Ad’s intended audience and evaluating its use of logical, ethical, and emotional appeals

Discussing the ad’s intended audience and evaluating its use of logical, ethical, and emotional appeals.

Our most recent readings have focused on visual rhetoric as well as the difference between persuasion and argumentation. Argumentation relies predominantly on logical reasoning. Persuasion, on the other hand, often aims to convince an audience by any means necessary.

In this essay, you will analyze an advertisement, discussing the ad’s intended audience and evaluating its use of logical, ethical, and emotional appeals.

You might choose a print ad (from a magazine, billboard, flyer, etc.), an internet-based ad, or a television commercial. The advertisement you choose will be trying to convince viewers to do something: buy product X, vote for candidate X, choose company X as a service provider, do X for the common good, etc.

Discussing the ad’s intended audience and evaluating its use of logical, ethical, and emotional appeals.

Tips for Choosing an Advertisement
Choose only 1 advertisement, not a series of related ads.
Consider your comfort level with analysis, and choose an ad that you feel has enough details on which to base a focused, well-developed evaluation.
Choose an advertisement that you can view and review as needed (instead of relying on memory).
Do not choose the specific Thai Life Insurance ad I showed in class, “Unsung Hero,” because I will be providing sample paragraphs based on that ad.
Thesis
Ultimately, you will come to a conclusion about the ad’s effectiveness as a logical argument vs. its effectiveness as a persuasive tool. Your thesis should communicate your overall evaluation. Here are some sample thesis statements:

The Thai Life Insurance commercial “Unsung Hero” does not present a strong logical argument; however, the emotional and ethical storyline could persuade viewers to support the company.
Although Swiffer’s ad for the Steamboost mop offers some logical reasons to choose the product, the advertiser ultimately offends the target audience with serious flaws in ethos.
The Humane Society’s ad for low-cost spay and neuter surgery has a strong balance of logical and persuasive strategies to convince the target audience.
Audience
You are writing for a general academic audience that has not necessarily seen the advertisement, so introduce the ad clearly in the introduction, and describe relevant details specifically when analyzing.