1 Essay #2 Multimodal Analysis In this 4-5 page paper, you will pick an advertisement about The Walking Dead to analyze and evaluate how it creates an argument through multimodality. Most media you encounter each day combines modes—news articles include photographs; television shows include audio, verbal text, and gestures; websites make use of alphabetic text and spatial arrangement; music contains both lyrics and sound. Even an academic paper has multimodal elements such as font choice, double-spacing, margins, etc. By analyzing multimodal texts you can become a more active viewer of the media that surrounds us and understand how media shapes our understanding of the world. Ultimately, your goal is to recognize and evaluate different modes in order to discover how the modes work together to create arguments and how they respond to rhetorical situations. Your thesis should make an argument for how you interpret the ad’s message and whether the ad is successful or not (i.e. is it persuasive for its intended audience) based on its use of visual and rhetorical strategies. In other words, you will take a stance about the piece and make an argument about its messages and rhetorical strategies. In the body of your essay, you will use rhetorical appeals (ethos, pathos, logos) and concepts from visual design to specifically focus on HOW the visual rhetoric works, not simply WHAT it conveys: discuss how the use of rhetorical appeals determines the effectiveness of the visual argument. To complete the essay successfully, you will need to discuss specific and concrete elements of the image/commercial as visual and/or audio evidence. Assignment Objectives • To gain the ability to recognize the modes and media elements in a multimodal text. • To use multimodal evidence to make an argument. • To improve the ability to describe evidence in specific detail. • To strengthen critical thinking and analysis skills • To understand a multimodal text in terms of its rhetorical situation. • To become an active viewer of multimodal texts. Assignment Requirements • 4-5 page essay, double-spaced, 12-point TNR font • Includes a clear introduction that identifies all elements of rhetorical situation for the ad (speaker, purpose/message, intended audience, contexts) • Includes an argumentative thesis that provides an interpretation of the ad’s message and a claim about its rhetorical effectiveness based on rhetorical and visual/audio strategies • Includes clear, claim-based topic sentences that organize the essay around analytical points • Analyzes evidence from the ad (does not summarize) by interpreting concrete details for the reader • A conclusion that summarizes main points and provides some kind of application for readers 2 Aspects of Multimodality to Consider The following are the five main modes that can be found in a multimodal text with some examples of elements .

1. 1
Essay #2 Multimodal Analysis
In this 4-5 page paper, you will pick an advertisement about
The Walking Dead to analyze and
evaluate how it creates an argument through multimodality.
Most media you encounter each day combines modes—news
articles include photographs;
television shows include audio, verbal text, and gestures;
websites make use of alphabetic text
and spatial arrangement; music contains both lyrics and sound.
Even an academic paper has
multimodal elements such as font choice, double-spacing,
margins, etc. By analyzing multimodal
texts you can become a more active viewer of the media that
surrounds us and understand how
media shapes our understanding of the world.
Ultimately, your goal is to recognize and evaluate different
modes in order to discover how the

2. modes work together to create arguments and how they respond
to rhetorical situations. Your
thesis should make an argument for how you interpret the ad’s
message and whether the ad is
successful or not (i.e. is it persuasive for its intended audience)
based on its use of visual and
rhetorical strategies. In other words, you will take a stance
about the piece and make an argument
about its messages and rhetorical strategies. In the body of your
essay, you will use rhetorical
appeals (ethos, pathos, logos) and concepts from visual design
to specifically focus on HOW the
visual rhetoric works, not simply WHAT it conveys: discuss
how the use of rhetorical appeals
determines the effectiveness of the visual argument. To
complete the essay successfully, you
will need to discuss specific and concrete elements of the
image/commercial as visual and/or
audio evidence.
Assignment Objectives
• To gain the ability to recognize the modes and media elements
in a multimodal text.

