ad analysis essay

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16 Drafting Your Ad Analysis

Dr. Karen Palmer

Now that you have a solid outline, it’s time to start writing your ad analysis paper! Here we will work through fleshing out each part of your outline–turning your outline into a full draft.

Introduction

The first part of your paper is your introduction. You may remember from the Writing Formula chapter that an introduction consists of three main parts: the hook, the introduction to the topic, and the thesis. Let’s begin with the hook. A hook does two jobs–it connects the topic of your paper to your readers, and it attempts to capture their attention.

This video highlights some of the most common techniques for writing a good hook:

Now that you have a general idea of what a hook does, let’s focus in on the kind of hook that would be most useful for your ad analysis essay. Let’s say you are doing an analysis on that milk ad we discussed earlier in the text.

Strategy 1: Connect to the topic of the ad: milk. You could say something like, “Do you drink milk?” But…would that really draw in readers? Surely, there is a better way to grab the attention of our audience.

Strategy 2: Connect to the broader topic of advertising. Here you might say something like, “Advertisers are always trying to get our attention.” Sure, this is a broad opening to the paper, but is it really going to make anyone interested in the topic?

A good idea is to brainstorm some current events or topics that link to your ad. A brainstorming list for this milk ad could include lactose intolerance, the concept of looking at TV sitcom characters as role models, the changing role of mothers, and even the pressure placed on moms (and women in general)  to be perfect. Choose something that appeals to you and that illustrates a theme that runs through the ad. When brainstorming with my classes, we often land on the idea of perfection with this particular milk ad. It makes a compelling frame for the paper.

Introducing the topic is just that–letting readers know what the paper will be about. ie An ad for ________ located in _________ magazine illustrates this concept. Note that you need to include the specific product advertised in the ad, the name of the magazine in which the ad is located, and include a connection/transition to your hook.

Finally, the last sentence of your introduction is your thesis. Here you make your argument. While you already wrote a thesis for your outline, you want to double check that the thesis connects in some way to your hook. Our example thesis is: “The advertisers successfully persuade the consumer that milk will make them a great mom by using nostalgia, milk branding, and the image of ideal motherhood.” We might make a slight adjustment here to make the connection a bit more explicit: “The advertisers play on the desire of moms to fulfill an image of perfection by using nostalgia, milk branding, and the image of ideal motherhood.”

In the ad analysis, our background consists of two different sections: the description and the discussion of context.

Description

Remember that your audience cannot see the ad you are discussing. If you were in a room presenting to your audience, you might project an image of the ad up on a screen. Since we can’t do that in an essay, we need to describe the ad for our readers. Essentially, you want your readers to be able to draw a basic picture of your ad–or at least visualize it accurately in their minds.

This video from James Rath discussing how people with visual impairments see images on social media gives an important life reason for learning how to write solid image descriptions:

Here are some good tips for writing a description of an image:

1. Start by giving readers a one sentence overview of the ad. For our milk ad, that might be, “In this ad, three mothers from iconic sitcoms sit side by side in a beauty parlor under old-fashioned hair dryers.”

2. Determine in advance how you want readers to see the image–do you want them to look at the image left to right? Foreground to background? Clockwise? Bottom line here–don’t make readers minds jump around from place to place as they try to visualize the image.

3. Choose the key elements. You don’t have to describe every single thing in this paragraph. Tell readers who the three moms are and what show they are from. Give enough basic details so that readers know the setting is old-fashioned. Remember, you’ll be able to bring forward more detail as you analyze the ad in the body of your paper. Readers don’t need to know what color a person’s eyes are unless it’s a key part of the ad.

4. Don’t forget the text! While you should not write every word in the ad in your description, especially if there are lengthy paragraphs, you should include a brief overview of the text. ie placement, basic overview Again, you’ll be able to give specific quotes that are relevant to your analysis in the body of your paper.

5. Write in present tense!

The context of an ad really focuses on the audience of the ad. Remember that advertisers very carefully consider the audience for their product and create their advertisements to best reach that target audience. Let’s look at this from the perspective of a company looking to place an ad:

So, if an advertiser goes to this much trouble to determine the demographics of their target audience, it’s obviously important! The ad (unless perhaps it was published by an inexperienced advertiser) is not “for everyone.” An ad in Newsweek , no matter how childlike it appears, was not created for children. It was created for the audience who will purchase and read this magazine. When we do an ad analysis, we want to share similar information with our readers. What magazine is the ad placed in? What is the general focus of that publication? What kinds of articles appear in the publication? What general types of ads appear? In short, who is the audience? Of course, you can look at a magazine and get some of this information. You can also do a quick online search for the demographics of the magazine or for their media kit, which is what advertisers look at prior to purchasing advertising space to ensure the magazine is a good fit for their ad.

Now that you have the background out of the way and your audiences thoroughly understand the topic, it’s time to begin your analysis. Your thesis should have given at least three advertising strategies used in the ad. Your paper should include a paragraph for each one of those strategies.

Topic Sentence

The topic sentence should echo the wording of the thesis and clearly introduce the topic. For example, “One way the advertisers use the concept of the perfect mother to convince readers to purchase milk is by using iconic mothers from television shows.” For your next paragraph, you’d want to be sure to include a transition. For example, “Another way” or “In addition to” are both phrases that can be used to show that you are building onto your previous paragraph.

