Expert Answer:Rhetorical analysis (300 words only)

  

Solved by verified expert:I have assignment is a part of project called (Rhetorical Analysis) Our instructor asked us to write the first 300 word of this project. it could be from the middle or from the beginning. the project in brief is, you are required to analyze a print advertisement. It is important to note here that you MAY NOT USE A COMMERCIAL.I will upload for now two files to let you get the idea then I will provide more details in private.to help you understand what I want you to do. I will provide you later before you start a file of what I did so far and samples of this project. (I chose the ad so don’t worry about finding the ad !!)before you start,this is the assignment you should do, I do not want you to do the whole project.For this exploratory writing assignment, you will write a minimum of 300 words of your rhetorical analysis project that is due on Sunday. It could be the very first 300+ words, or it could be from somewhere in the middle. I do ask that you include a working thesis statement at the beginning, even if you don’t write the intro for the project (you might be better off waiting to write your intro until the end—I can provide more helpful feedback if you write part of your analysis!)I chose the ad as you could see in the file with name ( rhetorical analysis proposal)
20190310045050sample_analysis__reebok.pdf

20190310045049sample_analysis___nike.pdf

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Duff 1
+
John Duff
Ms. Lawrence
English 101-0025
October 21, 2016
Reebok “Be More Human”
Recently, Reebok launched an advertising campaign encouraging athletes to “Be More
Human.” In 2015, Reebok released a series of advertisements in an attempt to define what it
means to be human through fitness while pushing their training apparel and sponsored events
such as the famous Spartan Race. A Spartan Race is an athletic event in which individuals or
teams of athletes compete rigorous three, eight, or twelve mile obstacle courses. A particular
advertisement that is part of this campaign features a Spartan Race team assisting their final
teammate in her quest to scale a wooden wall. Reebok uses many components of their
advertisement such as model choice, color choice, and word choice as rhetorical appeals to
prospective customers
Set in the midst of a Spartan Race, Reebok’s “Be More Human” advertisement embodies
what it means to be fit and what it means to have humanity. Featuring a team of six “spartans,”
the advertisement depicts the struggle and triumph of the last member of the team to scale a tall
wooden wall with the assistance of her teammates. She alone serves as Reebok’s first
representation of what it is like to be human. Covered in sweat and dirt, exhausted from previous
trials presented by the race, and determined to overcome the wall that stands before her, this
inspiring athlete conquers the daunting obstacle with the help of her teammates. Looking closer,
this athlete is wearing blue while the rest of the team is wearing red. This athlete serves as a
special example of Reebok’s use of pathos. The advertisement exemplifies a special sense of
Duff 2
humanity because it hints that she is different from everyone else. Despite this difference,
though, the team, in touch with their human nature, lends her assistance. Alone, she is also the
perfect representation of what it means to be human. Despite hardship, despite exhaustion,
despite uncertainty, she perseveres as all people must, and she does so with the assistance of
those who care about her. Her team also serves as a strong example of humanity. They had
already scaled the wall, but they would not leave their last teammate behind because of their
inherent human nature. Reebok wants athletes to feel what it means to be human through the
struggles that people share and the teamwork that they use to overcome these adversities.
Reebok was extremely clever in their depiction human emotion in life through their
advertisement. The race itself can be viewed as a metaphor for life, a set of trials that humanity
must conquer together to achieve greatness. The wall represents the obstacles that life presents
and that everyone must overcome. The dirt and sweat covering the athletes is a representation of
events that may have left their mark but have ultimately made people stronger. The grey, stormy
sky is an indication of what may come after the wall, another set of challenges that will better
bring out individuals’ humanity. Reebok’s advertisement allows people to relate metaphors for
life often present in sporting events to their own lives.
Reebok chooses a team of athletes for their advertisement that perfectly serves as an
example of what it means to be fit and human, and who, at the same time, model Reebok’s
products well. These people are fit, and because they are fit, they show a customer base great
human potential. They show customers that being human means being physically capable.
Moreover, customers see this fit team of people who are representing what it means to be human
and want to buy the gear that helps the team to be what it is. Individuals see the tight fitting
training gear on fit athletes and desire to look the same. They also see how the people wearing
Duff 3
Reebok’s products are successful, therefore they become more willing to purchase this
equipment to achieve the same success. The dark colored clothes the team is wearing matches
the darker scene of the advertisement and emphasizes the products ability to help people
overcome challenges. Finally, the team is wearing similar outfits which leads to a sense of
uniformity and style that may be appealing to some potential customers.
