viewers can get a rough idea of the courses offered by the college and in
this case medicine is one of them. The image of a doctor also shows professionalism and future careers
for students once they get their certificates from the institution. The advertiser also makes creates good
graphics when he separates the letter “L” to represent love and learn at the same time. Also by
separating the letter “L” from the word learn the advertiser creates the word “earn” which is logical
when it comes to education one is earning knowledge that can help them later in life when.
Pathos
To appeal to pathos, the advertisement uses a large font of the words love which viewers want within
such as educational institution. As a student one spends a minimum of two years and what one needs is
love which will push them through their years in the institution. The word love uses a bright yellow color
which represents happiness, optimism, positivity, honor, joy and loyalty which is what an educational
institution should always deliver to its students. The image of a smiling doctor appeals one’s emotions
and evokes them to want to join the college come out of the institution smiling. Doctors are life savers
and using an image of a doctor shows that one is earning from life by choosing to join the school and
pursue a career of their choice.
Project Two
Composing Public Persuasion: Rhetorical and Visual Analysis
Project Two continues your practice in developing analytical and critical thinking skills. It
also provides an opportunity to continue to build your vocabulary of rhetorical terminology and
enhance your Habits of Mind related to writing and multimodal composing.
This project focuses on one of the most ubiquitous forms of persuasion in our culture: the
advertisement. Researchers for Google have speculated that the average American sees
thousands of ads a day. How many of them impact you without you even being aware of their
presence? Most advertisements are sophisticated rhetorical texts, with millions of dollars spent
on their construction and social implementation. How thorough can you be in deconstructing a
carefully crafted piece of public persuasion? How carefully can you construct your own
rhetorical community-targeted advertisement? There are two parts to Project Two:
1) Rhetorical and Visual Analysis of a Public Space Advertisement:
Write a thorough rhetorical and visual analysis of a static, physical (not digital)
advertisement currently displayed in your local community. Your analysis must show
evidence of being substantially informed by at least two credible secondary sources.
Students with registered visual disabilities may analyze an audio advertisement with
instructor approval.
This analysis should be between 1200-2800 words in length (double-spaced pages, 12-pt font).
It should include APA in-text citations where appropriate as well as an APA-style References
page (which does not count toward the expected length). Your Reference page should include at
least two credible textual secondary sources. Please give you analysis a creative, relevant title
2) Create your own static Public Space Advertisement:
Identify an issue you care about in your own local community. Construct a digital version of a
print-based advertisement: something that would appear on posters, billboards, and
magazines/newspapers within your local community. Your advertisement should consist of a
rhetorical combination of images, words, and symbols, arranged to persuade members of your
community to be sympathetic to your chosen community issue. Students with registered visual
disabilities may construct an audio advertisement with instructor approval.
Your single-page (or single-poster) advertisement should be viewable in/compatible with
PowerPoint. It should be accompanied by a 2-4 page written reflection (double-spaced, 12-pt
font in a Word-compatible document) in which you explain the rhetorical and visual choices you
made in constructing your advertisement.
Project Overview
Let’s break this assignment down piece by piece. Rhetorical analysis focuses on the specific
persuasive choices the author of the text has made. The three rhetorical appeals (logos, pathos,
ethos) are key analytical tools you must use within your analysis. Why has the ad’s creator made
these particular rhetorical decisions (in terms of the ad’s words, visuals, and arrangement)? How
do the advertisers hope these decisions will influence the target audience? How do you know
who the target audience is? You should analyze the text itself (the words and images within the
advertisement itself) – but you must also analyze the context (the important clues that surround
your chosen ad, such as where in your community the advertisement was located, and the
issue/topic/product that is being advertised).
You’ll also need to think about visual rhetoric in your analysis as well. Color choices, symbolic
choices, arrangement choices…all of these and more are carefully considered in an ad’s creation.
You’ll need to think visually as well as rhetorically to thoroughly and completely analyze your
chosen advertisement.
