2. Aristotle identified three types of appeals that might be used to persuade an audience. Each one has varying effectiveness, depending on the rhetorical situation and the audience.

3. Derived from the nature of the case or informed (fact) information for the topic under discussion. Logical appeals might show performance facts. Auto makers frequently state mpg data. Logic in ads often takes the form of “If you buy this product, ‘x’ will be the result.” The above logic, however, is often false logic in ads. Logical appeals vary in their effectiveness and are dependent on the audience and situation.

4. Derived from the character or credentials of the person or organization - credibility. Ethical appeals are frequently abused. The use of celebrity endorsements relies on ethos to sell the product (argument). Writers have ethical appeal when they show character: a sense of fairness, willingness to hear both sides, extensive research, and honesty. Ethical appeals can also rely on the reader to have similar beliefs about right and wrong.

5. Derived from emotional state. Pieces that use this appeal address needs, desires, fears, and other emotional states for the reader. The most common appeal used in advertising. Emotion is a powerful appeal, but works best when combined with logic.

6. Many ads use all three appeals in order to meet a wide audience base. Ads use the formula: Attention – bright colors, loud noises, shocking statements Interest - after getting attention, it must keep the interest of the target audience Desire - once the ad has interest, the ad develops in the viewer a desire to buy Action - once the viewer desires the product, action is needed and the product is purchased

7. Analyze the ad in terms of its rhetorical structure. Identify the audience for the ad Isolate the central claim of the ad and show its argumentative purpose Include a clear claim/thesis which argues the effectiveness of the advertisement’s rhetorical strategies.

8. Introduce advertisement or company Don’t discuss advertising in general – focus specifically on your ad from the outset Show clear thesis/claim which argues for or against the ad’s strategy, not agreement with the content Make an argument about the ad Sample thesis: “Virginia Slims uses a combination of warm colors, gender stereotyping related to power, and sexual associations to recruit minority women smokers.” Note how the thesis does not state whether you agree with the ad or not. Body Describe the ad so the reader knows what it looks like without seeing the ad; don’t assume the reader is looking at it right then Describe the ad’s target audience –characteristics, fears, concerns, wants, and so forth

9. Body Cont’d. Describe the strategies used in the ad – color, words, images Explain how the strategies appeal to the ad’s audience Use the following questions for analysis: What is the ad trying to sell? Who is the intended audience? What strategies are used to sell the product? What does the ad reveal or conceal about the company or the product? What emotions are evoked by the ad?

10. Body Cont’d. Back claims with specific facts drawn from the ad Conclusion Tie the analysis together Restate thesis/claim about the ad Summary of main points Leave the reader thinking about the product or about the ad’s implications for society – what does it tell us about ourselves?