For this essay, you will analyze a an advertisement, using Jib Fowles’s fifteen emotional appeals and the elements of layout. Then you will discuss which of the fifteen emotional appeals are prominent in the advertisement and how the elements of the essay work together to create those appeals and use them to create a particular message for the essay’s audience.
Your essay should be 2 to 3 pages, properly structured, with an introduction and thesis, well developed body paragraphs with clear topic sentences backed up by evidence and explanation, and a solid conclusion.
In the introduction, give background. Describe the ad and context, where it came from and who the intended audience is, and introduce your thesis. The thesis will state which appeals you think are prominent in the essay and what their message is to the intended audience.
In the body you will demonstrate that your thesis is correct by looking at the ad. Consider the ad as an argument. What argument is it making to the audience and how? How does the language of the ad work to develop its message? What rhetorical appeals are used? Logos, pathos, ethos? What about Jib Fowles’s fifteen basic appeals? How do the visual and textual elements create these appeals? Be sure to use very clear descriptions of the ads to make your point
Finish with a distinct conclusion. In the conclusion, you should wrap up your discussion of the appeals and how they work in the advertisement to make their case for the ad’s particular audience.
April 11: Bring a first draft to class for peer review and drop a copy in the drop box
April 18: Post final draft to drop box
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