Logos, Pathos and Ethos in Twix advertisement

Week 3 Extended Draft Outline

Good start! Here is a simple checklist to use for this outline as you structure it for the final essay.

• Need Introduction: brief background on ad; should be 5-7 sentences.
• Last sentence of introduction paragraph is the thesis.

Is advertisement convincing or not? Why? Answer this question in thesis based on logos, ethos and pathos.

Example thesis: Example: The ad was convincing on the dangers of vaccinations because of effective logos, pathos and ethos

Have one paragraph right after the introduction that summarizes the ad. If you feel that your introduction paragraph does this sufficiently then you can skip this background paragraph

• Have separate paragraphs that analyze logos, pathos and ethos.
• Each paragraph should start with a clear topic sentence about either logos, pathos and ethos.

Example of topic sentence: The ad tries to use pathos here to convince the author that we should feel bad for those who had their homes taken by the flood.

Then have sentences that explain to the reader why or why not you think that this use of pathos was effective.

Here is a supporting sentence: The ad is able to convince us of the sad lives of flood victims by doing these heart wrenching examples (every paragraph should be 5-7 sentences).

These are the components that need to be in each paragraph.

Finally you need a conclusion summarizing the reasons you found this speech convincing.

• Make sure that you have the right citation here for the website in the Reference page.

Last Name, Initial of first name. (Year the document was published). Title of article. Title of   

     webpage. Retrieved from full URL Web Address where the exact info is   

     found-not just the home page.

Example:

Browne, B. (2006). Western music: The romantic period. Encyclopedia Britannica Online.    

     Retrieved from http://www(dot)britannica(dot)com/eb/article-15781/Westernmusic

Now, when we use web documents, we cannot always find all of this information. But, the goal is to include as much of it as possible, and if there is no date, we still write (n.d.). It is very important that we search to find as much info for the citation as we can to help our audience easily locate the source information.  Also, when we include the URL, we must include the URL where the exact info can be found…not just the site’s home page.

Example – no author, no date found

Western music: The romantic period. (n.d.) Encyclopedia Britannica Online. Retrieved

     from http://www(dot)britannica(dot)com/eb/article-15781/Westernmusic

Use Times New Roman 12 point.

1. I.                    INTRODUCTION

How can a delicious, chocolate covered cookie save someone’s day? Sometimes people make mistakes and need to come up with an answer or excuse very quickly. Other times, people may just be caught off guard because of an unforeseen circumstance and need an answer quickly. In either case, there is a way for people to get an extra moment they may need to fabricate their reply. Twix is the pause a moment, grab your answer, and save the day candy bar.   

Work on clearer thesis statement, as your thesis needs to clearly state your take on this advertisement. What is your judgment on its persuasive ability of this ad? Why? I will be looking for this clear thesis. For instance

 Example: The ad was convincing on the dangers of vaccinations because of effective logos, pathos and ethos

1. II.                  CONTEXT AND DESCRIPTION OF ADVERTISEMENT

• Target audience is people aged 13 years and older. In the year 2007, “Mars establishes the Mars Marketing Code and becomes the first food company to voluntarily stop advertising food and snack products to children under 12 years of age.” (www(dot)mars(dot)com/global/about-mars/history.aspx) Your citation is not formatted correctly per APA 6th edition guidelines. Please remember that each in-text citation should contain the author’s last name and the date of publication. If you are citing a direct quotation, include the page number or section name and paragraph number if there are no page numbers available.

• Mars takes into account the fact that everybody gets hungry. They also realize that sometimes, humans make mistakes and want to cover something up.  The company combined these two ideas to make one simple thought. If the consumer needs a moment to clear their mind and think of something, they can grab a snack. The pronoun should always agree with its antecedent. For example, this would be incorrect: "A student must study consistently to maintain their grade point average." Correct: "A student must study consistently to maintain his or her grade point average."  What could be better than a delicious chocolate covered cookie? Their reasoning for this ad is to imply that you can always get that extra moment you need by shoving your mouth full of Twix at the moment you need it. You can satisfy a craving for a sweet snack at the same time.                                                                                                                            

• This comedic ad takes place in a small, half-lit café. A beautiful younger lady of color, perhaps in her early twenties, is sitting at a small odd shaped table. In general, use a hyphen when two (or more) words work together as one to modify a word that follows. For instance, it’s a part-time job but a job that is part time. For more information, see http://grammar(dot)quickanddirtytips(dot)com/grammar-hyphens.aspx   She looks at her boyfriend’s cellular phone as it rings in, just as he is returning to the table. She looks at him and sternly questions him about the text message since it appears that the text has come from a woman named Terry. At this point, you hear a screeching noise and the commercial pauses as the younger gentleman, also of color and early twenties, scratches his head. It is here that you hear the Twix narrator’s voice in the background with the well-known jingle, “Need a moment?” shows on the screen in white text. It shows the gentleman in deep thought as he fills his mouth full of a Twix candy bar. As the narrator continues to describe the coffee flavored caramel and crunchy, chocolate cookie the screen is filled with a picture of the Twix Java candy bar and chocolate being poured down the cookie with its gold wrapper.  After the pause, the commercial resumes with a quick reply from the relief stricken man as he states it was his boss. His girlfriend gives an apologetic laugh as she waves his phone in her ring adorned hand. Coincidentally, the phone rings again and it happens to be another text from the same person telling the man not to forget the whipped cream. The lady appears to be upset at this, but a fast reply about it being for his bosses This is a possessive apostrophe error. If a noun is single and possessive, add an apostrophe s ('s) as in the following example: "Jake's book was on the table." If a noun is plural and possessive, add an apostrophe after the s as in the following example: "The girls' cars all needed to be cleaned."  latte eases his girlfriend’s feelings quickly. He appears a little shaken though and tries to grab his phone from his girlfriend. The fooled lady laughs this off innocently and apologizes as though she were being foolish. The ad ends with the narrator commenting, “Need a moment? Grab a Twix.”

