1. 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

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

3. 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

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

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

8. 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?

9. 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

10. 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? 

11. Activity: Setting the Stage

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

14. 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. 

15. 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

16. Contact Us Access Presentation & Assignments
Stacey Higdon
Central Campus
Jennifer Vacca
Katy Campus
Presentation and links to referenced assignments are available on both our Learning Web sites. See folder: “RAISE: Summer 2017 English Faculty Retreat”