Week 3 Rhetorical Analysis Planning SheetI. INTRODUCTIONIn thi.docx
- 1. Week 3 Rhetorical Analysis Planning Sheet I. INTRODUCTION In this section of the outline, draft a possible introductory paragraph. Remember that the introduction should identify the subject of your analysis and provide the overall purpose for writing. Because the thesis statement normally serves as the transitional point between the introduction and body, draft your tentative thesis as the last sentence of the introduction. II. CONTEXT AND DESCRIPTION OF ADVERTISEMENT Use this section of the outline to brainstorm the details that will need to be included in your essay to describe the ad to your readers and provide the context. Remember that your readers will not be seeing the actual ad alongside your essay, so your words will serve as the visual description. You do not need to write in complete paragraphs in this section, but you should identify key descriptions or characteristics to include in complete sentences. Use the bullet points below to help guide your points. · Identify any historical, social, or political significance of the ad by explaining the time period in which it was originally published. · If possible, identify the publication in which the ad was originally published, and identify the target audience. · Include any necessary background about the company that might contribute to the context, including its reason for advertising. · Using specific details, describe the ad to your readers, considering elements such as color, text, images, mood, and so on. III. ANALYSIS OF RHETORICAL APPEALS Use this section of the outline to identify the types of rhetorical appeals that are present in your chosen ad. Under each type of
- 2. appeal, explain the way(s) the company has used the different types of appeals. Remember, all three types of appeals may not be present; some appeals may be represented in more than one area while others may not be represented at all. Use complete sentences in your responses. · Reasoning (Logos) Example: The copy at the bottom of the ad states that a One A Day vitamin has 450 mg of calcium. · Character (Ethos) Example: According to the ad, the One A Day brand of vitamin includes more calcium than any other brand. · Emotion (Pathos) Example: The woman’s body pictured in the ad is muscular and fit; however, the caption in bold lettering at the top of the ad warns that the woman’s “hard body” may have “soft bones.” IV. CONCLUSION In this section of the outline, draft a possible concluding paragraph. Your conclusion should summarize the overall findings and link to your purpose with a restatement of the thesis. LASA 2—The Marketing Plan Assignment Component Unsatisfactory Emerging Proficient Exemplary Score Content Knowledge: Understanding Communicates understanding of developing a situational
- 3. analysis: Market summary SWOT analysis Competitor analysis Product offering Keys to success Critical issues Pricing Response does not incorporate analysis or synthesis of central concepts of the assigned topic. Response reflects lack of understanding of the specific topic within the discipline. Response provides inaccurate supporting details and irrelevant examples. Response incorporates minimal analysis and synthesis of central concepts of the assigned topic. Response reflects a superficial understanding of the specific topic within the discipline. Response provides few details and examples. Response incorporates analysis and synthesis of central concepts of the assigned topic.
- 4. Response reflects understanding of the nature of the specific topic within the discipline and its applications in contemporary times. Response provides necessary details and specific examples. Response incorporates in- depth analysis and synthesis of central concepts of the assigned topic leading to new conclusions and recommendations. Response reflects a thorough understanding of the nature of the specific topic within the discipline and its applications in contemporary times. Response provides a variety of insightful details and specific examples that consider different perspectives. / 60 pts Content Knowledge: Application Component 1 Communicates the ability to design a marketing strategy: Mission Marketing objectives Product positioning Marketing mix (4P’s) Marketing research Response exhibits substantial gaps in knowledge of the disciplinary content knowledge.
- 5. Response provides a minimal explanation of the specific issue within the context of the topic area. Response fails Response exhibits some gaps in knowledge of the disciplinary content knowledge. Response discusses the specific issue superficially within the context of the topic area using a few details. Response demonstrates a working command of the disciplinary content knowledge. Response examines the specific issue within the context of the topic area using relevant details and examples. Response demonstrates an exemplary understanding of the disciplinary content. Response provides an in- depth discussion of the specific issue within the context of the topic area using relevant details and numerous examples. Response / 60 pts Page 1 of 4 Marketing Planning and Strategy ©2012 Argosy University
- 6. to provide supporting details or examples. Response relates the specific aspect of the issue to applicable areas within the discipline. Response is supported by current literature but is not consistently done. Response analyzes the specific aspect of the issue to applicable areas within the discipline and their relevance to real-world contexts. Response is adequately supported by current and relevant literature. analyzes the specific aspect of the issue to applicable areas within the discipline and provides insightful recommendations related to real- world contexts. Response is supported by current and relevant literature based on sound theories and best practices leading to effective conclusions. Content Knowledge: Application Component 2 Communicates the ability to explain the financials: Sales forecast Profit targets Response exhibits substantial gaps in knowledge of the disciplinary content knowledge.
