1 6 Introduction The incredible advertisement by Mercedes Audience From the add, it is clear that the targeted audience is the adults especially parents who have children. Context The Mercedes –Benz is an automobile manufacturer found in German. It is usually known for the manufacture of luxury automobiles, trucks, coaches, and buses. What it headquarters is in Stuttgart, Baden – Wurttemberg in Germany. The name is believed to have first appeared in 1926 under the name of Daimler- Benz. Mercedes –Benz is one of the most recognized automobile brands in the whole world. Their brands of vehicles are usually associated with the rich and the middle class in the different parts of the world because of the luxurious nature of their cars and other vehicles. Purpose The primary goal of the add is to inform parents to be buying Mercedes cars. A child is shown walking a long distance to the place where the father is, and he arrives late because he was lost. The thing that is being portrayed by this scene is that parents can purchase the cars and use them to carry their children around so that they do not get lost. The other purpose of the advertisement could be to inform the consumers of the existence of the car in the market. It can be argued that the advertisement introduces Mercedes Company and vehicles to consumers who might not know that they exist in the market. It can also serve the role of reminding the clients of their existence in the market. Tone The company mainly targets parents. For that, they have used the caring tone. The tone shows a father who cares for the welfare of the child and hence acquires the Mercedes. Because he did not want the child to get lost again, he offers to drive him in the vehicle. Arrangement The advertisement starts with a child sleeping in the house, and he dreams of cars. He then wakes up, dresses, looks at the map and takes the doll and then tiptoed past the sleeping parents and walks outside in the darkness. He has a torch and walks with it past a vehicle parked along the road. He walks for a relatively long distance along the road. At some point, the child is seen taking a bite of what looks like a burger. He then boards a bus and looks at a large map as if looking for direction to where he is going. He is then shown walking on the road with the big map covering his face. He passes the zebra crossing, and another driver is seen as making an abrupt stop of his car. The driver looked surprised by the movement of the young child while the face is covered. She then stops and looks at the building that is written as Polizei. She gets inside the building and then finds a man who she apologizes for and informs him that he was lost. The elderly man who was writing stops and informs her that that was the last time that she had gotten lost. From there she is shown seated at the back of the car in a relaxed posture together with her doll. All of ...

1. 1
6
Introduction
The incredible advertisement by Mercedes
Audience
From the add, it is clear that the targeted audience is the
adults especially parents who have children.
Context
The Mercedes –Benz is an automobile manufacturer
found in German. It is usually known for the manufacture of
luxury automobiles, trucks, coaches, and buses. What it
headquarters is in Stuttgart, Baden – Wurttemberg in Germany.
The name is believed to have first appeared in 1926 under the

2. name of Daimler- Benz. Mercedes –Benz is one of the most
recognized automobile brands in the whole world. Their brands
of vehicles are usually associated with the rich and the middle
class in the different parts of the world because of the luxurious
nature of their cars and other vehicles.
Purpose
The primary goal of the add is to inform parents to be
buying Mercedes cars. A child is shown walking a long distance
to the place where the father is, and he arrives late because he
was lost. The thing that is being portrayed by this scene is that
parents can purchase the cars and use them to carry their
children around so that they do not get lost. The other purpose
of the advertisement could be to inform the consumers of the
existence of the car in the market. It can be argued that the
advertisement introduces Mercedes Company and vehicles to
consumers who might not know that they exist in the market. It
can also serve the role of reminding the clients of their
existence in the market.
Tone
The company mainly targets parents. For that, they have
used the caring tone. The tone shows a father who cares for the
welfare of the child and hence acquires the Mercedes. Because
he did not want the child to get lost again, he offers to drive
him in the vehicle.
Arrangement
The advertisement starts with a child sleeping in the house,
and he dreams of cars. He then wakes up, dresses, looks at the
map and takes the doll and then tiptoed past the sleeping parents
and walks outside in the darkness. He has a torch and walks
with it past a vehicle parked along the road. He walks for a
relatively long distance along the road. At some point, the child
is seen taking a bite of what looks like a burger. He then boards
a bus and looks at a large map as if looking for direction to
where he is going. He is then shown walking on the road with
the big map covering his face. He passes the zebra crossing, and
another driver is seen as making an abrupt stop of his car. The

3. driver looked surprised by the movement of the young child
while the face is covered. She then stops and looks at the
building that is written as Polizei. She gets inside the building
and then finds a man who she apologizes for and informs him
that he was lost. The elderly man who was writing stops and
informs her that that was the last time that she had gotten lost.
From there she is shown seated at the back of the car in a
relaxed posture together with her doll. All of them had their
seat belt on. Throughout the advertisement, there is a soft song
and some instrumentals that are plaid.
Scale
The advert is one-minute thirty-second advert with a good
distribution of events as they occur in the video. With a song
that was being sung in the background to bring a caring or
loving tone.
Text
There are few texts in the advertisements. However, the
few that is there is a translation of the conversation between the
child and that elderly man in English. From my analysis, I
believe that the interpretation was deliberately done to make the
other people who do not understand the native German language
to understand the advert.
Color
The advert explores the use of different colors these
colors, the use of light and some aspects of darkness had been
used to bring out the time of the day when the events happened.
The dark color and the light bring out the concept of time that
was very early in the morning when some people are still
asleep.

4. Works cited
What a creative advertisement by Mercedes retrieved from
https://www.youtube.com/watch?v=zSlhbBBBi3A
Name:
Criteria
Achievement
Points Earned
Points Possible
Percentage
Comments
Content
Consistently shows a single focused topic with insightful
thesis/claim; effectively addresses the target audience for the ad
or political cartoon; provides detailed analysis and evaluation of
the effectiveness of the ad or cartoon for the intended purpose
and audience.
12.25
15
82%
pathos, logos, ethos?
Organization
Organization is logical and parts of the ad or cartoon are
sequenced in a way to follow the thesis/claim; shows coherence
and effective transitions between elements and ideas found in
the ad or cartoon.

5. 8
10
80%
Review MLA links below to determine appropriate organization
for an MLA-format paper.
Writing Convention
Consistently error free of sentence fragments, comma splices,
contractions, first and second person and subject-verb
agreement errors. Consistently accurate word choice and tone.
3.5
5
70%
You might wish to have a campus writing tutor (or outside
tutor) go over papers’ grammar before submitting.
Sources
Consistently supports claims with specific evidence from the
advertisement or political cartoon; sources contribute to the
writer's overall purpose and focus. Sources presented in such a
way as to represent others' intellectual property accurately,
fairly, and appropriately.
8.75
10
88%
Format
Consistently follows APA or MLA format, per the instructor,
which includes proper MLA Works Cited page or APA reference
page (per the instructor), and in-text citations. The citations are
properly placed in the sentences, properly punctuated and
properly used.
4
10
40%
Not MLA format… *See links below…
Total
36.5

6. 50
73%
*MLA format:
https://owl.english.purdue.edu/owl/resource/747/01/
MLA sample paper:
https://owl.english.purdue.edu/owl/resource/747/13/ (click
Media File: MLA Sample Paper near top of page)
Tu,
You’re off to a decent start in ENGL 112—you have some good
insight here! HOWEVER, remember that the concerns noted in
this paper receive harsher point deductions if still present in
future papers… i.e., papers with these concerns will
undoubtedly receive failing grades in the remainder of the
assignments… You are strongly encouraged to study &
understand the concerns from this paper, so your future papers
do not contain these same problems. Do not hesitate to Message
me with any questions.
ENGL 112 Ad Analysis Project
On a daily basis, consumers are surrounded by visual material.
Using the combined knowledge of visual argument and the
rhetorical situation allows us understand how the language (and
symbols) of a text create meaning.
Topic: Using elements of the Rhetorical Situation, write an
analysis of an advertisement or political cartoon. The
advertisement or cartoon may be found using YouTube, Google
Images, or other Internet locations where advertisements or
political cartoon may be found.
Do not select topics from the following list unless you have
permission from your instructor. These topics fall into the
following categories: too broad (you will not write a book for
this class), the topic is too current making reliable sources

7. difficult to obtain, or the instructor has seen the issues too many
times to read another paper on the issue.
Abortion
Capital Punishment
Censorship
Cell phone use while driving
Child Abuse
Eating disorders
Euthanasia
Evolution
Gun Control
Legalizing Marijuana
Smoking
Stem Cell Research
Purpose: The purpose of your analysis is to apply critical
thinking skills to visual rhetoric and understand how the piece
achieves its effect. Be sure you have read “Ad Analysis” from
Writing Commons.
Audience: Gear your analysis for you, your classmates, your
instructor, and the original audience for the visual selected. You
will need to carefully review the intended audience for the
piece.
Length and Source Requirements: Essay should be 700-800
words in length, plus Works Cited/References page (follow
APA or MLA format and documentation per your professor).
The advertisement is the only source required.
Format: Follow MLA or APA style for format and
documentation as directed by your instructor.
Focus: Your analysis should show the intended audience for the
piece as well as the purpose and implied purpose for the piece.
Carefully analyze how the piece has presented its ideas and
what “tools” have been used to persuade the intended audience.
When choosing a piece, choose a piece that captures your

8. attention. What argument is being made in that one piece? Who
or what is the piece about?
Organization and Development: After choosing the visual
argument you will analyze, do some background reading.
Use the parts of the Rhetorical Situation to help you analyze the
advertisement selected:
· Audience—who is the target audience for the piece? Young
children (McDonald’s ads), Adults (Sandals Beach), Elderly
(Medicare), etc.
· Context—A little knowledge about the company or advertising
agency may be useful. For instance, McDonald’s would not
produce a commercial with Paris Hilton washing a Bentley
(Hardees).
· Purpose—Overall goal of the advertisement
· Tone—Attitude toward the subject
· Arrangement—Where items are placed in the visual. Specific
descriptions will be needed to help your reader visualize the
piece. Location of each piece in the advertisement is important
to the analysis.
· Scale—Size can tell a great deal about the primary focus for
the advertisement.
· Text—Every text on an advertisement has a purpose.
· Color—Do the colors act as a “flashing” light? In the movie
Beetlejuice, the character Beetlejuice used flashing neon lights
and arrows to attract attention. What has your piece used?
Style: Use sensory details to describe the piece and make the
piece “vivid” to your audience. Do not assume the audience has

