Criteria For Above Average And Exceeds Basic Requirements

Criteria4 Above Average Afar Exceeds The Basic Requirements

Analyze a visual object, identify the print ad or commercial ad, provide background information, and end with a clear and focused thesis. Include a small screenshot of the advertisement on the first page. Write a brief summary of what the viewer sees and hears in the ad, including performers, context, sponsor, target audience, background music, and the social issue illustrated. Describe the evidence of ethos, pathos, and logos used in the ad, defining each term, citing sources, and providing quotes and visuals as supporting evidence. Conclude by evaluating if the ad is effective and persuasive, discussing the impact of rhetorical devices. Follow MLA formatting with proper headings, integrated screenshots, and a Works Cited page.

Sample Paper For Above instruction

The advertisement selected for analysis is the 84 Lumber commercial from the 2017 Super Bowl. This commercial powerfully depicts the immigrant journey to the United States, aiming to evoke emotional responses and raise awareness about immigration issues. Using a mixture of ethos, symbolism, and pathos, the ad emphasizes the idea that America is welcoming to all who seek a better life, challenging anti-immigration rhetoric like President Trump's wall proposal.

The commercial begins with a narrative showing a Hispanic mother and daughter undertaking a perilous trek across deserts, mountains, and urban landscapes. They endure extreme weather conditions, symbolizing the arduous obstacles faced by many immigrants. As their journey progresses, viewers see the daughter collecting and sewing various items into a flag, representing hope and unity. When they arrive at the border, they encounter a tall cement wall, initially causing dismay, yet the moment shifts to reveal a wooden door, a symbol of opportunity and welcome.

Background music plays a crucial role; the commercial features a song that evokes hope and resilience, chosen deliberately to reinforce the message of perseverance and optimism. The ad was produced by 84 Lumber to challenge the narrative of a border wall being a barrier rather than a symbol of division, portraying instead a metaphor for opportunity and acceptance. The target audience is broad, aiming to sway public opinion and policymakers, especially those advocating for immigrant rights and social justice.

From a rhetorical perspective, ethos is invoked through the universal message of human rights—that all individuals, regardless of origin, are entitled to freedoms and protections. This aligns with American values and constitutional principles, as the ad suggests that everyone who seeks refuge or opportunity is part of the American story. Symbolism is evident in the wooden door embedded in the wall, representing a portal into a new life, and the American flag fashioned from collected items, symbolizing hope, freedom, and unity amid diversity.

Pathos is skillfully used to evoke strong emotional responses—fear, sadness, hope, and pride. The depiction of a mother and daughter enduring hardship and then finding hope appeals to the viewer's empathy and compassion. The emotional crescendo occurs when they discover the door, signaling the possibility of a new beginning, reinforcing the idea that America has always been a land of opportunity for those willing to pursue it.

In assessing the ad's effectiveness, it successfully employs rhetorical devices to persuade its audience. The emotional appeal (pathos) engages viewers deeply, fostering empathy, while ethos reinforces the moral credibility of its message. The symbolism enhances the narrative’s depth, making complex social issues accessible and relatable. Overall, the commercial is persuasive because it aligns with core American values—hope, freedom, and opportunity—and presents these ideals in a relatable, emotionally charged narrative.

In conclusion, the 84 Lumber commercial is a compelling example of how visual storytelling, when combined with well-executed rhetorical devices, can influence public perception and support social justice causes. Its effective use of ethos, symbolism, and pathos, coupled with strategic background music and visuals, ensures a powerful message that resonates with audiences, advocating for inclusivity and the American ideal of opportunity for all.

References

• Burke, K. (1969). A Rhetoric of Motives. University of California Press.
• Herrick, J. (2019). The History and Theory of Rhetoric. Routledge.
• McKinnon, S. (2015). The Rhetoric of Visual Arguments. Routledge.
• Perelman, C., & Olbrechts-Tyteca, L. (1969). The New Rhetoric: A Treatise on Argumentation. University of Notre Dame Press.
• Perkins, J. (2010). Advertising and Public Relations: Principles and Practice. Pearson.
• Smith, R. (2018). Visual Rhetoric in a Digital Age. Routledge.
• Walton, K. (2013). The Rhetoric of Social Movements. University of Alabama Press.
• Williams, M. (2020). Persuasion in Modern Advertising. Oxford University Press.
• Leech, G. (2014). Semantics: The Study of Meaning. Longman.
• Fairclough, N. (2015). Critical Discourse Analysis. Routledge.