rhetorical analysis essay on a picture

Rhetorical Analysis of an Image

• To find inspiration for your paper and overcome writer’s block
• As a source of information (ensure proper referencing)
• As a template for you assignment

The political cartoon drawn by Jim Borgman eloquently illustrates the problems faced by many young American people nowadays. In particular, it shows that they often do not have any employment opportunities, and some may be forced to join the Army hoping that it can create at least some opportunities for them.

Apart from that, this image can be aimed at criticizing the policies of the government that attaches more importance to military spending, rather than economic development of the country and welfare of its citizens. These are the main argument that the cartoonist puts forward.

By using both imagery and verbal elements, Borgman succeeds in making a very powerful statement about the life contemporary society in which the feeling of insecurity is probably the most dominant one. The key topic that the author explores is the lack of opportunities for American people, especially those ones who are relatively young. This cartoon was created in 2003 at the time when economic problems began to manifest themselves, and the country was conducting several military operations abroad.

Yet, nowadays when the impacts of recession have not been fully overcome, this issue is even more important for a greater number of people, namely school and college graduates. They may not always be able to achieve success in their social life. The audience of this cartoon is difficult to define, because it can include every person who is interested in the political, social, and economic life of the country.

Yet, one cannot say that there are distinct demographic characteristics of the audience. Overall, it is possible to argue that Jim Borgman supports left-wing ideology which emphasizes the necessity for social change and egalitarian relations in the society. This cartoonist is extremely concerned with future development of American society.

This cartoon is a single-frame image in which the author depicts two characters; one of them is a soldier holding an assault rifle, while the other one is probably a college graduate. It should be noted that Jim Borgman does not portray their faces in much detail. One can only see that these are male characters.

Overall, one can argue that this cartoon is quite realistic, especially as far as clothing of the characters is concerned. This description is supposed to show that these people represent two different social classes. One of them is a former student who is holding either his diploma or resume while the other person is a young man who preferred military career. They have to represent different options that are available to young people in the contemporary United States. In particular, some of them may choose to get education while other may prefer the Army as a way of climbing social ladder. The main issue is that none of these options can guarantee success to a person.

The author relies on both word and image. The most important element is the textual message included into this cartoon. In particular, the soldier says, “I figure it’s easier to find a war than a job these days”. To a great extent, this sentence can be viewed as a title of the cartoon. This statement shows how difficult it is for a person find ones niche in the contemporary workforce. This is the most obvious argument that this image contains.

Jim Borgman’s tone is both comic and serious at the same time because the author portrays characters in a caricatural way, but this image also makes a viewer feel empathy of these people. The author does not refer to any particular person or specific event, but one can understand that the author describes the life of contemporary Americans. Apart from that, it is possible to see a hidden or implied message in this cartoon. To a great extent, it is aimed at showing that the government is too concerned with military strength of the country, but not much attention is being paid to the economic welfare of citizens.

As a result, college graduates are often unable to find a job that can best suits their talents and education. Overall, Jim Borgman has been able to show the sense of insecurity that these people experience. To some degree, this situation can be explained by the policies and strategies of the state. Thus, one can say that Jim Borgman can make several rhetorical statements with the help of this cartoon. Although the author does not calls for a specific change, he skillfully shows that current situation leaves much to be desired.

On the whole, the image drawn by Jim Borgman is excellent example of how visual and verbal messages can convey a deep rhetorical argument that can pose many thought-provoking questions to a person. The cartoonist relies on both visual and verbal elements in order to express his argument. Through this cartoon, the author highlights some of the most important problems that can be encountered by young people. So, this image can be regarded as an excellent example of a political cartoon.

Bibliography

Borgman, Jim. I figure it’s easier to find a war than a job these days . Cartoon. 2003. Web.

Hess Stephen and Sandy Northrop. American Political Cartoons: The Evolution of a National Identity, 1754-2010 . New York: Transaction Publishers, 2010.

• Ratatouille 2007: Animation Accent
• "Pocahontas" by Mike Gabriel and Eric Goldberg
• Cartoons, Young Children, and Parental Involvement
• Race and Ethnicity in Cartoons
• Satiric Cartoons on American Politics
• Role of Gender in "Mulan" by Walt Disney
• Disney's "The Little Mermaid" Adaptation
• Toy Story 1: An animation legend
• The Trilogy "Toy Story"
• Arguments in Who Framed Roger Rabbit
• Chicago (A-D)
• Chicago (N-B)

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So far you have examined how primarily written arguments work rhetorically. But visuals (symbols, paintings, photographs, advertisements, cartoons, etc.) also work rhetorically, and their meaning changes from context to context. 

Imagine two straight lines intersecting each other at right angles. One line runs from north to south. The other from east to west. Now think about the meanings that this sign evokes.

What came to mind as you pondered this sign? Crossroads? A first aid sign? The Swiss flag? Your little brother making a cross sign with his forefingers that signals “step away from the hallowed ground that is my bedroom”?

Now think of a circle around those lines so that the ends of the lines hit, or cross over, the circumference of the circle. What is the image’s purpose now?

What did you come up with? The Celtic cross? A surveyor’s target? A pizza cut into really generous sizes?

Did you know that this symbol is also the symbol for our planet Earth? And it’s the symbol for the Norse god, Odin. Furthermore, a quick web search will also tell you that John Dalton, a British chemist who led the way in atomic theory and died in 1844, used this exact same symbol to indicate the element sulfur.

Recently, however, the symbol became the subject of a fiery political controversy. The marketing team of former Alaska governor (and former vice-presidential candidate), Sarah Palin, placed several of these symbols—the lines crossed over the circumference of the circle in this case—on a map of the United States. The symbols indicated where the Republican Party had to concentrate their campaign because these two seemingly innocuous lines encompassed by a circle evoked, in this context, the symbol for crosshairs—which itself invokes a myriad of meanings that range from “focus” to “target.”

However, after the shooting of Congresswoman Gabrielle Giffords in Arizona in January 2011, the symbol, and the image it was mapped onto, sparked a vehement nationwide debate about its connotative meaning. Clearly, the image’s rhetorical effectiveness had transformed into something that some considered offensive. Palin’s team withdrew the image from her website.

How we understand symbols rhetorically, and indeed all images, depends on how the symbols work with the words they accompany, and on how we understand and read the image’s context, or the social “landscape” within which the image is situated. As you have learned from earlier chapters, much of this contextual knowledge in persuasive situations is tacit, or unspoken.

Like writing, how we use images has real implications in the world. So when we examine visuals in rhetorical circumstances, we need to uncover this tacit knowledge. Even a seemingly innocuous symbol, like the one above, can denote a huge variety of meanings, and these meanings can become culturally loaded. The same is true for more complex images—something we will examine at length below.

In this chapter, we will explore how context—as well as purpose, audience, and design—render symbols and images rhetorically effective. The political anecdote above may seem shocking, but, nevertheless, it indicates how persuasively potent visuals are, especially when they enhance the meaning of a text’s words or vice versa. Our goal for this chapter, then, is to come to terms with the basics of visual analysis, which can encompass the analysis of words working with images or the analysis of images alone. When you compose your own arguments, you can put to use what you discover in this chapter when you select or consider creating visuals to accompany your own work.

Here is an overview of Visual Rhetoric from the OWL at Purdue:

Rhetorical Analysis of Visual Texts

Let’s start with by reviewing what we mean by analysis. Imagine that your old car has broken down and your Uncle Bob has announced that he will fix it for you. The next day, you go to Uncle Bob’s garage and find the engine of your car in pieces all over the driveway; you are further greeted with a vision of your hapless uncle greasily jabbing at the radiator with a screwdriver. Uncle Bob (whom you may never speak to again) has broken the car engine down into its component parts to try and figure out how your poor old car works and what is wrong with it.

Happy days are ahead, however. Despite the shock and horror that the scene above inspires, there is a method to Uncle Bob’s madness. Amid the wreckage, he finds out how your car works and what is wrong with it, so he can fix it and put it back together.

Likewise, analyzing entails breaking down a text or an image into component parts (like your engine). And while analyzing doesn’t entail fixing per se, it does allow you to figure out how a text or image works to convey the message it is trying to communicate. What constitutes the component parts of an image? How might we analyze a visual? What should we be looking for? To a certain extent we can analyze visuals in the same way we analyze written language; we break down a written text into component parts to figure out just what the creator’s agenda might be and what effect the text might have on its readers.

When we analyze visuals we do take into account the same sorts of things we do when we analyze written texts, with some added features.

Please watch “Visual Rhetoric: How to Analyze Images”:

Genres that use visuals tell us a lot about what we can and can’t do with them. Coming to terms with genre is rather like learning a new dance—certain moves, or conventions, are expected that dictate what kind of dance you have to learn. If you’re asked to moonwalk, for instance, you know you have to glide backwards across the floor like Michael Jackson. It’s sort of the same with visuals and texts; certain moves, or conventions, are expected that dictate what the genre allows and doesn’t allow.

Below is a wonderful old bumper sticker from the 1960s 19. A bumper sticker, as we will discover, is a genre that involves specific conventions.

Bumper stickers today look quite a bit different, but the amount of space that a sticker’s creator has to work with hasn’t really changed. Bumper stickers demand that their creators come up with short phrases that are contextually understandable and accompanied by images that are easily readable—a photograph of an oil painting trying to squeeze itself on a bumper sticker would just be incomprehensible. In short, bumper stickers are an argument in a rush!

A bumper sticker calls for an analysis of images and words working together to create an argument. As for their rhetorical content, bumper stickers can demand that we vote a certain way, pay attention to a problem, act as part of a solution, or even recognize the affiliations of the driver of the car the sticker is stuck to. But their very success, given that their content is minimal, depends wholly on our understanding of the words and the symbols that accompany them in context.

The procedure for doing a rhetorical analysis of a visual text is essentially the same as for a spoken/written text.

Step 1: Read the Text

In the case of a visual text, there might be words or there might not. If there are no words, “read” the image and think about what the creator of the image is trying to portray. Rather than a summary of the text, you might write a description of the image, including what you believe the author’s main intent is. In this case, your description might be fairly short:

Step 2: Define the Rhetorical Situation

Again, this step is very similar to what you would do for a written/spoken text. Simply answer the same questions about the visual text. Remember the acronym SOAP:

In this case, the speaker isn’t as clear as it might be in a spoken or written text. In general, a speech is made by a specific person, and a written text has an author. In some cases, determining the origin of a visual text could be difficult. In this case, we can presume that the bumper sticker was made by the Democratic Party as a campaign effort.

Audience and Medium

In their book Picturing Texts , Lester Faigley et al claim that, when determining the audience for a visual, we must “think about how an author might expect the audience to receive the work” (104). Medium, then, dominates an audience’s reception of an image. For instance, Faigley states that readers will most likely accept a photograph in a newspaper as news—unless of course one thinks that pictures in the tabloids of alien babies impersonating Elvis constitute news. Alien babies aside, readers of the news would expect that the picture on the front page of the New York Times , for instance, is a “faithful representation of something that actually happened” (105). An audience for a political cartoon in the newspaper, on the other hand, would know that the pictures they see in cartoons are not faithful representations of the news but opinions about current events and their participants, caricatured by a cartoonist. The expectations of the audience in terms of medium, then, determine much about how the visual is received.

As for our bumper sticker then, we might argue that the image of JFK speeding down the highway on the bumper of a spiffy new Ford Falcon would be persuasive to those who put their faith in the efficacy of bumper stickers, as well as the image of the man on the bumper sticker. Moreover, given that the Falcon is speeding by, we might assume that the bumper sticker would mostly appeal to those folks who are already thinking of voting for JFK—otherwise there’s a chance that the Falcon’s driver would be the recipient of some 1960s-style road rage.

Today, the audience for our bumper sticker has changed considerably. We might find it in a library collection. Or we might find it collecting bids on eBay. Once again, the audience for this example of images and words working together rhetorically depends largely on its contextual landscape.

Occasion/Context

Thinking about context is crucial when we are analyzing visuals, as it is with analyzing writing. We need to understand the political, social, economic, or historical situations from which the visual emerges. Moreover, we have to remember that the meaning of images change as time passes. For instance, what do we have to understand about the context from which the Kennedy sticker emerged in order to grasp its meaning? Furthermore, how has its meaning changed in the past 50 years?

First, to read the bumper sticker at face value, we have to know that a man named Kennedy is running for president. But president of what? Maybe that’s obvious, but then again, how many know who the Australian prime minister was 50 years ago, or, for that matter, the leading official in China? Of course, we should know that the face on the bumper sticker belongs to John F. Kennedy, a US Democrat, who ran against the Republican nominee Richard Nixon, and who won the US presidential election in 1960. (We hope you know that anyway.)

Now think how someone seeing this bumper sticker, and the image of Kennedy on it, today would react differently than someone in 1960 would have. Since his election, JFK’s status has transformed from American president into an icon of American history. We remember his historic debate with Nixon, the first televised presidential debate.

One wonders how much of a role this event played in his election given that the TV, a visual medium,  turned a political underdog into a celebrity. We also remember Kennedy for his part in the Cuban missile crisis, his integral role in the Civil Rights Movement and, tragically, we remember his assassination in 1963. In other words, after the passage of 50 years, we might read the face on the bumper sticker quite differently than we might have in 1960.

While we examine this “text” from 50 years ago, it reminds us that the images we are surrounded by now change in meaning all the time. For instance, we are all familiar with the Apple logo. The image itself, on its own terms, is simply a silhouette of an apple with a bite taken out of it. But, the visual does not now evoke the nourishment of a Granny Smith or a Golden Delicious. Instead, the logo is globally recognized as an icon of computer technology.

Words and images can work together to present a point of view. But, in terms of visuals, that point of view often relies on what isn’t explicit—what, as we noted above, is tacit.

The words on the sticker say quite simply “Kennedy For President.” We know now that this simple statement reveals that John F. Kennedy ran for president in 1960. But what was its rhetorical value back then? What did the bumper sticker want us to do with its message? After all, taken literally, it doesn’t really tell us to do anything.

For now, let’s cheat and jump the gun and guess that the bumper sticker’s argument in 1960 was “Vote to Elect John F Kennedy for United States President.”

Okay. So knowing what we know from history, we can accept that the sticker is urging us to vote for Kennedy. It’s trying to persuade us to do something. And the reason we know what we know about it is because we know how to read its genre and we comprehend its social, political, and historical context. But in order to be persuaded by its purpose, we need to know why voting for JFK is a good thing. We need to understand that its underlying message, “Vote for JFK,” is that to vote for JFK is a good thing for the future of the United States.

So, to be persuaded by the bumper sticker, we must agree with the reasons why voting for JFK is a good thing. But the bumper sticker doesn’t give us any. Instead, it relies on what we are supposed to know about why we should vote for Kennedy. For instance, if we were present for the campaign, we would know that JFK campaigned on a platform of liberal reform as well as increased spending for the military and space travel technology. Moreover, we would be aware of the evidence for why we should vote that way. Consequently, if we voted for JFK, we accepted the above claim, reasons, and evidence driving the bumper sticker’s purpose without being told any of it by the bumper sticker. The claim, reasons and evidence are all tacit.

