pathos, logos and ethos

For this assignment, you will write an essay that analyzes how a TV commercial uses the Aristotelian appeals topersuade its audience. Before beginning this assignment, make sure you understand the material on the appeals in Jones’sarticle about rhetoric. Your essay needs to address how logos, pathos, and ethos work to sell something or communicatesomething to the audience. Each appeal should be analyzed in a separate body paragraph that contributes to the essay’soverall message. Strong essays should be 1000 words or more. Writing this essay requires careful attention to the visualcues in the commercial, a strong grasp of classical rhetoric, and a precise writing style that both communicates what thecommercial says and your analysis of that message.Finding a commercialThe first step towards completing this assignment is choosing a TV commercial that is hosted on YouTube. YouTubehosts a great variety of TV ads. Corporations often post their ads on their own channels. Hobbyists have also uploadedinteresting archives of commercials from past years. If you recall a particular commercial from something like a recentSuperbowl, you can often find the exact commercial with some searching on YouTube. As you may be aware, many TVcommercials contain adult content. When you choose a commercial to be the focus of your essay, you need to ensure thatit is family-friendly enough to be broadcast during primetime or an event like the Superbowl. Because your essay mustaddress logos, pathos, and ethos, some commercials may not work because they only lightly use one of the appeals. Animportant part of this assignment is picking a commercial that uses all three appeals to some extent in a manner that youcan articulate in your writing.Writing the essayThis essay should be a focused study of how the TV commercial that you chose uses logos, ethos, and pathos to persuadeits audience or change their thinking. Each body paragraph will make a claim about how an appeal works in thecommercial then will back that up with evidence from the commercial.One challenge of this assignment is dealing with a multimedia text like a commercial. At this point of the semester, youhave demonstrated your ability in summarizing and relating what a text says. This assignment requires you to build onthose skills by working with video, which requires a slightly different approach. The “textual evidence” in thecommercial may take many forms due to the variety of techniques used in commercials. Furthermore, just a few secondsof video can potentially communicate a massive amount of information. Commercials use the appeals through theirvisual, auditory, and textual content. In order to make an argument about the commercial’s rhetoric, you will have toaccurately summarize and “translate” the visual and auditory material in the commercial into language that you use tosupport your argument. This requires careful description.Other tips●A good strategy for the introduction is summarizing the whole commercial and its intended rhetorical purpose asyou perceive it. The last sentence or two of the introductory paragraph should contain a thesis statement thatidentifies the commercial’s purpose and begins to explain how it uses the appeals to achieve that purpose.●Each appeal should get its own body paragraph●In the conclusion, you will restate your thesis. Following that restatement, one strategy is to reflect on thelimitations or the strengths of the commercial’s approach. Does the commercial work? For what type ofaudience? How might the commercial be improved?

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