A rhetorical analysis examines how a text (written, visual, or spoken) persuades its audience. Instead of focusing on whatthe author is saying, a rhetorical analysis focuses on how they are saying it. This means breaking down the strategies and techniques the creator uses to convey their message and analyzing their effectiveness.

Key Components of a Rhetorical Analysis

  1. The Rhetorical Situation
    Before analyzing a text, it’s essential to understand its rhetorical situation, which consists of:
    • Author (Rhetor): Who created the text? What is their background, credibility, or bias?
    • Audience: Who is the text intended for? What assumptions does the author make about them?
    • Purpose: What is the goal? To inform, persuade, entertain, or criticize?
    • Context: What historical, cultural, or social circumstances influenced the text?
    • Genre: What type of text is it (essay, speech, advertisement, etc.), and how does this shape the message?
  2. Rhetorical Appeals: Logos, Ethos, and Pathos
    These three appeals, coined by Aristotle, are fundamental to understanding rhetoric:
    • Logos (Logical Appeal): Uses facts, data, statistics, or logical reasoning to persuade.
      • Example: A news article citing research studies to support a claim.
    • Ethos (Ethical Appeal): Establishes credibility, expertise, or trustworthiness.
      • Example: A doctor writing about a medical breakthrough is more persuasive due to their qualifications.
    • Pathos (Emotional Appeal): Uses emotions, values, or personal anecdotes to connect with the audience.
      • Example: A charity ad featuring images of suffering children to encourage donations.
  3. Rhetorical Strategies and Techniques
    A strong rhetorical analysis also examines the specific strategies an author uses, such as:
    • Diction (Word Choice): Does the author use formal, informal, or emotionally charged language?
    • Syntax (Sentence Structure): Are the sentences long and complex or short and direct?
    • Tone: Is the author’s attitude serious, humorous, sarcastic, urgent?
    • Imagery and Metaphors: Does the author use vivid descriptions or figurative language?
    • Repetition and Parallelism: Are certain words or phrases repeated for emphasis?
  4. Evaluating Effectiveness
    • Does the author achieve their purpose?
    • Are the rhetorical appeals balanced?
    • Does the text resonate with its intended audience?

Examples of Rhetorical Analysis

Example 1: Speech Analysis – Martin Luther King Jr.’s “I Have a Dream”

  • Ethos: MLK establishes credibility as a civil rights leader.
  • Pathos: He appeals to emotions through imagery (“little Black boys and Black girls will be able to join hands with little white boys and white girls”).
  • Logos: He references the Constitution and Declaration of Independence to support his argument.
  • Effectiveness: The speech remains one of the most powerful in American history because it blends all three appeals seamlessly.

Example 2: Advertisement Analysis – Nike’s “Just Do It” Campaign

  • Ethos: Nike’s reputation as a leading sports brand establishes credibility.
  • Pathos: The ads feature inspiring stories of athletes overcoming obstacles.
  • Logos: Statistics or expert testimonials about Nike’s high-performance products.
  • Effectiveness: The campaign motivates people by associating Nike with determination and success.

The following is for instructors, who can use it for discussion/on a discussion board:

Discussion Board Prompt: Rhetorical Analysis in Everyday Media

Prompt:
Rhetoric is everywhere—in speeches, advertisements, news articles, and social media posts. For this discussion, choose a commercial, speech, news article, or social media post and analyze its rhetorical strategies. Answer the following:

  1. What is the rhetorical situation? Identify the author, audience, purpose, context, and genre.
  2. Which rhetorical appeals (logos, ethos, pathos) are used? Provide specific examples.
  3. What rhetorical strategies (diction, tone, imagery, etc.) make the message effective or ineffective?
  4. Do you find the argument convincing? Why or why not?

Reply Requirement:
Respond to at least one classmate’s post. Offer insights on whether you found the analysis compelling and suggest any additional rhetorical strategies they may have overlooked.

Unknown's avatar

Published by Education Universe

The founders of Education Universe have been writing and editing content for business websites, education facilities, and individuals for over ten years. Jackie Jones currently has a Master of Arts in Education (MAE) with an emphasis on education and English from Western Kentucky University (WKU) and Morehead State University, respectively. Jackie also attended the doctoral program at WKU, which was focused on organizational leadership, so she is well-versed in education. Jackie's background in education, including curriculum development, information technology, writing, and editing services (for individuals and businesses), combined with her professional and caring attitude is the reason that people work with her. Jackie is building her "Writing Made Easy" Youtube channel to help support high school and college-level writers. Other contractors help with tutoring, writing, editing, and contributing to educational information on the Education Universe website. The people at Education Universe believe in serving others in a way that will empower them to pursue great things in life and that a great mentor can make all the difference. To contact us, use our contact page.

Leave a comment