What about the image itself? How does that further the bumper sticker’s purpose? We see that the image of JFK’s smiling face is projected on top of the words “Kennedy for President.” The image is not placed off to the side; it is right in the middle of the bumper sticker. So for this bumper sticker to be visually persuasive, we need to agree that JFK, here represented by his smiling face, located right in the middle of the bumper sticker, on a backdrop of red, white, and blue, signifies a person we can trust to run the country.

Nowadays, JFK’s face on the bumper sticker—or in any other genre for that matter —might underscore a different purpose. It might encompass nostalgia for an era gone by or it might be used as a resemblance argument, in order to compare President Kennedy with President Obama for example.

Overall then, when we see a visual used for rhetorical purposes, we must first determine the argument (claim, reasons, evidence) from which the visual is situated and then try to grasp why the visual is being used to further its purpose.

To these, we will add one more element–Setting–making our acronym SOAPS.

When analyzing visual texts, the style in which the text is created is important. In rhetorical analysis, you should consider why this particular style was chosen–why use a bumper sticker or a billboard instead of writing an article in the newspaper?

Consider what format or medium the text being made: image? written essay? speech? song? protest sign? meme? sculpture?

• What is gained by having a text composed in a particular format/medium?
• What limitations does that format/medium have?
• What opportunities for expression does that format/medium have (that perhaps other formats do not have?)

3. Identify Rhetorical Strategies

Think through how the creator of the text uses ethos, pathos, logos, and kairos to portray the message. While you might see some rhetorical devices being employed, they might not play as large a role in visual texts. The elements of Design will play a much larger role in a visual analysis.

Design actually involves several factors.

Arrangement

Designers are trained to emphasize certain features of a visual text. And they are also trained to compose images that are balanced and harmonized. Faigley et al suggest that we look at a text that uses images (with or without words) and think about where our eyes are drawn first (34). Moreover, in Western cultures, we are trained to read from left to right and top to bottom—a pattern that often has an impact on what text or image is accentuated in a visual arrangement.

Other arrangements that Faigley et al discuss are closed and open forms (105). A closed-form image means that, like our bumper sticker, everything we need to know about the image is enclosed within its frame. An open form, on the other hand, suggests that the visual’s narrative continues outside the frame of the visual. Many sports ads employ open-frame visuals that suggest the dynamic of physical movement.

Another method of arrangement that is well known to designers is the rule of thirds . Here’s an example of that rule in action:

Note how the illustration above has been cordoned off into 9 sections. The drawings of the sun and the person, as well as the horizon, coincide with those lines. The rule of thirds dictates that this compositional method allows for an interesting and dynamic arrangement as opposed to one that is static. Now, unfortunately, our bumper sticker above doesn’t really obey that rule. Nevertheless, our eye is still drawn to the image of JFK’s head. Many modern bumper stickers do, however, obey the rule of thirds. Next time you see a bumper sticker on a parked car, check if the artist has paid attention to this rule. Or, seek out some landscape photography. The rule of thirds is the golden rule in landscape art and photography and is more or less a comprehensive way to analyze arrangement in design circles because of its focus on where one’s eye is drawn.

Rhetorically speaking, what is accentuated in a visual is the most important thing to remember about arrangement. As far as professional design is concerned, it is never haphazard. Even a great photo, which might be seem to be the result of serendipity, can be cropped to highlight what a newspaper editor, for instance, wants highlighted.

Texts and Image in Play

Is the visual supported by words? How do the words support the visual? What is gained by the words and what would be lost if they weren’t in accompaniment? What if we were to remove the words “Kennedy for President” from our bumper sticker? Would the sticker have the same rhetorical effect?

Moreover, when examining visual rhetoric, we should pinpoint how font emphasizes language. How does font render things more or less important, for instance? Is the font playful, like Comic Sans MS, or formal, like Arial? Is the font blocked, large, or small? What difference does the font make to the overall meaning of the visual? Imagine that our JFK bumper sticker was composed with a swirly- curly font. It probably wouldn’t send the desired message. Why not, do you think?

Alternately, think about the default font in Microsoft Word. What does it look like and why? What happens to the font if it is bolded or enlarged? Does it maintain a sense of continuity with the rest of the text? If you scroll through the different fonts available to you on your computer, which do you think are most appropriate for essay writing, website design, or the poster you may have to compose?

Lastly, even the use of white (or negative) space in relation to text deserves attention in terms of arrangement. The mismanagement of the relation of space to text and/or visual can result in visual overload! For instance, in an essay, double spacing is often advised because it is easier on the reader’s eye. In other words, the blank spaces between the lines of text render reading more manageable than would dense bricks of text. Similarly, one might arrange text and image against the blank space to create a balanced arrangement of both.

While in some situations the arrangement of text and visual (or white space) might not seem rhetorical (in an essay, for example), one could make the argument that cluttering one’s work is not especially rhetorically effective. After all, if you are trying to persuade your instructor to give you an ‘A’, making your essay effortlessly readable seems like a good place to start.

Visual Figures

Faigley et al also ask us to consider the use of figures in a visual argument (32). Figurative language is highly rhetorical, as are figurative images. For instance, visual metaphors abound in visual rhetoric, especially advertising (32). A visual metaphor is at play when you encounter an image that signifies something other than its literal meaning. For instance, think of your favorite cereal: which cartoon character on the cereal box makes you salivate in anticipation of breakfast time? Next time, when you see a cartoon gnome and your tummy start to rumble in anticipation of chocolate-covered rice puffs, you’ll know that the design folks down at ACME cereals have done their job. Let’s hope, however, that you don’t want to chow down on the nearest short fat fellow in a red cap that comes your way.

Visual rhetoric also relies on synecdoche, a trope in which a part of something represents the whole . In England, for instance, a crown is used to represent the British monarchy. The image of JFK’s face on the bumper sticker, then, might suggest his competency to head up the country.

Colors are loaded with rhetorical meaning, both in terms of the values and emotions associated with them and their contextual background. Gunther Kress and Theo Van Leeuwen show how the use of color is as contextually bound as writing and images themselves. For instance, they write, “red is for danger, green for hope. In most parts of Europe, black is for mourning, though in northern parts of Portugal, and perhaps elsewhere in Europe as well, brides wear black gowns for their wedding day. In China, and other parts of East Asia, white is the color of mourning; in most of Europe it is the color of purity, worn by the bride at her wedding. Contrasts like these shake our confidence in the security of meaning of colour and colour terms” (343).

So what colors have seemingly unshakeable meaning in the US? How about red, white, and blue? Red and blue are two out of the three primary colors. They evoke a sense of sturdiness. After all, they are the base colors from which others are formed.

The combined colors of the American flag have come to signal patriotism and American values. But even American values, reflected in the appearance of the red, white, and blue, change in different contexts. To prompt further thought, Faigley shows us that the flag has been used to lend different meaning to a variety of magazine covers—from American Vogue (fashion) to Fortune magazine (money) (91). An image of the red, white and blue on the cover lends a particularly American flavor to each magazine. And this can change the theme of each magazine? For instance, with what would you acquaint a picture of the American flag on the cover of Bon Appétit or Rolling Stone ? Hot dogs and Bruce Springsteen perhaps?

What then does the red, white, and blue lend our bumper sticker? A distinctly patriotic flavor, for sure. Politically patriotic. And that can mean different things for different people. Thus, given that meanings change in a variety of contexts, we can see that the meaning of color can actually be more fluid than we might have originally thought.

Alternately, if our JFK sticker colors were anything other than red, white, and blue, we might read it very differently; indeed, it might seem extremely odd to us.

Kress and Van Leeuwen ask us to consider the modality in which an image is composed. Very simply, this means, how “real” does the image look? And what does this “realness” contribute to its persuasiveness? They write, “visuals can represent people, places, and things as though they are real, as though they actually exist in this way . . . or as though they do not” (161). Photographs are thus considered a more naturalistic representation of the world than clip art, for instance.

We expect photographs to give us a representation of reality. Thus, when a photograph is manipulated to signify something fantastic, like a unicorn or a dinosaur, we marvel at its ability to construct something that looks “real.” And when a visual shifts from one modality to another, it takes on additional meaning.

For instance, how might we read a cartoon version of JFK compared to the photograph that we see on our bumper sticker? Would the cartoon render the bumper sticker less formal? Less significant perhaps? Would a cartoon, given its associative meanings, somehow lessen the authenticity of the sticker’s purpose? Or the authority of its subject?

Perspective/Point of View

Imagine standing beneath a wind turbine. Intimidating? Impressive Overwhelming? Now envision that you are flying over it in airplane. That very enormous thing seems rather insignificant now—a wind turbine in Toyland.

Now imagine the same proportions depicted in a photograph. One might get the same sense of power if the photo was taken from the bottom of the turbine, the lens pointed heavenward. Then again, an aerial photograph might offer us a different perspective. If the landscape presents us with an endless array of turbines stretching into the distance, we might get a sense that they are infinite—as infinite as wind energy.

Our Kennedy sticker offers neither of the above-described senses of perspective. Coming face to face with Kennedy, we neither feel overwhelmed nor superior. In fact, it’s as if Kennedy’s gaze is meeting ours at our own level. The artist is still using his powers of perspective; it’s just that our gaze meets Kennedy’s face to face. Consequently, Kennedy is portrayed as friendly and approachable.

Social distance

Jewitt and Van Leeuwen include social distance in the components of design. Social distance accounts for the “psychology of people’s use of space” (Van Leeuwen and Jewitt, 29). In short, a visual artist can exploit social distance to create a certain psychological effect between a person in an image and the image’s audience.

Image licensed free to use.“Look at me,” both seem to say, “buy this product; we invite you.” Likewise, Kennedy smiles into the camera. “Vote for me,” he encourages. “I’m a nice guy.” Depicting head and shoulders only, we are given a sense of what Van Leeuwen and Carey Jewitt call “Close Personal Distance.” The result is one of intimacy.

Alternately, a visual of several people, or a crowd, would suggest far less intimacy.

Mood and Lighting

Have you ever put a flashlight under your chin and lit your face from underneath? Maybe we aren’t all budding scary movie makers, but jump out of the closet on a dark night with all the lights turned off and the flashlight propped under your chin and you’re sure to give at least the cat a fright. What you have experimented with is mood and lighting. In short, the lighting as described eerily captures facial features that aren’t usually accentuated. It can be quite off-putting. Thus the position of the light has created a creepy face; it’s created a visual mood . And, the mood combines with other elements of the visual to create an effect, which of course is rhetorical.

The next time you watch a movie, note how the filmmaker has played with lighting to create a mood. In the illustration below, we can see how Film Noir , for instance, capitalizes on techniques of mood and lighting to create an uncanny effect.

4. Connect the Text to the Purpose

Think about how the author’s purpose connects to the visual text. Do they match up? Has the author’s feelings or desire for creativity interfered with the message?

You may want to bookmark this worksheet on your computer, as it will help you as you write your own rhetorical analyses:

Worksheet for Rhetorical Analysis

Attributions

• Faigley, Lester, Diana George, Anna Palchik and Cynthia Selfe. Picturing Texts . London: Norton, 2004. Print.
• Kress, Gunther, and Theo Van Leeuwen: “Colour as a Semiotic Mode: Notes for a Grammar or Colour.” Visual Communication 1.3 (2002): 343-68.
• Kress, Gunther and Theo Van Leeuwen. Reading Images . London: Routledge, 1996. Print.
• Van Leeuwen, Theo and Carey Jewitt. The Handbook of Visual Analysis . Thousand Oaks: Sage, 2003. Print.
• Content adapted from “ Visual Elements ” licensed under CC BY SA .
• Adapted from “ What is the Rhetorical Situation? ” by Robin Jeffrey and Emilie Zickel licensed under CC BY SA .
• Other content written by Dr. Karen Palmer and licensed CC BY NC SA . 

Diving into Rhetoric Copyright © 2020 by Karen Palmer is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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• How to write a rhetorical analysis | Key concepts & examples

How to Write a Rhetorical Analysis | Key Concepts & Examples

Published on August 28, 2020 by Jack Caulfield . Revised on July 23, 2023.

A rhetorical analysis is a type of essay  that looks at a text in terms of rhetoric. This means it is less concerned with what the author is saying than with how they say it: their goals, techniques, and appeals to the audience.

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Table of contents

Key concepts in rhetoric, analyzing the text, introducing your rhetorical analysis, the body: doing the analysis, concluding a rhetorical analysis, other interesting articles, frequently asked questions about rhetorical analysis.

Rhetoric, the art of effective speaking and writing, is a subject that trains you to look at texts, arguments and speeches in terms of how they are designed to persuade the audience. This section introduces a few of the key concepts of this field.

Appeals: Logos, ethos, pathos

Appeals are how the author convinces their audience. Three central appeals are discussed in rhetoric, established by the philosopher Aristotle and sometimes called the rhetorical triangle: logos, ethos, and pathos.

Logos , or the logical appeal, refers to the use of reasoned argument to persuade. This is the dominant approach in academic writing , where arguments are built up using reasoning and evidence.

Ethos , or the ethical appeal, involves the author presenting themselves as an authority on their subject. For example, someone making a moral argument might highlight their own morally admirable behavior; someone speaking about a technical subject might present themselves as an expert by mentioning their qualifications.

Pathos , or the pathetic appeal, evokes the audience’s emotions. This might involve speaking in a passionate way, employing vivid imagery, or trying to provoke anger, sympathy, or any other emotional response in the audience.

These three appeals are all treated as integral parts of rhetoric, and a given author may combine all three of them to convince their audience.

Text and context

In rhetoric, a text is not necessarily a piece of writing (though it may be this). A text is whatever piece of communication you are analyzing. This could be, for example, a speech, an advertisement, or a satirical image.

In these cases, your analysis would focus on more than just language—you might look at visual or sonic elements of the text too.

The context is everything surrounding the text: Who is the author (or speaker, designer, etc.)? Who is their (intended or actual) audience? When and where was the text produced, and for what purpose?

Looking at the context can help to inform your rhetorical analysis. For example, Martin Luther King, Jr.’s “I Have a Dream” speech has universal power, but the context of the civil rights movement is an important part of understanding why.

Claims, supports, and warrants

A piece of rhetoric is always making some sort of argument, whether it’s a very clearly defined and logical one (e.g. in a philosophy essay) or one that the reader has to infer (e.g. in a satirical article). These arguments are built up with claims, supports, and warrants.

A claim is the fact or idea the author wants to convince the reader of. An argument might center on a single claim, or be built up out of many. Claims are usually explicitly stated, but they may also just be implied in some kinds of text.

The author uses supports to back up each claim they make. These might range from hard evidence to emotional appeals—anything that is used to convince the reader to accept a claim.

The warrant is the logic or assumption that connects a support with a claim. Outside of quite formal argumentation, the warrant is often unstated—the author assumes their audience will understand the connection without it. But that doesn’t mean you can’t still explore the implicit warrant in these cases.

For example, look at the following statement:

We can see a claim and a support here, but the warrant is implicit. Here, the warrant is the assumption that more likeable candidates would have inspired greater turnout. We might be more or less convinced by the argument depending on whether we think this is a fair assumption.

