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This resource covers how to write a rhetorical analysis essay of primarily visual texts with a focus on demonstrating the author’s understanding of the rhetorical situation and design principles.
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Our first comparison set was non-specific and consisted of attitudes towards political ads and Miller Beer ads. Subjects were asked to rate "political ads in general, not ads from a particular candidate or organization." Next, they were asked to rate "the ads you’ve seen for Miller Beer, not any one Miller ad in particular." (The videotape did not contain any beer ad.) They rated both types of ads in terms of a series of attribute terms: unfair, informative, nasty, misleading, funny, colorful, and persuasive. For each attribute, subjects indicated the degree (using a four-point scale that ranged from "very well" to "not well at all") to which the attribute described Miller Beer ads and political ads. We combined the unfair and misleading items into an index of veracity, the colorful, nasty, and funny items into an index of attractiveness and, finally, the informative and persuasive items were averaged to form an index of information value. Each index score was standardized to range from 0 to 1 indicating the degree to which subjects rated political and Miller Beer ads positively.
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The classic, rhetorical appeals are logos, pathos, and ethos. These concepts roughly correspond to the logic, emotion, and character of the document’s attempt to persuade. You can find more information on these concepts elsewhere on the OWL. Once you understand these devices, you could potentially order your essay by analyzing the document’s use of logos, ethos, and pathos in different sections.