Steps of the Process
The umbrella term for the first step of the rhetorical analysis process
What is context?
The three appeals
What are logos, pathos, and ethos?
An appeal to logic
What is logos?
This color often elicits feelings of passion, romance, danger, or caution
What is red?
The second step in the rhetorical analysis process
The four parts to look at when analyzing the big picture elements of the text.
An appeal to emotion
What is pathos?
This color often symbolizes growth, nature, balance, and health
When an ad taps into our need to be admired, respected, and be at the top
What is the need for prominence?
The third step in the rhetorical analysis process
What is analyzing organization & form?
The three parts that make up context analysis.
What are audience, speaker, and exigence (purpose & message)
An appeal to credibility
What is ethos?
This color has associations with royalty, wealth, and luxury
What is purple?
When an ad shows how a product can take us away from our daily lives, maybe to a tropical island or a faraway exotic location
What is the need to escape?
The fourth step in the rhetorical analysis process
What is analyzing the small, text-level details?
The goal that the argumentative text hopes to achieve (such as sell a product)
This appeal is used when an ad only puts implications of their brand name on the ad (colors, a celebrity rep, a well-known logo), not the actual name.
What is ethos?
This color often symbolizes intelligence, cleanliness, coldness, and peace
What is blue?
What is the need for autonomy
The final step of the rhetorical analysis process
What is identifying and analyzing flaws in the argument logic?
The four areas to analyze when looking at text-level details.
What are: syntax, diction, imagery, and figurative language?
This appeal is used when the ad helps you understand how the product works and how it will impact your life by purchasing it.
What is logos?
This color is often associated with wisdom, old age, or boredom
What is gray?
When an ad appeals to our need to take care of something, like a puppy or a small child