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Rhetorical analysis isn’t a matter of choosing concepts in advance and applying them to a text. Instead, it starts with looking at the text in detail and asking the appropriate questions about how it works:

• What is the author’s purpose?
• Do they focus closely on their key claims, or do they discuss various topics?
• What tone do they take—angry or sympathetic? Personal or authoritative? Formal or informal?
• Who seems to be the intended audience? Is this audience likely to be successfully reached and convinced?
• What kinds of evidence are presented?

By asking these questions, you’ll discover the various rhetorical devices the text uses. Don’t feel that you have to cram in every rhetorical term you know—focus on those that are most important to the text.

The following sections show how to write the different parts of a rhetorical analysis.

Like all essays, a rhetorical analysis begins with an introduction . The introduction tells readers what text you’ll be discussing, provides relevant background information, and presents your thesis statement .

Hover over different parts of the example below to see how an introduction works.

Martin Luther King, Jr.’s “I Have a Dream” speech is widely regarded as one of the most important pieces of oratory in American history. Delivered in 1963 to thousands of civil rights activists outside the Lincoln Memorial in Washington, D.C., the speech has come to symbolize the spirit of the civil rights movement and even to function as a major part of the American national myth. This rhetorical analysis argues that King’s assumption of the prophetic voice, amplified by the historic size of his audience, creates a powerful sense of ethos that has retained its inspirational power over the years.

The body of your rhetorical analysis is where you’ll tackle the text directly. It’s often divided into three paragraphs, although it may be more in a longer essay.

Each paragraph should focus on a different element of the text, and they should all contribute to your overall argument for your thesis statement.

Hover over the example to explore how a typical body paragraph is constructed.

King’s speech is infused with prophetic language throughout. Even before the famous “dream” part of the speech, King’s language consistently strikes a prophetic tone. He refers to the Lincoln Memorial as a “hallowed spot” and speaks of rising “from the dark and desolate valley of segregation” to “make justice a reality for all of God’s children.” The assumption of this prophetic voice constitutes the text’s strongest ethical appeal; after linking himself with political figures like Lincoln and the Founding Fathers, King’s ethos adopts a distinctly religious tone, recalling Biblical prophets and preachers of change from across history. This adds significant force to his words; standing before an audience of hundreds of thousands, he states not just what the future should be, but what it will be: “The whirlwinds of revolt will continue to shake the foundations of our nation until the bright day of justice emerges.” This warning is almost apocalyptic in tone, though it concludes with the positive image of the “bright day of justice.” The power of King’s rhetoric thus stems not only from the pathos of his vision of a brighter future, but from the ethos of the prophetic voice he adopts in expressing this vision.

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The conclusion of a rhetorical analysis wraps up the essay by restating the main argument and showing how it has been developed by your analysis. It may also try to link the text, and your analysis of it, with broader concerns.

Explore the example below to get a sense of the conclusion.

It is clear from this analysis that the effectiveness of King’s rhetoric stems less from the pathetic appeal of his utopian “dream” than it does from the ethos he carefully constructs to give force to his statements. By framing contemporary upheavals as part of a prophecy whose fulfillment will result in the better future he imagines, King ensures not only the effectiveness of his words in the moment but their continuing resonance today. Even if we have not yet achieved King’s dream, we cannot deny the role his words played in setting us on the path toward it.

If you want to know more about AI tools , college essays , or fallacies make sure to check out some of our other articles with explanations and examples or go directly to our tools!

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The goal of a rhetorical analysis is to explain the effect a piece of writing or oratory has on its audience, how successful it is, and the devices and appeals it uses to achieve its goals.

Unlike a standard argumentative essay , it’s less about taking a position on the arguments presented, and more about exploring how they are constructed.

The term “text” in a rhetorical analysis essay refers to whatever object you’re analyzing. It’s frequently a piece of writing or a speech, but it doesn’t have to be. For example, you could also treat an advertisement or political cartoon as a text.

Logos appeals to the audience’s reason, building up logical arguments . Ethos appeals to the speaker’s status or authority, making the audience more likely to trust them. Pathos appeals to the emotions, trying to make the audience feel angry or sympathetic, for example.

Collectively, these three appeals are sometimes called the rhetorical triangle . They are central to rhetorical analysis , though a piece of rhetoric might not necessarily use all of them.

In rhetorical analysis , a claim is something the author wants the audience to believe. A support is the evidence or appeal they use to convince the reader to believe the claim. A warrant is the (often implicit) assumption that links the support with the claim.

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Applying the rhetorical situation to images

If you’re in college, chances are you have written a rhetorical analysis of a piece of writing before. Analyzing the tools authors use to influence their audience is a common assignment in most English or literature classes. Recently, applying such analysis to images is becoming a common task as well. Similar to analyzing writing, we can use ethos, pathos and logos to analyze images.

Take this advertisement from 2006:

Ethos (credibility)

Who is publishing this image?

• This image was published by the got milk? advertising campaign to encourage the consumption of milk.
• "got milk?" is a well-known campaign, using a variety of celebrities, characters, and athletes to create effective advertisements.
• Celebrities may not be considered credible advocates for the nutritional benefits of milk.

Who has sponsored this image?

• This image has been sponsored by the film Superman Returns.
• This advertisement has been taken out of context, but you may also consider what types of magazines, newspapers or locations contain the image when completing your analysis

Who is pictured in this image?

• Brandon Routh as Clark Kent/Superman
• Because Superman Returns was an early role for Routh, much of the credible draw is from the reputation of the character and not the actor.
• The Superman character is best known for being incredibly strong, relating to the advertisement’s claim that drinking milk will lead to strong bones.

Pathos (emotion)

How does the ad elicit positive emotions in the audience?

• Superman is a nostalgic character that appeals to positive feelings for many.
• The ad uses a conventionally attractive man, such as Routh, as a positive visual component.
• Using the character close to the release of the film associates milk with the likely anticipation for the new movie.
• Jokes are often more memorable than information presented in a straight-forward manner.
• The advertisement uses bright, happy, primary colors to draw the eye.
• Second-person perspective in the text makes it feel as though the ad is directly speaking to the audience

Logos (logic)

What claims does this image make? How do they support these claims?

• The advertisement claims that the calcium in milk will help make the consumer’s bones strong.
• The conclusion is that drinking milk will make you feel “super”.
• This advertisement does not contain statistics, citations or appeal to logic outside the basic claim, therefore relying more on ethos and pathos.

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What Is a Rhetorical Analysis and How to Write a Great One

By Helly Douglas

Do you have to write a rhetorical analysis essay? Fear not! We’re here to explain exactly what rhetorical analysis means, how you should structure your essay, and give you some essential “dos and don’ts.”

What is a Rhetorical Analysis Essay?

How do you write a rhetorical analysis, what are the three rhetorical strategies, what are the five rhetorical situations, how to plan a rhetorical analysis essay, creating a rhetorical analysis essay, examples of great rhetorical analysis essays, final thoughts.

A rhetorical analysis essay studies how writers and speakers have used words to influence their audience. Think less about the words the author has used and more about the techniques they employ, their goals, and the effect this has on the audience.

In your analysis essay, you break a piece of text (including cartoons, adverts, and speeches) into sections and explain how each part works to persuade, inform, or entertain. You’ll explore the effectiveness of the techniques used, how the argument has been constructed, and give examples from the text.

A strong rhetorical analysis evaluates a text rather than just describes the techniques used. You don’t include whether you personally agree or disagree with the argument.

Structure a rhetorical analysis in the same way as most other types of academic essays . You’ll have an introduction to present your thesis, a main body where you analyze the text, which then leads to a conclusion.

Think about how the writer (also known as a rhetor) considers the situation that frames their communication:

• Topic: the overall purpose of the rhetoric
• Audience: this includes primary, secondary, and tertiary audiences
• Purpose: there are often more than one to consider
• Context and culture: the wider situation within which the rhetoric is placed

Back in the 4th century BC, Aristotle was talking about how language can be used as a means of persuasion. He described three principal forms —Ethos, Logos, and Pathos—often referred to as the Rhetorical Triangle . These persuasive techniques are still used today.

Rhetorical Strategy 1: Ethos

Are you more likely to buy a car from an established company that’s been an important part of your community for 50 years, or someone new who just started their business?

Reputation matters. Ethos explores how the character, disposition, and fundamental values of the author create appeal, along with their expertise and knowledge in the subject area.

Aristotle breaks ethos down into three further categories:

• Phronesis: skills and practical wisdom
• Arete: virtue
• Eunoia: goodwill towards the audience

Ethos-driven speeches and text rely on the reputation of the author. In your analysis, you can look at how the writer establishes ethos through both direct and indirect means.

Rhetorical Strategy 2: Pathos

Pathos-driven rhetoric hooks into our emotions. You’ll often see it used in advertisements, particularly by charities wanting you to donate money towards an appeal.

Common use of pathos includes:

• Vivid description so the reader can imagine themselves in the situation
• Personal stories to create feelings of empathy
• Emotional vocabulary that evokes a response

By using pathos to make the audience feel a particular emotion, the author can persuade them that the argument they’re making is compelling.

Rhetorical Strategy 3: Logos

Logos uses logic or reason. It’s commonly used in academic writing when arguments are created using evidence and reasoning rather than an emotional response. It’s constructed in a step-by-step approach that builds methodically to create a powerful effect upon the reader.

Rhetoric can use any one of these three techniques, but effective arguments often appeal to all three elements.

The rhetorical situation explains the circumstances behind and around a piece of rhetoric. It helps you think about why a text exists, its purpose, and how it’s carried out.

The rhetorical situations are:

• 1) Purpose: Why is this being written? (It could be trying to inform, persuade, instruct, or entertain.)
• 2) Audience: Which groups or individuals will read and take action (or have done so in the past)?
• 3) Genre: What type of writing is this?
• 4) Stance: What is the tone of the text? What position are they taking?
• 5) Media/Visuals: What means of communication are used?

Understanding and analyzing the rhetorical situation is essential for building a strong essay. Also think about any rhetoric restraints on the text, such as beliefs, attitudes, and traditions that could affect the author's decisions.

Before leaping into your essay, it’s worth taking time to explore the text at a deeper level and considering the rhetorical situations we looked at before. Throw away your assumptions and use these simple questions to help you unpick how and why the text is having an effect on the audience.

1: What is the Rhetorical Situation?

• Why is there a need or opportunity for persuasion?
• How do words and references help you identify the time and location?
• What are the rhetoric restraints?
• What historical occasions would lead to this text being created?

2: Who is the Author?

• How do they position themselves as an expert worth listening to?
• What is their ethos?
• Do they have a reputation that gives them authority?
• What is their intention?
• What values or customs do they have?

3: Who is it Written For?

• Who is the intended audience?
• How is this appealing to this particular audience?
• Who are the possible secondary and tertiary audiences?

4: What is the Central Idea?

• Can you summarize the key point of this rhetoric?
• What arguments are used?
• How has it developed a line of reasoning?

5: How is it Structured?

• What structure is used?
• How is the content arranged within the structure?

6: What Form is Used?

• Does this follow a specific literary genre?
• What type of style and tone is used, and why is this?
• Does the form used complement the content?
• What effect could this form have on the audience?

7: Is the Rhetoric Effective?

• Does the content fulfil the author’s intentions?
• Does the message effectively fit the audience, location, and time period?

Once you’ve fully explored the text, you’ll have a better understanding of the impact it’s having on the audience and feel more confident about writing your essay outline.

A great essay starts with an interesting topic. Choose carefully so you’re personally invested in the subject and familiar with it rather than just following trending topics. There are lots of great ideas on this blog post by My Perfect Words if you need some inspiration. Take some time to do background research to ensure your topic offers good analysis opportunities.

Remember to check the information given to you by your professor so you follow their preferred style guidelines. This outline example gives you a general idea of a format to follow, but there will likely be specific requests about layout and content in your course handbook. It’s always worth asking your institution if you’re unsure.

Make notes for each section of your essay before you write. This makes it easy for you to write a well-structured text that flows naturally to a conclusion. You will develop each note into a paragraph. Look at this example by College Essay for useful ideas about the structure.

1: Introduction

This is a short, informative section that shows you understand the purpose of the text. It tempts the reader to find out more by mentioning what will come in the main body of your essay.

• Name the author of the text and the title of their work followed by the date in parentheses
• Use a verb to describe what the author does, e.g. “implies,” “asserts,” or “claims”
• Briefly summarize the text in your own words
• Mention the persuasive techniques used by the rhetor and its effect

Create a thesis statement to come at the end of your introduction.

After your introduction, move on to your critical analysis. This is the principal part of your essay.

• Explain the methods used by the author to inform, entertain, and/or persuade the audience using Aristotle's rhetorical triangle
• Use quotations to prove the statements you make
• Explain why the writer used this approach and how successful it is
• Consider how it makes the audience feel and react

Make each strategy a new paragraph rather than cramming them together, and always use proper citations. Check back to your course handbook if you’re unsure which citation style is preferred.

3: Conclusion

Your conclusion should summarize the points you’ve made in the main body of your essay. While you will draw the points together, this is not the place to introduce new information you’ve not previously mentioned.

Use your last sentence to share a powerful concluding statement that talks about the impact the text has on the audience(s) and wider society. How have its strategies helped to shape history?

Before You Submit

Poor spelling and grammatical errors ruin a great essay. Use ProWritingAid to check through your finished essay before you submit. It will pick up all the minor errors you’ve missed and help you give your essay a final polish. Look at this useful ProWritingAid webinar for further ideas to help you significantly improve your essays. Sign up for a free trial today and start editing your essays!

You’ll find countless examples of rhetorical analysis online, but they range widely in quality. Your institution may have example essays they can share with you to show you exactly what they’re looking for.

The following links should give you a good starting point if you’re looking for ideas:

Pearson Canada has a range of good examples. Look at how embedded quotations are used to prove the points being made. The end questions help you unpick how successful each essay is.

Excelsior College has an excellent sample essay complete with useful comments highlighting the techniques used.

Brighton Online has a selection of interesting essays to look at. In this specific example, consider how wider reading has deepened the exploration of the text.

Writing a rhetorical analysis essay can seem daunting, but spending significant time deeply analyzing the text before you write will make it far more achievable and result in a better-quality essay overall.

It can take some time to write a good essay. Aim to complete it well before the deadline so you don’t feel rushed. Use ProWritingAid’s comprehensive checks to find any errors and make changes to improve readability. Then you’ll be ready to submit your finished essay, knowing it’s as good as you can possibly make it.

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Helly Douglas

Helly Douglas is a UK writer and teacher, specialising in education, children, and parenting. She loves making the complex seem simple through blogs, articles, and curriculum content. You can check out her work at hellydouglas.com or connect on Twitter @hellydouglas. When she’s not writing, you will find her in a classroom, being a mum or battling against the wilderness of her garden—the garden is winning!

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Encyclopedia

Writing with artificial intelligence, breaking down an image.

• CC BY-NC-ND 4.0 by Jenna Pack Sheffield

We come across many images on a daily basis, but we rarely stop to think about what those images mean or about how they persuade us. Yet, images have power, which is why we need to understand how to analyze them. When you’re analyzing an image to understand the message it portrays, this is called  visual rhetoric .  Visual rhetoric is a means of communication that uses images to create meaning or to make an argument .

