Name: ___________________________________________ Block: ______

Argument & Debate Mastery Work #2: Rhetoric in Advertising

Working in a group, you will use what you have learned about rhetorical techniques to create a commercial
for a fictional product! Together you will:
 Create your own product to advertise.
 Create a print advertisement, a commercial script and a short written piece on the use of rhetoric in
your project.
 EXTRA CREDIT: Film/Present your commercial for the class bonus points! Every member of your group
must participate in the presentation or in the filming of your commercial.

PRINT AD (15 pts):

 You must have a print advertisement for your product (one that could be featured in a magazine,
newspaper or online).
 At least one clear example of all three rhetorical forms:
o Ethos (appeal to credibility)
o Logos (appeal to logic)
o Pathos (appeal to emotion)
 An explanation of how and where to buy the product.
 No inappropriate or illegal content (i.e. foul language, alcohol, tobacco, drugs, weapons, sex, or any
kind of discrimination).

COMMERCIAL SCRIPT (15 pts):

 Together you will write a script for a commercial that features your product.
 Script should be for a 1-3 minute commercial and include both audio and video components.
 At least one clear example of all three rhetorical forms:
1. Ethos (appeal to credibility)
2. Logos (appeal to logic)
3. Pathos (appeal to emotion)
 An explanation of how and where to buy the product.
 No inappropriate or illegal content (i.e. foul language, alcohol, tobacco, drugs, weapons, sex, or any
kind of discrimination).

WRITTEN PIECE (20 pts):

 A short (1-2 page) written reflection about your process and your use of rhetoric.
 Discuss how your group came up with the product, why you chose it, demographics etc.
 Describe how/why you used each rhetorical technique in your advertisement/commercial.
 Discuss whether or not you think your product/ad campaign would be effective in real life.
 Double spaced, TNR, size 12

EXTRA CREDIT:
 Whether you choose to present your project as a video or a live presentation, you will have access to
the classroom computer, projector, speakers and whiteboard.
 It is your responsibility to make sure any necessary filming or editing work is completed on your own
time.

DUE DATE: ________________

 RUBRIC
4 3 2 1
Creativity & Ad demonstrated a Ad demonstrated a Ad demonstrated Ad demonstrated
Presentation high level of creativity. moderate level of some level of some level of
It was exciting and creativity. It was creativity. It might creativity. It might
interesting. The ads interesting. The ad have been interesting. have been interesting.
made you want to buy almost made you want The ad did not make The ad did not make
the product. to buy the product. you want to buy the you want to buy the
product. product.
Use of Rhetoric - The advertisements - The advertisements - The advertisements - No emotional appeal
(x2) effectively use clear attempt to evoke make reference to is used
emotional appeals. emotion in its emotion without - No logical appeal is
- The advertisement intended audience. appropriate context. used
uses clear logical - The advertisement - The advertisement - No credibility is
appeals. Logic is used attempts to refer to uses facts or statistics established
to convey details logical functions of the that do not contribute - Some rhetorical
about the product’s product. to the effectiveness of techniques present,
purpose and function. - The advertisement the ad. but poorly or
- The advertisement attempts to establish - A celebrity or inaccurately executed.
clearly establishes the credibility with credible expert may be
credibility through the moderate results. mentioned, but does
appropriate use of not contribute to the
testimonial or celebrity effectiveness of the
endorsement. advertisement.
Written - Smooth flow of ideas - Process of creating - Ideas do not always - Sequence of ideas
Component that effectively guides product explained flow in a logical, and paragraphs seems
the reader. clearly, some detail cohesive manner. aimless and
- Process of creating missing. -Process of creating haphazard.
product well-explained -All elements included product barely - Process of creating
with clear detail. (demographics, explained, confusing. product not explained.
-All elements included effectiveness of -May be missing one - One or more
(demographics, campaign, etc) element of the written elements missing.
effectiveness of - Each example of component. -Missing more than
campaign, etc) rhetoric is explained -Missing an example of one example of
-Each example of with some detail. rhetoric and/or each rhetoric and/or
rhetoric is explained example is poorly examples are poorly
with clear detail and explained. explained.
attention.
Conventions - Superior editing with - Good editing with - Careless editing with - No editing with many
limited errors few errors several errors errors throughout