9. seen this particular piece before reading your analysis.
Grading: See the grade rubric to understand how you will be
evaluated.
Due Dates: See the due dates posted in the calendar.
Analyzing an AdProject
Critical Reading
*
Advertisements. . .Sell productsEntertainSet standards Develop
relationship with product and company
Ask Questions to AnalyzeRead Ad Analysis (see link in
Session 2)
See list of questions to ask when analyzing
Personality in the ad
Audience
Product or concept being sold
Consider race, gender, sexuality, etc.

10. *
Apply AnalysisYou may choose any advertisement found online
YouTube
Particular company
Etc..
Make sure the piece is found online and has a direct link to the
piece. You will provide the direct link to your professor.
*
AnalysisAnalysis requires dissecting the advertisement and
categorizing/labeling its various parts.Be critical of the ad’s
content
What works?
What does not work?Some ads are used year after year. Other
ads are deleted quickly. Ask Why?
*
Types of AppealsAristotle identified three types of appeals the
might be used to persuade an audience.
*

11. Logos AppealA logos appeal is derived from the nature of the
case or informed (fact) information for the topic under
discussion.Logical appeals might show performance facts. Auto
makers frequently state mpg data. Appeals to reason often fail
in an ad because the consumer can question the data.
*
Ethos AppealIt is derived from the character of the person or
organization. Ethical appeal ads remind us of how long they
have been in business or how environmentally responsible the
firm is. i.e. use of cardboard instead of plastic, open since 2000,
etc. Ethical appeals are frequently abused. Writers have ethical
appeal when they show character: a sense of fairness,
willingness to hear both sides, extensive research, and honesty.
*
Pathos AppealIt is derived from emotional state. These ads
address needs, desires, fears and other emotional states for the
consumer. Emotion is a powerful appeal, but works best when
combined with logic.Look for romance, sex, warm fuzzy feeling

12. *
The Appeals Many visual pieces use all three appeals in order to
meet a wide audience base. Ads use the formula
Attention – bright colors, loud noises, shocking statements
Interest—after getting attention, it must keep the interest of the
target audience
Desire—once the ad has interest, the ad develops in the viewer
a desire to buy
Action—once the viewer desires the product, action is needed
and the product is purchased
*
Writing an Ad AnalysisSeparate the types of appeals and found
in the visual piece selected.It requires the reader to explain how
the appeals are used in the piece and what is the effect.
A clear knowledge of the intended audience is important.
*
The ProcessChoose and advertisement found online to analyze.
Keep in mind many TV ads can be found on YouTube. Identify
the audience for the piece.
Isolate the central claim and show its argumentative purpose.

13. What is the ad arguing? Include a clear claim/thesis which
argues for or against the piece’s strategy. Does the ad sell
something? Does the ad provide a service to the community?
*
The OutlineIntroduce piece:
Show clear thesis/claim which argues for or against the piece’s
strategy.
Make an argument about the piece.
Sample thesis: "Virginia Slims uses a combination of warm
colors, gender stereotyping related to power, and sexual
associations to recruit minority women smokers."Body
Describe the piece so the reader knows what it looks like
without seeing it.
Describe the target audience –characteristics, fears, concerns,
wants, and so forth.
Describe the strategies used – color, words, images
Explain how the strategies appeal to the piece’s audience
*
The Outline Cont’d.Body Cont’d.
Use the following questions to help analyze the piece you
select:
What is the piece trying to do?
Who is the intended audience?
What strategies are used to sell the product?

14. What does the piece reveal or conceal about the company or the
product?
What emotions does the piece target?
*
The Outline Cont’d.Body Cont’d.
Back facts with specific facts drawn from the visual piece.
May use other researched sources to support views expressed.
When describing the piece, do not assume the reader will be
looking at the piece.Conclusion
Tie the analysis together.
Restate thesis/claim about the piece.
Summarize the main points.
Leave the reader thinking about the piece.The paper will be
700-800 words, plus Works Cited/References per instructor’s
guidelines.
*
Works CitedMLA samples for citing an ad (include hanging
indent not shown here):
Air Canada. Advertisement. CNN. 1 Apr. 1997. Television.
Gurrin, John. Blond Angel. 2001. Indianapolis Museum of Art.
IMA: It’s My Art. Web. 9 May 2007.
Lee Mood Ring. Advertisement. n.d. Web. 29 June 1998.
<http://www.leejeans.com/features/modeling.html>.

15. *
ReferencesAPA samples for citing an ad (include hanging
indent not shown here):
Air Canada. (1998, May15). [Advertisement]. CNN.
Gurrin, J. (2001). Blond angel [Oil on canvas]. Indianapolis
Museum of Art, IN.
Lee mood ring. (n.d.) [Advertisement]. Retrieved June 29,
1998, from http://www.leejeans.com/features/modeling.html
*