rhetorical analysis of a youtube video

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Humanities

Description

Introduction

Rhetorical Analysis

→ A thesis-driven, analytical essay that examines how a complex, multifaceted text functions rhetorically.

Description

Project 2 will ask you to carefully select a Youtube video (a vlog, commercial, music video, speech…) with a maximum length of 15 minutes. Using specific criteria and tools for rhetorical analysis (learned from course readings and practiced during class activities), you will analyze and examine the rhetorical situation, rhetorical function, and rhetorical success of the text within its community.

Purpose

In this project, you are required to make a claim. You need to prove whether your chosen text is persuasive and effective to a specific audience or not. In class, we have discussed genre conventions, the rhetorical situation, and the four rhetorical appeals, ethos, pathos, logos, and kairos.

You need to demonstrate that you are able not only to analyze a specific text, but also that you are able to build an argument on your discoveries.

Audience

Your ENGL 1010 classmates

Genre

Analytical, personal essay

Stance

Reasoned and persuasive, (you’re both analyzing and responding to the specific text you have chosen. Remember, this is an argumentative paper, so you need a strong thesis.)

Medium

Print

Length

4-5 double-spaced pages

Resources

Dirk, Grant-Davie, Bedford Handbook

What Makes this Project Good?

Please be as specific as possible. Point to clearly defined examples in your text. Also, do not forget to tie-in your observations to the intended audience. Do not just tell me what is going on in your text, but WHY it is effective or not.

Project 2 Criteria: What I’m Looking For

Essay demonstrates an understanding of the genre of the text, the elements of the rhetorical situation (exigence, audience, purpose, constraints) as well as the (in)effectiveness of specific rhetorical appeals (ethos, logos, kairos, pathos).

Essay contains a clear thesis statement that goes beyond restating the argument of the original artifact text to say something new about the artifact's text’s (un)successful rhetorical function in a particular community.

Essay provides support for its thesis in the form of adequate and appropriate textual or visual examples from the text, and the analysis of those examples using particular frames (exigence, constraints, etc.) and concepts, strategies, tools, and techniques.

Essay is well-organized and developed with supporting paragraphs referring back to a central thesis.

Essay shows evidence of substantial and thoughtful revision that considers feedback from Peer Review.

Essay follows standard academic conventions of grammar, punctuation, and spelling–containing very few or no surface-level errors—and appropriate MLA documentation/citation and formatting.

Essay meets required length requirement.

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Explanation & Answer

Attached.

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1

Name

Institutional Affiliation

Date

Rhetorical Analysis

Introduction
The Starbucks Coffee commercial is among the unique adverts which have made the
coffee consumers stick to a cup of coffee produced by the coffee giants. This essay provides a
rhetorical analysis of a Starbucks commercial video which describes the uniqueness of the
company’s coffee (www.youtube.com). Starbucks is a popular American coffee company which
operates in various countries worldwide and its popularity comes from the uniqueness of their
coffee bars which provide a coffee experience which no other coffee company has offered
(Mason, Tracy and Nina, 2017). Starbucks is the leading specialty coffee roaster and server
worldwide which is also described in the commercial video discussed in this essay. The inviting
and invigorating aroma of the brewed coffee offered by Starbucks has made the coffee brand to
be among the most recognized brands worldwide. The Starbucks commercial video is very
persuasive and effective to the audience who include both men and women who are coffee
lovers. Through persuasive and effective marketing techniques, Starbucks has successfully
managed to get the whole world stimulated by a black liquid that is highly addictive.

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2

Rhetorical Situation

The nature and the context in which the commercial is presented is appropriate which
make the rhetorical situation in the commercial effective (Fletcher, 89). This is because the
message is delivered in a language which creates an urge of tasting the Starbucks coffee due to
the way the presenter describe it. For example, the presenter of the commercial describes the
coffee as an entirely legal cycle active drug which is enjoyed by almost everyone knows on a
daily basis and openly celebrated by family, friends, and morning television personalities...


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