Rhetorical Situation
The means through which your message is disseminated
Medium
What is going on socially and politically--both now and during the period when the text was created. This informs our perception of the text.
Historical Context
How the ad is ordered and laid out to guide the viewer's experience of the ad in time and as a sequence of propositions
Arrangement
The circumstances surrounding your communication
Context
The perspective from which the brand or product is shown to the viewer
Point of View
The circumstances and details within a text that guide how we read the text
Textual Context
The reason and motivation for why you are communicating a specific message
Purpose
How advertisers want consumers to perceive the brand or product
Positioning
How advertisers support positioning through written or spoken language in the ad
Copy Strategy
Your attitude about, interest in, and strength of opinion about the topic. Your positionality, identity, and sociocultural context inform this.
Stance
A form of reading in which the reader takes additional care and deliberation. A "mindful, disciplined reading of an object with a view to deeper understanding of its meanings" (Brummett 11).
Close Reading
"The object that generates the meanings you want to know more about" (Brummett 11)
Text
A way of categorizing communication--both documents and cultural texts--based on similarity in form, style, content, and purpose
Genre
A form of arrangement in which "two or more things" are placed "side by side [...] to compare or contrast or to create an interesting effect" (Merriam-Webster).
Juxtaposition
The manner in which the ad is presented. This manner entails how the viewer should evaluate the brand or product.
Delivery