Rhetorical Analysis Speech

LA101H Ben Henderson In this 4-6 minute speech you will perform a careful analysis of an advertisement that you deem to be rhetorically interesting and that has a persuasive aim. By interesting, I mean that the artifact in question should be genuinely sophisticatedthere is no point in analyzing the obvious. (At the same time, it neednt be gimmicky to be rhetorically interesting.) The aim is to make an argument about how rhetoric is working in the advertisement to persuade its audience(s). As you approach this assignment, you initially might want to ask: o How does the piece target an audience, respond to an audience, and/or construct an audience? o How does the advertisements style make meaning? o Why is the advertisement arranged as it is? o How does the author use logic (logos) and emotion (pathos) to persuade? o How does ethos function in the advertisement? o Does the text make interesting references, suggestions, or connotations? o How do social or historical contexts inform the advertisements meaning? o What ideologies does the advertisement seek to re-inscribe or create? o What sort of world does the advertisement desire? Sift through these questions and shape them into one central claim about the piece. (The speech should not try to address every aspect of every question listed above. If the whole speech focuses solely on one or two rhetorical techniques, that is probably ideal.) Consider quoting directly from the advertisement under analysis and using detailed language to discuss the text, images, color, layout, etc. This will enhance the specificity of your content. To strengthen your content, avoid these overly generalized and obvious claims: o o o o o o Advertising is everywhere Life isnt really like what the ad proclaims Ads are deceptive The ad catches your eye Ads try to persuade us Ads have many components.

Speech Objectives:

Your introduction should contain an engaging attention getter that not only identifies the advertisement you will be discussing, but also captures the interest of the audience. Include a claim (thesis) about the advertisement to serve as a guiding central idea for the speech, and include a clear preview that outlines the main points you will cover. Your speech should be well organized with clear transitions between the intro and the body, between the supporting points, and between the body and the conclusion. The audience should be able to follow along with your ideas at all times, knowing where you are in the speech. The speech should end with a focused and definite conclusion in which you revisit the main points (usually), reinforce your thesis (without stating it again verbatim), and end with impact.

Content should be well developed with concrete details to support your claim. Be interesting. Go beyond the obvious. Reveal the advertisements subtext(s), and by doing so, expand, challenge, or transform the audiences understanding of the text. Use good analytical sentences. Delivery should be extemporaneous and engaging, using only brief notes or a speaking outline. You should not read your speech from manuscript, nor should you recite it stiffly from memory.

Speech Outlines In addition to the notes you use while speaking, please bring a typed copy of your detailed outline for me. You will submit this official outline at the start of class.

The outline does not need to be written in complete sentences, but make sure that the concepts are understandable to someone who has not yet heard the presentation. (If you are in doubt whether your ideas are understandable, then write them out more fully. Err on the side of more coverage than less.) o If you cite sources (such as the textbook or outside articles) during the speech, please be sure to include a properly formatted bibliography of these citations (using any standard citation style) at the end of your notes/outline. Time Limits Time limits are a constraint within which all speakers need to work. Considering this, there will a penalty for going over or falling under the time stipulations for your speech. You can avoid this penalty by practicing your speech as you plan to deliver it, which will help to ensure that it falls within the acceptable bounds. You will have a 30 second halo to allow for time discrepancies. Exceeding this grace period will affect the overall speech grade, and the more the time limit is exceeded, the larger the penalty. For every full or partial 30 second increment, you will receive a 1/3 letter grade penalty. For example:

Time Grade penalty

4:00 6:00 Within range

6:00 6:30 Grace period

6:30 7:00 1/3 letter grade

7:00 7:30 2/3 letter grade

7:30-8:00 full letter grade

If your speech is several minutes over the time limit, I will ask you to stop so that we can allow time for all scheduled speakers to present.