Tuesday | February 19, 2019

2. Tuesday | February 19, 2019 Learning Targets: I can identify and analyze rhetorical elements in Print Advertisements. I can explain the SOAPSTone of a form of visual rhetoric. Opener: What is different about visual rhetoric than written rhetoric? Today’s Agenda (Block 2) • Walk through a Print Ad Gallery • Practice Analysis • Check out a Print Ad. Analysis Example • Introduce Print Ad. Assignment / search for your ad!

3. Tuesday | February 19, 2019 Learning Targets: I can identify and analyze rhetorical elements in Print Advertisements. I can explain the SOAPSTone of a form of visual rhetoric. Opener: What is different about visual rhetoric than written rhetoric? Today’s Agenda (Block 3) • Practice Analysis • B-Lunch • Check out a Print Ad. Analysis Example • Introduce Print Ad. Assignment / search for your ad!

4. Print Ad. Analysis Advice

9. Pathos: The tone that is created--the guilty pleasure of the cheeseburger (the sense of want and desire), the aggressive, macho tone of the diction and the size and feel of the car (which speaks to this vision of masculinity and toughness), the imagery and perfection of the setting (which supports the perfection that this car bring) • Ethos: the automatic credibility of the Dodge logo (builds that trust and makes me accept their ideas more readily); the American values of freedom, adventure, of being a pioneer, of family--all create that trust--and all built in me a shared sense of experience that makes me accept the purpose. • Logos: the facts about the car--hard to argue against those ideas.

10. Through its bold and aggressive tone, the Dodge Durango Ad convinces an adventure and thrill-seeking audience that its truck is a symbol of superiority. As an already well established brand in the auto-industry, Dodge carries an inherent sense of credibility, flaunting years of experience and sales with just the stamp of its iconic logo, placed neatly in the corner. Their slogan, "Grab life by the horns," paired with the bright and majestic visual of the Durango bolting through an open highway, evokes the All-American values of freedom and adventure. This portrayal of the American lifestyle supports the pride of being a pioneer and the "go-getter" attitude, gaining the trust of those who share these experiences. To back up such a bold claim, the advertisement shares an ample amount of logical reasons as to why one should buy this car. On top of being the "most affordable SUV with a V-8," the Dodge Durango's "maximum available towing capacity is almost four tons," enough to carry any cargo and one's wild ambitions. While these facts are hard to argue against, the advertisement crafts a strong, boastful voice: one that is critical and disapproving of other automobiles. In the corner of the ad, the company asks "why [one would] drive some other pathetic SUV," especially when "this baby carries around those wimpy wannabes in its tailpipe?" Below this cheeky question, in large, commanding letters, Dodge compares the car to a "big fat juicy cheeseburger in a land of tofu," creating a sense of want and desire and further developing the ad's embodiment of masculinity and toughness. The Dodge Durango, the strong leader of the pack, races towards the viewer, who would easily pick up on the imagery and the perfection of the setting, which supports the perfection and magnificence that this car brings. In a land of tofu, this Dodge Durango presents itself as the most popular entrée for one with a dire appetite for adventure.