Reebok makes consumers want to wear their products and want to participate in their
sponsored events. In their advertisement, Reebok not only makes their shirts, shorts, womens
athletic pants, tank tops, and headbands look good on their fit models, they make the Spartan
Race look exhilarating. It is in this way that Reebok establishes its credibility through the use of
ethos. When people see superior athletes wearing uniform and appealing clothing persevering
through a race together, they want to be strong and persevere too. The depiction of elite athletes
struggling through a race that is sponsored by Reebok and who are wearing Reebok gear, gives
customers a clear sense of Reebok’s credibility. The Spartan Race is an intense challenge even
for the fittest of athletes, and Reebok’s products will help them get through it.
While Reebok does an excellent job at appealing to the emotions of its audience by
depicting strong athletes persevering through a difficult race and establishing its credibility with
products that help athletes finish a Spartan Race, it also does a good job at using word choice
along with the illustration to construct a logical perspective of what it means to have humanity.
The simple phrase, “Be More Human,” can be found written across the wooden wall that the
racers are scaling. These words can be interpreted in a number of ways; however, when a person
reads them in combination with the illustration, their meaning becomes evident. By using this
phrase, Reebok is insisting that potential customers think about fitness from a logical standpoint.
Reebok is explaining that to be fit is to “Be More Human.” Human beings are meant to be fit.
Duff 4
They are, from the beginning of time, meant to be able to complete physically intensive tasks.
Furthermore, people are meant to persevere through fitness with others. People are supposed to
not only be fit themselves but to help others achieve success through fitness. This is why the
advertisement depicts athletes striving to be fit, and this is why the advertisement shows a team
of athletes working together to achieve fitness. Reebok wants people to realize through logic and
reason that fitness gives everyone the opportunity to “Be More Human.”
Through their advertising campaign, Reebok has the “clear mission to change how people
perceive and experience physical activity” (Heitner). So, to accomplish this mission, Reebok sets
out to encourage potential customers to “Be More Human.” Reebok wants to push the fact that,
“You’ve got a limited amount of time on this planet to make the most of the human
experience”(Reebok). Reebok, therefore, uses logos to relate this to the logical meaning of what
it means to be human. Everybody wants to live life to its fullest, and the team shown scaling the
wooden wall is not only living life, it is embracing its humanity. Reebok, therefore, illustrates
not only the association with their product and fitness, it shows the connection between their
product, fitness, and living life to its fullest. People see this and they logically associate the
company, the product, the race, and fitness with the experience of making the most of life during
their time on earth. This realization brings about great emotion and desire in people to buy
Reebok’s product and to experience life through fitness.
In 2015, Reebok started a new advertising inspiring people to “Be More Human.”
Looking deeper, though, this advertisement means so much more. Reebok establishes itself as a
credible sponsor of intense athletic events such as the Spartan Race and as a credible producer of
the gear necessary to succeed at such events. Reebok is set out on a mission. Its mission is to
inspire athletes and people of all fitness levels to embrace what it means to have humanity and to
Duff 5
understand on an logical level how a state of fitness is a state of humanity, to realize emotionally
that athletics serve as a metaphor for life and that being fit means having the ability to live life to
its fullest. Overall, Reebok’s advertisement uses rhetorical appeals to emotion and logic to
capture what it means and how it feels to be fit as well as rhetorical appeals to credibility to
depict how Reebok effectively provides and sponsors the products and athletic events necessary
for an individual to “Be More Human.”
Works Cited
“Be More Human: Physical Fitness Transforms Your Life.”Fitness.reebok.com. Reebok,
n.d. Web. 17 Oct. 2016.
Darren Heitner. “Reebok Reveals Massive ‘Be More Human’ Brand Campaign.” Forbes.
Forbes Magazine, 28 Jan. 2015. Web. 25 Nov. 2016.
Duff 6
Appendix A
Duff 7
Jacob Dobersztyn
Katelynn Lawrence
English 101
October 21, 2016
Rhetorical Analysis
Every day, people are exposed to hundreds of advertisements. Maybe on their daily commute to
work a towering billboard that blocks out the sun, tries to convince them to grab the new and improved
Big Mac. Or, maybe they’re sitting on the couch watching Sunday night football when the clucking
hooves of Clydesdales remind you to drink Budweiser next time you’re enjoying the game.
