Assignment Select 2 commercials of 2 products from the same brand (i.e. Apple Iphone and Apple Watch). Try to pick commercials with differences to avoid repetition in your essays. Conduct a visual rhetoric analysis by addressing the following areas in your essays Audience = age range, gender, socio-economics, and race/diversity must be addressed. Please avoid generalization such as “this product is for everyone”, because most things appealing to 18-28 year olds won’t appeal to 55-75 year olds, some things appealing to working class people won’t appeal to more affluent people. Rhetorical Strategies: ethos = always the brand and sometimes a spokesperson. The spokesperson should be a credible/authority on what they are selling. If they are simply celebrities or actors in place, that is not ethos. (i.e LeBron James in a Nike sneakers commercial is ethos, LeBron James in a McDonald’s commercial is not. He is an authority on athletics, but not fast food). pathos = is always all the gimmicks and strategies used to get audience reactions, emotions, etc. This will include: slogans, music used, colors, fonts, celebrities, settings, etc. They all are put together to gain a reaction out of audiences to either like, dislike, be curious, etc. about the product. This will rely on your interpretation of the images most. logos = always factual and data based. There is NO interpretation in logos. Whether it’s statistics, information about products, and/or links/hashtags to social media, these are facts that either lead to reflect about the product. Be prepared, commercials often DO NOT have logos and you should still point this our in essays. 3. Purpose and Message purpose = are your commercials informing you with minimal gimmicks? are your commercials persuasive? are your commercials manipulative? are they all 3? You should give into what the commercials purpose in for audiences. Many times this is based on how much visuals are used. For instance: a Chevy truck commercials driving with facts and some music leans towards an informative purpose, because it doesn’t rely on gimmicks to get the point across. A Disneyland commercial will be manipulative because it relies on characters, themes of the park, food, family, magic, and wonder to get the points across. message= what is the main points being made by the brand through the visuals used in this commercial. 3- DO NOT CHOOSE ANY PSA COMMERCIALS! A PSA is a public service announcement and has a completely different objective than this assignment. Do not pick any commercials based on climate change, smoking, children or animals in need of charity, etc. Stick to consumer focused brands and their commercials. It will impact grades no matter how well the rhetorical analysis is done. 4- You must have 2 sources found through you own research to support the analysis. Format 12 point Timed New Roman font, double spaced, MLA style header, 1 inch margins. 3 complete pages are a minimum, there is not maximum. Please make sure to have a separate Works Cited page with your 2 sources and 2 commercial links. These will be factored in your grade
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