We are exposed to innumerable advertisements every day – so many that we have come to accept them as facts of life. We often brush them off without so much as a second glance. Rarely do we take time to analyze them more deeply than our immediate reactions to them.

For this paper

1. Choose an advertisement (video or print). Briefly describe the ad, the product or service it is selling, and the company responsible.
2. Analyze the argument made in the advertisement. Identify the claim, data/evidence/grounds, and the warrant (see Toulmin slides).
3. How does the ad use ethos, pathos, and/or logos to persuade the audience?
4. How could you construct a more persuasive argument with the same claim? Be creative here and come up with an original idea.

Note: The claim is not necessarily what is being sold. A car commercial is obviously trying to get you to buy a car. What claim is the ad making about the car? “You should buy this car” is the ad’s thesis. “Buying this car will make you look cool” might be the claim.

Sample structure

1. Introduction and brief description of ad’s content
2. Argument structure (Toulmin – claim, data, warrant)
3. Use of ethos/pathos/logos
4. Changes you would make

Remember

• 2-3 pages, 12 point Times New Roman, double spaced, 1” margins. Begin your writing at the top of the first page (no heading needed)
• No reference section is needed. Attach a copy of the ad (if print) or a link (if audio or video) at the end of your paper.
• Come to office hours for brainstorming, questions, or feedback at any point in your writing process.