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"The Cannons" of rhetoric: invention, arrangement, style, memory, delivery
A colorized cut and paste from our project description:
Invention
Consider the rhetorical situation of the ad(s). What is being advertised? Who is making the claim? Who is the target audience? Where and when does the ad appear? Think of the ad as an argument. What claim is it making? Consider the reasons which support that claim: reasons about the nature of the ad's product or service, reasons about those responsible for that product or service, and reasons which appeal to the audience's values, beliefs, or desires. How do you think the ad affects its audience and why? What effects do you think it has been designed to produce? Besides the ad's images and its language, consider the layout of the ad, the colors, the print size and the fonts.
Task: Working together on a word document or a wiki page, groups tackle each of the following 4 sets of question. Working separately, 2 groups on each invention task, the findings/answers will be compared -- and as a whole this will formulate a rough foundation of material for an ad-analysis.
**All groups should start by outlining the rhetorical situation of the ad.
Groups 1) What claim is it making? Consider the reasons which support that claim: reasons about the nature of the ad's product or service, reasons about those responsible for that product or service, and reasons which appeal to the audience's values, beliefs, or desires.
Groups 2) How do you think the ad affects its audience and why? What effects do you think it has been designed to produce? This group will need to start by listing the audio and visual stimuli in the add, providing a close-observation of the ad in order to develop their claims about affect/effect. (link pedantic fact of the day)
Groups 3) What rhetorical tools are being deployed (remember that if you say logos, pathos, or ethos, you need to qualify these terms by saying the ad uses a particular kind of pathos, logos, or ethos...that appeals to a particular kind of audience. Remember that the TRIANGLES ARE TRANS-ACTIONAL. Rhetoric only works when we see it in action, or put it in action.
Groups 4) What is the context for this ad? What other campaign ideas is it related to? What does this context say about the exigencies (new tool!) that might have led to the making of this ad?
Post your answers as comments after 30 minutes. You will need to explain how you came to these conclusions or claims
Next class:
Before next class we need to select an ad from the following six, and form groups of 5 to 6 accordingly.
Visual rhetorical analysis II (next class) will tackle ads that are more rhetorically, culturally, ethically, aesthetically, politically, and/or economically interesting and/or significant. I will also challenge you to take a new tool to your rhetorical analysis -- synechdoche.
In groups of 5 or six (that you form now) you should select one of the following ads, and view it several times.
You also have a series of readings about advertising and a corresponding respond due by Thursday morning that will help you develop a more sophisticated analysis.
On Thursday you will craft 5 minute presentations on the ads your group chooses. You should view the ads in advance and think about them as you read. (You may also think about selecting your own ad or ad campaign for project one soon).
Farah Sheikh, Nour, and Sasha
Wayne State University and success are being advertised. Wayne State is making the claim, with the target audience being students, parents, faculty, and possible future students. The ad appears currently on YouTube. The rhetorical tools being deployed are ethos and pathos, because it inflicts pride; and it starts out by saying that Wayne State students have a different air about them, causing others to want to become a part of that difference. The targeted audience is very confident that its going in the right direction. The community didn’t like Wayne State as much because they didn’t do as many outreach projects, but now Wayne State is involved in many outreach projects for example IStart. These appeals to the Ethos, and Pathos perspective.
This ad is designed to produce a positive affect on the audience in an attempt to influence future and current students. This affect is produced through different types of stimuli, such as the students and faculty smiling and appearing to be happy while attending Wayne State. They also use a simple, inspirational melody throughout the ad to produce a positive and encouraging affect to the audience. The ad also uses recurring text such as, “We admit we turn out a certain kind of student. Successful.” in order to make the audience feel like the university is a great place to work and learn. It also uses phrases like, “We prepare you to make a difference.” to make the audience believe they will be better after having attended Wayne State. The ad also uses skillful cinematography to keep the audience interested. Many different subjects and lifestyles are demonstrated in the commercial, appealing to a diverse audience.
The ad produced by Wayne State’s Aim Higher campaign. In producing this ad, the campaign is aimed towards influencing and persuading up and coming college students into becoming part of the Wayne State difference. The campaign also targets individuals who not only seek a higher education, but seek the opportunity and resources to make a difference. This campaign is able to persuade the targeted audience effectively well by emphasizing how Wayne State University, unlike others, prepares you to make a difference as opposed to thinking differently.
The context of this ad used to persuade its targeted audience consists of feedback from people about how the graduates carry themselves. It also emphasizes how the location of the university greatly helps the development of graduates by exposing them to different cultures rather than teaching them out of textbooks. Other campaign ideas that this ad is related to is how to succeed in life and reaching your highest goals and achieving them. The context relates to the exigency of the need for more people to make a difference rather than just thinking differently.
Rhetorical Situation of the Ad
What is being advertised: Higher Education
Target Audience: Young Adults looking to further their education
Who is making the claim: Wayne State University?