3. • To use multimodal evidence to make an argument.
• To improve the ability to describe evidence in specific detail.
• To strengthen critical thinking and analysis skills
• To understand a multimodal text in terms of its rhetorical
situation.
• To become an active viewer of multimodal texts.
Assignment Requirements
• 4-5 page essay, double-spaced, 12-point TNR font
• Includes a clear introduction that identifies all elements of
rhetorical situation for the ad
(speaker, purpose/message, intended audience, contexts)
• Includes an argumentative thesis that provides an
interpretation of the ad’s message and a
claim about its rhetorical effectiveness based on rhetorical and
visual/audio strategies
• Includes clear, claim-based topic sentences that organize the
essay around analytical
points
• Analyzes evidence from the ad (does not summarize) by
interpreting concrete details for
the reader
• A conclusion that summarizes main points and provides some
kind of application for
readers

4. 2
Aspects of Multimodality to Consider
The following are the five main modes that can be found in a
multimodal text with some
examples of elements of each mode. Each media you choose
will also include more specific
language and elements. Be sure to reference terms related to
your chosen media when
brainstorming and drafting.
• Linguistic – word choice; delivery of spoken or written text
(tone); organization into
sentences, phrases, paragraphs, etc.; coherence of individual
words and ideas.
• Visual – color, layout, style, size, perspective
• Gestural – facial expressions, hand gestures, body language,
interactions between people
• Spatial – arrangement, organization, proximity between people
and objects.
• Audio – music; sound effects; ambient noise/sounds; silence;
tone; emphasis and accent

5. of voice in spoken language; volume of sound.
Tips for Constructing Your Paper
• Your intended audience is someone who has seen your chosen
ad, but has not thought in
depth about it. Your audience are consumers who are interested
in how ads influence
their choices through rhetoric and visual design. You should
adopt a formal, but engaging
tone/ethos. Your purpose is to make an argument about an ad’s
purpose/message and
target audience and to analyze how it achieves its purpose and
reaches its target audience
either effectively or ineffectively through rhetorical and visual
strategies. The context for
your writing is that interested consumers would like to know
more about the products
they buy.
• Do not simply summarize or describe the images (though you
will probably need to do
this briefly in the introduction). The paper should be focused on
the strategies the creators
of the image use and the effectiveness of their choices in
reaching the targeted audience.
• Make sure your argument is framed objectively. In other

6. words, it should be based on
evidence from the ad, rather than on personal beliefs. This
paper isn’t about your feelings
on whatever product, topic, etc. the image represents. Your
decision on if the visual is
effective should not be based on whether you agree or disagree
with the image’s
message, but rather on the uses of rhetorical strategies and
whether they are persuasive
for the ad’s target audience.
• Usually, this assignment works best when the ad you choose is
provocative, provoking,
or somehow controversial. This gives you more leeway to
analyze the strategies used
and to figure out if they are persuasive in terms of the ad’s
target audience.
• Write a solid intro and thesis statement! This assignment
requires you to figure out
several things before you can even begin writing: First, figure
out who the speaker of the
ad is! Then, 1) The ad’s intended message (what is it trying to
say to viewers?) 2) The
ad’s intended audience (To whom is it addressed and how do
you know?) 3) What is the
ad’s context (when was it published? Does this matter? Does it
respond to an event, a

7. specific time, a phenomenon?) 4) What visual and rhetorical
strategies does the ad use to
convey its message in this very specific rhetorical situation?
And finally, 5) Do you think
the ad is persuasive? Why, why not? All of these components
should come together in
your thesis.
• See Everything’s an Argument pages 388-390 for helpful
questions to get you started.
3
Essay A B C D F
Rhetorical Situation:
Interprets and
identifies all
elements of
rhetorical situation
(speaker,
message/purpose,
target audience, and
context) of ad.
The rhetorical
situation is clearly
identified in the

8. introduction and
thesis in a
sophisticated and
engaging manner.
Awareness of the ad’s
rhetorical situation is
constant throughout
the body of the essay
and is used expertly as
a foundation for the
rhetorical analysis.
The rhetorical
situation is
clearly identified
in the
introduction and
thesis. Awareness
of the ad’s
rhetorical
situation is
constant
throughout the
body of the essay
and is used as a
foundation for
the rhetorical
analysis.
The rhetorical
situation is
identified in the
introduction and
thesis, although
it may not be
completely clear