In this part of the paragraph, you want to give specific examples from the ad to support your point.

First, you should introduce the example. “The three moms from iconic tv shows are the focus of this ad.”

Next, you should give specific examples from the ad–this could be pointing out particular details about the images in the ad or quoting from the text–or both! For example, for the milk ad, you might give the specific names of the characters and the shows they are from. You might point out that every detail of their outfits are perfect. That they are wearing makeup and jewelry. That they have their wedding rings prominently focused in the image. You might also quote text, like the line from the ad that says, “Another all-time great mom line.”

Finally, wrap up your examples with a clear explanation of how the example proves your point. For example, you might say that, especially in modern times, it is very difficult for mothers to live up to the standard of perfection set by these three television moms. You might explain how causing readers to feel “less than” sets the stage for them to accept the premise that giving their children milk will make them more like these TV moms.

The wrap up for your paragraph is similar to the wrap up for the evidence provided. Here you want to reiterate your thesis in a simple sentence. For example, you might say, “Using the images of these iconic moms convinces moms that, in order to be a good mom, they must buy milk for their children.”

The conclusion of your paper is essentially a mirror image of your introduction. Think of your paper as an Oreo cookie. The introduction and the conclusion are the cookies that surround the best part–the body of the paper. Like the cookie outsides of the Oreo, the introduction and conclusion should be mirror images of each other.

1. Start with re-stating the thesis.

2. Reiterate the topic.

3. Return to your hook and elaborate.

Unlike an Oreo, the conclusion should not simply copy your introduction word for word in a different order. Try to restate your sentences in a different way. Elaborate on your hook so that you leave readers with something to think about!

 Content written by Dr. Karen Palmer and is licensed CC BY NC.

The Worry Free Writer Copyright © 2020 by Dr. 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 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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Advertisement Analysis – How to Write & Ad Analysis Essay Examples

🔝 top-10 advertisement analysis examples, 🖥️ advertisement analysis – what is it, 🤓 steps of an ad analysis, 🌟 advertisement analysis essay examples, 📝 advertisement analysis research paper examples, 💡 essay ideas on advertisement analysis, 👍 good advertisement analysis essay examples to write about, 🎓 simple research paper examples with advertisement analysis, ✍️ advertisement analysis essay examples for college, 🏆 best advertisement analysis research titles.

In this day and age, advertising is everywhere, from billboards and TV commercials to social media feeds and mobile apps. It’s an essential tool many companies use to draw customers’ attention and showcase their products and services. However, creating a compelling and distinctive advertisement is more challenging than it seems, and professionals often rely on ad analysis to achieve this goal. Advertisement analysis is a form of research that examines advertisements’ effectiveness and impact on society. Below, we will discuss how advertisement analysis can help businesses develop successful ad campaigns while ensuring their ads are ethical and socially responsible.

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Ad analysis is a type of research that experts use to develop compelling and eye-catching advertisements . It addresses each step of the ad’s creation process. Such an approach has become increasingly common because it shows marketing techniques’ impact on human consciousness. Experts evaluate the effectiveness of an ad using qualitative and quantitative methods , which help them create better advertisements. Language, imagery, and music used in a successful marketing campaign are just a few examples of what makes up effective ad messaging.

How to analyze the advertisement? While every company and its marketing team may have their own approach to ad analysis, the framework usually includes these 5 major steps:

Gather information. Before starting a project, looking up information about the product is vital. Make a SWOT analysis of the company for which you are conducting an ad analysis. This method will help you identify potential market opportunities and internal weaknesses.

Find target-audience preferences. To choose the perfect media tools for your marketing campaign, you must know your ad’s target audience . Knowing your audience will also assist you in learning how to convince the customers to get interested and purchase the product you are advertising.

Start questioning. You have to create a list of detailed inquiries regarding the advertisement. These questions will aid in finding information about the message or context of the ad . Also, it will help you understand which areas require more research and improvement.

Examine the strategic and tactical components. During this step, you first need to identify the objective. Make sure the message is conveyed clearly so the advertisement can serve its intended purpose. Then, you need to identify the target message. It’ll help to create a brief messaging framework.

Onlook the results. You have to watch whether your advertisement analysis works or not. Analyze how many new customers you receive after publication and your product’s popularity level. That way, you will both improve your research and gain experience for your next project.

Here you can find 2 incredible examples of advertisement analysis essays! The primary focus of each report is to examine how the created advertisement will affect potential customers.

Essay sample #1 – Pepsi advertisement

Target Audience: Pepsi targets consumers in their teens, early 20s, and early middle age. Pepsi print is of bright color , and that instantly attracts customers’ attention. In the commercial, many young people with happy smiles enjoy life, skating on the board and drinking Pepsi.

Implicit messages: The appearance of joyful teens in the Pepsi ad makes you want to buy this drink. The advertisement suggests that after consuming the product, you’ll feel like you’re living your best life.

