Rhetorical Analysis: Backpacks vs. Briefcases

Overview

• Author: Laura Bolin Carroll
• Publication: Writing Spaces: Readings on Writing, Volume 1
• Focus: Understanding rhetorical analysis in daily life and media.

First Impressions and Quick Judgments

• Daily, we perform quick analyses of people and situations.
• Observations may include clothing, accessories, behavior, etc.
• Despite the saying "you can't judge a book by its cover," we often do.
• Quick judgments are formed from a mental database developed over time.
• Media saturation makes rhetorical analysis crucial for making informed judgments.

Importance of Rhetorical Analysis

• Media uses rhetoric to persuade: TV, web, ads, etc.
• Understanding these messages helps evaluate their ethics and societal impact.
• Examples given: commercials using ethos and pathos to persuade, e.g., deodorant ads and Facebook groups.
• Recognizing the influence of media rhetoric can prevent mindless consumption.

Understanding Rhetoric

• Rhetoric is everywhere, influencing how we dress, shop, and eat.
• Kenneth Burke: "Wherever there is persuasion, there is rhetoric."
• Our actions often have persuasive intent.

The Rhetorical Situation

• Context: Every rhetorical message occurs in a specific context.
• Lloyd Bitzer's Model
  • Exigence: Problem or issue prompting the rhetoric.
  • Audience: Those who can respond to the exigence.
  • Constraints: Factors that limit or shape the message.
• Example Analysis: Ad Council arts education PSA.
  • Exigence: Lack of arts education.
  • Audience: Parents, possibly philanthropists, legislators.
  • Constraints: Cost, space, Ad Council requirements.

The Rhetorical Triangle

• Components: Writer, reader, and purpose.
• Questions: Who is credible? What is the rhetorical purpose?

Argument and Appeals

• Aristotle's Artistic Appeals
  • Logos: Appeals to reason and intellect (e.g., statistics, data).
  • Pathos: Emotional appeal (e.g., anecdotes, images).
  • Ethos: Credibility and character of the rhetor.
• Example: Arts education ad uses humor and data to appeal to parents.

Analyzing Rhetoric

• Consider if rhetoric fits its context.
• Questions for analysis:
  • Does it address the claimed problem?
  • Is it targeted at the right audience?
  • Are appeals appropriate?
  • Is there manipulation?
• Examples of rhetoric: Political cartoons, ads, articles, videos, etc.

Implications and Real-World Applications

• Rhetorical analysis is essential beyond college.
• Case study: Campbell's Soup ad withdrawn after critique by Dads and Daughters.
• Understanding rhetoric can lead to societal change.

Discussion Points

1. Examples of daily rhetoric.
2. Ways individuals create rhetoric.
3. Personal experiences with rhetorical situations.

Works Cited

• References to Bitzer, Burke, and various campaigns and sources related to media and rhetoric.