The first thing to consider when breaking down, or analyzing, an image is the  rhetorical situation : the  audience ,  context , and  purpose .

Each of these elements is essential in order to understand the message an image portrays. It is important to remember that you can analyze all different types of images, including advertisements, Public Service Announcements (PSAs), websites, paintings, photographs, and more. Here, we will look at an advertisement:

Belviso, Luciano, “Day 34” June 11, 2011 via Flickr. Creative Commons Attribution (CC BY 2.0)

The audience consists of who is being targeted by the author, designer, or creator. In the above image, it appears that the audience is men. How do we know this? Not only is the person running in the background a man, but the color of the watch and the size of the watch face indicate that the watch is likely a man’s watch. Of course, women could indirectly be an audience, too, since they might want to buy this watch for someone or wear it themselves. In addition, the audience might be male athletes or outdoor enthusiasts . If you pay close attention to the watch features, it includes North, South, East, and West orientations; it is digital with various modes that likely include a stopwatch, and it has a light for when it is dark. All of these features are likely to appeal to outdoors types, athletes, or both.

The context includes any background information that will help you understand and analyze an image. In the above image, the most important context is that the watch is a Pro Trek watch. If you did some research, you would find out that Pro Trek watches are part of Casio, an electronics manufacturing company. Knowing that Casio is an electronics company, we might assume that they value functionality over aesthetics; therefore, this might be the reason why the above watch is not very decorative or complex, but is still the focal point of the image. This is because Casio wants to feature the watch’s functionality.

Purpose refers to the overall goal for creating an image. With advertisements, that goal is fairly easy to understand. Advertisements are almost always made to sell items. In our example image, the purpose is to sell the Pro Trek watch.

There are many other strategies to consider when breaking down an image. It’s always important to consider the rhetorical situation first, since that will help you interpret the purpose of the other strategies the designer uses. Then, you can begin to interpret the other persuasive techniques that influence the overall message of the image, including the tone, arrangement, text, typography, and color.

In literature, tone refers to the author’s attitude toward the subject. So, with regard to images, tone can also refer to the photographer/artist’s/designer’s perspective on the issue. In our image above, the tone is a bit hard to interpret. However, the fact that the watch is focused and up close while the background image of a person is blurred gives us a clue: it seems that the designer is portraying that the wearer of the watch is not that important. The watch is what’s significant. Perhaps the message is that anyone can wear these watches. Whether or not this is an effective approach to selling the watch is up for debate!

Arrangement

Arrangement refers to the placement of images, graphics, and text in an image. There are two key elements of arrangement—location and scale. Location refers to where a text or image is placed, whereas scale refers to the relative size of the visual components.

Typically, our eyes scan an image, text, and/or webpage from left to right and from top to bottom. The designer of this advertisement has placed the Pro Trek logo and the image of the watch to the right side of the page—top and bottom, respectively. If the designer wanted our eyes to go to the logo first, he or she probably should have placed the logo at the top left corner so our eyes would catch that logo first. However, because the size of the watch is so large, it is obvious that the focus is the watch. This brings us to the term scale.

As discussed, image of the watch is both large and focused (compared to the blurred image of the man). Thus, the scale of the watch (its size in relation to everything else on the page), along with the sharp focus, indicates that the designer wants to viewer to focus on the watch, ensuring that viewers can see all the neat features this watch has to offer, while not getting distracted by other text or images.

Text is another important element to analyze, assuming an image includes text. If it does, the text is obviously there for a purpose. Now, the only text on this advertisement is the company logo. This is obviously there for the purpose of showing viewers what type of watch it is so they can find it online or in a store. However, it is possible that this image could have been more effective if it included a catch phrase like those we often see in print ads or in commercials (think of Skittles’ “Taste the Rainbow” or Subway’s “Eat Fresh” slogans). If you see an image with text, consider the connotations of the words, the possible underlying assumptions of the phrase, and the effect the words are meant to have on the audience.

Typography refers to the font size and font type choices that are made in a visual composition.

Notice that the font size of Pro Trek is actually smaller than the time indicated on the watch! This seems to actually reduce the importance of the company as compared to the importance of the watch itself. Do you think this is an effective visual strategy to persuade the audience to buy a Pro Trek watch?

The font type we see with the words Pro Trek is strong, bolded, and in ALL CAPS. Since this advertisement is for a men’s athletic watch, the STRONG, SERIOUS FONT TYPE is probably more effective than a silly or playful font type .

Color choices can really affect your audience, too. Colors can have different meanings ( connotations ) that implicitly portray a message. Colors can also enhance or detract from an image’s readability depending on the level of contrast used.

Connotation

Notice that this advertisement has red hues in the background and orange/yellow hues in the background and on the watch. The orange/yellow hues from the background tie in nicely with this same color in the watch, creating a sense of coherence that makes the design feel professional and therefore convincing. The red hues could connote warmth, raising the heart beat, getting the blood pumping, which all symbolize that the watch is effective for athletes.

Readability

You also should think about practical concerns with color, such as whether or not the text color is contrasted well enough with the background so that it is readable. For instance, THIS is more effective than THIS .

The white/black contrast of the Pro Trek logo makes it easy to read.

Ultimately, the image we have just broken down has both effective and ineffective rhetorical effects (persuasive effects). For instance, the absence of a catchy phrase might detract from its persuasiveness, or the blurred image of the man might indirectly signal that the company cares more about the watch than who its users are. On the other hand, though, the absence of text might send the message that the watch is so amazing it speaks for itself. The blurred image might simply reflect the movement of a man running, further emphasizing that this man is using the watch for athletic purposes. These decisions about the effectiveness of each strategy really depend on your individual analysis of the image. This is how you will make an argument about its effectiveness. While the above terminology will be helpful for analysis, regardless of the terminology, the most important thing to remember is this: visuals portray meaning, just as language does. If you take the time to understand the strategies used in images to create meaning, then you will become a stronger critical thinker, understanding how images are persuading you on a daily basis.

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How to Write a Rhetorical Analysis Essay in 6 Steps

Written by MasterClass

Last updated: Sep 2, 2021 • 3 min read

In a rhetorical analysis essay, a writer will examine the rhetoric and style of another author’s work. If you want to write your own rhetorical analysis essay, we’ve developed a step-by-step guide to lead you through the process.

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How to Write a Rhetorical Analysis Essay–Examples & Template

What is a Rhetorical Analysis Essay?

A rhetorical analysis essay is, as the name suggests, an analysis of someone else’s writing (or speech, or advert, or even cartoon) and how they use not only words but also rhetorical techniques to influence their audience in a certain way. A rhetorical analysis is less interested in what the author is saying and more in how they present it, what effect this has on their readers, whether they achieve their goals, and what approach they use to get there. 

Its structure is similar to that of most essays: An Introduction presents your thesis, a Body analyzes the text you have chosen, breaks it down into sections and explains how arguments have been constructed and how each part persuades, informs, or entertains the reader, and a Conclusion section sums up your evaluation. 

Note that your personal opinion on the matter is not relevant for your analysis and that you don’t state anywhere in your essay whether you agree or disagree with the stance the author takes.

In the following, we will define the key rhetorical concepts you need to write a good rhetorical analysis and give you some practical tips on where to start.

Key Rhetorical Concepts

Your goal when writing a rhetorical analysis is to think about and then carefully describe how the author has designed their text so that it has the intended effect on their audience. To do that, you need to consider a number of key rhetorical strategies: Rhetorical appeals (“Ethos”, “Logos”, and “Pathos”), context, as well as claims, supports, and warrants.

Ethos, Logos, and Pathos were introduced by Aristotle, way back in the 4th century BC, as the main ways in which language can be used to persuade an audience. They still represent the basis of any rhetorical analysis and are often referred to as the “rhetorical triangle”. 

These and other rhetorical techniques can all be combined to create the intended effect, and your job as the one analyzing a text is to break the writer’s arguments down and identify the concepts they are based on.

Rhetorical Appeals

Rhetorical appeal #1: ethos.

Ethos refers to the reputation or authority of the writer regarding the topic of their essay or speech and to how they use this to appeal to their audience. Just like we are more likely to buy a product from a brand or vendor we have confidence in than one we don’t know or have reason to distrust, Ethos-driven texts or speeches rely on the reputation of the author to persuade the reader or listener. When you analyze an essay, you should therefore look at how the writer establishes Ethos through rhetorical devices.

Does the author present themselves as an authority on their subject? If so, how? 

Do they highlight how impeccable their own behavior is to make a moral argument? 

Do they present themselves as an expert by listing their qualifications or experience to convince the reader of their opinion on something?

Rhetorical appeal #2: Pathos

The purpose of Pathos-driven rhetoric is to appeal to the reader’s emotions. A common example of pathos as a rhetorical means is adverts by charities that try to make you donate money to a “good cause”. To evoke the intended emotions in the reader, an author may use passionate language, tell personal stories, and employ vivid imagery so that the reader can imagine themselves in a certain situation and feel empathy with or anger towards others.

Rhetorical appeal #3: Logos

Logos, the “logical” appeal, uses reason to persuade. Reason and logic, supported by data, evidence, clearly defined methodology, and well-constructed arguments, are what most academic writing is based on. Emotions, those of the researcher/writer as well as those of the reader, should stay out of such academic texts, as should anyone’s reputation, beliefs, or personal opinions. 

Text and Context

To analyze a piece of writing, a speech, an advertisement, or even a satirical drawing, you need to look beyond the piece of communication and take the context in which it was created and/or published into account. 

Who is the person who wrote the text/drew the cartoon/designed the ad..? What audience are they trying to reach? Where was the piece published and what was happening there around that time? 

A political speech, for example, can be powerful even when read decades later, but the historical context surrounding it is an important aspect of the effect it was intended to have. 

Claims, Supports, and Warrants

To make any kind of argument, a writer needs to put forward specific claims, support them with data or evidence or even a moral or emotional appeal, and connect the dots logically so that the reader can follow along and agree with the points made.

The connections between statements, so-called “warrants”, follow logical reasoning but are not always clearly stated—the author simply assumes the reader understands the underlying logic, whether they present it “explicitly” or “implicitly”. Implicit warrants are commonly used in advertisements where seemingly happy people use certain products, wear certain clothes, accessories, or perfumes, or live certain lifestyles – with the connotation that, first, the product/perfume/lifestyle is what makes that person happy and, second, the reader wants to be as happy as the person in the ad. Some warrants are never clearly stated, and your job when writing a rhetorical analysis essay is therefore to identify them and bring them to light, to evaluate their validity, their effect on the reader, and the use of such means by the writer/creator. 

What are the Five Rhetorical Situations?

A “rhetorical situation” refers to the circumstance behind a text or other piece of communication that arises from a given context. It explains why a rhetorical piece was created, what its purpose is, and how it was constructed to achieve its aims.

Rhetorical situations can be classified into the following five categories:

Asking such questions when you analyze a text will help you identify all the aspects that play a role in the effect it has on its audience, and will allow you to evaluate whether it achieved its aims or where it may have failed to do so.

Rhetorical Analysis Essay Outline

Analyzing someone else’s work can seem like a big task, but as with every assignment or writing endeavor, you can break it down into smaller, well-defined steps that give you a practical structure to follow. 

To give you an example of how the different parts of your text may look when it’s finished, we will provide you with some excerpts from this rhetorical analysis essay example (which even includes helpful comments) published on the Online Writing Lab website of Excelsior University in Albany, NY. The text that this essay analyzes is this article on why one should or shouldn’t buy an Ipad. If you want more examples so that you can build your own rhetorical analysis template, have a look at this essay on Nabokov’s Lolita and the one provided here about the “Shitty First Drafts” chapter of Anne Lamott’s writing instruction book “Bird by Bird”.

Analyzing the Text

When writing a rhetorical analysis, you don’t choose the concepts or key points you think are relevant or want to address. Rather, you carefully read the text several times asking yourself questions like those listed in the last section on rhetorical situations to identify how the text “works” and how it was written to achieve that effect.

Start with focusing on the author : What do you think was their purpose for writing the text? Do they make one principal claim and then elaborate on that? Or do they discuss different topics? 

Then look at what audience they are talking to: Do they want to make a group of people take some action? Vote for someone? Donate money to a good cause? Who are these people? Is the text reaching this specific audience? Why or why not?

What tone is the author using to address their audience? Are they trying to evoke sympathy? Stir up anger? Are they writing from a personal perspective? Are they painting themselves as an authority on the topic? Are they using academic or informal language?

How does the author support their claims ? What kind of evidence are they presenting? Are they providing explicit or implicit warrants? Are these warrants valid or problematic? Is the provided evidence convincing?  

Asking yourself such questions will help you identify what rhetorical devices a text uses and how well they are put together to achieve a certain aim. Remember, your own opinion and whether you agree with the author are not the point of a rhetorical analysis essay – your task is simply to take the text apart and evaluate it.

If you are still confused about how to write a rhetorical analysis essay, just follow the steps outlined below to write the different parts of your rhetorical analysis: As every other essay, it consists of an Introduction , a Body (the actual analysis), and a Conclusion .

Rhetorical Analysis Introduction

The Introduction section briefly presents the topic of the essay you are analyzing, the author, their main claims, a short summary of the work by you, and your thesis statement . 

Tell the reader what the text you are going to analyze represents (e.g., historically) or why it is relevant (e.g., because it has become some kind of reference for how something is done). Describe what the author claims, asserts, or implies and what techniques they use to make their argument and persuade their audience. Finish off with your thesis statement that prepares the reader for what you are going to present in the next section – do you think that the author’s assumptions/claims/arguments were presented in a logical/appealing/powerful way and reached their audience as intended?

Have a look at an excerpt from the sample essay linked above to see what a rhetorical analysis introduction can look like. See how it introduces the author and article , the context in which it originally appeared , the main claims the author makes , and how this first paragraph ends in a clear thesis statement that the essay will then elaborate on in the following Body section:

Cory Doctorow ’s article on BoingBoing is an older review of the iPad , one of Apple’s most famous products. At the time of this article, however, the iPad was simply the latest Apple product to hit the market and was not yet so popular. Doctorow’s entire career has been entrenched in and around technology. He got his start as a CD-ROM programmer and is now a successful blogger and author. He is currently the co-editor of the BoingBoing blog on which this article was posted. One of his main points in this article comes from Doctorow’s passionate advocacy of free digital media sharing. He argues that the iPad is just another way for established technology companies to control our technological freedom and creativity . In “ Why I Won’t Buy an iPad (and Think You Shouldn’t, Either) ” published on Boing Boing in April of 2010, Cory Doctorow successfully uses his experience with technology, facts about the company Apple, and appeals to consumer needs to convince potential iPad buyers that Apple and its products, specifically the iPad, limit the digital rights of those who use them by controlling and mainstreaming the content that can be used and created on the device . 

Doing the Rhetorical Analysis

The main part of your analysis is the Body , where you dissect the text in detail. Explain what methods the author uses to inform, entertain, and/or persuade the audience. Use Aristotle’s rhetorical triangle and the other key concepts we introduced above. Use quotations from the essay to demonstrate what you mean. Work out why the writer used a certain approach and evaluate (and again, demonstrate using the text itself) how successful they were. Evaluate the effect of each rhetorical technique you identify on the audience and judge whether the effect is in line with the author’s intentions.