Essay sample #2 – YSL perfume advertisement

Target Audience: YSL perfume advertisement targets women of early middle age. In the ad, the women are confident, independent, and successful. The advertisement connects the sensation of freedom and high status in society to the perfume itself.

Implicit messages: The advertisement appeals to those who want to make their own rules. YSL customers are women, so the company creates an image of powerful yet feminine females. The commercial suggests that after buying the perfume, you will embrace freedom and will be able to set old bridges on fire.

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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.

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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Analysis Essay On An Advertisement (Writing Guide)

How to write good analysis essay on an advertisement.

Outline example

How to start, introduction example.

• How to write the thesis statement

Thesis example

How to write body paragraphs, example of body paragraphs.

• How to conclude

Conclusion example

• Revision tips

Advertising plays a major role in our society today; everywhere you go you will find products being advertised on television, online pages, billboards. Advertisement analysis is a common assignment students are required to undertake. Writing an analysis of an advertisement is more about writing a review of the advertisement using a specific format. There are several strategies to go about this type of assignment. So, below is a step-by-step approach to writing an analysis of an advertisement.

Introduction :

• What is the advertisement for
• Summary of the context of the advertisement
• Background information about the company
• The thesis statement
• The effect of the advertisement and the target audience

Body Paragraphs :

• Present evidence of the effectiveness of the ad on the target audience
• Give examples
• Show various components of the advertisement
• Explain some of the outstanding strategies used to persuade the target audience
• Describe the values and emotion the ad provokes in the readers
• Describe the visual strategies
• Describe the ethos, pathos, and logos
• Describe the textual strategies, including the diction and the tone.

Conclusion :

• Present the most important points justify why the advertisement is successful
• The present technique used that makes the product outstanding
• Review the intention of the advertisement
• Provide your opinion.

In the introduction, it is important to state what the analysis will focus on. The ideas to get to the point as early as possible. The essay writer should not assume that the readers are familiar with the product. That is why the first step is to analyze if the advertisement presents a brief history and a detailed description of what the product is about. A good advertisement needs to show how the product is superior to other products in the market.

For example, when a company produces a commercial the aim is to increase sales.

• Here are also points you should consider when writing your essay:
• Some people prefer to write the introduction after they have written the essay itself – you should try both ways to see which one works better for you.
• The introduction must always contain the thesis statement.
• Any information which is needed for the essay, but doesn’t necessarily fit into any of the body paragraphs, should go into the introduction.
• Don’t make any arguments in the introduction itself; save it for the body paragraphs.
• The introduction should summarise the main arguments you intend to make.

Now, you know the main rules of writing an introduction. Next, please find an example of the introduction.

Old Spice’s advertisement “How Your Man Could Smell Like” is an attractive phrase used to lure the audience to purchase the product. The advertisement meant to capture men’s attention through women. It presents an ideal image of how a man should smell. The advertisement used sexually themed strategy to grab the reader’s attention.

How to write a thesis statement

To write a thesis statement, make sure that you have done all the research you want to do, and that you know everything you want to when it comes to your essay. Try and boil down the ultimate point of the essay into a small amount of space – at the most two sentences. It should be clear enough that every part of your essay will be able to relate to it without much trouble.

The advertisement conveys a strong message about a strong personality where a man needs not only to be attractive but also to be confident by smelling like a real man. The advertisement uses emotional appeal to influence young women who value strong qualities in a man.

Any advertisement is meant for a specific audience, therefore, a good analysis should present the target audience. The body paragraphs should clearly present, which groups of people are being targeted, discusses how the intention presented work together to create a good impression. When writing an advertisement analysis essay, it is important to explain how popular and effective the advertisement is. Describe the rhetorical appeals, including pathos, ethos, and logo, these are concepts that provoke emotion among the target audience in an attempt to convince them to like the product.

Tips on body paragraph writing:

• Each paragraph should only deal with one argument, to keep from being cluttered.
• Each paragraph should have a topic sentence to introduce it, and a summary sentence at the end of both wind things up, and lead into the next sentence.
• Each paragraph should reference the thesis statement in some way.
• Each paragraph should fit into the essay in a way which makes it flow properly, leading readers through the essay to a similar conclusion.
• Each paragraph should contain just the right amount of research – not so much as to confuse the issue, but not so little that it seems like there is nothing to say.

Below is an example of the body paragraphs for advertising analysis.

1st paragraph

The commercial appeals to women more than men. This is important because it does not rely on the attractiveness of the model and the setting, but on sensational, emotional responses presenting how perfect men should translate into the reality the ideal image of who a man should be and what he should smell like to attract a wider audience.

2nd paragraph

The advertisement uses an attractive man who seems to be physically fit, giving the product an image that men are appealing to women’s tastes. The advertisement also presents the notion that a man’s’ emotional needs to smell like a real man to attract a woman. The advertisement uses a reliable strategy of sexuality. Sexually themed advertisements appeal to not only men and women but to a wider audience. Using such themes is the surest way to attract more people to use the product.

3rd paragraph

Normally, these advertisements focus on men who are physically attractive to try and sell their products, with the implication that the product will give an entire lifestyle, not simply a way to smell good. This is one way in which the advertisements appeal to people – making it seem as though they too can aspire to be as ‘cool’ as the man presents, simply by purchasing the aforementioned product.