Note also that your analysis must show evidence of being substantially informed by at least two
credible secondary sources. This allows you to practice one of the most important components
of academic writing (regardless of discipline): incorporating the ideas of other scholars into your
own writing to create new knowledge. The ideas of others can provide lenses through which
we can look to “see” our analytical topic in new ways. Incorporating credible secondary sources
can also help establish greater ethos with your target audience.
To help you organize and plan your analysis and writing, it is a good idea to construct a thesis
statement for your Part 1 analysis. Ask yourself: what are you trying to communicate to your
readers? While you are not required to use them in Project 2, the following academic articles
provide helpful terms and theoretical frameworks through which visual rhetoric can be analyzed.
They are examples of credible sources that one might use to help “see” advertisements in
analytical ways. All are located within our course blackboard shell in the Project 2 area:
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Roy F. Fox’s “Where We Live”
Carol Moog’s “Ad Images and the Stunting of Sexuality”
Kay E. Rutledge’s “Analyzing Visual Persuasion: The Art of Duck Hunting”
Kalle Lasn’s “The Cult You’re In”
Here is a brief summary of the Project 1 requirements; please see the full Grading Rubric on the
next page for a more detailed breakdown.
Part 1
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Analysis length: 1200-2800 words
Formatting: double-spacing, 12-pt. font
2 (or more) credible textual secondary sources integrated into the text of the analysis
Reference page (APA style)
An engaging and creative title
Part 2
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Digitally-created advertisement on a civic issue in your community (single Powerpoint slide)
2-4 page reflection that explains the rhetorical choices you made in constructing your digitallycreated advertisement
Rubric for Writing Project 2
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Note: This project’s final draft is worth 150 points.
Criteria
Audience
Awareness
(5 points)
Expectations
– Analysis has a creative and relevant title
– Audience’s needs determined and addressed effectively
– Voice, tone, and diction is audience appropriate
Introduction
(5 points)
– Grabs readers’ attention effectively
– Contains a clear thesis statement that prepares readers for the
content of the analysis
– Identifies the community targeted by the advertisement
Development of
Rhetorical and
Visual Analysis
(Part 1)
(50 points)
-The draft describes the ad for readers, allowing them to “see”
the ad in their mind’s eye
– The draft fully contextualizes the advertisement (including
location, community, and topic) in sophisticated ways to aid the
analysis of the advertisement
– The draft uses the rhetorical appeals (logos, ethos, and pathos)
in sophisticated ways to aid the analysis of the advertisement.
-The draft uses visual or auditory rhetoric concepts (such as
color, spatial arrangement, symbolism, etc.) in sophisticated
ways to aid the analysis of the advertisement
Incorporation of
Secondary Sources
(Part 1)
– Credible sources selected
– Written sources contribute meaningfully in any of the
following ways:
(30 points)
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providing relevant context on the issue targeted in the
ad
providing relevant context on the community in which
the ad has been placed
providing a relevant critical lens the author has looked
through to aid their analysis of the advertisement
-Written sources are effectively placed within the text
-Written sources are effectively connected to the author’s
surrounding text
-The secondary sources supplement and complement, not
dominate, the overall analysis
Points
Conclusion
(5 points)
– Provides closure to the analysis
– Leaves a strong final impression on readers
Citation and
Documentation
(10 points)
– Sources summarized, paraphrased, or quoted appropriately for
APA in-text citation guidelines
– References page adheres to APA guidelines
Final Draft
Preparation
(10 points)
– Transitions used effectively between sentences and between
paragraphs
– Free of grammar, punctuation, and spelling errors
– Organized effectively
-Clear evidence of sufficient time spent editing and
proofreading
Student-Created
Public Space
Advertisement (Part
2)
-The ad is rhetorically and visually sophisticated; textual,
symbolic, and spatial elements are carefully chosen and
arranged
-The topic of the ad is clearly identified
( 20 points)
-The message of the ad (the author’s stance on the topic) is clear
-The ad is carefully polished and professionally finished
Reflection
Accompanying
Student-Created Ad
(Part 2)
-The draft thoroughly discusses the rhetorical appeals used in
the construction of the advertisement
-The draft thoroughly discusses the visual rhetoric decisions
made in the construction of the advertisement
(15 points)
-The draft thoroughly discusses how the ad targets a specific
audience within the community
-The draft shows clear evidence of having been edited and
proofread.
Major Project Steps:
Step 1: Select the Public-Space Advertisement you’ll be analyzing
You’ll need to take photographs to help provide context for the rest of us. First, you’ll need to
photograph the advertisement you’ve selected. Is it on a billboard? A poster taped to a store
window? On the side of a bus? On a kiosk? Somewhere else? Make sure you take several
clear photos of this ad, from varying distances. You should also photograph the contextual area
where the advertisement is located: take pictures of the street around the light pole it was taped
to. Take pictures of the coffee shop whose window it was pasted in.
Step 2: Conduct Secondary Research
Now that you’ve selected an advertisement and gathered contextual information at the source
location, you need to gather additional expertise to help you “see” the ad in analytical ways.
This means finding secondary sources. Use ASU’s library databases to help you locate sources
related to visual rhetoric, textual rhetoric, the creator of the advertisement you selected, the topic
covered in the ad, or the community/group targeted by the ad.
Step 3: Compose a Draft of both parts of Project 2
Before you begin drafting, compose a clear thesis statement: what is the goal of your analysis in
Part 1? What are the takeaways you want for your readers? Even though you may not have
completed your secondary source research or you feel uncertain about parts of your analysis, it is
important to go ahead and compose a full-length rough draft. You should also produce a draft
of your own advertisement (Part 2) as well. The very process of composing the analysis draft
will force you to organize your thoughts; it will also produce new thinking about the
advertisement you’ve chosen. A first, writer-centered rough draft is a crucial step in the writing
process. It is also a crucial step in the process of creating your own advertisement: you need
feedback on visual rhetoric composing as well.
Step 4: Provide and Obtain Written Feedback on your Project 2 Rough Draft
You should receive written feedback from two of your classmates to deepen your understanding
of the Project 2 assignment components and to learn how informed external readers respond to
your writing and multimodal composing. You will also provide your own written feedback on
two of the Project 1 drafts of your classmates. The critical thinking skills required to respond to
your classmates’ rough drafts are the same skills you need to revise your own writing. Through
the peer review process, everyone’s understanding of Project 2 improves.
Step 5 (optional): Conduct More Secondary Research
Based on the feedback you received on your rough draft and your own analytical needs, you
might need to locate additional secondary sources to help your analysis reach its potential.
Remember, your secondary sources should contribute substantially to your written draft in one of
several ways. Reread the grading criteria for Project 2 carefully.
Step 6: Compose New Drafts of the Project 2 Components
Based on the feedback you received on your rough drafts and any new research you’ve done,
revise your thesis statement in Part 1, and then revise your drafts into more effective analyses
(Part 1) and advertisements (Part 2). Remember, to “revise” means to re-see, to re-imagine, the
content of your writing and multimodal composing. Revision is much more than changing a
word here and there, or working on transitions between paragraphs. That’s editing. True
revision is substantial work, and often means adding new sections to your project, deleting old
sections, and rearranging existing sections.
Step 7: Submit your Work
After completing Project 2, you will need to submit your work in multiple locations. First, you
should submit a Word-compatible version of Part 1 and a Powerpoint-compatible version of Part
2 in Blackboard through the Assignment submission link in the appropriate Weekly module.
Next, you need to embed all drafts of both parts of Project 2 in your digital portfolio. Include
any feedback (such as peer reviews and instructor commentary) in the Project 2 area of your
digital portfolio as well.
Step 8: Reflect on your Work
Upon completion of Project 2, you should reflection on your learning experience in your digital
portfolio. You should reflect on all of the WPA Outcomes and Habits of Mind in relationship to
what you learned while completing Project 2. Include sufficient evidence to support your
reflections. Sources of evidence for your reflections can be excerpts from rough and final drafts
of your projects, examples from invention activities, or feedback from other course stakeholders.
Timeline
Please see the Calendar and Weekly content areas of our Blackboard site.
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