To make it easy for the reader to follow your thought process, divide this part of your essay into paragraphs that each focus on one strategy or one concept , and make sure they are all necessary and contribute to the development of your argument(s).

One paragraph of this section of your essay could, for example, look like this:

One example of Doctorow’s position is his comparison of Apple’s iStore to Wal-Mart. This is an appeal to the consumer’s logic—or an appeal to logos. Doctorow wants the reader to take his comparison and consider how an all-powerful corporation like the iStore will affect them. An iPad will only allow for apps and programs purchased through the iStore to be run on it; therefore, a customer must not only purchase an iPad but also any programs he or she wishes to use. Customers cannot create their own programs or modify the hardware in any way. 

As you can see, the author of this sample essay identifies and then explains to the reader how Doctorow uses the concept of Logos to appeal to his readers – not just by pointing out that he does it but by dissecting how it is done.

Rhetorical Analysis Conclusion

The conclusion section of your analysis should restate your main arguments and emphasize once more whether you think the author achieved their goal. Note that this is not the place to introduce new information—only rely on the points you have discussed in the body of your essay. End with a statement that sums up the impact the text has on its audience and maybe society as a whole:

Overall, Doctorow makes a good argument about why there are potentially many better things to drop a great deal of money on instead of the iPad. He gives some valuable information and facts that consumers should take into consideration before going out to purchase the new device. He clearly uses rhetorical tools to help make his case, and, overall, he is effective as a writer, even if, ultimately, he was ineffective in convincing the world not to buy an iPad . 

Frequently Asked Questions about Rhetorical Analysis Essays 

What is a rhetorical analysis essay.

A rhetorical analysis dissects a text or another piece of communication to work out and explain how it impacts its audience, how successfully it achieves its aims, and what rhetorical devices it uses to do that. 

While argumentative essays usually take a stance on a certain topic and argue for it, a rhetorical analysis identifies how someone else constructs their arguments and supports their claims.

What is the correct rhetorical analysis essay format?

Like most other essays, a rhetorical analysis contains an Introduction that presents the thesis statement, a Body that analyzes the piece of communication, explains how arguments have been constructed, and illustrates how each part persuades, informs, or entertains the reader, and a Conclusion section that summarizes the results of the analysis. 

What is the “rhetorical triangle”?

The rhetorical triangle was introduced by Aristotle as the main ways in which language can be used to persuade an audience: Logos appeals to the audience’s reason, Ethos to the writer’s status or authority, and Pathos to the reader’s emotions. Logos, Ethos, and Pathos can all be combined to create the intended effect, and your job as the one analyzing a text is to break the writer’s arguments down and identify what specific concepts each is based on.

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Understanding Visual Analysis Essays

A written analysis allows writers to explore the discrete parts of some thing—in this case, several visual artifacts—to better understand the whole and how it communicates its message.

We should also consider how the image(s) appeal to ethos, pathos, and logos, and why. Consider, for example, how most advertisements rely on an appeal to pathos--or emotion--to persuade consumers to buy their project. Some ads will use humor to do so. Others will evoke patriotism to persuade consumers to purchase a product (suggesting buying a certain product will make them a good American).

This particular analysis will allow students to focus on visual materials relating to their career of interest to better understand how messages related to their field are composed and presented. This project will grant students the means to evaluate qualitative and quantitative arguments in the visual artifacts as well as interpret the claims made and supporting reasons. The project also will allow students to research discipline-specific and professional visual resources.

The audience for the analysis is an audience with comparable knowledge on the topic. Students should define and explain any terminology or jargon used that may be difficult for a general audience to understand.

Instructions:

Begin the essay by finding at least two examples of images relating to your intended future field of study (or a field that you are interested in learning more about). Use the Visual Analysis Planning Sheet to record your observations about the images. You will describe the images in great detail.

You will also need to research and find out who made the images, when, why and for what purpose. (This is called the rhetorical situation).

The essay should also explain what the purpose and intent of the images is and if there are any implicit messages (hidden messages) as well. An ad for Coca-Cola sells soda, but it also might imply something about family values. A public service announcement about hand-washing might also imply a sense of fear about pathogens and the spread of viruses from abroad. You should explore such obvious and hidden messages in your essay. 

After describing all the key components, you’ll consider whether or not the images succeed at their goal or purpose and what these images suggest about how the field communicates its messages. See the Visual Analysis Planning Sheet for more help: https://docs.google.com/document/d/1HUa4_XZ84svJPJ2Ppe5TTIK20Yp7bd-h/edit

Suggested Organization of Visual Analysis Essay

I.   Introduction (1 paragraph) - should contain a hook (attention-grabber), set the context for the essay, and contain your thesis statement (described below).

a.       Thesis statement : State what two images are being analyzed and what your overall claim is about them. The thesis should make a claim about the images such as whether they are effective or ineffective at communicating their message.

II.  Explain the Rhetorical Situation of both images: (2 paragraphs)  Begin by discussing what is being advertised or displayed, who made it (company, artist, writer, etc.), who is the target audience, where and when the image was published and shared, and where the image was made (country). Provide these details for both images being discussed and analyzed.

III.   Description of both images  (4-8 paragraphs). Discuss each image in full detail, providing the following details about both:

a.   Describe what appears in the image. Be as detailed as possible.

b.   Discuss the primary color choice used and what mood these colors create.

c.       Explain the overall layout and organization of each image.

d.       Discuss the use of wording in the visual image. What font is used, what color, and size is the font.

e. Explain what the message in the visual actually says and what this message means/indicates/asks of viewers and readers.

F. Discuss any other relevant information (from the planning worksheet or anything you think is noteworthy.

IV.            Discussion and Evaluation (2-4 paragraphs) - Synthesizing your findings,and analyze what you think the smaller details accomplish.

• Discuss if the images appeal to ethos, pathos, or logos and provide evidence to back up your claim.
• Discuss what sociological, political, economic or cultural attitudes are indirectly reflected in the images. Back up your claims with evidence.  An advertisement may be about a pair of blue jeans but it might, indirectly, reflect such matters as sexism, alienation, stereotyped thinking, conformism, generational conflict, loneliness, elitism, and so on.
• Assert what claims are being made by the images. Consider the reasons which support that claim: reasons about the nature of the visual's product or service, reasons about those responsible for that product or service, and reasons which appeal to the audience's values, beliefs, or desires.

V.            Conclusion (1 paragraph) - should contain both a recap of your response, as well as a closing statement in regards to your overall response to the chosen essay. Include a conclusion that reviews the messages the images make and offer a conclusion that combines the results of your findings and why they matter.

Drafting/Research Strategies:

To write a visual analysis, you must look closely at a visual object—and translate your visual observations into written text. However, a visual analysis does not simply record your observations. It also makes a claim about the images. You will describe the images in detail and then offer an analysis of what the images communicate at the surface level. You will also highlight any implicit messages that the images communicate. (Use Visual Analysis Planning Sheet). Students should begin the project by taking detailed notes about the images. Review every component of each image. Be precise. Consider the composition, colors, textures, size, space, and other visual and material attributes of the images. Go beyond your first impressions. This should take some time—allow your eye to absorb the image. Making a sketch of the work can help you understand its visual logic.

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Rhetorical Analysis Essay

Rhetorical Analysis Essay Example

Rhetorical Analysis Essay Example - Free Samples

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Many students find themselves confused by rhetorical strategies, which often leads to essays that miss the mark. The good news is there's an easy fix: using great examples. 

By looking at high-quality rhetorical analysis essay examples, you can learn what works and improve your own writing. 

That’s why we’ve compiled some top-notch rhetorical analysis essay examples to boost your understanding of how to write a compelling and well-structured essay. 

So, let’s explore these examples!

• 1. Good Rhetorical Analysis Essay Example
• 2. Rhetorical Analysis Essay Examples for Students 
• 3. Writing a Visual Rhetorical Analysis Essay with Example 
• 4. Rhetorical Analysis Essay Writing Tips

Good Rhetorical Analysis Essay Example

The step-by-step writing process of a rhetorical analysis essay is far more complicated than ordinary academic essays. This essay type critically analyzes the rhetorical means used to persuade the audience and their efficiency. 

The example provided below is the best rhetorical analysis essay example:

Rhetorical Analysis Essay Sample

In this essay type, the author uses rhetorical approaches such as ethos, pathos, and logos .  These approaches are then studied and analyzed deeply by the essay writers to weigh their effectiveness in delivering the message.

Let’s take a look at the following example to get a better idea;

The outline and structure of a rhetorical analysis essay are important. 

According to the essay outline, the essay is divided into three sections: 

• Introduction
• Ethos 
• Logos 

A rhetorical analysis essay outline follows a traditional essay outline. Here’s how each part is typically written:

Rhetorical Analysis Introduction Example

An introduction for a rhetorical essay is drafted by:

• Stating an opening sentence known as the hook . This catchy sentence is prepared to grab the audience’s attention to the paper. 
• After the opening sentence, the background information of the author and the original text are provided. 

For example, a rhetorical analysis essay written by Lee Jennings on“The Right Stuff” by David Suzuki. Lee started the essay by providing the introduction in the following way:

Analysis of the Example: 

• Suzuki stresses the importance of high school education. He prepares his readers for a proposal to make that education as valuable as possible.
• A rhetorical analysis can show how successful Suzuki was in using logos, pathos, and ethos. He had a strong ethos because of his reputation. 
• He also used pathos to appeal to parents and educators. However, his use of logos could have been more successful.
• Here Jennings stated the background information about the text and highlighted the rhetorical techniques used and their effectiveness. 

Thesis Statement Example for Rhetorical Analysis Essay 

A thesis statement of a rhetorical analysis essay is the writer’s stance on the original text. It is the argument that a writer holds and proves it using the evidence from the original text. 

A thesis statement for a rhetorical essay is written by analyzing the following elements of the original text:

• Diction - It refers to the author’s choice of words and the tone
• Imagery - The visual descriptive language that the author used in the content. 
• Simile - The comparison of things and ideas

In Jennings's analysis of “The Right Stuff,” the thesis statement was:

Example For Rhetorical Analysis Thesis Statement

Rhetorical Analysis Body Paragraph Example 

In the body paragraphs of your rhetorical analysis essay, you dissect the author's work. Each body paragraph opens with a topic sentence that shows the main point of that paragraph.

This is where you present the main analysis of  their rhetorical techniques, and provide evidence to support your analysis. 

Let's look at an example that analyzes the use of ethos in David Suzuki's essay:

Rhetorical Analysis Conclusion Example

All the body paragraphs lead the audience towards the essay’s conclusion .

Here is the conclusion for rhetorical analysis essay example by Jennings:

In the conclusion section, Jennings summarized the major points and restated the thesis statement to prove them. 

Rhetorical Essay Example For The Right Stuff by David Suzuki

Rhetorical Analysis Essay Examples for Students 

Writing a rhetorical analysis for AP Language and Composition courses can be challenging. Here are some AP English language rhetorical analysis essay examples:

AP Language Rhetorical Essay Sample

AP Rhetorical Analysis Essay Template

Rhetorical Analysis Essay Example AP Lang

AP Lang Rhetorical Analysis Essay Example

Here are a few more rhetorical analysis essay examples pdfs to help students:

Rhetorical Analysis Essay Example Ethos, Pathos, Logos

Rhetorical Analysis Essay Example Outline

Rhetorical Analysis Essay Example College

Rhetorical Analysis Essay Example APA Format

Compare and Contrast Rhetorical Analysis Essay Example

Comparative Rhetorical Analysis Essay Example

How to Start Rhetorical Analysis Essay Example

Rhetorical Analysis Essay Example High School

Rhetorical Analysis Essay Example APA Sample

Rhetorical Analysis Essay Example Of a Song

Florence Kelley Speech Rhetorical Analysis Essay Example

Rhetorical Analysis Essay Example MLA

Writing a Visual Rhetorical Analysis Essay with Example 

The visual rhetorical analysis essay determines how pictures and images communicate messages and persuade the audience. 

Usually, visual rhetorical analysis papers are written for advertisements. This is because they use strong images to convince the audience to behave in a certain way. 

To draft a perfect visual rhetorical analysis essay, follow the tips below:

• Analyze the advertisement deeply and note every minor detail. 
• Notice objects and colors used in the image to gather every detail.
• Determine the importance of the colors and objects and analyze why the advertiser chose the particular picture. 
• See what you feel about the image.
• Consider the objective of the image. Identify the message that the image is portraying. 
• Identify the targeted audience and how they respond to the picture. 

An example is provided below to give students a better idea of the concept. 

Simplicity Breeds Clarity Visual Rhetorical Analysis Essay Example

Rhetorical Analysis Essay Writing Tips

Follow the tips provided below to make your rhetorical writing compelling. 

• Choose an engaging topic for your essay. The rhetorical analysis essay topic should be engaging to grab the reader’s attention.
• Thoroughly read the original text.
• Identify the SOAPSTone. From the text, determine the speaker, occasions, audience, purpose, subject, and tone.
• Develop a thesis statement to state your claim over the text.
• Draft a rhetorical analysis essay outline.
• Write an engaging essay introduction by giving a hook statement and background information. At the end of the introductory paragraph, state the thesis statement.
• The body paragraphs of the rhetorical essay should have a topic sentence. Also, in the paragraph, a thorough analysis should be presented.
• For writing a satisfactory rhetorical essay conclusion, restate the thesis statement and summarize the main points.
• Proofread your essay to check for mistakes in the content. Make your edits before submitting the draft.

Following the tips and the essay's correct writing procedure will guarantee success in your academics. 

We have given you plenty of examples of a rhetorical analysis essay. But if you are still struggling to draft a great rhetorical analysis essay, it is suggested to take a professional’s help.

MyPerfectWords.com can assist you with all your academic assignments. The top essay writer service that we provide is reliable. If you are confused about your writing assignments and have difficulty meeting the deadline, get help from custom essay writing online .

Hire our analytical essay writing service today at the most reasonable prices. 

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Visual Rhetoric: Use of Images

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The impact of images on one's ethos (credibility) cannot be understated. The illustrations you use, the charts or graphs that make up a presentation, and even the photographs you place within a design will have significant impact as to whether an audience takes you seriously.

A. Clip-Art

Very little commercially-available clip-art looks good or has any type of sophistication—especially clip art that comes packaged with common software programs. Clip-art is often cartoony and silly, or abstract and general to the point of being useless. And remember: every user of Microsoft Word has the same clipart, and has probably used it, and will recognize it when you use it, and be unimpressed accordingly.

When choosing visuals, think about the kinds of extra information that is conveyed. For example, this piece of clipart seems to be a nice touch for advertising a pipe and cigar shop:

But then there are so many elements that surround the main object of emphasis, which in this case is the pipe. Besides, again, the “cartoony” look, there are ridiculous, outmoded fashions (which may be OK if the design is striving for an antique/nostalgic look), plus there is an issue of colors that get introduced by the clipart (if your design scheme is using deep reds and yellows, say, this is going to look awful). And what’s with the guy’s facial expression? Yet most beginning designers will look no further than the pipe, and ruin their design because of it. Worse still, for this rhetorical situation (but certainly not for public health), there is the depiction of the health-hazardous act of smoking.