How to write a conclusion

After review, the advertisement giving appropriate evidence to support the claim the next step of the analysis is to wrap up by reviewing the key points of the analysis. The conclusion of the analysis should be a brief summary justifying if the advertisement has achieved its objectives.

Tips to remember when writing your conclusion

• Remember to restate the thesis statement.
• Round up the arguments made in the essay – do not make any original arguments in the conclusion.
• The conclusion is your last chance to bring people round to your point of view, so make it count.
• Remember that you can bring in the history or additional information which is used in the introduction, to remind people of anything that might be useful.
• Your conclusion should mention every argument made in the essay.

Example of a conclusion is shown below.

The Old Spice ad is successful because it makes a good impression on people and makes the audience believe that smelling good can be attractive. The advertisement carefully uses sex appeal, making it attractive for both men and women. Mixing the right amount of humor makes it stand out because of its no offensive. Old Spice’s appeal to women makes men want to look and smells like a real man. The advertisement presents an ideal man as good looking, masculine and romantic. Any advertisement that arouses people’s emotions and people want to watch and remember their products can be termed as a successful advertisement.

Research paper revision

Revision is important since it gives you the opportunity to create the best essay you are capable of. Revision lets you check whether or not your essay flows correctly, whether it makes sense, as well as the smaller things like grammar and punctuation.

• Do two revisions – one for spelling and grammar, and one for structure.
• Check to make sure that the argument through the paper flows correctly.
• Try and come to revision with fresh eyes, since this will help you see problems more easily.
• If you can, ask someone else to read your essay, to point out any errors.
• Make sure to specifically check things like thesis statements, topic sentences, etc.

Need a custom essay?

1.How to write an analysis essay on an advertisement? To analyze an advertisement, one needs first to figure out the objectives behind the Ad film. Then, the analysis will deal with weighting the theme of the Ad and how well it conveyed the message. However, several other aspects are also mentioned in an ad analysis. Discuss the brand’s values and beliefs? Elaborate on the Ad appeal, emotional or rational? Discuss the storyline, the big idea, overall execution of the Ad film.

2.Who can write an analysis essay on an advertisement? Advertisement analysis is best written by field experts available on customessayorder.com. The platform provides wiring help to students who face difficulty in completing their college assignments. The writing company is good with deadlines, free revisions, professional proofreading, and guaranteed high-quality paper delivered on time written by native English speakers.

3.How to conclude an analysis essay on an advertisement? The conclusion simply summarizes the objectives the ad aimed at and how well it conveyed the message to the audience. Mention both the wins and losses. Also, give a sneak preview of how well the persuasion appeal worked for the brand in the ad.

4.What should an analysis essay on an advertisement include? Ad Analysis should identify the rhetorical appeals—logos, pathos, and ethos in the ad. Analyze the ad’s target demography. Moreover, several points to be included in an advertisement analysis are: · The big idea · Type of advertisement campaign – thematic or tactical · Persuasion appeal – emotional or rational · Core brand values · Subliminal message · Testimonial · Production value · budgets · Cast · Locations

Table of Contents

Collaboration, information literacy, writing process, textual analysis – how to analyze ads.

• © 2023 by Jennifer Janechek - IBM Quantum

Advertising executives and marketing experts more than likely hope that we remain oblivious to the underlying messages that ads contain and that we perceive their work purely from entertainment and consumerist perspectives rather than for the purpose of critical assessment.

But to critically examine the techniques and appeals advertisers use to lure us into supporting certain products, services, claims, or even individuals is an opportunity to hone our analytical skills—skills that enable us to be informed readers of texts and knowledgeable consumers of persuasion. To begin, let’s consider specific words and phrases that can be used in ad analysis:

• Nostalgia: Advertisements for Coca-Cola, summer vacation destinations, or even political candidates can stir up sentiments or memories of “the good old days.” In a commercial, for example, the use of black and white film and/or flashbacks—illustrated by clothes, music, and/or historical events—can invite a specific audience to reflect on the past and evoke a sense of nostalgia.
• Merchants of “cool”: According to PBS, merchants of “cool” are “creators and sellers of popular culture who have made teenagers the hottest consumer demographic in America.”[1]  Such merchants may include Abercrombie & Fitch, Hollister, Hot Topic, and Aéropostale. Each relies on the tween and teen markets to keep its empire in business and markets its definition of “cool” as the coolest when it comes to youth culture.
• The myth of the “ideal you”: Today, in many cases, advertisers still sell their products in a way that invites us to be the “best” versions of ourselves. Cultural stereotypes substantiate this idea of the “best” self, which exists only in the shared imagination of the advertiser and audience.

Analyzing Ads: Socioeconomic Status

To what social class do you belong? How do you know? Can others tell by how you talk, dress, and act? By how much money you have? By your level of education? By your occupation? Despite the presumed cultural ideal of social equality in America, key markers such as income and education are often used for social classification.

Advertisers for many goods and services often frame their rhetorical appeals—their strategies of persuasion—in terms of audiences who are presumed to belong to a particular, often loosely defined, social class. Frequently, these appeals rely on stereotypical qualities associated with various socioeconomic classes. For example, an advertisement for an expensive women’s pant suit may appear in a magazine like Vogue (generally regarded as appealing to an upper-middle-class or upper-class audience) and may feature a svelte, glamorous model unlikely to grace the pages of a flyer for Walmart (generally regarded as appealing to a lower-middle-class or working-class audience). Rhetorical appeals can work on many socioeconomic levels. A relatively expensive perfume like Chanel N° 5 may appeal to members of the lower-middle or working class as a symbol of upward mobility. When analyzing an ad, you might pay close attention to how the ad appeals to you based upon assumptions regarding your socioeconomic status: What rhetorical moves (e.g., tone, composition, dialogue) enact those appeals?

Take, for example, Honda’s “Impossible Dream” commercial:

What might you say about the movement in this commercial? The music? The changes in the model? How does these factors reflect certain assumptions about socioeconomic status, and what do they make you think buying a Honda-brand vehicle will do for a consumer?

Blue Collar versus White Collar

If we are analyzing an advertisement in which a model is working in a construction area digging a ditch, we might discuss the concept of blue-collar work.

Take, for example, this Cheetos ad:

Who is the audience of this commercial? What is the advertiser trying to say about Cheetos: i.e., what will the consumer get from eating Cheetos? What might you say about the ad’s incorporation of construction workers—their movement, their attitudes, etc.? How does the voice of the Cheetos tiger affect the commercial’s message?

On the other hand, if we are analyzing an advertisement in which a professional is depicted in what looks to be a high-powered office, we might discuss the concept of white-collar work. Advertising executives may have chosen those models and work settings in order to speak to a specific audience. That is, issues of socioeconomic status—including income, education, technical skill, dress, race, and gender—may be at play in creating images and scenarios that specific audiences will believe to be realistic in representing a version of reality. Keep in mind that socioeconomic status is a somewhat complex and controversial issue in American society today, particularly with regard to definitions of class levels. If you feel that an advertisement is capitalizing upon socioeconomic stereotypes, why do you think the advertiser has done this? Contrariwise, if an advertisement is resisting stereotypes, what do you think the advertiser is trying to accomplish?

A Checklist for Analyzing Socioeconomic Status in Print Advertisements

• Who appears to be the target audience for the advertisement?
• What seems to be the general tone of the advertisement? Serious? Playful? Satiric?
• Do you notice any other appeals to stereotypes regarding education or income levels (e.g., the “corporate elite,” the “nouveau riche,” or the “literary elite,” who may or may not earn high incomes but wield “power” by virtue of educational or literary achievements)?
• How would you characterize the overall appearance of the models in the ad? If applicable, how would you characterize their clothing? To what social class would you connect each model’s attire? Are brand names evident (e.g., Ralph Lauren, Ecco)? Are the models well-groomed or scruffy? Healthy or unhealthy? Thin and fit or heavy and out of shape? Do the models’ qualities suggest they are from a particular social class? If so, how? Is the advertiser relying on stereotypical characterizations, then? Why do you think the advertiser chose to portray them in these ways?
• What would you guess the average income is of the individuals featured in the ad and/or of the audience to which the ad appeals?
• Do you notice any particular political appeals that may be related to class? With what social class would you associate these appeals and why?
• Does the ad appeal to any stereotypes based on gender or race?  On what evidence do you ground your assumption?  (Refer to the checklists in “Analyzing Ads: Gender” and “Analyzing Ads: Race” for more specific questions on analyzing gender and race in advertisements.)
• If possible, what do you infer to be the highest degree of education that the individuals featured in the ad hold? Also in terms of level of education, who do you believe is the intended audience?
• What is the setting for the advertisement? An elegant spa? A pizza parlor?
• If text appears in the ad, what level of language is used, and for what purpose? Slang? Other informal language? Technical jargon? Standard American English? Dialect? With what class do you associate the use of this level of language? What is the effect of language use in this advertisement?
• Are symbols, metaphors, hyperbole, allusions, and/or other forms of figurative language used? If so, what is the effect? Does the use of figurative language evoke appeals to class in any way?
• What appeals to ethos, pathos, and logos do you find? Are these appeals related to class issues? Do you notice the use of any logical fallacies related to class issues (e.g., ad hominem, the slippery slope)? How effective are they?
• In what ways does the advertisement appeal to class? Is the goal of the ad to encourage consumers to spend for the purpose of obtaining, or acquiring the appearance of, a higher socioeconomic status? (Examples of such strategy might be ads for a BMW or a Porsche that suggest the consumer would be more likely to attract members of the opposite sex if he or she were to purchase the advertised car.) Or, does the ad urge individuals to pursue an elite status (e.g., an American Express credit card) that will provide the illusion of upward class mobility.

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Organizing Your Analysis

Welcome to the Purdue OWL

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Copyright ©1995-2018 by The Writing Lab & The OWL at Purdue and Purdue University. All rights reserved. This material may not be published, reproduced, broadcast, rewritten, or redistributed without permission. Use of this site constitutes acceptance of our terms and conditions of fair use.

This resource covers how to write a rhetorical analysis essay of primarily visual texts with a focus on demonstrating the author’s understanding of the rhetorical situation and design principles.