1. III.                ANALYSIS OF RHETORICAL APPEALS

• Reasoning (Logos)

The ad states the candy bar is made coffee flavored caramel and crunchy, chocolate cookie. This sounds very delicious.

You need explain logos and then elaborate on how this example uses logos.

• Reasoning (Logos)

The ad implies that by shoving a Twix into your mouth, you will have an extra minute to think of an answer to an unforeseen question or anytime you need that extra moment.

Is this an example of logos?  Is it a legitimate way to stave off answering a question or is it done for comic effect?

• Emotion (Pathos)

The ad involves a man and a woman who appear to be boyfriend and girlfriend. In the ad, the gentleman receives a text from another woman on his cellular phone. His girlfriend reads it and questions him about it. This is where the pathos comes in to play because he takes a bite of the Twix and thinks of a quick answer. He tells his girlfriend it is his boss. We have all been in a situation where we needed to think fast and wished we had an extra minute to come up with an answer.

Good start, you will in the final draft make each of these points on logos, pathos and ethos into separate body paragraphs. The main point of this paper is to really look at all the ways that the advertisement makes its points and whether or not the ad is persuasive. Each of these three points will become the main points of the paper

One paragraph needs to describe ethos. What is the advertisement’s ethos? In other words, does it use a credible spokesperson? Ethos means that the person who speaks is very credible based on knowledge experience, etc.

  Another paragraph needs to analyze logos: Does the advertisement use credible facts, authoritative and reasonable tone, sound logic, good examples?

Another paragraph needs to analyze pathos: Does the advertisement use emotion to pull you in? Does it do so effectively?

Each paragraph should be a direct response to the ad you read. So each paragraph needs these two parts in a clear manner.

1. What is the technique that the ad is using to convince you? Logos pathos or ethos?

Have an effective topic sentence that effectively communicates with the reader the technique used and its effectiveness.

1. What is your response? Was the use of logos, pathos or ethos convincing? Use specific details in your response

Paragraph should be fully developed and 5-7 sentences

Here is an example from a past student: It is not perfect, but notice that it does the items, a and b

This ad for 1987 Pantene effectively applies to logos. Notice that it effectively tells the reader what appeal was used in the ad and whether or not it is effective.  As you look over the ad, you notice a colored box at the bottom with some text. It states “Lots of styling products aren’t so hot for your hair…” This statement lays the grounds to get you thinking and reasoning about how you take care of your hair. It makes you wonder what these other products are using that is not friendly for your hair. As you continue reading, the manufacturers state what ingredient makes their product different from others, “Provitamin B-5 Complex.” This apparently is what makes them different from other products. Pantene appeals to your sense of wanting to take care of yourself and your hair, especially since many women see their hair as an extension of themselves and who they are.  Here the logos that the ad appeals to is that women want to have hair that not just appears to look good but be healthy inherently. Notice that the whole paragraph tells the reader why or why not the appeal was used effectively.  This was very effective due to the new health consciousness of America.

1. IV.               CONCLUSION

Twix candy bars are a convenient commodity when kept on hand. You can eat one at any time you have a craving, or when you need to react fast with an answer. Having your mouth full with candy is a good excuse for not answering, but also gives you a brief amount of time to search for an answer in your mind. When you have a Twix with you, you are able to pause a moment, gather your thoughts, and potentially save your day.

http://www(dot)funnyplace(dot)org/stream/twix-boss-15498/

You need a clear conclusion that sums up how convincing the ad is.

The Rhetorical Analysis Final Essay

This week, you will use the drafting and planning work from the Week 3 Extended Draft Outline to write the final three- to four-page Rhetorical Analysis essay. Draw upon last week’s assignment, the lecture, and textbook reading to help you understand and meet the requirements for the Rhetorical Analysis. Other than finding your chosen ad online, no outside research is required for this essay. Although outside research is discouraged, you may incorporate research if it has a clear purpose in the essay. Any research used must be formatted in APA style through in-text citations and the end References page. It is best to check with your professor if you are considering using research.

At the end of your extended draft outline, copy and paste the URL or website address for your ad (it will begin with http://) so that your readers also can view the ad.

Successful assignments will:

1. be focused on analyzing an advertisement, current or vintage, that’s appropriate for a college-level audience;
2. include a thesis statement at the end of the introduction that conveys the overall effectiveness of the chosen ad;
3. include details to establish the visual description and context of the ad;
4. identify the various ways rhetorical appeals are used;
5. be typed and submitted as a Microsoft Word 2010 document (.docx), with 12-point font and APA formatting for margins, title page, running heads, and page numbers (Please be sure to review the tutorial on formatting an APA paper and title page.); 
6. be three to four double-spaced pages, not including the title page; and
7. be submitted to the Week 4 Dropbox for grading.

Submit your assignment to the Dropbox located on the silver tab at the top of this page. For instructions on how to use the Dropbox, read these step-by-step instructions or watch this TutorialDropbox Tutorial.

See the Syllabus section "Due Dates for Assignments & Exams" for due date information.

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