University of Missouri Kansas City Discourse Advertisement Rhetorical Analysis Essay

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University of Missouri Kansas City

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Rhetoric, as we’ve defined in class, is the art of persuasion. We use 

rhetoric constantly in our 

everyday lives, from everything to trying to decide where to go for dinner to a more formal political 

or ideological discourse. While rhetoric is often associated with speaking and writing, it is not limited 

to those fields. We p

ersuade people, not only by what we say or write, but how we say it. We use 

visuals and sounds, and we play with people’s connotations and associations.

One of the most obvious forms of rhetoric in today’s culture is the advertisement. Advertisements 

for 

certain products, etc., use rhetoric by choosing who acts in them, how they’re acting, the colors 

used, the words used, even the music used. For this assignment, you’ll be 

choosing an 

advertisement, preferably no more than 2 minutes in length, and analyzin

g it rhetorically.

In contrast to the Literacy Narrative Essay, this essay will contain very little of your own experiences 

and opinions. Your job, in writing this paper, is not to decide whether or not what is being 

advertised is good or right or ethical

. Your job is to analyze 

how well the ad is doing its job.

What 

is persuading people of? How is persuading them? What cultural norms and assumptions are used in 

this ad? What was the result of the ad? Was it successful or unsuccessful? I’d particularly lik

e you to 

pay attention to elements 

other

than words, though you are certainly welcome to include a discussion 

of used dialogue and writing. Make sure that you are thinking about what decisions the company and 

the creators of the advertisement had to make i

n order to produce what’s now in front of you.

Starting on 

Wednesday, March 11

,

you’ll present your advertisement and give us a brief overview 

of what they’re persuading people of and how they’re doing it. These presentations are highly 

informal

and, real

ly, just serve as a way for students to understand how rhetoric works across a 

variety of advertisements.

Presentations should be 2

-

3 minutes 

not including the sharing of the 

advertisement.

 

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Advertisement Rhetorical Analysis Essay & Speech 4-5 pages Peer Review Draft due Friday, March 6 Presentations due Wednesday, March 11 Graded Draft due Friday, March 13 Rhetoric, as we’ve defined in class, is the art of persuasion. We use rhetoric constantly in our everyday lives, from everything to trying to decide where to go for dinner to a more formal political or ideological discourse. While rhetoric is often associated with speaking and writing, it is not limited to those fields. We persuade people, not only by what we say or write, but how we say it. We use visuals and sounds, and we play with people’s connotations and associations. One of the most obvious forms of rhetoric in today’s culture is the advertisement. Advertisements for certain products, etc., use rhetoric by choosing who acts in them, how they’re acting, the colors used, the words used, even the music used. For this assignment, you’ll be choosing an advertisement, preferably no more than 2 minutes in length, and analyzing it rhetorically. In contrast to the Literacy Narrative Essay, this essay will contain very little of your own experiences and opinions. Your job, in writing this paper, is not to decide whether or not what is being advertised is good or right or ethical. Your job is to analyze how well the ad is doing its job. What is persuading people of? How is persuading them? What cultural norms and assumptions are used in this ad? What was the result of the ad? Was it successful or unsuccessful? I’d particularly like you to pay attention to elements other than words, though you are certainly welcome to include a discussion of used dialogue and writing. Make sure that you are thinking about what decisions the company and the creators of the advertisement had to make in order to produce what’s now in front of you. Starting on Wednesday, March 11, you’ll present your advertisement and give us a brief overview of what they’re persuading people of and how they’re doing it. These presentations are highly informal and, really, just serve as a way for students to understand how rhetoric works across a variety of advertisements. Presentations should be 2-3 minutes not including the sharing of the advertisement. While no outside sources are necessary for this paper, other than the advertisement itself, I’d strongly advise you to do some personal research on the non-verbal aspects of rhetoric and how to talk about them in your paper, some of which we’ll be discussing in class.
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Explanation & Answer

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Humans are easily moved. Whether by visuals, sound, or touch, humans are easy to
persuade and understand. Companies understand this and use various techniques that play into
both emotions and visual appeal in order to persuade their customers to buy products. On any
given day, there are thousands of commercials playing worldwide. These thousands of
commercials contain even more companies hoping that their products and message greatly
conveyed. Fashion companies specifically are well known for pertaining to a specific audience
using social messages. Instead of commercials simply being to sell products, now advertisements
also seem to be aimed to change minds and lives. In the advertisement titled, “Adidas Originals:
Your future is not mine”, the directors do an incredible job of creating a beautiful message for
their audience, young people. In this advertisement, there are various literary rhetoric techniques
used including the manipulation of color, the song selection, and the various scenes filled with
powerful symbolism.
Adidas has always been known for its powerful and memorable advertisements and this
is definitely one of them. The director chose to create a theme of empowerment that spoke rather
well to the youth. The directors and producers most likely chose ...


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