ENGL 1301 RHETORICAL ANALYSIS ASSIGNMENT

FALL 2014

Write a rhetorical analysis of 900-1,200 words. Follow the principles in Lunsford Chapter 9 to write an
effective rhetorical analysis. Study the Characteristic Features on page 141. The chapter covers four
types of analysis, so see pages 144-6 for specific information about rhetorical analysis. Because you will
be analyzing a message or argument from another communicator, Chapters 13-14 will also be useful. In
this course, we will be analyzing texts that have words as well as images. Both elements should be
discussed in your essay.
The goal of this assignment is to think critically and carefully about the presentation of arguments in
samples of visual rhetoric. When performing a visual rhetorical analysis, it is important not only to focus
on the main message of a visual text and the context in which it was produced and received but also how
the designer creates the intended message through the use of various rhetorical strategies and appeals.
Be sure that you move your paper beyond being a mechanical exercise that simply points out pathos,
logos, and ethos in your text these concepts should inform your analysis, but you should produce a
paper that is a sophisticated discussion of how rhetorical appeals function in the visual text. Focus on
how the text works not simply what it conveys; discuss how the use of rhetorical appeals determines the
effectiveness of the visual argument, and dont get distracted into arguing passionately a particular
position or extolling the beauty/creativity of the text.
Audience: For this assignment, you will write for a professional and scholarly audience including other
researchers of your topic. Consider that you may be writing for an advertising or publishing firm,
explaining the strategies used in a particular ad, video, or photograph. Your audience is intensely
interested in the most effective product possible, and you have been asked to analyze this particular
image and text.
Sources: In addition to the text you analyze, you must use at least two sources, and you must accurately
give credit for the information you use from those sources. Review Chapters 21-23 as needed. Use only
scholarly, credible sources from individuals or organizations with verifiable expertise on the topic.
Library Databases: Every writer should spend time researching his or her topic in the library databases,
which are likely to yield the best sources. To access the library databases while off-campus, the user
name is RCC5268, and the password is TX77511. (Use capital letters.)
Format: Prepare your essay in MLA style, which is covered in Chapter 24.
TOPICS
This assignment is limited to four possible topics. Choose one of the options listed below.
Option 1: Billboard Advertisements
Analyze one of the billboard advertisements for its immediate and broader contexts: its purpose, its
target audience and how the ad identifies them, its cultural context and how the brand fits-in with the
specific locale/site in order to create positive exposure. What message does the photo convey, and how
does it communicate this message to viewers?
Potential research sources include the following:
In our text book, essays on advertisement-related topics. See inside back cover under Analysis.
Other articles, essays, and editorials about advertising. Search reputable news sources and the
library databases.
Books and documentaries about advertising issues (e.g. POM Wonderful Presents: The Greatest
Movie Ever Sold, Programming the Nation?, Art & Copy)

Political, economic, or historical information about any issues presented in the images. Use the
library databases including Academic Search Premier.

Option 2: Commercials
Analyze one of the television commercials for its immediate and broader contexts: its purpose, its target
audience and how the ad identifies them, and its cultural context. What message does the commercial
convey, and how does it communicate this message to viewers?
Potential research sources include the following:
In our text book, essays on advertisement-related topics. See inside back cover under Analysis.
Other articles, essays, and editorials about advertising. Search reputable news sources and the
library databases.
Books and documentaries about advertising issues (e.g. POM Wonderful Presents: The Greatest
Movie Ever Sold, Programming the Nation?, Art & Copy)
Political, economic, or historical information about any issues presented in the images. Use the
library databases including Academic Search Premier.
Option 3: Fake Empire Video
Analyze the video to better understand its purpose, message, and audience, and to identify the rhetorical
strategies the video uses to persuade its audience. What in our society, culture, or community might have
prompted the author(s) to create this video?
Potential research sources include the following:
Product information and/or company history.
News articles and scholarly articles about products in the video, about the companies advertising
campaigns, or about advertising practices and trends in general. Check the library databases,
particularly Mas Ultra and Academic Search Premier.
Option 4: A Children's Book
Analyze a children's book of your choice (with choice approved by instructor). How do the author and
illustrator present the lesson in a way that is appropriate for and appealing to the audience?
Choose and have approved a children's book that is appropriate for reading aloud to very small
children. The story must be one that includes a lesson (such as the value of sharing or the importance of
imagination or why children should go to bed on time). It must include images as well as text for you to
analyze, and it must be readily available from libraries and booksellers.
Potential research sources include the following:
Essays and articles that explore the publication history, the art work, or another aspect of the
book. You may find worthwhile articles in news publications, but often your sources will come
from the library databases including Literature Resource Center and Academic Search Premier.
You may want to read about childrens literature in general (theories, broader cultural analysis,
etc.) as well as researching the specific book.
For older or classic stories, historical information about the time of publication may also be
relevant.
DEADLINES AND SUBMISSION METHODS
Follow the deadlines for each part of this assignment as listed on your course calendar.
GRADING CRITERIA
In addition to the general information provided in the syllabus, the following grading policies apply to
this essay:

Essays more than 10% outside the assigned word range will receive a 0 regardless of quality.
When you check the word count of your essay, remember that headings, titles, and works cited
pages do not count.
Essays so riddled with grammatical and mechanical errors that a reader must struggle to
understand the basic meaning of sentences will receive a failing grade regardless of the quality of
the ideas.
Essays that contain unsupported claims or that rely on disreputable research sources will be
penalized by at least one letter grade. If you have questions about the credibility of a source,
seek the instructor's approval well before the essay deadline.
Unless otherwise stated, completed rough drafts must be within 90% of the minimum final wordcount requirement to receive credit. Each draft deadline missed will lower the final essay grade
by five points. Each peer review missed will lower the final essay grade by ten points. A lack of
adequate performance in the peer review process or the drafting process will lower the final
essay grade by up to ten points.

Rhetorical analyses that pass the basic checks listed above will be graded using the following criteria:
Content
(25 points)

As explained in Lunsford Ch. 9, effective rhetorical analyses will be guided by

a question that prompts you to take a closer look at the subject
As described in Lunsford Ch. 9, effective rhetorical analyses will include
some description of the subject you are analyzing
evidence drawn from close examination of the subject
insight gained from your analysis
clear, precise language
The thesis statement should be an insightful, supportable explanation. Share with
readers your conclusions about the message this text conveys and how it appeals to
its readers.

Organization
(25 points)

Include appropriate signal phrases and citations for your sources so that readers
know they can trust your information.
The essay must include a thesis statement, and the thesis should be placed near the
end of the introduction.

All body paragraphs should support the main idea expressed in the thesis, and each
body paragraph should begin with a topic sentence that expresses the main idea of
that paragraph.
Mechanics & Style Effective essays will be nearly free of mistakes in grammar and punctuation.
(25 points)
Style should be appropriate to audience and purpose.
Documentation
(15 points)
Format
(10 points)

Essays should be documented using MLA. Include appropriate signal phrases and
citations for your sources so that readers know they can trust your information.
Essays should be formatted using MLA style guidelines. See specific information in
Chapter 24 and the sample essay that begins on page 446.