Analytical Essay Structure

Example: The creators of the Icy Hot commercials directed their Shaq commercials to a young population, particularly sports fans. They used this celebrity endorsement in order to connect the product to a famous athlete and sell the product.

What are the advertisers/authors specically trying to accomplish? Think of your helpful verbs. Identify the audience - be as specic as possible. The advertisers use this to get their point across - NO! - too vague Purpose Advertisers use appeals to logic, emotions, and credibility in order to accomplish their purpose. Think about how appealing to emotion, using logic, or establishing credibility helps to achieve the purpose. Advertisers/ Authors use the rhetorical devices and the reasoning fallacies in order to create ethos, pathos, and logos in order to achieve the purpose. These are the specic details that build the appeals, and therefore the purpose.

Example: The advertisers use Shaq to build the companys Ethos (its credibility and trustworthiness). The ad implies that if a famous athlete nds the product useful, then the rest of the population should as well.

Appeals: Ethos, Pathos, and Logos

Example: This ad utilizes testimonial and celebrity endorsement by including Shaq. These devices are used to establish ethos.

Rhetorical Devices/ Reasoning Fallacies

Questions to answer in your paper: How do the rhetorical devices/ fallacies that are used build ethos, pathos, or logos? How does the author/advertiser use the appeals in order to achieve the purpose? What specically is the purpose?/ Who is the specic audience?