There is no one perfect way to organize a rhetorical analysis essay. In fact, writers should always be a bit leery of plug-in formulas that offer a perfect essay format. Remember, organization itself is not the enemy, only organization without considering the specific demands of your particular writing task. That said, here are some general tips for plotting out the overall form of your essay.

Introduction

Like any rhetorical analysis essay, an essay analyzing a visual document should quickly set the stage for what you’re doing. Try to cover the following concerns in the initial paragraphs:

• Make sure to let the reader know you’re performing a rhetorical analysis. Otherwise, they may expect you to take positions or make an evaluative argument that may not be coming.
• Clearly state what the document under consideration is and possibly give some pertinent background information about its history or development. The intro can be a good place for a quick, narrative summary of the document. The key word here is “quick, for you may be dealing with something large (for example, an entire episode of a cartoon like the Simpsons). Save more in-depth descriptions for your body paragraph analysis.
• If you’re dealing with a smaller document (like a photograph or an advertisement), and copyright allows, the introduction or first page is a good place to integrate it into your page.
• Give a basic run down of the rhetorical situation surrounding the document: the author, the audience, the purpose, the context, etc.

Thesis Statements and Focus

Many authors struggle with thesis statements or controlling ideas in regards to rhetorical analysis essays. There may be a temptation to think that merely announcing the text as a rhetorical analysis is purpose enough. However, especially depending on your essay’s length, your reader may need a more direct and clear statement of your intentions. Below are a few examples.

1. Clearly narrow the focus of what your essay will cover. Ask yourself if one or two design aspects of the document is interesting and complex enough to warrant a full analytical treatment.

The website for Amazon.com provides an excellent example of alignment and proximity to assist its visitors in navigating a potentially large and confusing amount of information.

2. Since visual documents often seek to move people towards a certain action (buying a product, attending an event, expressing a sentiment), an essay may analyze the rhetorical techniques used to accomplish this purpose. The thesis statement should reflect this goal.

The call-out flyer for the Purdue Rowing Team uses a mixture of dynamic imagery and tantalizing promises to create interest in potential, new members.

3. Rhetorical analysis can also easily lead to making original arguments. Performing the analysis may lead you to an argument; or vice versa, you may start with an argument and search for proof that supports it.

A close analysis of the female body images in the July 2007 issue of Cosmopolitan magazine reveals contradictions between the articles’ calls for self-esteem and the advertisements’ unrealistic, beauty demands.

These are merely suggestions. The best measure for what your focus and thesis statement should be the document itself and the demands of your writing situation. Remember that the main thrust of your thesis statement should be on how the document creates meaning and accomplishes its purposes. The OWl has additional information on writing thesis statements.

Analysis Order (Body Paragraphs)

Depending on the genre and size of the document under analysis, there are a number of logical ways to organize your body paragraphs. Below are a few possible options. Which ever you choose, the goal of your body paragraphs is to present parts of the document, give an extended analysis of how that part functions, and suggest how the part ties into a larger point (your thesis statement or goal).

Chronological

This is the most straight-forward approach, but it can also be effective if done for a reason (as opposed to not being able to think of another way). For example, if you are analyzing a photo essay on the web or in a booklet, a chronological treatment allows you to present your insights in the same order that a viewer of the document experiences those images. It is likely that the images have been put in that order and juxtaposed for a reason, so this line of analysis can be easily integrated into the essay.

Be careful using chronological ordering when dealing with a document that contains a narrative (i.e. a television show or music video). Focusing on the chronological could easily lead you to plot summary which is not the point of a rhetorical analysis.

A spatial ordering covers the parts of a document in the order the eye is likely to scan them. This is different than chronological order, for that is dictated by pages or screens where spatial order concerns order amongst a single page or plane. There are no unwavering guidelines for this, but you can use the following general guidelines.

• Left to right and top to down is still the normal reading and scanning pattern for English-speaking countries.
• The eye will naturally look for centers. This may be the technical center of the page or the center of the largest item on the page.
• Lines are often used to provide directions and paths for the eye to follow.
• Research has shown that on web pages, the eye tends to linger in the top left quadrant before moving left to right. Only after spending a considerable amount of time on the top, visible portion of the page will they then scroll down.

Persuasive Appeals

The classic, rhetorical appeals are logos, pathos, and ethos. These concepts roughly correspond to the logic, emotion, and character of the document’s attempt to persuade. You can find more information on these concepts elsewhere on the OWL. Once you understand these devices, you could potentially order your essay by analyzing the document’s use of logos, ethos, and pathos in different sections.

The conclusion of a rhetorical analysis essay may not operate too differently from the conclusion of any other kind of essay. Still, many writers struggle with what a conclusion should or should not do. You can find tips elsewhere on the OWL on writing conclusions. In short, however, you should restate your main ideas and explain why they are important; restate your thesis; and outline further research or work you believe should be completed to further your efforts.

How to Write Good Essays on Advertisement

Writing essays is a sincere opportunity for writers to expose their prowess. While in college, the greatest worry for communication students is how to write good essays on advertisement. If you are among those wondering how to write good advertisement analysis essays, we have your back.

