Write a Rhetorical Analysis on an advertisement (Got Milk Superman Advertisment)
In the Advertisement, you will need to identify the argument that you think is
being suggested and analyze how and why the Advertisement incorporates rhetorical strategies
and visual elements to convey/advance the argument. As you analyze the Advertisement, you
want to look beyond the point that it is trying to “sell” a product. Look beyond the surface level
meanings to develop an in-depth critical analysis of the Advertisement by observing the
cultural/social constructs or issues being suggested.
Your Rhetorical Analysis will need to include/address the following:
• Include a thesis statement that illustrates the claim/argument you want to focus on for
your paper.
• Then to support your thesis, you will also need to include textual evidence from the
advertisement and include at least 2 Credible Secondary Sources as support for your
essay as well.
• Critically analyze the various elements the advertisement is employing. Identify what the
advertisement is arguing/claiming by identifying the rhetorical strategies being used.
• Explain how the advertisement creates the argument and address why the advertisement
is making the argument.
What are the Denotative meanings of the advertisement (surface level meanings)? What
are the images used in the ad? Utilize descriptive language when you explain the image
in detail. If you are analyzing a video advertisement only highlight the significant images
represented. Do not simply summarize the entire Ad for your paper.
o What are the Connotative meanings of the advertisement (deeper/hidden meanings)?
What cultural/social constructs or issues are being suggested or represented in the
images? How are the images used to signify a deeper subtext to consumers/viewers?
What do the images and components of the Ad symbolize, represent, or suggest?
o What argument and/or claim is the advertisement attempting to make?
o What rhetorical devices (Ethos/Pathos/Logos) does the advertisement use? How are they
used? Are they persuasive? Why or why not?
o Who is the intended audience of the advertisement? Why is this important for the
claim/argument being made?
o How is style (tone, color, fonts, perspective, etc.) utilized in the advertisement? Are the
stylistic choices persuasive?
o What texts/sayings are used in the advertisement? Are the texts/sayings effective for the
argument of the Ad? How do these components emphasize the argument?
o When was the advertisement created? Is the Ad older or recent? How does the cultural
climate during the time of the Ad strengthen its argument/claim?
o What does the advertisement say about the effects of Pop Culture on society through it’s
claim/argument?
Avoid First-Person “I” and Second Person “You” for this essay. You should be writing
this essay from a Third Person Point of View