Rubric for Essay II – Final Draft Essay II 5 4 3 2 1 Formatting of Essay – Follows MLA Expectations, Use ‘First Page Blueprint’ Handout – scored out of 5pts Response to Assignment – Appropriately addresses the topic and follows basic requirements (page length, 5/6paragraphs, PIES structure, use of text support, works cited) – scored out of 25pts Quality, Organization and Development of Points – Essay contains clear and complex thinking connecting to a specific thesis. BP’s focused on specific idea that is thoroughly developed Using PIES and Rule of 1/3’s– scored out of 25pts Rhetorical Analysis - Essay establishes contextual background information. Maintains a focus on the form of the text throughout the analysis. Establishes a thesis about the rhetor’s choices. Analyzes the rhetorical situation of a text, through the identification of author, audience, message and effect. Identifies the text as part of a larger rhetorical ecology scored out of 25pts. Grammar, Usage, and Mechanics – Essay is ‘clean’ and avoids errors. Successful editing necessary – scored out of 20pts English 101 - Essay II – Assignment Texts Covered to Prepare for EII: -“Why Good Advertising Works (Even When You Think It Doesn’t)” – Nigel Hollis -“How Advertisers Are Manipulating You in Ways You Don’t Even Know” – video link provided on Canvas -“Backpacks vs. Briefcases” - Laura Bolin Carroll -“How Advertising Has Become an Agent of Social Change” – Charly Jaffe Assignment: Each student should find ‘media text’ (tv show, movie, music video, commercial, etc) to complete a rhetorical analysis essay. In class, we have focused on ‘print ads’ for analysis, and it may be wise to stick with this media text. Be careful in choosing your ‘text’ to analyze for this assignment. There are many options, obviously, but make sure the text you choose allows for thorough rhetorical analysis. The key will be to find a media text that has a specific ‘message’, that potentially influences or affects the audience, and that provides ample evidence to support your claims. Each essay will need to describe/summarize the media text (what’s on the surface), identify a target audience, analyze the message of the ad, consider the potential impact on the audience, and include a secondary source. Direction: A. Plan and execute a 6-7 paragraph essay (Intro, 4-5 BP’s, Conclusion). B. Present a thesis that has a claim about the message and/or effect the media text (or category of media text) has on the audience. C. Body paragraphs: each essay will (P1) describe/summarize the text, and (P2) identify a target audience. From there, students should create multiple paragraphs of rhetorical analysis (P3, P4, and maybe a P5) built around specific points. Here are some options for analysis paragraphs: analyze the purpose of the text, make a claim on the message it sends or how it attempts to manipulate, consider the potential impact on the audience, and argue whether it is successf.

1. Rubric for Essay II – Final Draft
Essay II
5
4
3
2
1
Formatting of Essay – Follows MLA Expectations, Use ‘First
Page Blueprint’ Handout – scored out of 5pts
Response to Assignment – Appropriately addresses the topic
and follows basic requirements (page length, 5/6paragraphs,
PIES structure, use of text support, works cited) – scored out of
25pts
Quality, Organization and Development of Points – Essay
contains clear and complex thinking connecting to a specific
thesis. BP’s focused on specific idea that is thoroughly
developed Using PIES and Rule of 1/3’s– scored out of 25pts
Rhetorical Analysis - Essay establishes contextual background
information. Maintains a focus on the form of the text

2. throughout the analysis. Establishes a thesis about the rhetor’s
choices. Analyzes the rhetorical situation of a text, through the
identification of author, audience, message and effect. Identifies
the text as part of a larger rhetorical ecology scored out of
25pts.
Grammar, Usage, and Mechanics – Essay is ‘clean’ and avoids
errors. Successful editing necessary – scored out of 20pts
English 101 - Essay II – Assignment
Texts Covered to Prepare for EII:
-“Why Good Advertising Works (Even When You Think It
Doesn’t)” – Nigel Hollis
-“How Advertisers Are Manipulating You in Ways You Don’t
Even Know” – video link provided on Canvas
-“Backpacks vs. Briefcases” - Laura Bolin Carroll
-“How Advertising Has Become an Agent of Social
Change” – Charly Jaffe
Assignment:
Each student should find ‘media text’ (tv show, movie,
music video, commercial, etc) to complete a rhetorical analysis
essay. In class, we have focused on ‘print ads’ for analysis, and
it may be wise to stick with this media text. Be careful in
choosing your ‘text’ to analyze for this assignment. There are