9. or correct.
Awareness of the
ad’s rhetorical
situation is
somewhat
present
throughout the
body of the
essay and is used
sometimes as a
foundation for
the rhetorical
analysis.
The rhetorical
situation is not
clearly identified
in the
introduction or
thesis; it is not
used throughout
the essay as a
foundation for
rhetorical
analysis
(although it may
be mentioned
from time to
time). Perhaps
some elements
of the situation
are mentioned
but others are
missing or
incomplete.

10. The writer makes no
attempt to identify
rhetorical situation or use
it as a foundation for
analysis. Writer is unaware
of or misinterprets
rhetorical situation.
Analysis is not grounded in
any sense of
speaker/purpose/audience.
Rhetorical Appeals:
Uses rhetorical
terms such as ethos,
pathos, logos, and
Kairos to analyze the
ad’s persuasiveness.
The writer expertly
uses rhetorical appeals
to break down how
the ad attempts to
persuade a target
audience. Appeals are
used correctly and
defined appropriately.
Writer shows
awareness of the
complexity and
overlap of appeals and
does a good job of
explaining the ad’s
persuasiveness based
on these complex
intersections.

11. The writer uses
rhetorical
appeals to break
down the ad’s
persuasiveness
for a target
audience.
Rhetorical terms
are used
correctly. The
writer may not
show the same
sophistication
and complexity of
an “A” paper, but
they
demonstrate
comprehension
of each appeal.
The writer uses
rhetorical
appeals at times
to break down
the ad’s
persuasiveness,
but may use
terms incorrectly
sometimes.
While the writer
demonstrates
basic
comprehension
of terms, deeper
understanding
may be lacking,

12. leading to very
simple analysis.
Terms may not
be applied to the
ad convincingly
or in enough
detail.
The writer may
mention
rhetorical
appeals, but
fails to define or
use them
correctly. The
writer may
misunderstand
terms or apply
them
inappropriately.
The writer’s
analysis of the
ad will be
unconvincing
due to inability
to use terms
correctly.
The writer does not
mention or use rhetorical
appeals to analyze the ad.
Visual/Aural
Components: visual
design, use of
images, use of color,

13. use of text, use of
sound, etc.
Writer shows
sophisticated
understanding of how
visual and/or aural
elements contribute to
an ad’s effectiveness
or ineffectiveness. The
writer expertly uses
knowledge of visual
and aural design to
analyze the ad in great
detail.
The writer shows
understanding of
how visual
and/or aural
elements
contribute to an
ad’s effectiveness
or
ineffectiveness.
The writer uses
sufficient
knowledge of
visual and aural
design to analyze
the ad in some
detail.
The writer
mentions some
visual and/or

14. aural details
when analyzing
the ad, but may
not go into much
detail or may
misinterpret
details. The
writer may miss
compelling
visual/aural
elements or not
go into enough
depth about
them.
The writer
shows little
understanding
of how
visual/aural
elements
contribute to an
ad’s
persuasiveness.
Some
visual/aural
details may be
mentioned, but
analysis may not
be sufficient or
arguments may
not be clear.
The writer does not discuss
any visual/aural elements
in their analysis of the ad.

15. 4
Thesis Statement The writer includes a
strong, argumentative
thesis that shows
awareness of the
rhetorical situation,
provides a clear
interpretation of the
ad’s message, and
provides a rationale
for this interpretation
based on specific
rhetorical and
visual/aural strategies
used in the ad. The
thesis is well written
and sophisticated,
showing complexity of
thought and excellent
critical thinking skills.
Based on the thesis,
readers know exactly
what the essay will
argue and how it will
proceed.
The writer
includes an
argumentative
thesis that shows
awareness of the