If the pipe is what’s important, then perhaps seek out something along these lines:

Pipe Clipart

Again, there is a palette at work here (although it’s natural to what we think of as pipe); but more importantly, there is a style: the rough lines, for example. While it's not cartoony, this pipe may not fit into a total design (see the Overall Design section below).

Why is clipart so difficult to work with? Because clipart is often stylized and colored, it may be hard to find some that really works well with your design, and manages to pull off the kind of ethos you’re striving for.

B. Illustrations and Diagrams

Like clipart, illustrations and diagrams can make or break a design. However, unlike clipart, which is meant usually as an accent, illustrations and diagrams often serve a central purpose to inform.

Always strive for clarity in illustrations and diagrams. Think about maps, for example. A driving atlas of the United States does not include representations and labels of every single office building, townhouse, apartment, gas station, and tool shed between New York City and Los Angeles. If it did, we’d have a hard time reading what we really want out of the map: the roads! Illustrations and diagrams are selective pictures of reality; that’s what makes them useful. In the case of representing large amounts of complex information, it is probably helpful to break up the information spatially—that's why driving atlases of the United States are in book form, and not gigantic maps; each state gets its own page, rather than the entire country squeezed onto a bedsheet-sized piece of paper.

Programs like Microsoft Excel will automatically generate everything from bar graphs to pie charts; you can choose things like color and scale. Some issues to consider when choosing to graphically represent quantitative information:

• Everyone likes pie charts, but they are only helpful in terms of showing parts of a whole. So if your figures are not in percentages, pie charts won’t be of much help to you. And unless several pie charts are included, they are not useful for demonstrating changes over time.
• Bar graphs are especially helpful for comparisons between a number of different numeric variables, even over time.
• Line graphs are excellent for plotting changes in one variable over time, particularly over small time segments. When multiple colors are used, several variables can be plotted, but too many lines may be confusing, and a bar graph might be a better choice.

D. Photographs and Manipulated Images

With the availability of digital cameras, scanners, and other imaging devices coupled with the easy electronic distribution of photo-quality images, photographs are more popular than ever. Yet many beginning designers tend to avoid capturing their own images. Many will search the Web for images and, quality or not, copyright or not, will select the first available image. Again, we stumble onto the important question of ethos, which in the world of photographic images is primarily tied to two aspects of the photographic image: composition and quality.

We'll start with the second aspect, quality. Practically every computer image format has some settings for "compressing" the image. That is, areas of similar color lose their information, and are filled in with approximations when the image is opened in a Web browser or other program. Especially when designing for a Web audience, there is a constant push and pull between the quality of the image, and its size on disk. The better quality image, the larger it is on disk, and thus the longer it takes to load in a Web browser. However, in terms of ethos—and this itself is audience-dependent—it is often wise to opt for a slightly larger image file, rather than sacrifice quality.

Consider these two photos of the Purdue Memorial Union:

Good Picture

Poor Picture

In both photos, the subject matter is clear; however, the quality is strikingly different. While the first photo still uses a fairly high compression, little details like the wisps of clouds and treetops are clear, as is the texture of the bricks and the panes in the windows. The second photo is clearly degraded—there are large blocks of blue visible in the sky area, and there are “sparkles” between the treetops and clouds, and the building and sky. Of course, the top photo file is three times larger than the bottom—but is the speed with which the second photo can be transferred worth the loss in quality? If this photo were in the context of a Web page meant to encourage students to come study at Purdue, which would likely have a more powerful effect on your impression of the University? Why?

In terms of composition, remember that photos are basically frames of reality. Any given subject can be photographed an infinite number of ways, both in terms of the framing (what is where in the shot) and the exposure (shutter speed, aperture, etc.) When shooting or selecting your images, pay careful attention to how the shot is composed. Is the image light? Dark? What gets highlighted? What is the central subject in the shot? What do you notice? Is there anything inappropriate in the shot that you wouldn’t want? Now, there are entire books and courses on photography, so we’ll have to limit our discussion to what has been said so far, with the exception of that last question: Is there anything inappropriate in the shot that you wouldn’t want? Digital photo manipulation has opened up huge possibilities for image manipulation. Consider the following two images:

Original Picture

Manipulated Picture

In the top image, various clutter (in this case, street lights) have been removed to improve the overall look of the Lafayette skyline. The question is this: what is the line between an accurate portrayal of reality, and an aesthetic representation of it? How is our ethos as visually-oriented writers affected, positively and negatively, when we manipulate images to achieve a certain effect?

Rhetorical Analysis Sample Essay

Harriet Clark

Ms. Rebecca Winter

13 Feb. 2015

Not Quite a Clean Sweep: Rhetorical Strategies in

Grose's "Cleaning: The Final Feminist Frontier”

A woman’s work is never done: many American women grow up with this saying and feel it to be true. 1 One such woman, author Jessica Grose, wrote “Cleaning: The Final Feminist Frontier,” published in 2013 in the New Republic, 2 and she argues that while the men recently started taking on more of the childcare and cooking, cleaning still falls unfairly on women. 3 Grose begins building her credibility with personal facts and reputable sources, citing convincing facts and statistics, and successfully employing emotional appeals; however, toward the end of the article, her attempts to appeal to readers’ emotions weaken her credibility and ultimately, her argument. 4

In her article, Grose first sets the stage by describing a specific scenario of house-cleaning with her husband after being shut in during Hurricane Sandy, and then she outlines the uneven distribution of cleaning work in her marriage and draws a comparison to the larger feminist issue of who does the cleaning in a relationship. Grose continues by discussing some of the reasons that men do not contribute to cleaning: the praise for a clean house goes to the woman; advertising and media praise men’s cooking and childcare, but not cleaning; and lastly, it is just not fun. Possible solutions to the problem, Grose suggests, include making a chart of who does which chores, dividing up tasks based on skill and ability, accepting a dirtier home, and making cleaning more fun with gadgets. 5

Throughout her piece, Grose uses many strong sources that strengthen her credibility and appeal to ethos, as well as build her argument. 6 These sources include, “sociologists Judith Treas and Tsui-o Tai,” “a 2008 study from the University of New Hampshire,” and “P&G North America Fabric Care Brand Manager, Matthew Krehbiel” (qtd. in Grose). 7 Citing these sources boosts Grose’s credibility by showing that she has done her homework and has provided facts and statistics, as well as expert opinions to support her claim. She also uses personal examples from her own home life to introduce and support the issue, which shows that she has a personal stake in and first-hand experience with the problem. 8

Adding to her ethos appeals, Grose uses strong appeals to logos, with many facts and statistics and logical progressions of ideas. 9 She points out facts about her marriage and the distribution of household chores: “My husband and I both work. We split midnight baby feedings ...but ... he will admit that he’s never cleaned the bathroom, that I do the dishes nine times out of ten, and that he barely knows how the washer and dryer work in the apartment we’ve lived in for over eight months.” 10 These facts introduce and support the idea that Grose does more household chores than her husband. Grose continues with many statistics:

[A]bout 55 percent of American mothers employed full time do some housework on an average day, while only 18 percent of employed fathers do. ... [W]orking women with children are still doing a week and a half more of “second shift” work each year than their male partners. ... Even in the famously gender-neutral Sweden, women do 45 minutes more housework a day than their male partners. 11

These statistics are a few of many that logically support her claim that it is a substantial and real problem that men do not do their fair share of the chores. The details and numbers build an appeal to logos and impress upon the reader that this is a problem worth discussing. 12

Along with strong logos appeals, Grose effectively makes appeals to pathos in the beginning and middle sections. 13 Her introduction is full of emotionally-charged words and phrases that create a sympathetic image; Grose notes that she “was eight months pregnant” and her husband found it difficult to “fight with a massively pregnant person.” 14 The image she evokes of the challenges and vulnerabilities of being so pregnant, as well as the high emotions a woman feels at that time effectively introduce the argument and its seriousness. Her goal is to make the reader feel sympathy for her. Adding to this idea are words and phrases such as, “insisted,” “argued,” “not fun,” “sucks” “headachey,” “be judged,” “be shunned” (Grose). All of these words evoke negative emotions about cleaning, which makes the reader sympathize with women who feel “judged” and shunned”—very negative feelings. Another feeling Grose reinforces with her word choice is the concept of fairness: “fair share,” “a week and a half more of ‘second shift’ work,” “more housework,” “more gendered and less frequent.” These words help establish the unfairness that exists when women do all of the cleaning, and they are an appeal to pathos, or the readers’ feelings of frustration and anger with injustice. 15

However, the end of the article lacks the same level of effectiveness in the appeals to ethos. 16 For example, Grose notes that when men do housework, they are considered to be “’enacting “small instances of gender heroism,” or ‘SIGH’s’—which, barf.” 17 The usage of the word “barf” is jarring to the reader; unprofessional and immature, it is a shift from the researched, intelligent voice she has established and the reader is less likely to take the author seriously. This damages the strength of her credibility and her argument. 18

Additionally, her last statement in the article refers to her husband in a way that weakens the argument. 19 While returning to the introduction’s hook in the conclusion is a frequently-used strategy, Grose chooses to return to her discussion of her husband in a humorous way: Grose discusses solutions, and says there is “a huge, untapped market ... for toilet-scrubbing iPods. I bet my husband would buy one.” 20 Returning to her own marriage and husband is an appeal to ethos or personal credibility, and while that works well in the introduction, in the conclusion, it lacks the strength and seriousness that the topic deserves and was given earlier in the article. 21

Though Grose begins the essay by effectively persuading her readers of the unfair distribution of home-maintenance cleaning labor, she loses her power in the end, where she most needs to drive home her argument. Readers can see the problem exists in both her marriage and throughout the world; however, her shift to humor and sarcasm makes the reader not take the problem as seriously in the end. 22 Grose could have more seriously driven home the point that a woman’s work could be done: by a man. 23

Works Cited

Grose, Jessica. “Cleaning: The Final Feminist Frontier.” New Republic. The New Republic, 19 Mar. 2013. Web. 28 Mar. 2014.

• Article author's claim or purpose
• Summary of the article's main point in the second paragraph (could also be in the introduction)
• Third paragraph begins with a transition and topic sentence that reflects the first topic in the thesis
• Quotes illustrate how the author uses appeals to ethos
• Analysis explains how the quotes show the effective use of ethos as noted in the thesis
• Transition and topic sentence about the second point from the thesis
• Quote that illustrates appeals to logos
• Analysis explains how the quotes show the effective use of logos, as noted in the thesis
• Transition and topic sentence about the third point from the thesis
• Quotes that illustrate appeals to pathos
• Analysis explains how the quotes show the effective use of pathos, as noted in the thesis
• Transition and topic sentence about fourth point from the thesis
• Quote illustrates how the author uses appeal to ethos
• Analysis explains how quote supports thesis
• Transition and topic sentence about fourth point from thesis
• Conclusion returns to the ideas in the thesis and further develops them
• Last sentence returns to the hook in the introduction

Learn more about the " Rhetorical Analysis Graphic Organizer ."

Learn more about " Pathos, Logos, and Ethos ."

27 Rhetorical Analysis

What is a rhetorical analysis.

A Rhetorical analysis begins with the examination of the content and the style of the author. A rhetorical analysis is an examination of the topic, purpose, audience, and context of a piece of text.  A text can be written, spoken, or conveyed in some other manner.

Sometimes, the best way to learn how to write a good argument is to start by analyzing other arguments. When you do this, you get to see what works, what doesn’t, what strategies another author uses, what structures seem to work well and why, and more.

In the paragraphs that follow, you will learn about analyzing arguments for both content and rhetorical strategies. The content analysis may come a little easier for you, but the rhetorical analysis is extremely important. To become a good writer, we must develop the language of writing and learn how to use that language to talk about the “moves” other writers make.

When we understand the decisions other writers make and why, it helps us make more informed decisions as writers. We can move from being the “accidental” writer, where we might do well but are not sure why, to being a “purposeful” writer, where we have an awareness of the impact our writing has on our audience at all levels.

The ultimate goal of a rhetorical analysis is twofold:

• to analyze how well the rhetorical elements work together to create a fitting response, and
• to evaluate the overall effectiveness of that response.

To examine that goal, there are a couple of approaches that can be made in writing an analysis. The first is to ask some basic questions.

• How has the place affected the writing?
• How have the rhetorical elements (rhetorical appeals) affected the writing?
• Do the means of delivery, genre,  or medium impact the audience?

As you begin, search your answers for an idea that can serve as your claim or thesis. For example, you might focus on the declared goal—if there is one—of the creator of the text and whether it has been achieved.

You might evaluate how successfully that creator has identified the rhetorical audience, shaped a fitting response, or employed the best available means.

Or you might focus on the use of the rhetorical appeals and the overall success of their use.

Whether or not you agree with the text is beside the point. Your job is to analyze  how  and  how well  the text’s creator has accomplished the purpose of that text.

• HOW is the analysis of the parts
• HOW WELL is the overall evaluation

Thinking Rhetorically

As a part of thinking rhetorically about an argument, your professor may ask you to write a formal or informal rhetorical analysis essay. Rhetorical analysis is about “digging in” and exploring the strategies and writing style of a particular piece. Rhetorical analysis can be tricky because, chances are, you haven’t done a lot of rhetorical analysis in the past.

To add to this trickiness, you can write a rhetorical analysis of any piece of information, not just an essay. You may be asked to write a rhetorical analysis of an ad, an image, or a commercial.

The key is to start now! Rhetorical analysis is going to help you think about strategies other authors have made and how or why these strategies work or don’t work. In turn, your goal is to be more aware of these things in your own writing.

When you analyze a work rhetorically, you are going to explore the following concepts in a piece:

• Style or Voice

You will be thinking about the decisions an author has made along these lines and thinking about whether these decisions are effective or ineffective.

Types of Argument

Just as there many types of essays you will write in college and many types of writing in general, argumentative essays come in many forms as well. There are three basic structures or types of an argument you are likely to encounter in college: the Toulmin  argument, the  Rogerian  argument, and the  Classical or Aristotelian  argument. Although the Toulmin method was originally developed to analyze arguments, some professors will ask you to model its components. Each of these serves a different purpose, and deciding which type to use depends upon the rhetorical situation: In other words, you have to think about what is going to work best for your audience given your topic and the situation in which you are writing.

Toulmin Argument

This type of argument works well when there are no clear truths or absolute solutions to a problem. Toulmin arguments take into account the complex nature of most situations.

There are six elements for analyzing, and, in this case, presenting arguments that are important to the Toulmin method.

These elements of a Toulmin analysis can help you as both a reader and a writer. When you’re analyzing arguments as a reader, you can look for these elements to help you understand the argument and evaluate its validity. When you’re writing an argument, you can include these same elements to ensure your audience will see the validity in your claims.

The  claim  is a statement of opinion that the author is asking her or his audience to accept as true.

There should be more laws to regulate texting while driving in order to cut down on dangerous car accidents.

The  grounds  are the facts, data, or reasoning upon which the claim is based. Essentially, the grounds are the facts making the case for the claim.

