Product and Service of a Commercial

Rhetorical Analysis Help SheetAssignment1. Select a commercial to analyze.2. Briefly describe the commercial and the product or service that is advertised.3. Discuss the mode or modes of persuasion used to appeal to and/or sway the viewer.4. Finally, discuss whether the advertisement is successful or not. Does the advertisement actually sell the product?5. To make this a formal research project, students will research the data on the financial outcomes of companies having shown specific advertisements. Did the run of the commercial affect sales?The main way for a television station to make money is to sell commercial time. Commercials are more complex than many other types of media. In your rhetorical analysis essays, you must consider the following questions about your commercials:1. What is the product or service being sold?2. What is the general mood or feeling of the commercial?3. What methods are advertisers using to make the viewers interested? (ethos, pathos, logos?)4. How do advertisers portray the services in a positive light?5. How does the soundtrack play a role in the viewer’s interpretation? Does music affect the viewers mood?6. Is there a voice over telling us something? What is the effect of having a voice over?7. How do the actors or characters affect the viewer’s perception of the product (or of the commercial)? How does the way the actors or characters dress influence the viewer’s perception?8. Who is the target audience of the commercial? At what group or groups is the commercial aimed?9. Does the commercial use flashy graphics, facts, diagrams, etc.? How does the commercial get the viewer’s attention?10. Does the commercial specifically aim at showing the viewer why the product is good or desirable or efficient or good quality, etc.? If it does not specifically aim at any of these things, then how do the advertisers plan to sell the product to the viewer.Crosscurrents page 62 – Outline1) Introduction – Include Topic Sentence and Thesis Sentence 2) Explanation of Rhetorical Concepts – This is a brief explanation of all 3 Modes of Persuasion (ethos, pathos, logos) complete with examples3) Summary of Commercial – Give a summary of the commercial. This should not be longer than 1 paragraph.4) Analysis of Commercial – This is the paper. You must analyze the commercial in terms of the kinds of Modes of Persuasion that are used to sway or persuade the consumer to buy or the viewer to agree. Give specific examples. You need evidence. You can use sources.5) Discuss Whether the Commercial is a Success or NOT – You need to research the financial outcomes. Did the company realize profits during and/or after the time the commercial was aired? How did the consumers respond to the commercial? Etc.6) Conclusion7) Works Cited How to intext cite and how to construct a Works Cited page MLALittle Brown HandbookChapter 47 p. 634 – “Using MLA Documentation and Format” 1. In-text citations pp.635 – 664 Little Brown Handbook2. Sample in-text citations pp.641, 642, 643 Little Brown Handbook3. Citing Sources – Works Cited – Index pp. 649 – 650 Little Brown Handbook – an index of different sourcecitations and where to find them.4. Web Citations – pp. 666, 668,669 Little Brown Handbook5. Sample web citations p. 6446. See 672, 673, 688,696, 698,700,7. Works Cited p. 706Television and Radio Programs: Italicize repeated programs or long programs. Individual episodes or short films, commercials, etc. go in quotation marks. Use quotation marks for titles of:• poems• short stories and book chapters• articles in journals, magazines, and newspapers• songs• single television episodes and commercials.Use italics for titles such as:• books & novels• magazines, journals & newspapers• book-length poems, collections, and anthologies• CDs, albums, ballets, operas, and classical music compositions• television series, plays, movies & films, and video games• websites• works of art and art exhibits

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