argument essay

updated 8/18/16

Robbins Due: Sept. 14th 11:59pm Unit One Rhetorical/Contextual Analysis

Print Advertisements: A Rhetorical Analysis For your first formal paper you will write your own piece of cultural criticism/analysis of a print advertisement. In at least three full MLA-formatted pages, discuss how the rhetorical situation and context surrounding an advertisement succeeds or fails (in your judgment) to persuade. In order to support your claim, be sure to discuss your chosen advertisement’s specific rhetorical situation, its use of ethos/pathos/logos, the elements of composition, and the involved contextual forces. Advice:

§ Select an advertisement that elicits a provocative response. Use the notice and focus steps we did in class.

§ Make sure you have an analytical thesis.

§ Start the writing process for this paper as early as possible. Do several drafts and use the Writing & Learning Center.

§ Have something to say. Invest yourself in your work.

Citation Help:

Works Cited citation: follow these steps for citing an advertisement. Works cited elements in order:

1. Company/Product in ad: Converse, AC/DC Inspired Chuck Taylor 2. Descriptive label: Advertisement 3. Publication name: Rolling Stone 4. Publication date: June 11, 2009 5. Page number: 75 6. Format: Print

Converse: AC/DC Inspired Chuck Taylor. Advertisement. Rolling Stone. 11 June 2009: 75. Print.

Ø If you found your advertisement online, follow Steps 1 and 2, then include the requisite information for the proper online/web publication. This information will vary depending on your source material. Consult the citation handouts from class and the Penguin Handbook for models.

In-text citation: for documents that lead with a title, rather than an author, use the title or part of the title, in the parenthetical reference. In the case of a fragment, use the beginning portion of the title. Put parenthetical references at the ends of your sentences.

The ad displayed a humorous and nostalgic interest in both high-top sneakers and the band AC/DC (Converse).

updated 8/18/16

How you will be graded: A/A- B/B- C/C- C-/NC high NC low Thesis/So What Central idea defined with care

and clarity and supported throughout. Thesis statement is clear, concise, and creative.

Central idea defined and consistently supported, but may be slightly unclear, or lacking insight or originality of an “A” grade. Promising.

Central idea defined enough to get the idea, and thesis addresses the assignment. May contain vague terms, appear unoriginal, or may be bland restatement of obvious points.

Central idea loosely defined or carelessly considered.

Central idea unclear, or thesis does not address the assignment.

Development of Ideas and Exemplification/Support for Thesis/Claim x2

Original, careful thought; substantial, concrete support for claims; and critical explanation and analysis of ideas. Creates appropriate college level, academic tone.

Main idea developed fully & consistently; ideas supported with sufficient analysis and consistently relevant detail. Ideas are less critical or original than an “A” grade.

Acceptable, but occasional thinness of information, repetition or sketchiness; demonstrates an average understanding.

Occasional irrelevance, redundancy, or inconsistency; very basic development; inadequate support or understanding.

Central idea inadequately developed or supported; superficial support for ideas.

Structure/Organization of Ideas x2

Logical progression of ideas by clearly ordered, necessary, and strategic stages; paragraphs unified and developed with unusual effectiveness; transitions between and within paragraphs clear and effective.

Logically ordered points; paragraphs well developed and unified; transitions between paragraphs explicit and effective. Strategy is not as compelling as an “A” grade.

Plan, purpose, and methods of essay apparent but fulfilled unimaginatively, mechanically, or incompletely; paragraphs unified and coherent but occasionally abrupt or mechanical; abrupt transitions between paragraphs.

Plan, purpose, and method of essay not consistently apparent; paragraphs occasionally disunified or inadequately developed; transitions between paragraphs occasionally unclear or ineffective.

Plan, purpose, and method of essay not clearly apparent; paragraphs often incoherent or disunified; transitions between paragraphs inadequate or lacking.

Style, Voice, Diction

Clear and coherent sentences; appropriate, fresh, accurate, precise, concise, and idiomatic word choices.

Sentences coherent and easy to follow; word choices appropriate, clear, carefully chosen, and idiomatic. Language less fresh or precise than an “A” paper.

Sentences coherent but occasionally monotonous or ineffective in structure; word choices occasionally inappropriate, vague, trite, or unidiomatic.

Sentences occasionally incoherent; word choices inappropriate, vague, or unidiomatic often enough to interfere with the expression and development of important ideas of the essay.

Sentences often incoherent; word choices generally inappropriate, vague, or unidiomatic.

Grammar and Mechanics, Edited Standard Written English

Sentence structure, grammar, and diction excellent; correct use of punctuation and citation style; minimal to no spelling errors; absolutely no run-on sentences or comma splices. Conforms in every way to format requirements.

Sentence structure, grammar, and diction strong despite occasional lapses; punctuation and citation style often used correctly. Some (minor) spelling errors; may have one run-on sentence or comma splice. Conforms in every way to format requirements.

Problems in sentence structure, grammar, and diction (usually not major). Some errors in punctuation, citation style, and spelling. May have some run-on sentences or comma splices. Conforms in almost every way to format requirements.

Big problems in sentence structure, grammar, and diction. Frequent major errors in citation style, punctuation, and spelling. May have many run-on sentences and comma splices. Does not conform to format requirements.

Very difficult to understand owing to major problems with mechanics, structure, and analysis.

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