The National Safety Council estimates that 1.6 million car accidents per year are caused by cell phone use and texting.

The  warrant  is what links the grounds to the claim. This is what makes the audience understand how the grounds are connected to supporting the claim. Sometimes, the warrant is implicit (not directly stated), but the warrant can be stated directly as well. As a writer, you are making assumptions about what your audience already believes, so you have to think about how clear your warrant is and if you need to state it directly for your audience. You must also think about whether or not a warrant is actually an unproven claim.

The  backing  gives additional support for the claim by addressing different questions related to your claim.

The  qualifier  is essentially the limits to the claim or an understanding that the claim is not true in all situations. Qualifiers add strength to claims because they help the audience understand the author does not expect her or his opinion to be true all of the time or for her or his ideas to work all of the time. If writers use qualifiers that are too broad, such as “always” or “never,” their claims can be really difficult to support. Qualifiers like “some” or “many” help limit the claim, which can add strength to the claim.

The  rebuttal is when the author addresses the opposing views. The author can use a rebuttal to pre-empt counter-arguments, making the original argument stronger.

Aristotelian Argument

Of course, your professor may require some variations, but here is the basic format for an Aristotelian, or classical, argumentative essay:

• Introduce your issue.  At the end of your introduction, most professors will ask you to present your thesis. The idea is to present your readers with your main point and then dig into it.
• Present your case  by explaining the issue in detail and why something must be done or a way of thinking is not working. This will take place over several paragraphs.
• Address the opposition.  Use a few paragraphs to explain the other side. Refute the opposition one point at a time.
• Provide your proof.  After you address the other side, you’ll want to provide clear evidence that your side is the best side.
• Present your conclusion.  In your conclusion, you should remind your readers of your main point or thesis and summarize the key points of your argument. If you are arguing for some kind of change, this is a good place to give your audience a call to action. Tell them what they could do to make a change.

For a visual representation of this type of argument, check out the Aristotelian infographic below.

Rogerian Argument

When most of us think of arguments, we think about winners of arguments and losers of arguments. Arguments, even sometimes

academic arguments, can be strong and forceful. An Aristotelian or classical argument is a strong, “this is my assertion and here’s why I am right” kind of argument. But that kind of argument isn’t going to work in all situations. When your audience is a really difficult one in the sense that you know your audience isn’t going to completely agree with your side of the issue, it can be a good idea to try to find a middle ground. The Rogerian argument finds that middle ground.

Based on the work of psychologist  Carl Rogers   (pictured on the right), a Rogerian argument focuses on finding a middle ground between the author and the audience. This type of argument can be extremely persuasive and can help you, as a writer, understand your own biases and how you might work to find common ground with others.

Here is a summary of the basic strategy for a Rogerian argument, and the infographic on the following page should be helpful as well.

• In your essay, first,  introduce the problem .
• Acknowledge the other side  before you present your side of the issue. This may take several paragraphs.
• Next, you should carefully  present your side  of the issue in a way that does not dismiss the other side. This may also take several paragraphs.
• You should then work to  bring the two sides together . Help your audience see the benefits of the middle ground. Make your proposal for the middle ground here, and be sure to use an even, respectful tone. This should be a key focus of your essay and may take several paragraphs.
• Finally, in your conclusion,  remind your audience of the balanced perspective  you have presented and make it clear how both sides benefit when they meet in the middle.

For a visual representation of this type of argument, check out the Rogerian infographic below.

Analyze This

You have learned about some of the most common organizational structures for academic arguments and learned about the benefits of each one—as well as when it might be best to use each one.

Before you begin working with your own academic argument structure, it might be helpful to review another academic argument for its organizational structure.

In the following video, watch as one student analyzes a traditional academic argumentative essay ( Cheap Thrills: The Price of Fast Fashion ), one that most closely follows the Aristotelian structure.

Thinking About Content

Content analysis of an argument is really just what it seems—looking closely at the content in an argument. When you’re analyzing an argument for content, you’re looking at things like claims, evidence to support those claims, and if that evidence makes sense.

The  Toulmin method described in this learning area is a great tool for analyzing the content of an argument. In fact, it was developed as a tool for analyzing the content of an argument. Using the different concepts we learn in the Toulmin model, we are able to examine an argument by thinking about what claim is being made, what evidence is being used to support that claim, the warrants behind that evidence, and more.

When you analyze an argument, there is a good chance your professor will have you review and use the Toulmin information provided in the Excelsior OWL.

However, the lessons you have learned about  logical fallacies  will also help you analyze the content of an argument. You’ll want to look closely at the logic being presented in the claims and evidence. Does the logic hold up, or do you see logical fallacies? Obviously, if you see fallacies, you should really question the argument.

Basic Questions for a Rhetorical Analysis

What is the rhetorical situation?

• What occasion gives rise to the need or opportunity for persuasion?
• What is the historical occasion that would give rise to the composition of this text?

Who is the author/speaker?

• How does he or she establish ethos (personal credibility)?
• Does he/she come across as knowledgeable? fair?
• Does the speaker’s reputation convey a certain authority?

What is his/her intention in speaking?

• To attack or defend?
• To exhort or dissuade from certain action?
• To praise or blame?
• To teach, to delight, or to persuade?

Who makes up the audience?

• Who is the intended audience?
• What values does the audience hold that the author or speaker appeals to?
• Who have been or might be secondary audiences?
• If this is a work of fiction, what is the nature of the audience within the fiction?

What is the content of the message?

• Can you summarize the main idea?
• What are the principal lines of reasoning or kinds of arguments used?
• What topics of invention are employed?
• How does the author or speaker appeal to reason? to emotion?

What is the form in which it is conveyed?

• What is the structure of the communication; how is it arranged?
• What oral or literary genre is it following?
• What figures of speech (schemes and tropes) are used?
• What kind of style and tone is used and for what purpose?

How do form and content correspond?

• Does the form complement the content?
• What effect could the form have, and does this aid or hinder the author’s intention?

Does the message/speech/text succeed in fulfilling the author’s or speaker’s intentions?

• Does the author/speaker effectively fit his/her message to the circumstances, times, and audience?
• Can you identify the responses of historical or contemporary audiences?

What does the nature of the communication reveal about the culture that produced it?

• What kinds of values or customs would the people have that would produce this?
• How do the allusions, historical references, or kinds of words used place this in a certain time and location?

Sample Rhetorical Analysis

Seeing rhetorical analysis in action is one of the best ways to understand it. Read the sample rhetorical analysis of an article . If you like, you can read the original article the student analyzes: Why I won’t buy an iPad (and think you shouldn’t, either) .

Time to Write

Purpose:  This assignment will demonstrate the understanding of Rhetorical Analysis and Preliminary Research. This assignment will connect to the course competencies of writing for specific rhetorical contexts, using appropriate conventions in writing, an

This assignment frames the topic, purpose, audience, and context for the approved research topic from Research Prospectus 1.

At this time you will utilize two or three sources as in-text citations and on the References.

Choose a single source (selection) for rhetorical analysis that meets the following criteria.

• Is the text responding to an opportunity to make a change? (Does it look at solving a problem?)
• What is the rhetorical opportunity for change?
• How is it identified?
• How is it connected to your research proposal topic?

After you have selected a text, read it carefully, keeping in mind that the ultimate goal of a rhetorical analysis is twofold: (1) to analyze how well the rhetorical elements work together to create a fitting response, and (2) to assess the overall effectiveness of that response. Then, write answers to the following questions, citing material from the text itself to support each answer:

Are the available means anchored to the writer’s place?

• Who created the text? What credentials or expertise does that person or group have? Why is the creator of the text engaged with this opportunity? Is this an opportunity that can be modified through language? What opinions or biases did the person or group bring to the text?
• What is the place (physical, social, academic, economic, and so on) from which the creator of the text forms and sends the response? What are the resources of that place? What are its constraints (or limitations)?
• Who is the audience for the message? What relationship is the creator of the text trying to establish with the audience? What opinions or biases might the audience hold? How might the audience feel about this rhetorical opportunity? And, most important, can this audience modify or help bring about a modification of the rhetorical opportunity? How?

Do the available means include the rhetorical elements of the message itself?

• Identify the rhetorical elements of the message itself. In other words, where and how does the person or group employ the rhetorical appeals of ethos, pathos, and logos? How are credentials, goodwill, or good sense evoked to establish ethos? How is evidence (examples, statistics, data, and so forth) used to establish logos? And how is an emotional connection created to establish pathos? Keep in mind that the rhetorical appeals can sometimes overlap.
• What kind of language does the creator of the text use? Is it plain or specialized, slang or formal? How does the choice of language reveal how the person or group views the intended audience?

Do the available means deliver a message in a genre and medium that reaches the audience?

• Is the intended audience for the text a rhetorical audience? Draw on evidence from the text to support your answer.
• If the audience is a rhetorical one, what can it do to resolve the problem?
• Does the response address and fit the rhetorical opportunity? How exactly? If not, how might the response be reshaped so that it does fit?
• Is the response delivered in an appropriate medium that reaches its intended audience? Why is that medium appropriate? Or how could it be adjusted to be appropriate?
• Can you think of other responses to similar rhetorical situations? What genre is commonly used? Does the creator of this text use that genre? If not, what is the effect of going against an audience’s expectations?

Now that you have carefully read the text and answered all of the questions, you are ready to write your rhetorical analysis. How does your analysis of the use of the available means reveal

• How well the rhetorical elements work together to create a fitting response to an opportunity for change?
• How effective the response is?

As you begin, search your answers for an idea that can serve as your claim or thesis. For example, you might focus on the declared goal—if there is one—of the creator of the text and whether it has been achieved. You might assess how successfully that creator has identified the rhetorical audience, shaped a fitting response, or employed the best available means. Or you might focus on the use of the rhetorical appeals and the overall success of their use.

Whether or not you agree with the text is beside the point.

Your job is to analyze an essay, examining how, and how well, the text’s creator has accomplished the purpose of that text.

Key Grading Considerations

• The intro provides context for the rest of the paper
• The thesis is explicit, specific, and clear
• The thesis is analytical in nature
• The conclusion recasts the thesis and provides cohesion to the whole paper
• rhetorical triangle (audience, author, purpose)
• and rhetorical appeals (logos, ethos, pathos)
•  focus is on an analysis (not a summary or the author’s own ideas of the issue)
• Smooth flow of ideas ordered in a logical sequence that effectively guides the reader
• Each paragraph has a well-supported clearly-stated main point
• The topic sentences focus on analysis
• There is an effective use of transitions.
• Uses the Rhetorical Triangle to Target the Audience
• Language Use & Mechanics
• Fully in APA Format

ATTRIBUTIONS

• Content Adapted from Excelsior Online Writing Lab (OWL). (2020).  Excelsior College. Retrieved from https://owl.excelsior.edu/ licensed under a  Creative Commons Attribution-4.0 International License .
• Basic Questions for Rhetorical Analysis.  Authored by : Gideon O. Burton.  Provided by : Brigham Young University.  Located at :  http://rhetoric.byu.edu .  Project : Silva Rhetoricae.  License :  CC BY: Attribution
• Original Content from  Christine Jones. (2021). Rhetorical Analysis. Licensed under a CC0 1.0 Universal (CC0 1.0) Public Domain Dedication .

English 101: Journey Into Open Copyright © 2021 by Christine Jones is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Rhetorical Analysis Definition and Examples

The analysis can be used on any communication, even a bumper sticker

• An Introduction to Punctuation

Sample Rhetorical Analyses

Examples and observations, analyzing effects, analyzing greeting card verse, analyzing starbucks, rhetorical analysis vs. literary criticism.

• Ph.D., Rhetoric and English, University of Georgia
• M.A., Modern English and American Literature, University of Leicester
• B.A., English, State University of New York

Rhetorical analysis is a form of criticism or close reading that employs the principles of rhetoric to examine the interactions between a text, an author, and an audience . It's also called rhetorical criticism or pragmatic criticism.

Rhetorical analysis may be applied to virtually any text or image—a speech , an essay , an advertisement, a poem, a photograph, a web page, even a bumper sticker. When applied to a literary work, rhetorical analysis regards the work not as an aesthetic object but as an artistically structured instrument for communication. As Edward P.J. Corbett has observed, rhetorical analysis "is more interested in a literary work for what it does than for what it is."

• A Rhetorical Analysis of Claude McKay's "Africa"
• A Rhetorical Analysis of E.B. White's "The Ring of Time"
• A Rhetorical Analysis of U2's "Sunday Bloody Sunday"
• "Our response to the character of the author—whether it is called ethos, or 'implied author,' or style , or even tone—is part of our experience of his work, an experience of the voice within the masks, personae , of the work...Rhetorical criticism intensifies our sense of the dynamic relationships between the author as a real person and the more or less fictive person implied by the work." (Thomas O. Sloan, "Restoration of Rhetoric to Literary Study." The Speech Teacher )
• "[R]hetorical criticism is a mode of analysis that focuses on the text itself. In that respect, it is like the practical criticism that the New Critics and the Chicago School indulge in. It is unlike these modes of criticism in that it does not remain inside the literary work but works outward from the text to considerations of the author and the audience...In talking about the ethical appeal in his 'Rhetoric,' Aristotle made the point that although a speaker may come before an audience with a certain antecedent reputation, his ethical appeal is exerted primarily by what he says in that particular speech before that particular audience. Likewise, in rhetorical criticism, we gain our impression of the author from what we can glean from the text itself—from looking at such things as his ideas and attitudes, his stance, his tone, his style. This reading back to the author is not the same sort of thing as the attempt to reconstruct the biography of a writer from his literary work. Rhetorical criticism seeks simply to ascertain the particular posture or image that the author is establishing in this particular work in order to produce a particular effect on a particular audience." (Edward P.J. Corbett, "Introduction" to " Rhetorical Analyses of Literary Works ")

"[A] complete   rhetorical analysis requires the researcher to move beyond identifying and labeling in that creating an inventory of the parts of a text represents only the starting point of the analyst's work. From the earliest examples of rhetorical analysis to the present, this analytical work has involved the analyst in interpreting the meaning of these textual components—both in isolation and in combination—for the person (or people) experiencing the text. This highly interpretive aspect of rhetorical analysis requires the analyst to address the effects of the different identified textual elements on the perception of the person experiencing the text. So, for example, the analyst might say that the presence of feature x will condition the reception of the text in a particular way. Most texts, of course, include multiple features, so this analytical work involves addressing the cumulative effects of the selected combination of features in the text." (Mark Zachry, "Rhetorical Analysis" from " The Handbook of Business Discourse , " Francesca Bargiela-Chiappini, editor)

"Perhaps the most pervasive type of repeated-word sentence used in greeting card verse is the sentence in which a word or group of words is repeated anywhere within the sentence, as in the following example:

In quiet and thoughtful ways , in happy and fun ways , all ways , and always , I love you.

