Ethos, Pathos, Logos/Toulmin Assignment First: Using a chosen ad that you will

Ethos, Pathos, Logos/Toulmin Assignment
First:
Using a chosen ad that you will paste into a word document, you will need to write a 1 paragraph (10-12 sentences)
analysis of the use of ethos, pathos, and or logos within the ad. If you need to review the ppt from class is posted in
“files” on Canvas. Remember to follow standard MLA format when typing, you will lose points for improperly
formatted papers. It also goes without saying, but you must use an ad we did not discuss in class! (30pts)
Then:
Using the Toulmin model to analyze a visual advertisement, answer the following questions, using the same ad you
used for the ethos, pathos, logos assignment above. Both assignments will be in the same word document and must
be uploaded to Canvas. (35pts)
1. What assumptions have been made in this ad, and what can those assumptions tell
us about the audience? (Consider: what source did this ad come from? Who generally
reads it? Does the ad identify the product it is selling, or the brand it is promoting, or does it
assume you are familiar with it? Does the ad use photos of famous people or locations? If
so, does it name them or assume you recognize them?)
Example: The Nike ad came from Self magazine. It assumes you recognize both the Nike
logo and Maria Sharapova. Since Self readers are predominately young, physically fit
women, the ad creators have assumed viewers of this ad will be likely to purchase athletic
wear and will be familiar with Nike, and with Maria Sharapova’s accomplishments and pop
culture celebrity status.
2. What is the ad claiming? Each advertisement may have multiple implicit and/or
explcit claims. Choose ONE to discuss for this exercise. (Consider: What argument
does the ad make? Does it want you to buy something? Feel a strong emotion? Give to a
charity? Believe that a product is the best/fastest/most powerful of its kind and you can’t live
without it?)
Example: The Nike ad shows Maria Sharapova wearing Nike shoes. An (implicit) claim is
that Maria Sharapova is a great tennis player because she wears Nike.
3. On what grounds? If grounds are not explicitly presented, can you think of any
ground that might make the argument more persuasive? (Consider: What data does
the ad present? Or does it simply ask viewers to make assumptions?)
Example: The Nike ad does not present any data—it assumes you know the brand and
trust it without explicit data. To make this a persuasive argument, the ad would need to
provide grounds that prove that wearing Nike is THE factor that makes Maria Sharapova a
great athlete.
4. Is there a qualifier? (Consider: Does the ad specify that the product will only work in
certain situations, or for certain individuals? I.e., a weight loss drug ad may specify that
optimum results will only be achieved with the addition of an exercise plan.)
Example: The Nike ad mentions that Maria also put hard work into her years of training, so
the claim is qualified and can be restated as: Maria Sharapova is a great tennis player
mostly because she wears Nike.
5. What is the warrant? Is it implicit or explicit? (Consider: What connects the grounds
with the claim?
Example: The warrant in the Nike ad is implicit. It could be stated as: You should buy the
shoes because wearing them will make you a great tennis player just li

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