Ad analysis Self Editing Worksheet June 11 2012

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  • 1. Lambert 1(Robert) Curtis LambertEnglish 101Professor Bolton13 June, 2012AD Analysis: Self-editing WorksheetBODY paragraph 1: Hyundai is relying on our pathos, or sympathies, for the well-being of theplanet in this Earth conscious, eco-friendly, age of the 21st century.{PATHOS is the word that corresponds to thesisI discuss the fact that the overall intent of the ad is to depict a culture/society living in a modernworld with jet-packs, for example.I also state that Hyundai is trying to convey to the reader that if we care anything at all about theenvironment then the “least we can do” is buy a hybrid.BODY paragraph 2: Ethos plays a moderate role here by asking us to trust Hyundai becausethey have our future and best interest at heart by hybridizing one of their standard vehicles.{ETHOS is the word that corresponds to thesis[“Ethos plays a moderate role here….” is the transition sentence.In paragraph 2 I discuss the fact that Madison Avenue and the advertising wizards have longused ethos to tout and promote a company’s trustworthiness.I also point out that the target audience that will not only be sympathetic, but also able to affordthe Hybrid, is going to be limited since that market seems fairly small.BODY paragraph 3: It would be difficult to make the argument that this ad depicts much, ifany, logos.{LOGOS is the word that corresponds to thesis
  • 2. Lambert 2[“It would be difficult to make the argument….” is the transition sentence.In paragraph 3 I point out the fact we do not fly to work or short errands with back packsstrapped to our back. No logic there, not yet at least!I feel the ad also utilizes forward thinking that will be a stretch for many; the jet-pack example isnot a fantasy, but we do not use them for basic transport in 2012.