Now, essay writing is a gradual process. Mastery of excellent writing skills come with practice. An essay writing website like Gradecrest.com has writers who are masters in essay typing. To become one, you must possess excellent essay writing techniques.

Reading about how to write good essays on advertisements can mold you into a Jedi essay writer. You actually don?t need an advertisement analysis essay example. Instead, knowing what to put where really matters.  With our skills, you can handle both complex and simple essays on TV advertisements.

These insights are from our best writers . Yes, the ones we task with writing rhetorical analysis essays on commercials.  We are sure that in the end, you will become the best essay writer there is in your class. Basically, it is all about ad analysis essays. From how to criticize an advertisement to handling argumentative advertisement essays, we have you.

Let us begin with the outline.

Example of an Advertising Analysis Essay Outline

Before writing an essay on an advertisement, it is always important to draft an outline. Here is a sample:

Introduction

• The name of the advertisement and its purpose. Include the authors and the brand.
• Summary of the context of the ad.
• Background information about the company in the advertisement.
• Your thesis statement.
• The impact of the ad on the intended audience.

Body Paragraph

• Evidence on the effectiveness of the advertisement on the target audience
• Use examples, where applicable.
• Describe the components of the advertisement
• Explore the strategies employed by the advertisers
• The impact of the ad on the audience
• Ethos, pathos, and logos of the ad.
• Textual and visual strategies in the advertisement.
• If it is a comparison, explore the differences and similarities.
• Reinvent the thesis of the essay on advertisement
• Address what makes the advertisement tick
• What was the intention of the ad?
• Reflect on the ad and give your opinion.

Common Topics for Essays on Advertising

• Analysis of Shampoo advertisement
• Pater Philippe advertisement analysis
• Old spice ad analysis essay
• Marketing ad analysis
• Sports marketing ad analysis
• Print ad analysis
• Critical evaluation of an ad
• Automotive ad analysis
• Pepsi advertisement analysis
• McDonalds ad analysis essay
• Victoria Secret ad analysis essay
• Analyzing the strategies used by Victoria Secret advertisements
• Dove ad analysis essay
• Pepsi Halloween Ad analysis
• Coca-Cola ad analysis essay
• Cover girl ad analysis essay
• Nike ad analysis essay
• Power of advertising in today?s world
• History of advertising essay
• Advertisement campaign analysis
• The evolution of advertisement

These are just but a few ad analysis topic ideas. The advertisement analysis essay prompt always has instructions. Sometimes, it is possible to come up with a list of argumentative advertisement analysis essay topics. Be sure to choose what fits the context and instructions.

Advertising Essay Introduction

When writing an introduction about advertising in essays, it is important to figure out what the ad is about. An essay writer always uses a hook and a good thesis statement to spice up their advertisement essay introduction.

Your introduction should also feature some history of the brand, the author of the ad, and where it was aired. Sometimes, it is good to go as deep as the media where it was first aired and at what time. Explore the audience of the advertisement as well, in the introduction.

Here is an example of an advertising essay introduction.

The old spice advertisement uses persuasion strategies such as emotional appeal and logical appeal to convince the audience to buy the product. The advertisement targets the attention of men through women. To grab the attention of the audience, it spices up the message and wraps it in a sexually themed strategy. As such, the old spice advert is one of its kind.

When writing the introduction ensure that you have a thesis statement. Besides, you should avoid deviating into matters, not in the essay.

Still, summarize the major arguments. The example above shows how to start an advertisement analysis essay.

Advertising Essay Conclusion

When writing an argumentative essay on advertising or just an advertisement analysis essay, how you write the conclusion matters.

If you do not get the paragraphs right, you will be asking how to add more to an ad analysis essay. Let us see how it is done.

When writing the essay conclusion, restate the thesis , not as it is in the introduction but in a reinvented format.

Sum up the arguments in the body paragraphs and use the words that denote a closing sentence. Your conclusion should make clear what your argument in the paper is. Reflect on how the advertisement was successful or how it failed.

Choosing Proper Words for the Essay

When writing, a good choice of words exposes your intelligence. As such, always ensure that your essay flows, is coherent, and is relevant to the topic.

Using language effectively can help build sound arguments and capture the main ideas in the ad.

We advise students to make it simple. If you must use a synonym, maybe to avoid plagiarism when paraphrasing, ensure it fits the context.

For logical flow, use some of the transition words and phrases.

Words such as moreover, besides, for example, furthermore, and however, to mention a few, should feature in often in your essay.

Quoting from other Sources

If there is one thing that makes writing sweet, it is using the right referencing skills. An essay is a chance for you to showcase your essay writing skills.

Thus, you should ensure that you are quoting opinions from other people or even copyrighted material to support ideas.

While using quotes from other people show the extent to which you did your research, be sure to use in-text citation and a reference list.

When writing about the history of the United States of America, you should borrow ideas from relevant materials written by authors on the same theme.

The same applies to when analyzing an advertisement about McDonald?s. You must find materials that talk about persuasive strategies in an advertisement, impacts of McDonald?s advertisements, and any relevant literature. if you master this, there is no need to worry about how to write good essays on advertisements.

