Name: ___________________________________________ Block:

______

Argument & Debate Mastery Work #2: Rhetoric in Advertising

Working in a group, you will use what you have learned about rhetorical techniques to
create a commercial for a fictional product! Together you will:
Create your own product to advertise.
Create a print advertisement, a commercial script and a short written piece on the
use of rhetoric in your project.
EXTRA CREDIT: Film/Present your commercial for the class bonus points! Every
member of your group must participate in the presentation or in the filming of your
commercial.

PRINT AD (15 pts):

You must have a print advertisement for your product (one that could be featured
in a magazine, newspaper or online).
At least one clear example of all three rhetorical forms:
o Ethos (appeal to credibility)
o Logos (appeal to logic)
o Pathos (appeal to emotion)
An explanation of how and where to buy the product.
No inappropriate or illegal content (i.e. foul language, alcohol, tobacco, drugs,
weapons, sex, or any kind of discrimination).

COMMERCIAL SCRIPT (15 pts):

Together you will write a script for a commercial that features your product.
Script should be for a 1-3 minute commercial and include both audio and video
components.

WRITTEN PIECE (20 pts):

A short (1-2 page) written reflection about your process and your use of rhetoric.
Discuss how your group came up with the product, why you chose it,
demographics etc.
Describe how/why you used each rhetorical technique in your
advertisement/commercial.
Discuss whether or not you think your product/ad campaign would be effective in
real life.
Double spaced, TNR, size 12

EXTRA CREDIT:
Whether you choose to present your project as a video or a live presentation, you
will have access to the classroom computer, projector, speakers and whiteboard.
It is your responsibility to make sure any necessary filming or editing work is
completed on your own time.
RUBRIC: Advertisement/Commercial

4 3 2 1
Creativity Ad demonstrated a Ad demonstrated a Ad demonstrated Ad demonstrated
and
presentatio
high level of DUE DATE: March 20,
creativity. It was
moderate level of
creativity. It was
some level of
creativity. It might
little or no level of
creativity. It was not
n exciting and
interesting. The ad
2017 interesting. The ad
almost made you
have been
interesting. The ad
interesting. The ad
did not make you
made you want to want to buy the did not make you want to buy the
buy the product. product. want to buy the product.
product.
Pathos The advertisement The advertisement The advertisement The advertisement
uses clear emotional attempts to evoke makes reference to does not attempt to
appeals to sell the emotion in its emotion without use any emotional
product. Emotional intended audience. appropriate context. appeal to persuade
appeals are Emotional appeals Persuasive effect is the audience.
effectively may not directly minimal.
persuasive within contribute to the
the context of the overall persuasive
commercial. effect.
Logos The advertisement The advertisement The advertisement No logical appeal is
uses clear logical attempts to refer to uses facts or used.
appeals to sell the logical functions of statistics that do not
product. Logic is the product. Logic contribute to the
used to convey may be somewhat persuasive
details about the unclear. effectiveness of the
products purpose advertisement.
and function
Ethos The advertisement The advertisement A celebrity or No credibility is
clearly establishes attempts to establish credible expert may established in this
the credibility of the credibility with be mentioned, but advertisement.
company through moderate results. does not contribute
the appropriate use to the effectiveness
of expert testimonial of the
or celebrity advertisement.
endorsement.
RUBRIC: Written Component

4 3 2 1
Format & - Smooth flow of - Flow of ideas could - Ideas do not always - Sequence of ideas
Organizati ideas ordered in a be more effectively flow in a logical, and paragraphs
on logical sequence that sequenced. cohesive manner. seems aimless and
effectively guides the haphazard.
reader.

Discussion - Process of creating - Process of creating -Process of creating - Process of creating

of Process product well- product explained product barely product not
explained with clear clearly, some detail explained, confusing. explained.
detail. missing. -May be missing one - One or more
-All elements -All elements element of the elements missing.
included included written component.
(demographics, (demographics,
effectiveness of effectiveness of
campaign, etc) campaign, etc)
Discussion -Each example of - Each example of -Missing an example -Missing more than
of rhetoric is explained rhetoric is explained of rhetoric and/or one example of
Rhetoric with clear detail and with some detail. each example is rhetoric and/or
attention. Reader Reader understands poorly explained. examples are poorly
understands technique more Little understanding explained. No deeper
rhetorical technique clearer. of technique. understanding.
better.
Conventio - Superior editing - Good editing with - Careless editing - No editing with
ns with limited errors few errors in spelling, with several errors many errors
(spelling, grammar, grammar, word per paragraph in throughout in
word order, word order, word usage, spelling, grammar, spelling, grammar,
usage, sentence sentence structure, word order, word word order, word
structure, and and punctuation; usage, sentence usage, sentence
punctuation) very few problems structure, and structure, and
with using academic punctuation; informal punctuation; informal
English. language used in or inappropriate
multiple instances. language.
Argument & Debate Block: _____

Rhetoric in Advertising (MW#2): Planning Sheet

Group Leader: ___________________________________________________________________________

Group Members: _________________________________________________________________________
________________________________________________________________________________________

Demographics: Who is the target audience for your product? Select all that apply.

Age Race Gender/Sexuality Other (Religion, income,

region, etc)

0-2 Black Male ________________

2-8 White Female ________________
8-12 Asian Trans ________________
13-17 Latino LGBTQIA ________________
17-25 Other Other ________________
25-40 _________________ _____________________ ________________
40-65 _________________ _____________________ ________________
65+ _________________ _____________________ ________________

Product Name: Choose something catchy, interesting and memorable. The name should reflect the product
itself. Consider your demographics when choosing a name!

_____________________________________________________________________________

Product Description: What does it do? What is it used for? How does it work? What does it look like?
What will be included in your advertisements? Brainstorm ideas for your commercial and your print
advertisement here.

How will rhetorical techniques (logos, pathos, ethos) be used in your ads? Be as clear and detailed as
possible.