Prepared by Stacey Higdon & Jen R. Vacca Buy Me! The Ad & Rhetorical Analysis Intersection of the Classroom & Student Life, a Path to Student Success Prepared by Stacey Higdon & Jen R. Vacca Summer 2017 English Faculty Retreat | R.A.I.S.E. June 15, 2017, Eastside Campus

Student Challenges of Analysis Analysis as a general concept How to write analytically What do I write about? How do I write about it?

Written Composition vs. Visual Analytical Subject Textual Subject Tone Diction Syntax Modes of Discourse Figurative language techniques Typically an unfamiliar and ambiguous rhetorical context Visual Subject Color Lighting Object Identification Spatial Positioning Brief Text Typically a relatable rhetorical context

Advertising: Critical & Pervasive Miss Representation Clips to show classes: 0:00-1:30; 12-14:00

Commercials Act as Third Space Commercials provide students an "In" for Rhetorical Analysis Academic Personal

Spotlight: Audience, Purpose, Genre Jamila Lyiscott, “3 Ways to Speak English" "I have decided to treat all three of my languages as equal..." "Tri-lingual orator": how and why do we do this?  Moving into the "persuasive and memorable" Viewer's Choice: "Smell Like a Man, Man" campaign Single-shot Original vs. Sesame Street  Who are the different audiences? Why is the parody successful?

Using the Rhetorical Triangle to Analyze Media Messages Students locate their own commercials: LOGOS Encourages responsibility for the student-learner (Bizzell & Lu)   Encourages freedom from academics (Strenski)   Creates commitment to conversation (Spina-Caza & Booth) KAIROS PATHOS ETHOS

Moving from Summary to Analysis We can "see" the commercial, so … … Redirect: are you reporting here? Why? Return to the commercial's intent Toulmin Analysis Focus on thesis  -- what is your intent? 

Activity: Setting the Stage

Assignment: Sell Me Something Good 1000+ Rhetorical Analysis of a Commercial (Student’s Choice) Provide Commercial Bank Peer Review Possible Instructor Review

Generating Strong Analysis: Class Discussion & Online Writing Studios "Studio" space equivalent to artist's studio Strong conversation is goal Continue in the third space: reciprocal scaffolding Week-long process because innovation takes time After the initial draft post, student groups are responsible for fully reading and commenting to each others' drafts, providing feedback, responding to questions, etc. 

Assignment Bank (SH) 1301 Advertisements and the Rhetorical Triangle Rhetorical Analysis of a Commercial SH (1301) Analyzing Images (Powerpoint) (JRV) 1301 Midterm Ad Comparison (JRV) 1302 PSA Rhetorical Analysis Super Bowl Commercial Rhetorical Analysis

Contact Us Access Presentation & Assignments Stacey Higdon Central Campus stacey.higdon@hccs.edu 713-718-6412 Jennifer Vacca Katy Campus jennifer.vacca@hccs.edu 713-718-5787 Presentation and links to referenced assignments are available on both our Learning Web sites. See folder: “RAISE: Summer 2017 English Faculty Retreat”