3. many options, obviously, but make sure the text you choose
allows for thorough rhetorical analysis. The key will be to find
a media text that has a specific ‘message’, that potentially
influences or affects the audience, and that provides ample
evidence to support your claims. Each essay will need to
describe/summarize the media text (what’s on the surface),
identify a target audience, analyze the message of the ad,
consider the potential impact on the audience, and include a
secondary source.
Direction:
A. Plan and execute a 6-7 paragraph essay (Intro, 4-5 BP’s,
Conclusion).
B. Present a thesis that has a claim about the message and/or
effect the media text (or category of media text) has on the
audience.
C. Body paragraphs: each essay will (P1) describe/summarize
the text, and (P2) identify a target audience. From there,
students should create multiple paragraphs of rhetorical analysis
(P3, P4, and maybe a P5) built around specific points. Here are
some options for analysis paragraphs: analyze the purpose of
the text, make a claim on the message it sends or how it
attempts to manipulate, consider the potential impact on the
audience, and argue whether it is successful or not.
D. Use specific Evidence from the advertisement to support
points presented in the body paragraphs.
Requirements:
Essay Outline due by Feb. 11th, Rough Draft on Feb. 20th,
Final Draft on the Feb. 25th.
The essay must be 4-5 pages in length with MLA format.
Body paragraphs (besides the summary/description) should
follow PIES structure with specific P’s.
Use of evidence as support in middle 1/3 of BP’s.
Intro will finish with thesis and Conclusion should present a
‘takeaway’.

4. Submit your ‘media text’ (a file or link) along with your final
draft (.doc file).
Example Outline/Plan – this plan uses the “Homer” ad from
“Backpacks vs. Briefcases”. You will need to, first, find a
media text that allows you to meet the expectations of the
assignment. Here is an example ‘partial’ outline for Essay II.
Keep in mind this is just one example out of many possible
approaches:
Thesis: The americansforthearts.org “Homer” ad succeeds in
drawing in its audience and raising awareness on the issue
through the use of a joke created around the double meaning of
the character ‘Homer’. Unfortunately, the ad may struggle to
succeed in creating actual change on the issue because it limits
the potential audience and requires viewers to take their own
action on the issue.
***P1(Description/Summary of text) – The
americansforthearts.org print ad prominently features a
humorous message to inform the audience on the decline of art
education.
-Share ‘joke’ and other aspects of design that play up the double
meaning at work
– share ‘directive’ by ad to visit website for further info
-share other .orgs feature -> formal tone/look of ad outside
of the joke
P2 (Target Audience)- While the potential audience may be for
anyone with an interest in art, the ad focuses on reaching
parents and educators who see art as integral to any education.
I – Analyze how TA needs to get the joke and already be
passionate on issue
E – Use of ‘Homer’ keys in on specific people
S – Because ad relies on its audience to ‘take steps’, its
audience is more narrow than thought

5. P3 (Purpose/Message) – The ad attempts to raise concern on the
issue of art education, but more importantly, it wants the
audience to actively and financially join the fight to save it.
I – continued decline of art prog.’s; need to fight growing
‘lack of necessity’
E – Discuss use/meaning of D’oh; quote other words/phrases
that call for action
S – Joke makes issue clear -> Plus is a ‘spoonful of sugar’
P4 (Effect)- Increasing the role of art education in the lives of
students, especially those in financially challenged school
systems, can lead to a new generation of young adults who are
more thoughtfully engaged in the world around them.
I
Evidence –
S
***NOTE: I have not followed PIES in my
‘summary/description’ paragraph. It isn’t really a ‘point-based’
paragraph, so PIES is not needed. What I do need to plan is a
topic sentence that captures the ‘gist’ or feel of the ad and
supporting details: what aspects/parts of the ad I want to
describe, and how I will organize my description. For P’s 2-4, I
have followed PIES because I want to be making specific
points/claims in these paragraphs.
Running Head: RHETORICAL ANALYSIS
Rhetorical Analysis

6. Rhetorical Analysis
Name
Institution
Rhetorical Analysis
Ralph Lauren print ad from “How Advertising Has Become an
Agent of Social Change” – Charly Jaffe.
Introduction
Rhetoric can be described as the use of figures of speech to
persuade, the figures of speech can be through speaking, writing
that may come in form of videos, pictures of audio clips. It is
very present in our daily lives especially through advertising.
According to Charly (2015), advertising in the modern world
has reached a level whereby, it has been used for social change
rather than marketing the products. Obviously through being on
the side of the masses; which means they are convinced will sell
the product in discussion very well. This means that rhetoric has
worked and served its purpose of persuasion (Carroll 2010). The
main focus of this assignment will be the Ralph Lauren print ad,
which was thrown under the bus after much criticism faced
mainly because of the design of the image. This print ad used
rhetoric effectively, but it was considered to be a negative
influence on the target audience and that is why it was pulled
down. The image is of a skinny not even humanly possible
skinny model who advertising the particular look Ralph Lauren