Where and When does the ad Appear: It appears on YouTube and the television
Rhetorical Tools
The ad is using pathos to appeal to the target audience mentioned above, even if you are looking to apply or already go here you feel something when you watch the Ad. They grab you with the inspirational music; music is a strong advertising tool because one song can trigger different emotions with different people. For example, if you already go to Wayne State University you feel a sense of pride and school spirit when watching the ad. Whereas, if you were looking to apply you feel like you want to be a part of the university. Also, the text shown in the ad is made to believe that Wayne State only turns out successful individuals, by the use of people from all backgrounds, you are submerged into diversity. With this diversity, you are living different cultures.
This ad uses ethos to convey its point. With the use of good-looking people you are not turned off by the ad and continue watching, an incentive if you will. The use of sports teams not only gives you the idea of a competitive school, it also serves as a visual metaphor, and such as the girl rock climbing is aiming higher, an idea the Wayne State stands by. The idea of attending a school in a city that needs the most help makes the audience believe that they can make a difference, thus why they throw in the school of medicine to appeal to your sense of making a difference.
In the Wayne State University ad “Aim Higher”, Wayne State is the claim and the general public is the audience, especially other college students at other universities and those graduating from high school. The college is advertised. It appears on YouTube. The context of the ad is the aim higher campaign. Wayne State University is more than a place to earn a degree. Since 1868 it has been a university where opportunity is realized, whether one is taking the first step toward a degree or redefining the frontiers of human knowledge. It is a university of aspiration, where students and faculty consistently aim for higher levels of excellence and achievement. And it is a university of engagement, where students learn from the real world, and are prepared not just for graduation, but for life. Michigan States campaign motto, “Advancing Knowledge, Transforming Lives.” University of Michigan’s campaign motto, “Arts, Knowledge, and Truth.” Oakland University’s campaigns motto is, “Seek Virtue and Knowledge.” It is related to other universities in the sense that each university is looking for their students to strive and excel in knowledge. Wayne State is also looking for that but we are looking for students to go above knowledge to aim higher and be the best they can be. The exigencies that are in the context are how Wayne State puts this on YouTube and plays the commercial on TV at certain times to try to get as many students to apply and attend the university to compete with other schools.
Group Two: Toma', Derek, Adam
Consider the rhetorical situation of the ad(s). What is being advertised? Who is making the claim? Who is the target audience?
The rhetorical situation: The University and what the school has to offer is being advertised. More like the students and some faculty are making a claim. The target audience is potential students and/or parents who would like their child to attend wayne state.
Where and when does the ad appear? Think of the ad as an argument. What claim is it making?
The ad appears on youtube and on television around August 25th, 2008. The ad appears on the Campus of Wayne State University.
Groups 2) How do you think the ad affects its audience and why? What effects do you think it has been designed to produce? This group will need to start by listing the audio and visual stimuli in the ad, providing a close-observation of the ad in order to develop their claims about affect/effect.
The ad affects the target audience by inspiring them that by going to Wayne state, they will be a different kind of student compared to other Universities. The ad shows this for example by stating that at Wayne one does not learn about culture in a textbook but instead learns it through personal experience. It also show that by attending there, they have a chance to be successful,
The effects of the ad are to make potential students want to actually be involved in a success oriented environment and students who attend the school already gives them a better sense of pride about their school.
In the video it shows examples of success such as the medical school and the woman wearing the cap and gown at the very end of the ad. It also shows the various sports of the school and that adds to the pride aspect.
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Comments (9)
sasha said
at 12:30 pm on Sep 13, 2011
Farah Sheikh, Nour, and Sasha
Wayne State University and success are being advertised. Wayne State is making the claim, with the target audience being students, parents, faculty, and possible future students. The ad appears currently on YouTube. The rhetorical tools being deployed are ethos and pathos, because it inflicts pride; and it starts out by saying that Wayne State students have a different air about them, causing others to want to become a part of that difference. The targeted audience is very confident that its going in the right direction. The community didn’t like Wayne State as much because they didn’t do as many outreach projects, but now Wayne State is involved in many outreach projects for example IStart. These appeals to the Ethos, and Pathos perspective.
sasha said
at 12:31 pm on Sep 13, 2011
We were Group 3
Paul Elden said
at 12:31 pm on Sep 13, 2011
This ad is designed to produce a positive affect on the audience in an attempt to influence future and current students. This affect is produced through different types of stimuli, such as the students and faculty smiling and appearing to be happy while attending Wayne State. They also use a simple, inspirational melody throughout the ad to produce a positive and encouraging affect to the audience. The ad also uses recurring text such as, “We admit we turn out a certain kind of student. Successful.” in order to make the audience feel like the university is a great place to work and learn. It also uses phrases like, “We prepare you to make a difference.” to make the audience believe they will be better after having attended Wayne State. The ad also uses skillful cinematography to keep the audience interested. Many different subjects and lifestyles are demonstrated in the commercial, appealing to a diverse audience.
