rhetorical analysis

Write a rhetorical analysis of two environmental campaigns ​(No Impact Man and​ one from China) that both address the same specific element of human’s impact on the environment. Issues you might focus on include the local food movement, shopping secondhand, plastics, pollution, going car-free, zero-waste, offsetting your carbon footprint, etc.

Do not attempt​​ to write a broad essay about the environment or climate change. Instead, find a focus (like one chapter of Beavan’s book compared to a focused political speech or poster in your home country) to analyze the persuasiveness of each campaign. It’s ok to teach your reader about a specific environmental issue in your home country, as long as you can find a way to compare this to either Beavan’s book​.

The goal of the essay​​ is to analyze the way the parts of the campaign work to deliver the author’s message, ​not to persuade your reader to agree with your stance on the environment.

Here’s an example​​: You might focus on plastic waste by looking at the way Beavan attempts to persuade his readers to adopt his zero-waste lifestyle in his book ​No Impact Man​, and then compare his work to an anti-plastics campaign poster you find in your own home country. Your paper would analyze the rhetoric of each campaign, defining rhetorical situation, by citing Bitzer, and analyzing the writer’s chosen audience, purpose, persuasiveness, Kairos, logos, pathos, genre, and context.

What is a Rhetorical Analysis?

A rhetorical analysis examines how a text persuades us of its point of view. The paper identifies and investigates the rhetorical situation through audience, framing an issue, establishing its stakes, making a particular claim, supporting it, and then persuading the audience to accept the claim. ​It is not an analysis of what a text says but of what strategies it uses to communicate effectively.​ You must, of course, begin your analysis with what the text says—its argument—but the work of the essay is to show ​how​ the text persuades us of its position. You might think of the piece you choose to analyze as a particular kind of engine whose machinations produce particular results. An analysis of the engine examines all the parts, how they work in isolation, together, etc. to see how the engine does what it does, or makes what it makes.

Texts and Citations:

No Impact Man

A specific environmental campaign in China, including posters, flyers, websites, political speeches.

Bitzer’s essay

This Changes Everything

Questions to consider to analyze the efficacy of these campaigns:

● What modes of persuasion are they using? Are these working? ● How is this campaign being done in your home country? How can you offer a

cross cultural perspective on both campaigns? ● How can you teach the reader something new? ● How is each writer trying to persuade the reader to do something new? How

effective is this? Use the text to show us why. ● How can you use reason to analyze each example? Find a way to think more

deeply about the texts. ● How can you use logic to prove your point? ● What is the general meaning/message of this piece? ● How does the work signal audience, purpose, or context? ● Why did the author choose this genre? ● What strategies does the author use to produce the meaning/message? ● Look at visual arguments (colors, font, where your eye goes on the page), as

well as any patterns developed by the work. ● What are the most important elements of the work for you? What stands out? ● Why does this piece work the way it does? ● Describe the effect of the piece, and what strategies produce that meaning,

add some textual evidence to support that, and then consider why and how this delivers this effect.

Key elements to include:

● Images ● A snappy title ● A strong catchy introduction. ● Persuasive writing that addresses your specific audience ● Build a strong case, support it with examples.

● State your claim/purpose of the paper, though do not use an ​I will statement​, rather state clearly your intent for the paper.

● A clear arguable thesis that acts as a roadmap for your essay. Make sure this is concrete and specific, that you can prove this within the scope of the assignment, and that reasonable people might disagree. (Example: ​This essay has a powerful rhetorical strategy​ is not a strong thesis. However, to state, ​Environmental campaigns like Beavan’s and Greenpeace China’s consistent use of scientific examples blended with humor encourages the audience to identify with their position​.

● Be sure every single sentence supports that thesis. ● Be sure to cite your sources both in text and on your works cited page. For

direct quotes, include page numbers. ● Successful writing occurs in stages. Not only do we process our thinking, but

also add research, revision, and multiple drafts to make sure we are persuading our reader. Remember our writing process we discussed in class. Remember the rhetorical situation of this piece of writing for you. And be sure to present your best work on this piece of writing.

● Take us on the journey of your discovery through these two campaigns. You might use parts of your Earth Impact reflection research as your introductory hook that leads to your thesis.

● Remember that your position as an international student adds power to your writing. Use this to your benefit. You can unravel Beavan’s rhetoric in a unique way. Take advantage of this.

● Proofread for spelling and grammar errors. Then do it again and again and again.