Advertisements are meant to catch attention by appealing to every possible sense the human body has.
For example, a bright yellow sign is meant to grab the attention of wandering eyes; the sound of a soda
can cracking open on a television ad is meant to draw your ears in. In the 1990’s Nike ad featuring Dan
Russell, four time collegiate wrestling champion, Nike promotes the new Combatant Ultra wrestling shoe
using celebrity endorsements from a famous figure, Implied Theory with color, clever use of word choice,
and the perfect example of product placement.
Nike needed to find a way to tell people their wrestling shoe was by far the best on the market.
What better way to convince people your shoe is the best than to feature one of the best figures in
wrestling wearing it? Russell’s undefeated high school career and four consecutive college championships
earned him a great deal of respect in the wrestling community. Nike purposely chose Russell to endorse
their shoe to give them credibility in the wrestling world. Sure, Nike might have been able to sell the shoe
another way, but Nike wanted to present their shoe as something worthy of being worn by the greatest of
wrestlers. Russell was the perfect man for the job. In the advertisement, he can clearly be seen wearing
the shoe during his match.
When creating an advertisement, implied theory with color is one of the most important factors.
This is especially true for posters, billboards, and any still image. Colors have underlying meanings the
audience might not consciously pick up on. Colors have the ability to make a person feel a certain way.
By picking and choosing the right colors, and advertiser can manipulate the feelings of the audience
watching the ad (Help Scout). In Nike’s advertisement for the Combatant Ultra wrestling shoe, the main
colors chosen are red and black. Red has always been used to grab the eyes attention. Nike chose the
color red to boldly display the wrestling mat as the main stage for not only Russell, but for the shoe as
well.
Less eye catching, but still a prominent color featured in Nike’s advertising is a deep black.
Advertisers usually stray away from black because it is a neutral color, but Nike was smart enough to
know what they were doing. By using the color black, the other colors in the advertisement are more
prominent. In addition, black in this advertisement has a deeper meaning. Any wrestler knows during a
match, the only thing that goes through the mind of the wrestler is the match. Black represents the focus
of the wrestlers, and that the outside world is completely irrelevant until the match is over.
When taking into account the buttons seen in appendix A, the combination of red and black help
the viewer visualize the entire advertisement as one massive blender. Russell, wearing the Combatant
Ultra wrestling shoes is clearly seen as man doing the blending. Dan’s opponent can be seen wearing a
green singlet. The color green is known to be associated with the calm, relaxing qualities of nature. Nike’s
reasoning behind choosing green for the opponent’s singlet is to imply Russell, seen throwing his
opponent in the air, is bigger than nature and a disruption of its calm, relaxing qualities.
Another element used by Nike in this advertisement is word choice. Every word in an
advertisement is carefully chosen for a reason. In an advertisement, more thought goes into a simple
sentence than some people would put into an entire essay. Each word is meticulously chosen to best suit
what the advertiser wants you to take away from the ad. Nike is particularly clever in their word choice in
the 1990’s ad, using the buttons of a blender to throw out words like “chop, crush, grind” to give the
audience a representation of the power Russell and the Combatant Ultra shoe possess. Also, notice how
Dan Russell’s name appears under the ninth button out of ten. Only one button below liquify, implying
that Russell is only second to “liquify” on the blender scale. To any high school or college audience, a
comparison of Dan Russell and the Combatants Ultra wrestling shoe to a blender is an intense way of
emphasizing the powerful they have together.
More word choices can be found at the very bottom of the advertisement. Here is where the real
word magic takes place. Phrases like “four-time collegiate champion” present factual information backing
up the relevance of Russell’s celebrity appearance. This is also to broaden the spectrum of audience who
may not know the name Dan Russell and inform them about his importance. The phrase, “Dan Russell
likes wearing the Combatant Ultra wrestling shoe”, lets people know if Dan Russell, a well-respected
four-time collegiate champion likes wearing the shoes, there’s a good chance they will as well. Added
words like, “likes an occasional milkshake,” add humor and contribute to the idea Russell being
compared to the power of the blender.
Brand placement might be the most important component of an advertisement. The Nike emblem
in appendix A can be found in the top left corner of the ad, almost as if to be a spotlight on the wrestlers.
Nike put their white logo on the black background to make it pop like a bright light would in a dark room.
