Rhetorical Appeals Analysis

Analyze rhetorical appeals (e.g. ethos, logos, pathos) and rhetorical situation (audience, context, purpose, genre)
Provide evidence from your chosen subject the text to support your points.
Your analysis should include at least TWO sources to support your analysis.
4.Explain how the evidence represents the rhetorical appeal.
5. Evaluate the effectiveness of the appeals based on the rhetorical situation. This will require an explanation.
Your essay will require:
1. An introduction that includes a summary to introduce the subject and a thesis statement. 2. At least three body paragraphs with topic sentences, evidence, and analysis.
3. A conclusion.
4. A references page that includes the subject you are analyzing. Any additional sources must also be cited and placed on the references page.
Amazon Alexa. (2020). *Not Everything Makes the Cut* [Video]. YouTube. https://www.youtube.com/watch?v=e7iSdU7cuCA
McQuarrie, E. F., & Phillips, B. J. (2010). Indirect persuasion in advertising: How consumers process metaphors presented in pictures and words. *Journal of Advertising, 39*(2), 7–20. https://doi.org/10.2753/JOA0091-3367390201

Struggling with where to start this assignment? Follow this guide to tackle your assignment easily!

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1. Understand the Assignment

Before diving into writing, it’s essential to clearly understand the assignment instructions. You’re being asked to analyze rhetorical appeals (ethos, logos, pathos) and the rhetorical situation (audience, context, purpose, genre) of a chosen text, and then evaluate how well those appeals work in the context of the text.

Your analysis should include evidence from at least TWO sources, and you need to explain how the evidence represents the rhetorical appeals. At the end, you’ll evaluate how effective these appeals are for their intended purpose and audience.

2. Start with Your Introduction

The introduction sets the tone for the entire paper. Begin by introducing the subject of your analysis. This could be a video, article, or any other text that includes rhetorical appeals. A brief summary should give the reader an understanding of what the text is about.

Next, make sure to include your thesis statement. This statement should directly answer the question: how do the rhetorical appeals (ethos, logos, pathos) work within the text? Your thesis should also suggest how these appeals align with the rhetorical situation.

Example thesis statement:
“In the video ‘Not Everything Makes the Cut’ by Amazon Alexa (2020), the company effectively uses ethos to build credibility and pathos to connect emotionally with its audience, while logos is used sparingly to support the video’s purpose of promoting the product.”

3. Develop Your Body Paragraphs

Each body paragraph should focus on one rhetorical appeal and explore how it is used in the text. You’ll need to provide evidence from the text to support your points.

Paragraph 1: Ethos
In this paragraph, focus on ethos (credibility and trustworthiness). Identify how the author or creator of the text builds credibility. Is the speaker someone with authority? Are they using expert opinions or showcasing their expertise in some way? After analyzing this, explain how the ethos appeal contributes to the overall effectiveness of the message.

Example topic sentence:
“The use of a well-known, authoritative figure in the Amazon Alexa video creates a sense of trustworthiness, enhancing the video’s ethos and allowing the audience to connect with the message.”

Paragraph 2: Pathos
Now, focus on pathos (emotional appeal). How does the text tap into the audience’s emotions? Does it use personal stories, imagery, or language that elicits an emotional response? Provide evidence from the text and explain why the emotional appeal is effective (or not).

Example topic sentence:
“Through the use of humor and relatable scenarios in the video, the creators successfully engage the audience’s emotions, drawing viewers in with a sense of familiarity and amusement.”

Paragraph 3: Logos
Lastly, examine logos (logical appeal). Does the text present facts, statistics, or reasoned arguments to support its message? You should identify how logic is used in the text and whether it enhances the overall argument.

Example topic sentence:
“The brief mention of statistics in the video adds a layer of logical reasoning to support the product’s efficacy, though the overall focus remains on emotional appeal.”

4. Write Your Conclusion

The conclusion should summarize the key points you’ve made in the paper. Revisit your thesis statement and briefly explain how the rhetorical appeals worked in relation to the rhetorical situation. Finish with a statement that wraps up your analysis and reflects on the overall effectiveness of the text.

Example conclusion:
“In conclusion, Amazon Alexa’s ‘Not Everything Makes the Cut’ successfully utilizes ethos, pathos, and logos to persuade its audience. While the emotional appeal plays a major role, the logical reasoning and credibility also enhance the overall message, making the ad effective in both promoting the product and connecting with its audience.”

5. References Page

Finally, don’t forget to include a references page at the end of your paper. This page should include citations for all of the sources you’ve used, including the primary text you analyzed and any additional sources you referenced. Use proper citation formatting (e.g., APA, MLA) as required by your assignment.

Example references entry:
Amazon Alexa. (2020). Not Everything Makes the Cut [Video]. YouTube. https://www.youtube.com/watch?v=e7iSdU7cuCA
McQuarrie, E. F., & Phillips, B. J. (2010). Indirect persuasion in advertising: How consumers process metaphors presented in pictures and words. Journal of Advertising, 39(2), 7–20. https://doi.org/10.2753/JOA0091-3367390201

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6. General Tips

• Stay on track: Stick to analyzing the text and its rhetorical appeals. Don’t drift into unrelated topics.
• Be clear and concise: Each paragraph should focus on one point. Avoid adding too much unnecessary information.
• Proofread: After completing your paper, make sure to revise it for clarity, coherence, and grammar.

By following this guide, you should be able to approach your assignment confidently and create a well-structured, effective paper! Good luck!

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