TOTAL: _______/20
 4 3
Creativity and Ad demonstrated a high
presentation level of creativity. It was
exciting and interesting.
The ad made you want to
buy the product.
Pathos The advertisement uses
clear emotional appeals
to sell the product.
Emotional appeals are
effectively persuasive
within the context of the
commercial.
Logos The advertisement uses
clear logical appeals to
sell the product. Logic is
used to convey details
about the product’s
purpose and function
Ethos The advertisement clearly
establishes the credibility
of the “company” through
the appropriate use of
expert testimonial or
celebrity endorsement.
RUBRIC: Written Component
2 1
Ad demonstrated a Ad demonstrated some Ad demonstrated little or
moderate level of level of creativity. It might no level of creativity. It
creativity. It was have been interesting. was not interesting. The
interesting. The ad almost The ad did not make you ad did not make you want
made you want to buy the want to buy the product. to buy the product.
product.
The advertisement The advertisement makes The advertisement does
attempts to evoke reference to emotion not attempt to use any
emotion in its intended without appropriate emotional appeal to
audience. Emotional context. Persuasive effect persuade the audience.
appeals may not directly is minimal.
contribute to the overall
persuasive effect.
The advertisement The advertisement uses No logical appeal is used.
attempts to refer to facts or statistics that do
logical functions of the not contribute to the
product. Logic may be persuasive effectiveness
somewhat unclear. of the advertisement.
The advertisement A celebrity or credible No credibility is
attempts to establish expert may be established in this
credibility with moderate mentioned, but does not advertisement.
results. contribute to the
effectiveness of the
advertisement.

4 3 2 1
Format & - Smooth flow of ideas - Flow of ideas could be - Ideas do not always flow - Sequence of ideas and
Organization ordered in a logical more effectively in a logical, cohesive paragraphs seems aimless
sequence that effectively sequenced. manner. and haphazard.
guides the reader.

Discussion of - Process of creating - Process of creating -Process of creating - Process of creating

Process product well-explained
with clear detail.
-All elements included
(demographics,
effectiveness of campaign,
etc)
Discussion of -Each example of rhetoric
Rhetoric is explained with clear
detail and attention.
Reader understands
rhetorical technique
better.
Conventions - Superior editing with
limited errors (spelling,
grammar, word order,
word usage, sentence
structure, and
punctuation)
product explained clearly, product barely explained,
some detail missing. confusing.
-All elements included -May be missing one
(demographics, element of the written
effectiveness of campaign, component.
etc)
- Each example of rhetoric -Missing an example of
is explained with some rhetoric and/or each
detail. Reader example is poorly
understands technique explained. Little
more clearer. understanding of
technique.
- Good editing with few - Careless editing with
errors in spelling, several errors per
grammar, word order, paragraph in spelling,
word usage, sentence grammar, word order,
structure, and word usage, sentence
punctuation; very few structure, and
problems with using punctuation; informal
academic English. language used in multiple
instances.
product not explained.
- One or more elements
missing.
-Missing more than one
example of rhetoric
and/or examples are
poorly explained. No
deeper understanding.
- No editing with many
errors throughout in
spelling, grammar, word
order, word usage,
sentence structure, and
punctuation; informal or
inappropriate language.
Literature & Debate Block: _____

Rhetoric in Advertising (MW#1): Planning Sheet

Group Leader: ___________________________________________________________________________

Group Members: _________________________________________________________________________
________________________________________________________________________________________

Demographics: Who is the target audience for your product? Select all that apply.

Age Race Gender/Sexuality Other (Religion, income,

region, etc)

 0-2  Black  Male  ________________

 2-8  White  Female ________________
 8-12  Asian  Trans  ________________
 13-17  Latino  LGBTQIA ________________
 17-25  Other  Other  ________________
 25-40 _________________ _____________________ ________________
 40-65 _________________ _____________________  ________________
 65+ _________________ _____________________ ________________

Product Name: Choose something catchy, interesting and memorable. The name should reflect the product
itself. Consider your demographics when choosing a name!

_____________________________________________________________________________

Product Description: What does it do? What is it used for? How does it work? What does it look like?
What will be included in your advertisements? Brainstorm ideas for your commercial and your print
advertisement here.

How will rhetorical techniques (logos, pathos, ethos) be used in your ads? Be as clear and detailed as
possible.

Commercial Print Ad

PATHOS: PATHOS:

LOGOS: LOGOS:

ETHOS: ETHOS: