First, we will simply look at the example’s message. You will research your text’s SOAPS: speaker, occasion, audience, purpose, and subject.
• Speaker: Who made this text? What can you find Logistics out about the company, their history, their past ad campaigns, who they are, what they value, etc.?
• Occasion: What is the historical context around this text? When was it made? When and where was it distributed? What was its creation in response to?
• Audience: Who is the text’s intended audience? Who might be the (either intended or unintended) secondary or tertiary audiences?
• Purpose: Why was this text made? Is the audience supposed to buy something? Show loyalty to something? Start doing something? Stop doing something? Change how they do something? What’s the overall goal of the text?
• Subject: what is actually happening in the text? In other words, summarize it. What’s the action of the commercial? What’s the visual in the ad?
Question 2: HOW is that message communicated?
• The final draft you hand in to me should be your fourth draft. (the first you will peer workshop, the second you will conference with me about, the third you will work on grammar and editing, the brilliant fourth one you will hand in)
• How have the appeals (ethos, pathos, and logos) been used to create this message and persuade the audience of the author’s purpose?
• How do voice, tone, and word choice help the authors make their point more persuasive?
• How do visual rhetoric techniques (like color, layout, spacing, font, logo, scenery, actors,
etc.) convey the text’s argument?
• How do multimedia elements (like audio, aural voice, music, motion, etc.) help strengthen the argument?
• What logical fallacies are present in the message, and how does the message use ideology and hegemony to reinforce cultural “norms”?
Question 3: WHY does this matter?
Third, we will explore the implications of a text like this. In short, what does any of this matter? This will be where you connect to all we have talked about in terms of hegemony and ideology, and where you will use a chapter from your textbook to strengthen your argument.
• What hegemonic messages is this ad sending or implying? Find evidence of this from the text?
• How might those kinds of messages influence or affect an audience member (or a secondary or tertiary audience member) and his/her behavior in the world or with other around him/her?
• What does this message say about our culture, its ethics, moral, beliefs, priorities, etc.?
• Now that you have broken down the “text” of your example, what is the “subtext?”
The rhetorical analysis will focus on a viral YouTube advert titled “Graphic anti-smoking advert released in the UK." The advert shows a person outside his house smoking a cigarette. The cigarette appears to mutilate each time the man puffs the substance. The nature of the advert, apart from rich SOAPS, illustrates a conscious use of rhetorical processes, which are essential as they help the audience to grasp the hegemonic message that the media intends to communicate.
The SOAPS of the advert are vivid, and this plays a crucial role in promoting the credibility of the media. The Telegraph UK made the advert and published it on YouTube on 27 December 2012. The Telegraph UK is a national British daily broadsheet newspaper published and distributed across the United Kingdom. The organization came into being about 163 years ago as a print news media company, but in the modern times, The Telegraph delivers a range of news through physical and virtual newspapers (Telegraph UK par. 3). Apart from the advertisement under focus, The Telegraph has initiated a series of campaigns throughout its history. A good example of such is “Should we let Mrs. May insider make her speech?" The media, which appears on the company’s website, takes the form of a cartoon media ((Telegraph UK par. 1). In its news reports, The Telegraph usually emphasizes authenticity and integrity besides accuracy.
The Telegraph published the advertisement in 2012 in the face of burgeoning cancer incidence caused by cigarette smoking. Torre, Bray, Siegel, Ferlay, Lortet‐Tieulent, and Jemal claim that in 2012 alone, at least 14.1 million new cancer cases occurred internationally (87). In addition to this, 8.2 million people died globally because of the disease. The authors further clarify that the leading risk factors for the increased cancer incidence during this time was...
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