Project Guide 1

Rhetorical Analysis of a Visual Argument

What is a visual argument and how do I analyze it?

RHET 1312.14/18
Project Tentative Schedule Aug. 29 Visual Approved Sept. 3 Draft 1 Sept. 5 Peer Revision Sept. 10 Draft 2 Sept. 12 Conference Day Sept. 17 Final and P.R. Response

Rhetoric is the study of how writers and speakers use words to influence an audience. A rhetorical analysis breaks a work of non-fiction into parts and then explains how the parts work together to create a certain effectwhether to persuade, entertain, or inform. What am I required to do? For this project, you will focus on persuasion. You will analyze a static image of a public service announcement. This will help you understand more than what authors are saying but their motivations for saying so and the artful way they have chosen to say it. You will use the rhetorical context (rhetorical situation), rhetorical appeals, and visual elements to analyze the authors choices and intentions in constructing their visual arguments and evaluate their overall effectiveness. The questions on pages 159-160 and 186-187 of Writing Arguments will assist you in your analysis. Other requirements of this project include the following: Argument should be 2-3 pages typed, double-spaced, with 1 margins in MLA format. Visual must be included as an appendix along with a works cited page (if necessary). Appendices are not considered in page count. Post peer revisions of your peers work. Write a 1-2 page response to your peer and conference feedback. Construct an error-blog addressing grammatical/mechanical errors present in your work. Write an in-class reflection on your experience constructing this project.

What goals should I have accomplished by the end of this project? By the end of this assignment, you should be able to do the following: Adopt appropriate voice, tone, and level of formality Understand how genres shape reading and writing Understand the relationships among language, knowledge, and power Use writing and reading for inquiry, learning, thinking, and communicating Develop flexible strategies for generating, revising, editing, and proof-reading Learn to critique your own and others' works Control such surface features as syntax, grammar, punctuation, and spelling Use electronic environments for drafting, reviewing, revising, editing, and sharing texts 10 points Error blogs 10 points In-class reflection 50 points Final draft 100 points Completed project

Grade Breakdown 10 points 1stdraft 10 points 2nd draft 10 points Peer review and response

RHET 1312.14/18

Worksheet
Rhetorical Analysis of a Visual Argument
Wait! Im confused. What is a PSA and how does it differ from a commercial advertisement? The objective of a PSA is to raise awareness or change behaviors and attitudes on a social issue. PSAs are always sponsored by a nonprofit or government agency whereas a commercial is paid for by a private company who then purchase airtime and space to run their ad. If your image is promoting a product, you have chosen an advertisement NOT a PSA. Now that you know exactly what youre looking for, lets analyze the rhetorical situation. Thanks to your success in first-year-composition. You have recently been hired as an intern for the AdCouncil. The Ad Council is a private, non-profit organization that marshals volunteer talent from the advertising and communications industries to deliver critical messages to the American public. The Ad Council produces, distributes and promotes public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well-being and strengthening families. Your first task is to figure out what makes a PSA. Your supervisor has asked you to find a PSA and write a rhetorical analysis of it to confirm your understanding of what a PSA entails. STEP 1 Analyze the Rhetorical Situation of the Rhetorical Analysis (S.O.A.P.S.) S ubject O ccasion (physical, cultural, and social context)A udience P urpose S peaker You, an intern of the AdCouncil STEP 2 Select a PSA. What social issues are you passionate about? 1. 2. 3. 4. Begin searching for a PSA on one of these issues. You might try the internet, magazines, or flyers.

RHET 1312.14/18

Rubric
Rhetorical Analysis of a Visual Argument
Component Introduces the Topic so that it Appeals to Audience and Addresses Purpose (4 points) Summary of the Visual (8 points) Exceptional The topic and your treatment of it are very interesting to some identified group of readers and successfully analyzes. The summary clearly describes the purpose and main points of the visual. Effective The topic and your treatment of it are moderately interesting to a group of readers; contains an analysis of an artifact. The summary describes the purpose, but some of the main points may be missing. Acceptable The topic may be interesting to you, but your treatment of it has limited interest to any readers and attempts to analyze. The summary fails to describe the purpose or the main points. The summary may also include minor points that are not necessary for understanding the main points. You offer an analysis, but you havent adequately synthesized the ideas. Unsatisfactory You dont seem that interested in the topic, and you dont make it very interesting to readers. Document does not meet assignment criteria. The summary fails to describe the purpose and the main points.

Analysis/Synthesis (16 points)

Both your analysis and your synthesis of the artifact are detailed and focused. Your piece is rooted in rhetorical context, rhetorical appeals, and analysis of visual elements. The organization is very clear to readers, and it is easy to follow. Analysis uses a rich array of details from the visual to support your general statements. Sentences are grammatical and varied; your diction is precise; youve carefully attended to conventions of citation, punctuation, and mechanics. Uses proper MLA formatting.

You offer both an analysis and a synthesis, but they need to be more detailed and/or more focused. Use of appeals is minimal, and your piece does not clearly connect to the visual.

Your paper lacks analysis, which means that there cannot be any synthesis.

Organization (8 points)

The organization may be The organization is clear, but it is only somewhat unclear, and moderately easy to it is not easy to follow. follow. Analysis uses an array of Analysis uses details to details to support support some but not general statements. most general statements. Sentences are grammatical but lack variety; your diction lacks precision in places; youve attended to most conventions of citation, punctuation and mechanics. Attempts MLA formatting. Sentences are ungrammatical and lack variety; your diction is vague or imprecise in places; youve not consistently attended to conventions of citation, punctuation, and mechanics. Minimal MLA formatting.

The organization is so unclear that it is difficult to follow.

Development and Support (8 points)

Analysis uses few details to support general statements.

Expression and Conventions (6 points)

Sentences are ungrammatical and lack variety; your diction is imprecise in many places; youve not paid much attention to conventions of citation, punctuation, and mechanics. No attempt at MLA formatting.