argument in advertising

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Added on 17.02.2015 16:15
Essay Two: Argument in Advertising

Chapter five in your book discusses Reading and Writing about Visual Arguments and how advertising uses visual elements to communicate information and ideas to the intended audience of the ad. We also discussed in class how advertisers use the rhetorical appeals of ethos, pathos and logos to make a powerful case to the audience. In class, we watched several Public Service announcements from the Australian Transport Commission (TAC Victoria) that dealt with serious public service issues such as drinking and driving, not wearing seatbelts, distractions while driving and other issues that can lead to road fatalities. For this assignment, you will take a public service commercial of your choice and evaluate the claim, reasons and evidence but also the visual and sound techniques used and how it uses the rhetorical appeals to reach its intended audience.

Assume your reader has not seen the commercial you are evaluating. In your introduction identify the commercial by name, who is presenting it and when was it first released. Explain to the reader what the commercial is trying to prove or establish (what is its claim?). Explain your purpose in evaluating the commercial clearly.

In the body of the essay, you will need to explain how the commercial makes its case to the viewer through reasons and evidence. You will also be identifying visual techniques used, sound techniques used (music/sound effects/narration, dialogue) and ways that ethos, pathos and logos are used to appeal to the viewer in different and effective ways. Our discussions in class of the TAC Victoria commercials will suggest the kind of things you will be looking for in your commercial. You want to explain what happens generally in the commercial, but repeating what happens is not your purpose here. As you describe the events and what is said, explain how Ethos, Pathos and Logos are used to impact the reader. Have a paragraph on visual techniques and another paragraph on sound techniques. Keep your analysis easy to follow. Again, your opinion on drinking and driving or whatever topic your Public Service Announcement is about is not asked for. You are only evaluating what techniques are being used by the people who made the commercial in order to reach and persuade the audience.

Finally, you will write a conclusion that summarizes your evaluation of the commercial and your final thoughts on the effectiveness of the commercial as a whole. You can talk about the importance of the issue and why the commercial is successful (or not successful) but again, your opinion on the issue the commerical discusses is not needed here.

This essay will be three to four pages in length and in MLA document format. There should be no need for any sources outside of the commercial to be used in this essay. I would like you to provide me a link to where the commercial can be viewed on Youtube or another public website. It is vital that I be able to watch the commercial myself before evaluating your analysis. Do not use a commercial that is not available for viewing somewhere on the internet.