In this sentence, the word ways is repeated at the end of two successive phrases, picked up again at the beginning of the next phrase, and then repeated as part of the word always . Similarly, the root word all initially appears in the phrase 'all ways' and is then repeated in a slightly different form in the homophonic word always . The movement is from the particular ('quiet and thoughtful ways,' 'happy and fun ways'), to the general ('all ways'), to the hyperbolic ('always')." (Frank D'Angelo, "The Rhetoric of Sentimental Greeting Card Verse." Rhetoric Review )

"Starbucks not just as an institution or as a set of verbal discourses or even advertising but as a material and physical site is deeply rhetorical...Starbucks weaves us directly into the cultural conditions of which it is constitutive. The color of the logo, the performative practices of ordering, making, and drinking the coffee, the conversations around the tables, and the whole host of other materialities and performances of/in Starbucks are at once the rhetorical claims and the enactment of the rhetorical action urged. In short, Starbucks draws together the tripartite relationships among place, body, and subjectivity. As a material/rhetorical place, Starbucks addresses and is the very site of a comforting and discomforting negotiation of these relationships." (Greg Dickinson, "Joe's Rhetoric: Finding Authenticity at Starbucks." Rhetoric Society Quarterly )

"What essentially are the differences between literary criticism analysis and rhetorical analysis? When a critic explicates Ezra Pound's Canto XLV , for example, and shows how Pound inveighs against usury as an offense against nature that corrupts society and the arts, the critic must point out the 'evidence'—the 'artistic proofs' of example and enthymeme [a formal syllogistic argument that is incompletely stated}—that Pound has drawn upon for his fulmination. The critic will also call attention to the 'arrangement' of the parts of that argument as a feature of the 'form' of the poem just as he may inquire into the language and syntax. Again these are matters that Aristotle assigned mainly to rhetoric...

"All critical essays dealing with the persona of a literary work are in reality studies of the 'Ethos' of the 'speaker' or 'narrator'—the voice—source of the rhythmic language which attracts and holds the kind of readers the poet desires as his audience, and the means this persona consciously or unconsciously chooses, in Kenneth Burke's term, to 'woo' that reader-audience." (Alexander Scharbach, "Rhetoric and Literary Criticism: Why Their Separation." College Composition and Communication )

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How to Write a Rhetorical Analysis

Last Updated: April 2, 2024 Fact Checked

This article was co-authored by Megan Morgan, PhD . Megan Morgan is a Graduate Program Academic Advisor in the School of Public & International Affairs at the University of Georgia. She earned her PhD in English from the University of Georgia in 2015. This article has been fact-checked, ensuring the accuracy of any cited facts and confirming the authority of its sources. This article has been viewed 1,380,381 times.

A rhetorical analysis can be written about other texts, television shows, films, collections of artwork, or a variety of other communicative mediums that attempt to make a statement to an intended audience. In order to write a rhetorical analysis, you need to be able to determine how the creator of the original work attempts to make his or her argument. You can also include information about whether or not that argument is successful. To learn more about the right way to write a rhetorical analysis, continue reading.

Gathering Information

• The speaker refers to the first and last name of the writer. If the writer has any credentials that lend to his or her authority on the matter at hand, you should also briefly consider those. Note that if the narrator is different from the writer, though, it could also refer to the narrator.
• The occasion mostly refers to the type of text and the context under which the text was written. For instance, there is a big difference between an essay written for a scholarly conference and a letter written to an associate in the field.
• The audience is who the text was written for. This is related to the occasion, since the occasion can include details about the audience. In the example above, the audience would be a conference of scholars versus an associate in the field.
• The purpose refers to what the writer wants to accomplish in the text. It usually includes selling a product or point of view.
• The subject is simply the topic the writer discusses in the text.

• Ethos, or ethical appeals, rely on the writer's credibility and character in the garnering of approval. Mentions of a writer's character or qualifications usually qualify as ethos. For instance, if a family therapist with 20 years of practice writes an article on improving familial relations, mention of that experience would be using ethos. Despite their name, these appeals don't have anything to do with "ethics" as we usually think of them.
• Logos, or logical appeals, use reason to make an argument. Most academic discourse should make heavy use of logos. A writer who supports an argument with evidence, data, and undeniable facts uses logos.
• Pathos, or pathetic appeals, seek to evoke emotion in order to gain approval. These emotions can include anything from sympathy and anger to the desire for love. If an article about violent crime provides personal, human details about victims of violent crime, the writer is likely using pathos.

• Analogies and figurative language, including metaphors and similes, demonstrate an idea through comparison.
• Repetition of a certain point or idea is used to make that point seem more memorable.
• Imagery often affects pathos. The image of a starving child in a low income country can be a powerful way of evoking compassion or anger.
• Diction refers to word choice. Emotionally-charged words have greater impact, and rhythmic word patterns can establish a theme more effectively.
• Tone essentially means mood or attitude. A sarcastic essay is vastly different from a scientific one, but depending on the situation, either tone could be effective.
• Addressing the opposition demonstrates that the writer is not afraid of the opposing viewpoint. It also allows the writer to strengthen his or her own argument by cutting down the opposing one. This is especially powerful when the author contrasts a strong viewpoint he or she holds with a weak viewpoint on the opposing side.

• Ask yourself how the rhetorical strategies of appeals and style help the author achieve his or her purpose. Determine if any of these strategies fail and hurt the author instead of helping.
• Speculate on why the author may have chosen those rhetorical strategies for that audience and that occasion. Determine if the choice of strategies may have differed for a different audience or occasion.
• Remember that in a rhetorical analysis, you do not need to agree with the argument being presented. Your task is to analyze how well the author uses the appeals to present her or his argument.

Writing the Introduction

• By letting the reader know that your paper is a rhetorical analysis, you let him or her know exactly what to expect. If you do not let the reader know this information beforehand, he or she may expect to read an evaluative argument instead.
• Do not simply state, "This paper is a rhetorical analysis." Weave the information into the introduction as naturally as possible.
• Note that this may not be necessary if you are writing a rhetorical analysis for an assignment that specifically calls for a rhetorical analysis.

• The introduction is a good place to give a quick summary of the document. Keep it quick, though. Save the majority of the details for your body paragraphs, since most of the details will be used in defending your analysis.

• You do not necessarily need to mention these details in this order. Include the details in a matter that makes sense and flows naturally within your introductory paragraph.

• Try stating which rhetorical techniques the writer uses in order to move people toward his or her desired purpose. Analyze how well these techniques accomplish this goal.
• Consider narrowing the focus of your essay. Choose one or two design aspects that are complex enough to spend an entire essay analyzing.
• Think about making an original argument. If your analysis leads you to make a certain argument about the text, focus your thesis and essay around that argument and provide support for it throughout the body of your paper.
• Try to focus on using words such as "effective" or "ineffective" when composing your thesis, rather than "good" or "bad." You want to avoid seeming like you are passing value judgments.

Writing the Body

• The order of logos, ethos, and pathos is not necessarily set in stone. If you intend to focus on one more than the other two, you could briefly cover the two lesser appeals in the first two sections before elaborating on the third in greater detail toward the middle and end of the paper.
• For logos, identify at least one major claim and evaluate the document's use of objective evidence.
• For ethos, analyze how the writer or speaker uses his or her status as an "expert" to enhance credibility.
• For pathos, analyze any details that alter the way that the viewer or reader may feel about the subject at hand. Also analyze any imagery used to appeal to aesthetic senses, and determine how effective these elements are.
• Wrap things up by discussing the consequences and overall impact of these three appeals.

• Start from the beginning of the document and work your way through to the end. Present details about the document and your analysis of those details in the order the original document presents them in.
• The writer of the original document likely organized the information carefully and purposefully. By addressing the document in this order, your analysis is more likely to make more coherent sense by the end of your paper.

• Evidence often include a great deal of direct quotation and paraphrasing.
• Point to spots in which the author mentioned his or her credentials to explain ethos. Identify emotional images or words with strong emotional connotations as ways of supporting claims to pathos. Mention specific data and facts used in analysis involving logos.

• Avoid use of the first-person words "I" and "we." Stick to the more objective third-person.

Writing the Conclusion

• When restating your thesis, you should be able to quickly analyze how the original author's purpose comes together.
• When restating your thesis, try to bring more sophistication or depth to it than you had in the beginning. What can the audience now understand about your thesis that they would not have without reading your analysis?

• Keep this information brief. You spent an entire essay supporting your thesis, so these restatements of your main ideas should only serve as summaries of your support.

• Indicate what that research must entail and how it would help.
• Also state why the subject matter is important enough to continue researching and how it has significance to the real world.

Writing Help

Community Q&A

• Avoid the use of "In conclusion..." While many writers may be taught to end conclusion paragraphs with this phrase as they first learn to write essays, you should never include this phrase in an essay written at a higher academic level. This phrase and the information that usually follows it is empty information that only serves to clutter up your final paragraph. Thanks Helpful 0 Not Helpful 0
• Do not introduce any new information in your conclusion. Summarize the important details of the essay. Thanks Helpful 0 Not Helpful 0
• Do not argue in an analysis. Focus on the "how" they made their point, not if it's good or not. Thanks Helpful 0 Not Helpful 0

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• ↑ https://owl.purdue.edu/owl/general_writing/academic_writing/establishing_arguments/rhetorical_strategies.html
• ↑ https://writingcenter.tamu.edu/Students/Writing-Speaking-Guides/Alphabetical-List-of-Guides/Academic-Writing/Analysis/Rhetorical-Analysis
• ↑ https://courses.lumenlearning.com/englishcomp1/chapter/text-an-overview-of-the-rhetorical-modes/
• ↑ https://oer.pressbooks.pub/informedarguments/chapter/rhetorical-modes-of-writing/
• ↑ https://owl.purdue.edu/owl/general_writing/visual_rhetoric/analyzing_visual_documents/organizing_your_analysis.html
• ↑ https://www.pfw.edu/offices/learning-support/documents/WriteARhetoricalAnalysis.pdf

About This Article

To write a rhetorical analysis, start by determining what the author of the work you're analyzing is trying to argue. Then, ask yourself if they succeeded in making their argument. Whether you think they did or didn't, include quotes and specific examples in your analysis to back up your opinion. When you're writing your analysis, use the third-person to appear objective as opposed to using "I" or "we." Also, make sure you include the author's name, profession, and purpose for writing the text at the beginning of your analysis to give reader's some context. To learn different ways to structure your rhetorical analysis from our English Ph.D. co-author, keep reading! Did this summary help you? Yes No

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Essay On Rhetorical Analysis Of An Image

Type of paper: Essay

Topic: Suffering , War , Social Issues , Women , Audience , Children , Violence , Family

Words: 1100

Published: 03/30/2020

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As the adage goes, that a picture is worth a thousand words, and so does the image. The image presents and depicts many themes that range from poverty and torture among woman and children as a result of natural or manmade disasters such as war and violence. The image makes it easy to explain and analyze how war, poverty and suffering are related and dependent on each other especially to the most vulnerable in the community that include women and children (Rwomire 14). The image is of a young woman with her kid of Asian origin cooking in an open place using firewood. Behind them is a structure similar to a tent that is mostly observed among the refugees or displaced persons especially during a crisis such as wars and disasters. This image attempts to influence its audience to know the negative impacts and torture that women and children undergo during the crisis about the domestic impacts of wars and violence by analyzing the elements in the image visual and non- visual to tell the story. The tent that shelters the woman and the kid in the picture tells of a story that depicts them as the most affected in the society as a result of war. The house in the form of a tent that shelters them does not meet even the minimum standards that are agreed upon internationally that can be considered as habitable. Nikolić-Ristanović (2000) in his piece Women, Violence and War: Wartime Victimization of Refugees in the Balkans emphasized that spending the night under such a shelter and worsening in the case so as to do so with a young child makes the situation worse (32). It is hard to imagine the cold and the dangers that they expose themselves to as a result of staying in such shelters. This only increases the suffering that women and children go through as a result of war and violence among other disasters and crisis. From the image, using firewood to prepare meals is another indicator that shows the suffering that they endured and emerged successfully. It creates the picture, in human minds, of poverty and torture among women and children that result them to resort to alternative means to survive such as creating makeshift shark for their poor families. The purpose of such an image is to tell the story as it is that is poverty and suffering those women and children have to undergo through in times of crisis both natural and human-made. The image, therefore, communicates to the world and helps us understands better how the three issues relating to poverty, war and violence, as well as suffering that women and children undergo as the most vulnerable as pointed in Carpenter (2007) article titled Born of War: Protecting Children of Sexual Violence Survivors in Conflict Zones (24). The audiences of the image cuts across the whole world, especially corporations and communal organizations, which are concerned or are able to intervene and help alleviate the continuous suffering that women and children have to undergo resulting from such a crisis. From the image and the message that it presents, of suffering and struggle among the two mentioned groups, it can be used to convince people to intervene and contribute in whatever mean and forms possible to help those appear to be victims and more vulnerable. The conditions presented from the image that tells us of lack of clean water, electricity, good infrastructure and security among others presents a condition that can results to more problems and challenges such as disease outbreak. The image presents a somber and sad tone because it is the innocent ones that become victims and suffer for crimes and that they have not committed at all. The child in the picture, it can be said, has no clue and idea why they are living that life and cannot even tell what war and violence are or what leads to it. Other children and kids in different parts of the worlds have their best times and moments by attending schools and having fun unlike the one in the image, therefore, presenting sad tone (Cook 8). The conditions, which the woman and the kid are going through, fail to meet even the basic standards that have been set out that humanity can survive and live in it. The effect that the image brings out is strong to its audience and viewers at large. It presents a clear picture of what transpires in the event that such disasters and crisis happens. It allows viewers to think twice and have a different opinion about war and violence due to women and children being the most vulnerable. Such images it is said have been used to propel arguments against war and violence, and in some instances it has managed to convince people to resolve to alternative measures to address conflicts such as dialogue and negotiation (Gardner & Kobtzeff 17). It has, therefore, impacted and affected the society at large positively by resulting to a better alternative of doing things other than war add violence. In terms of rhetorical appeals, from the set up of the picture that draws, many themes and messages that range from poverty and suffering, which affect mostly women and kids as the most vulnerable. The image manages to convince its audience and viewers due to the set up presented such as use of firewood for cooking, staying in makeshift tents and putting innocent children under conditions that are not good for their developments and growth simply resulting from war and violence. In conclusion, the image has displayed a perfect picture in the minds of viewers and audience because all the themes and issues that arise from war are captured. The most vulnerable groups are also well presented that it tells the story even deeper because they are in the course of action in doing something, that is cooking, and this tells more about the methods add means used. The story of women and children as the most affected by war and violence is depicted from their struggle in the image, and, therefore, presenting the story even deeper making it touch people and understand the situation better.

Works Cited

Carpenter, R C. Born of War: Protecting Children of Sexual Violence Survivors in Conflict Zones. Bloomfield, CT: Kumarian Press, 2007. Print. Cook, Bernard A. Women and War: A Historical Encyclopedia from Antiquity to the Present. Santa Barbara, Calif: ABC-CLIO, 2006. Print. Gardner, Hall, and Oleg Kobtzeff. The Ashgate Research Companion to War: Origins and Prevention. Burlington, VT: Ashgate, 2012. Print. Nikolić-Ristanović, Vesna. Women, Violence and War: Wartime Victimization of Refugees in the Balkans. Budapest: CEU Press, 2000. Print. Rwomire, Apollo. African Women and Children: Crisis and Response. Westport, Conn. [u.a.: Praeger, 2001. Print.

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