Ethos Pathos Logos

You have had a chance to see tools of persuasion in the Three Proofs and to examine visual arguments in methods of persuasion. For this Assignment, you will compose a critical thinking analysis of two television commercials. The paper should be at least 600 words long.

You will select two television or online commercials for the project. If you do not regularly watch television, you can still complete the Assignment by searching YouTube® or individual company websites to find advertisements for products, goods, or services. Choose one commercial that you think is effective and persuasive, and another that you think fails to make a strong argument.

In the same document, you will conduct two analyses. Part I is on the effective and persuasive commercial, and Part II will cover the less persuasive commercial. You should answer the following four sections for each. Answer all of the questions for Part I first, then answer all of the questions for Part II.

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  1. First, you will describe what happens in the commercial. Assume that the reader has not seen it. Explain the use of words, images, and sounds. What do you see?
  2. Next, use the premises–conclusion format to offer about three to four premises that lead to what you believe is the conclusion of the commercial. Label each premise and the conclusion. Then explain why you labeled each part as such. What makes each section a reflection of a premise (evidence, reason) or the conclusion?
  3. Identify the use of ethos, pathos, and logos in the commercial. Use and cite the definitions of each term from the reading or your research. Discuss what the commercials have done well or what is lacking.
  4. Finally, offer two suggestions that would strengthen the commercial. What would make the effective commercial even stronger? What would cause this ineffective commercial to become persuasive? Explain why this would make a difference in the outcome for the commercial.
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