16. rhetorical
situation,
provides a clear
interpretation of
the ad’s message,
and provides a
rationale for this
interpretation
based on specific
rhetorical and
visual/aural
strategies used in
the ad. The thesis
is mostly well
written and
shows some
showing
complexity of
thought. Based
on the thesis,
readers will know
what the essay
will argue and
how it will
proceed.
A thesis is
evidence, but
one or two
components may
be missing or
unclear. The
thesis may not
demonstrate
complexity of
thought or

17. originality. Based
on the thesis,
readers may
have a general
idea of the
purpose of the
essay, but they
may be unclear
as to how the
argument will
develop and how
the essay will
proceed.
An attempt at a
thesis is present,
but it does not
present an
arguable claim
or may be too
vague and/or
simple. A reader
would be
confused what
the purpose of
the essay was
based on the
thesis.
No thesis statement is
evident.
Evidence Analysis/interpretation
of visual rhetoric
always supported
effectively with close

18. readings, evidence, or
source material.
Concrete details from
the ad are referenced
throughout in order to
support claims about
rhetorical
effectiveness and
appeals. The writer
shows critical thinking
and depth of thought
in their choice and
inclusion of evidence.
Analysis mostly
well-supported
with evidence.
Analysis
sometimes
supported with
evidence, but
many
interpretations
not explained or
backed up.
Analysis
supported once
or twice, but
mostly the
author offers no
evidence for his
or her
interpretations.

19. Author uses little or no
evidence to support his or
her analysis, or uses some
evidence incorrectly.
Analysis of Evidence The writer provides
sophisticated, in-depth
analyses of all included
pieces of evidence.
Evidence is never
“dropped” in without
discussion of how it
works in the ad. The
writer takes
considerable time and
space to break down
evidence to show
readers how it works
to make the ad
persuasive or
unpersuasive to the
intended audience.
The writer
analyzes all
pieces of
evidence
included in the
paper. The writer
breaks down
most pieces of
evidence
sufficiently to
support their
claims.

20. The writer
sometimes
analyzes
evidence, but at
other times,
evidence is
included without
further
explanation or
analysis. This
leads to some
confusion for the
reader.
The writer
includes
evidence, but
does not take
time to analyze
it in the majority
of instances.
The reader is
left unconvinced
by the writer’s
claims based on
insufficient
analysis of
evidence.
The writer makes no
attempt to analyze
evidence.
5

21. Organization/Topic
Sentences
Paper is organized so
there is a clear
introduction, body,
and conclusion.
Paragraphing is used
deliberately to move
from claim to claim.
Topic sentences are
used sophisticatedly to
present sub-
arguments and to
establish “flow” from
one idea to the next.
The essay
contains a clear
introduction,
body, and
conclusion.
Paragraphing is
used to separate
ideas, and topic
sentences
present claims.
However, one or
two things may
be out of place,
or transitions
may not be used
as optimally as
possible.

22. Information has
been organized
in some manner,
but the method
of organization is
ineffective
(wrong order, no
flow). Or
organization
might be too
reductive
(paragraphs do
not acknowledge
complexity of
analaysis). Topic
sentences may
be present, but
they may not
state claims or
they may not
transition.
Little, if any
organization or
structure. Blind
meandering.
Topic sentences
are not used
effectively to
present new
ideas and to
transition.
No organization. Merely a
list of information with no

23. creative thought present.
Content Contains all info
pertinent to target
audience.
Contains most
relevant info.
Contains some
good info, but
also unnecessary
info.
Show little
audience
awareness in
selection of
included info.
No rhyme or reason to
included info/content.
Response to
Feedback/Writing as
Process
Incorporates peer
review/instructor
feedback into final
draft; Final draft
addresses higher order
concerns
Incorporates
most feedback;

24. Final draft
addresses most
higher order
concerns
Incorporates an
idea or two from
feedback; Final
draft addresses
middle order
concerns but has
significant HOCs
Little attention
paid to
feedback; some
changes made
at the sentence
level; Final draft
addresses lower
order concerns
Feedback not taken into
consideration; Final draft
does not change
significantly in any area