Hector Loya 11/26/13 Final Draft

Rhetorical Analysis
The university advertisement I chose for my rhetorical analysis was one made by our own school, the University of Arkansas at Little Rock, featuring a student name Miguel Alvarez DeQueen. Specifically, I analyzed the ad available on the ualr.edu website, and posted on print throughout the campus. The ad intends to use positive imagery and text to inspire and connect to current and potential new students seeking a better work future by sharing Miguels personal story that UALR has impacted throughout his experience. On the other hand, careful analysis of the picture produces some faulty reasoning, contradictory to the authors claim. The ad is printed on a long slender poster placed at eye level that immediately grabs your attention and directs you to read it from top to bottom. The angles used from straight edges in the picture produce an imaginary arrow pointed downward to guide your eyes. In the very top of the poster, the phrase MyFuture@Work is in the largest bold, maroon colored print with a white background. The clear background helps emphasize the phrase. I remember pondering what the phrase could be aboutwhether it was in reference to an email, a website abbreviation, or something else judging from the web-like format of the title.

As I proceeded to examine the ad downward, my eyes were met with a picture and an overlaying text box in the bottom left of it. A young Hispanic male is depicted holding two thumbs up with the Engineering and Information Technology college building behind him. The text box describes who the male is by listing his name in bold followed by his class, occupation, and a characteristic fact about him. His name is Miguel, and he is described as a mechanical engineering junior. The text box helps the audience understand who is in the picture and his connection to the engineering building behind him. I had seen the ad posted inside an elevator of the Engineering Technology and Science building before, and I remember the first impressions it made on me from examining it. From the picture, I depicted several artistic techniques and qualities the editor used for emphasis to support his claim. It seemed to have been taken from an angle tilted up towards the sky where the building is behind Miguel. From this technique is where I first subconsciously experienced the authors goal to inspire and motivate students to enroll and/or continue studies at UALR. The effect that the image has by being tilted towards the sky provides a sense of inspiration. The common human experience has always been to look up to gain inspiration when stuck at crossroads. I feel as if the author wanted to target students in a way that appeals to choosing to study at UALR. My deduction was supported by the text in quotes below the image. Miguel is quoted with his reasoning for choosing UALR. In addition, his quote also includes his favorite characteristic of the school, the people. By using a quote directly from Miguel, the author tries to connect to the audience on a more personal level. I believe this technique helps deliver a sense that UALR values their students and what they have to say.

The picture also provides this sense, because the UALR building is proportional to Miguel and standing behind him similarly to how a friend would have your back. By making the building the size of Miguel the author tries to connect to students by portraying the school as an equal and not a greater force. In addition, Miguels quote says he really enjoys the people including staff and students; therefore, it pushes the idea further that equality is important to UALR. Below his quote, a link is provided for further details about the poster and its program. A hashtag is even provided for twitter users as well in the bottom left. The link and hashtag provide a quick and easy access to find out more, since most students carry smartphones and/or are familiar with the social media. I went on to read about Miguels story, and from information provided by the UALR website, I noticed a couple of fallacies with the advertisement of Miguel. The fact that Miguel is majoring in Engineering Technology and is taking a picture in front of the Systems Engineering building threw me off. The building is aesthetically more pleasing than the ETAS building; however, some students who value education and are proud of their departments could be turned off by the picture. Furthermore, after looking closely at the picture, it appears that the author used a photo editing program to provide emphases on Miguel. To me, the picture on the ad seems to be a composition of two separate photographs. The lighting on Miguel is much brighter than the lighting in the background. The focus is really good on Miguel, and the background appears out of focus. Even though these effects could be achieved on a special camera with focus adjustments and lighting lamps with reflectors, the picture is not as real. This could negatively

impact some students, because it appears fake. If the picture is interpreted as not real, the message the author wishes to convey could be ignored or seen as void, as well. Otherwise, the lighting and focusing techniques help the author develop a connection to students and present the message that while the university values equality, you are the main focus. In addition, the poster presents that UALR is a good place to attend. The advertisement uses the schools maroon and white colors for the backgrounds to instill school spirit. Miguels expressions from his smile to his two thumbs up display that he is content in attending UALR. His quote also says that the staff, faculty, and students are extremely nice and helpful. By combining all of these techniques and qualities, the advertisement effectively creates inspiration to enroll into UALR and follow your own path to work for a better future like Miguel is doing. For those currently enrolled, the ad appeals to the sense that UALR is a good place to be, and UALR is focused on providing you with the environment and help needed to accomplish your goals. Aside from the minor negative aspects one can interpret from the poster, the advertisement effectively uses positive images and appealing text information to get you informed and inspired to seek a better future by sharing Miguels story.