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English 104/Barsamian
Essay #1: Rhetorical Analysis of an Advertising Campaign
Purpose: The goal of this essay is to use our critical thinking skills and practice argumentation by implementing
logos, pathos, ethos, as well as rhetorical analysis.
Texts: Jib Fowles’ “Advertising’s Fifteen Basic Appeals”
offers a lengthy analysis of the 15 appeals
advertisements use to sell products: the need for sex, for affiliation, to nurture, for guidance, to aggress, to
achieve, to dominate, for prominence, for attention, for autonomy, to escape, to feel safe, for aesthetic sensations,
to satisfy curiosity, and for physiological needs like food, drink, sleep, etc.
Assignment: In a well-developed and well-supported essay, respond to this writing task:
Choose a company that you find interesting, intriguing, or even one you hate, and
research their advertising campaign. An advertising campaign is essentially all the
ads a company releases in an attempt to captivate consumers. The ads you research
should be: from the same company, within the last decade, and should include one
print and one commercial ad. In a 4-page essay, analyze the effectiveness of this
company’s campaign using the critical thinking concepts we have learned so far.
Effective means successful. First ask yourself whether or not the argument in the ads work. For
example, if the purpose of the ad is to convince consumers to buy products and the method used is a
particular appeal you observed in the ad, then is the overall argument in each ad successful? Why or
why not? Answering this question can then allow you to explore the positive or negative implications
and effects of the ads you chose. Also, keep in mind that a simple answer like “the ads are a positive
influence” or “the ads are a negative influence” is a weak argument at this level. I am looking for
your awareness of connections, implications, ironies, truths, falsehoods, and so on. I am looking for a
depth in your argument and the use of your strong logical skills.
Consult Chapter 6 on Rhetorical Analysis closely when analyzing these ads. You may want to
observe the successful or weak use of logos, pathos, or ethos (Chapters 2-4), the style, as well as the
appeals you find in these ads that make them either effective or weak.
4 Sources Required: you will need to reference at least one print ad, one commercial ad (you may
include the link of the commercial ad as you write), one credible media article (like an article from an
online magazine or newspaper), and the article by Jib Fowles I provided. Essays should be
approximately 4 pages in length, skip lines and leave at least 1-inch margins to provide space for my
Be sure to include a Works Cited page. Essays without a Works Cited page will be penalized one full
grade. If you are not sure how to write a Works Cited page, please consult:

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