- 7. Response provides a minimal explanation of the specific issue within the context of the topic area. Response fails to provide supporting details or examples. Response exhibits some gaps in knowledge of the disciplinary content knowledge. Response discusses the specific issue superficially within the context of the topic area using a few details. Response relates the specific aspect of the issue to applicable areas within the discipline. Response is supported by current literature but is not consistently done. Response demonstrates a working command of the disciplinary content knowledge. Response examines the specific issue within the context of the topic area using relevant details and examples. Response analyzes the specific aspect of the issue to applicable areas within the discipline and their relevance to real-world contexts. Response is supported by current and relevant literature. Response demonstrates an exemplary understanding of the disciplinary content. Response provides an in- depth discussion of the specific issue within the context of the topic area using relevant details and numerous examples.
- 8. Response analyzes the specific aspect of the issue to applicable areas within the discipline and provides insightful recommendations related to real- world contexts. Response is supported by current and relevant literature based on sound theories and best practices leading / 60 pts ( 2 ) ( L ASA 2 — T h e M a r k e t i n g P l a n )
- 11. to effective conclusions. Content Knowledge: Application Component 3 Communicates the ability to identify the control: Milestones Implementations and timelines Response exhibits substantial gaps in knowledge of the disciplinary content knowledge. Response provides a minimal explanation of the specific issue within the context of the topic area. Response fails to provide supporting details or examples. Response exhibits some gaps in knowledge of the disciplinary content knowledge. Response discusses the specific issue superficially within the context of the topic area using a few details. Response relates the specific aspect of the issue to applicable areas within the discipline. Response is supported by current literature but is not consistently done. Response demonstrates a working command of the disciplinary content knowledge. Response examines the specific issue within the context of the
- 12. topic area using relevant details and examples. Response analyzes the specific aspect of the issue to applicable areas within the discipline and their relevance to real-world contexts. Response is supported by current and relevant literature. Response demonstrates an exemplary understanding of the disciplinary content. Response provides an in- depth discussion of the specific issue within the context of the topic area using relevant details and numerous examples. Response analyzes the specific aspect of the issue to applicable areas within the discipline and provides insightful recommendations related to real- world contexts. Response is supported by current and relevant literature based on sound theories and best practices leading to effective conclusions. / 60 pts Content Knowledge: Application Component 4 Communicates the ability to write a summary Response exhibits substantial gaps in knowledge of the disciplinary content knowledge. Response provides a minimal explanation of the specific issue within the context of the Response exhibits some gaps
- 13. in knowledge of the disciplinary content knowledge. Response discusses the specific issue superficially within the context of the topic area Response demonstrates a working command of the disciplinary content knowledge. Response examines the specific issue within the context of the topic area using relevant Response demonstrates an exemplary understanding of the disciplinary content. Response provides an in- depth discussion of the specific issue within the context of the topic area using relevant details and numerous / 40 pts ( P a g e 3 o f 4 M a r
- 15. o s y U n i v e r s i ty ) topic area. Response fails to provide supporting details or examples. using a few details. Response relates the specific aspect of the issue to applicable areas within the discipline. Response is supported by current literature, but is not consistently done. details and examples. Response analyzes the specific aspect of the issue to applicable areas within the discipline and their relevance to real-world contexts.
- 16. Response is supported by current and relevant literature. examples. Response analyzes the specific aspect of the issue to applicable areas within the discipline and provides insightful recommendations related to real- world contexts. Response is supported by current and relevant literature based on sound theories and best practices leading to effective conclusions. Written Communication/Personal Effectiveness Conveys through written word understanding and application of academic writing that has proper grammar, spelling, and attribution. Writing is disorganized and lacks appropriate APA style and format. Writing is unclear and includes major grammatical and usage errors. Writing shows gaps with respect to organization and rhetoric and has some errors with respect to APA style and format. Writing is somewhat clear but includes some major grammatical or usage errors. Writing is concise and clear in content, language use, grammar, organization, and sentence structure. Writing is free of major grammatical and usage errors.
- 17. Writing is professional and scholarly, reflecting mastery of content, language use, grammar, organization, and sentence structure. Writing is cohesive, convincing, and well composed. / 20 pts Total: / 300 pts ( P a g e 4 o f 4 M a r k e t i n g P
- 19. e r s i ty )