For this essay, you will write a rhetorical analysis of a public service ad campaign found at www.adcouncil.org.
Choose 2 or 3 advertisements from the same campaign in different mediums (video, print, radio, etc.) to analyze.
Consider the following questions for each advertisement: 1.) What is the controlling idea of the advertisement? 2.) How does the advertisement achieve its purpose? 3.) Why does the ad succeed or not? Repeat for each advertisement.
Then considering the overall campaign, describe how the advertisements interact to construct and support the purpose, logos, pathos, and ethos of the campaign. What arguments are explicit? Implicit? What assumptions do the advertisements make about their reader, listener, or viewer?
Finally, do some outside research on the issue present in the PSA campaign. How is it talked about in the media? In scholarship (hint: look at the school databases/library)? How it talked about in social media? Use at least one source for each piece and discuss the issue as it relates back to the PSA campaign.
Create a works cited page that contains the following: all advertisements you reference in your essay and the sources consulted with active hyperlinks included in addition to using MLA style. The works cited page does not count toward the word count.
Your essay should be approximately 1000-1250 words (about 4-5 pages) in MLA format.
Key Features: considers the rhetorical situation: purpose, audience genre, stance, media/design and above questions; rhetorical appeals: ethos, pathos, logos; implicit/explicit arguments; and does some outside research on the general topic of the PSA campaign.
Purpose: learn more about how campaigns are created and explore them in-depth.
Audience: classmates and professor.
Genre: rhetorical analysis.
Media/Design: MLA formatted essay w/ in-text citations and works cited page.
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