When looking at the ad, the viewers eyes initially look at the center of the page where Dan Russell and
the Combatant Ultra wrestling shoe are pulverizing the opponent. Then the corner of the eye catches a
glimpse of a bright white object that just happens to be the Nike logo. The small, eye-catching, noninvasive logo gives balance to the ad but doesn’t take away from the main points Nike wants the audience
to see.
Another example of product placement can be found in the bottom right corner appendix A. This
location is picked for the image of the shoe because of the information to the left of it. After the reader
finishes the last word of the sentence explaining how Russell prefers the Combatant Ultra wrestling shoe,
his eyes, still moving to the right are drawn to the image of the sleek black shoe. The dark shoe also pops
out of the red background the same way the white Nike logo pops out of the darker background.
When looking at the two images together, the light logo and the dark shoe line up the same way
as Yin Yang would. Split the ad diagonally from the bottom left to the top right. The side with the light
Nike logo and the opponent in the green singlet representing peace make up the “sunny side” of the Ying
Yang. The side with the power and intimidation of Russell and the dark image of the Nike Combatant
Ultra wrestling shoe make up the shady side of the Ying Yang.
In the field of advertising, there’s an immense amount of strategizing that can be traced back to
the mind of Aristotle. There’s much more than meets the eye in these clever marketing lures. And the
1990’s Nike ad featuring Dan Russell, four time collegiate wrestling champion, promoting the new
Combatant Ultra wrestling shoe is no different. It effectively draws in the audience’s attention with
celebrity endorsements from a famous figure, using Implied Theory with color, clever use of word choice,
and the perfect example of product placement. This ad would truly make any wrestler want to purchase
this shoe.
Appendix A
Analysis Outline Activity: Fill This Out Yourself for Your Own Essay
Engaging and Informative Title
I.
II.
intro—brief introduction of your text (1
page)
A. Catchy opening (makes your readers
want to continue—engages them in
your essay)
B. Summarize the essay
1. Author
2. Audience
3. Analysis
C. Thesis: what do you have to say
about this text that connects its
author, its audience, and its content?
An example might read: The
propaganda cartoon “The
Ducktators” employs racial slurs,
familiar symbols, and humor to
persuade American civilians to buy
war bonds during World War II.
first main section—the author of the
text (1 to 2 pages) this may be a
corporation
A. Who is the author of your text?
(Pertinent but not excessive
biographical info)
B. Why did the author create the text?
C. How do the author’s personal
experiences affect the text?
D. What is the author’s reputation or
status: is s/he well-known already?
Where? Did the text make the
author famous? Infamous? What
audiences would this author
naturally speak to?
E. How does the author reflect social
or cultural ideas?
F. Is your author responding to a
historical movement, or does the
author represent ideas from a
particular period of time?
G. What does the reader of your paper
really need to know about the
author? What is most important for
I.
Introduction
A.
B. Summary
1.
2.
3.
C. Thesis
II.
A.
B
C
D
E
F
Creator
understanding the text being
examined?
G
III.
A.
B.
C.
D.
E.
F.
Second main section—the audience of
the text (1 to 2 pages)
Who is the intended audience for the
text? How do you know? (discuss
context clues: where and when the text
appeared, the genre of the text, the
language in which it is written, the
content)
Is there an excluded audience? Who?
How do you know? (Is the text
deliberately offensive to a certain group?
Inaccessible to them? Why?)
What is the audience’s relationship to the
author? (Fans? Subjects? Rivals?
Parishioners?)
In what ways did the audience react to
the text – what emotional responses
occurred? (e.g. anger, acceptance,
disbelief, etc.)? If you can’t document
this, then talk about how the intended
audience would likely have responded,
based on their values and characteristics.
What type of reaction do you think the
author intended to elicit from the
audience?
Are there any documented responses that
the audience had to this text? (e.g. did
people boycott something because they
saw this ad, or buy a certain product
because of this song?)
III. Audience
A
B
C
D
E
F
IV. Third main section—an analysis of the
text itself (1 to 2 pages)
A. What meanings/messages/themes do you
get from the text? How? (Use textual
evidence to support your claim.)
B. Could there more than one
interpretation? If so, how do these differ
or overlap?
C. Zero in on the content of the text,
whether it is primarily words, visual
images (a painting), or a combination.
What is interesting, significant, unique,
or memorable about the content? Is it
ground-breaking? Controversial in some
way? Beautiful? Technologically
innovative? Smart? Emotionally
powerful? Why? How? This is the
body of this section. Look closely at
pieces of the text and explain what you
see to your reader.
D. Is this text explicitly persuasiv …
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