Samey Abdulrub said
at 12:32 pm on Sep 13, 2011
The ad produced by Wayne State’s Aim Higher campaign. In producing this ad, the campaign is aimed towards influencing and persuading up and coming college students into becoming part of the Wayne State difference. The campaign also targets individuals who not only seek a higher education, but seek the opportunity and resources to make a difference. This campaign is able to persuade the targeted audience effectively well by emphasizing how Wayne State University, unlike others, prepares you to make a difference as opposed to thinking differently.
The context of this ad used to persuade its targeted audience consists of feedback from people about how the graduates carry themselves. It also emphasizes how the location of the university greatly helps the development of graduates by exposing them to different cultures rather than teaching them out of textbooks. Other campaign ideas that this ad is related to is how to succeed in life and reaching your highest goals and achieving them. The context relates to the exigency of the need for more people to make a difference rather than just thinking differently.
Samey Abdulrub said
at 12:33 pm on Sep 13, 2011
& Ahmed Alshaibani :)
Hannah Livernois said
at 12:33 pm on Sep 13, 2011
Group 3: Hannah and Mike
Rhetorical Situation of the Ad
What is being advertised: Higher Education
Target Audience: Young Adults looking to further their education
Who is making the claim: Wayne State University?
Where and When does the ad Appear: It appears on YouTube and the television
Rhetorical Tools
The ad is using pathos to appeal to the target audience mentioned above, even if you are looking to apply or already go here you feel something when you watch the Ad. They grab you with the inspirational music; music is a strong advertising tool because one song can trigger different emotions with different people. For example, if you already go to Wayne State University you feel a sense of pride and school spirit when watching the ad. Whereas, if you were looking to apply you feel like you want to be a part of the university. Also, the text shown in the ad is made to believe that Wayne State only turns out successful individuals, by the use of people from all backgrounds, you are submerged into diversity. With this diversity, you are living different cultures.
This ad uses ethos to convey its point. With the use of good-looking people you are not turned off by the ad and continue watching, an incentive if you will. The use of sports teams not only gives you the idea of a competitive school, it also serves as a visual metaphor, and such as the girl rock climbing is aiming higher, an idea the Wayne State stands by. The idea of attending a school in a city that needs the most help makes the audience believe that they can make a difference, thus why they throw in the school of medicine to appeal to your sense of making a difference.
perrinatisha said
at 12:41 pm on Sep 13, 2011
In the Wayne State University ad “Aim Higher”, Wayne State is the claim and the general public is the audience, especially other college students at other universities and those graduating from high school. The college is advertised. It appears on YouTube. The context of the ad is the aim higher campaign. Wayne State University is more than a place to earn a degree. Since 1868 it has been a university where opportunity is realized, whether one is taking the first step toward a degree or redefining the frontiers of human knowledge. It is a university of aspiration, where students and faculty consistently aim for higher levels of excellence and achievement. And it is a university of engagement, where students learn from the real world, and are prepared not just for graduation, but for life. Michigan States campaign motto, “Advancing Knowledge, Transforming Lives.” University of Michigan’s campaign motto, “Arts, Knowledge, and Truth.” Oakland University’s campaigns motto is, “Seek Virtue and Knowledge.” It is related to other universities in the sense that each university is looking for their students to strive and excel in knowledge. Wayne State is also looking for that but we are looking for students to go above knowledge to aim higher and be the best they can be. The exigencies that are in the context are how Wayne State puts this on YouTube and plays the commercial on TV at certain times to try to get as many students to apply and attend the university to compete with other schools.
perrinatisha said
at 12:36 pm on Sep 13, 2011
GROUP 4
Perrin, Amy, Marielle
toma said
at 12:42 pm on Sep 13, 2011
Group Two: Toma', Derek, Adam
Consider the rhetorical situation of the ad(s). What is being advertised? Who is making the claim? Who is the target audience?
The rhetorical situation: The University and what the school has to offer is being advertised. More like the students and some faculty are making a claim. The target audience is potential students and/or parents who would like their child to attend wayne state.
Where and when does the ad appear? Think of the ad as an argument. What claim is it making?
The ad appears on youtube and on television around August 25th, 2008. The ad appears on the Campus of Wayne State University.
Groups 2) How do you think the ad affects its audience and why? What effects do you think it has been designed to produce? This group will need to start by listing the audio and visual stimuli in the ad, providing a close-observation of the ad in order to develop their claims about affect/effect.
The ad affects the target audience by inspiring them that by going to Wayne state, they will be a different kind of student compared to other Universities. The ad shows this for example by stating that at Wayne one does not learn about culture in a textbook but instead learns it through personal experience. It also show that by attending there, they have a chance to be successful,
The effects of the ad are to make potential students want to actually be involved in a success oriented environment and students who attend the school already gives them a better sense of pride about their school.
In the video it shows examples of success such as the medical school and the woman wearing the cap and gown at the very end of the ad. It also shows the various sports of the school and that adds to the pride aspect.
You don't have permission to comment on this page.