7. was trying to sell. At the end of the day the message that
reached the audience that if you are skinny then you are not
“hot” or beautiful enough. Whereby the use of rhetoric was
effective in this case, but the problem is that the wrong message
was received.
The Ralph Lauren “skinny model” ad has been to communicate
the message on their ad to the target audience successfully.
Through the use of body image that a younger generation
consider to be acceptable. But the ad was exaggerated to the
point that it is not realistic. Can this be an example of rhetoric
overuse?
The advertisement in discussion is a marketing of particular
outfit the company was trying to push. It is very simple as the
lady in the print is standing in a regular pose holding her hands
akimbo, with a very confident look on her face. But when you
look closely or rather with the first glance you will notice how
skinny the lady is on the advertisement. The ad does not utilize
words rather it is safe to state that the picture speaks for itself.
Which might be the reason for the outrageous photoshopped
waist in this case. As mentioned before, a skinny waist is
considered to be a beauty standard, ladies or girls who are
growing up and understanding their sexuality would find this ad
enticing. Mainly because it is communicating the same message.
And at the same having the Ralph Lauren outfit on your skinny
waist will really be the complete package. Based on the
directives of society this ad has chose to use “beauty standards”
set by the society to market the product of this company. The
rhetoric is effective as the message reached the target and the
non-target audience who criticized the ad at the same point.
The target Audience is women and mostly young women, but at
the same time the general audience collectively can be the
target audience in this case. Because a father might see this ad
and think my daughter would like this outfit, the same scenario
a husband might think of the same. But the focus is the young
women, the intriguing concept this ad is the photoshop done on
the waist of the model so that she can look “more appealing.”

8. Through this the audience will take the ad and feel that they
relate with the model (Tumpich 2017). “Ralph Lauren uses a hot
model therefore it is a rand for sexy or hot ladies.” Ladies who
feel that the ad agrees with them on being skinny as a beauty
standard probably will mostly buy this outfit. But those who are
considered as fat, will try to fit in by starving or just “shop at
plus size” section. Therefore, at the end of the day the target
audience become very narrow as no one or less ladies have this
body size. Which is not good, as it acts as a type of body
shaming, which led to the criticism as some ladies would starve
themselves to “fit in” the outfit.
The ad main purpose or message is to convince the target
audience that this is the outfit that is perfect for them.
reiterating appoint, is that the Ralph Lauren at this point had
already done their market research and identified the marketing
point of their next campaign. Which is not surprising that the
rhetoric they choose did not need to have any supporting media
like, video, audio or even words to talk for them. they only need
to fit in the world of young ladies who want to set beauty
standards and that is why the message is that “we cater for
ladies who are skinny,” skinny being the acceptable or cool
aspect at the moment. This is because it is true that for an ad to
be persuasive it needs to relate to the target audience, an ad that
is straight to the point like for instance in this case, the ad
could have been “we make quality and fashionable jeans for
ladies,” it would not have worked because it is general. There it
makes sense when the model is exaggerated with a skinny waist,
which was not a wise move as critics noted it and understood
the harm it would bring to the target audience. Therefore, the
purpose was achieved but at the same time it presented
unforeseen circumstances.
The effect of the advertisement is pretty clear, mostly the
negative effect. The main reason for the advertisement was to
get to the target audience through the body message of being
skinny. The rhetoric chosen was to use the skinny body image to
market to the target audience but unfortunately it came out as a

9. body shaming campaign (Green & Lankford, 2016). The was
later on pulled down, and the model came out to condemn the
idea of photoshopping her body. In this case it is important to
understand that print ads are complicated to get through the
target audience as it is something that everyone sees. Looking at
this instance, photoshop the model to a reasonable size would
have been better, but it is something that fashion or beauty
brands mostly focus on. like maybe clearing any wrinkle or skin
blemishes on a model to market a product. At the end of the day
the reality of the matter is that no one is perfect, or no one sets
beauty standards
In conclusion rhetoric helps brands, through print ads to
persuade the audience into a product or a service. At the same
time, it is important to makes sure that the chosen mode of
persuasion does not exceed the limits to the point that it gets
out of hand. There reaches a point whereby an aspect is
overexaggerated, which makes it destructive or rather negative
for the target audience. When it reaches this point, it means that
the use of rhetoric has failed, because it is supposed to be used
for progress and not regress.
References
Carroll, L. B. (2010). Backpacks vs. briefcases: Steps toward
rhetorical analysis. Writing spaces, 45.
Green, M., & Lankford Jr, R. D. (2016). Body Image and Body
Shaming. Greenhaven Publishing LLC.
How Advertising has become an agent of social change by

10. Charly Jaffe, 10th February 2015. Retrieved from
https://medium.com/@moonstorming/how-advertising-has-
become-an-agent-of-social-change-148aa0ef303a
Ralph Lauren print ad from “How Advertising Has Become an
Agent of Social Change” – Charly Jaffe. Hyperlink:
https://medium.com/@moonstorming/how-advertising-has-
become-an-agent-of-social-change-148aa0ef303a
Tumpich, J. L. (2017). Advertisements and Social Appeal:
Reshaping of the Twentieth Century American Woman.