Using Proper Vocabulary in an Essay on Advertisement

If there are one place writers err, it is the use of vocabulary. An essay written with the right vocabulary flows. It takes quite some patience and practice to master the use of vocabulary.

When you use rambling words in your essay, make sure you use lower cases to capture the attention of the readers.

You can also achieve modest clarity in your essay by using the right vocabulary. However, to avoid the trap of just throwing in words, always do proper research.

You can only express your ideas with clarity when you understand how the vocabularies fit.

The internet is fraught of learning avenues for one to master vocabulary. Use Online dictionaries such as Merriam Webster or Oxford Dictionary.

Also, you can use the thesaurus to master how to place and use vocabulary in your text.

Essay Tone and Good Grammar Equals Good Grades

A good essay writer maintains a good essay tone from start to finish. Talk about sentence structures; they count here.

A good tone makes it easy for readers. When writing advertising essays always arrange the points in a logical manner.

Avoid grammar errors at all cost when writing the essay. As soon as you are down, proofread the paper to correct any grammatical errors present.

Also, ensure that the punctuation use in your essay is excellent. Submit an essay on an advertisement that you are sure will bring great grades.

Get Help if you wish to

It takes time to develop good essay writing. With this article on how to write good essays on an advertisement, we explore every detail you need to know when writing ad analysis essays.

To recap, your introductory sentence has to present the concepts of the advertisement you are analyzing in the essay.

The body paragraphs should have the best sentence structures, exhibit good vocabulary use, be devoid of grammar errors, and develop the thesis in the introduction of your advertisement essay.

Your conclusion should summarize and restate the thesis statement.

Well, it is also possible that writing an advertising essay is not your thing! In this case, you need to hire essay writers to act on your paper. Gradecrest.com has the best essay writers to help with your essays. We can handle essays as urgent as the 3-hour deadline .

When you order from us, you get a paper that factors in all the parameters discussed in the article.

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The Adidas Break Free Ad Analysis Essay

Adidas break free ad analysis: essay introduction.

Adidas “Break Free” advertisement tells a story about an elderly man trying to escape from a retirement home. The phrase “Break Free” at the end of the video is the only words in the clip, and the commercial uses the slogan to capture the attention of the audience and draw a parallel between the spirit of struggle for freedom and the product. The story is told by showing short silent scenes that are aimed to appeal to people’s feelings and create a strong emotional reaction.

Adidas Break Free Ad Analysis: Essay Main Body

The main character is an elderly man who used to be a runner when he was young. The man is being kept in a retirement home but is craving for freedom (Merher 00.00.00 – 00.01.00). The advertisement is effective because it successfully uses symbols and visual images to provoke emotions in viewers to attach a positive cultural value to the product.

The main character is believable, and his story creates a strong emotional response, making the audience sympathize with the man. It is achieved through the usage of scenes that uncover the personality of the man and his emotions. The clip shows that despite the age and limitations, the man has retained his spirit and the will to keep going forward. Not having access to any equipment, the man utilizes some things that can be found in a nursing home to exercises his body and makes multiple unsuccessful attempts to run away from the institution. Other characters only appear on the screen for just a few seconds, but they also successfully pass the desired message.

The retirement home personnel represents the oppression and the outside forces that want to stop a person from being free. It is shown by the way nurses act, trying to prevent the character from escape and indifferent emotionless looks on their faces. It culminates in the scene where a nurse metaphorically deprives the man from hope by taking away his old shoes (Merher 00.00.53 – 00.00.58). The capturing emotional story and believable characters make the advertisement stand out and increase the chance the audience will remember it.

The advertisement uses symbols and images that appeal to people’s emotions as a persuasive technique. The retirement home is shown as captivity that is created to stop a person from happiness. On the other hand, a pair of old shoes is an embodiment of hope for freedom and a chance to break away from the unwanted and unsatisfying situation, despite all the limitations and boundaries. By contrasting the opposite ideas, the video emphasizes the symbolic value that it is trying to attach to the product.

The ad associates the product with an active lifestyle, but does not express any components of social class, thus targeting a wider audience. The universality of the message makes it personally relevant for most people and provokes emotional reaction and response in a wide range of people, which is very beneficial for the promotion of the product.

Adidas Break Free Ad Analysis: Essay Conclusion

The commercial is effective because it appeals to universal values that resonate with the audience. The authors successfully use images to make the viewers feel in a certain way. The believable characters make the story credible and make the audience empathize, pay attention, and remember what they see. By showing personal importance and history of the shoes for the main character, the commercial presents the product as a symbol of the struggle for freedom, success, and self-improvement. Thus, the ad achieves its primary goal of promoting the brand and the product, making it memorable and recognizable.

Merher, Eugen. “Adidas – Break Free”, YouTube, uploaded by Eugen Merher. 2016. Web.

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IvyPanda. (2023, October 31). The Adidas Break Free Ad Analysis Essay. https://ivypanda.com/essays/the-adidas-break-free-advertisement-analysis/

"The Adidas Break Free Ad Analysis Essay." IvyPanda , 31 Oct. 2023, ivypanda.com/essays/the-adidas-break-free-advertisement-analysis/.

IvyPanda . (2023) 'The Adidas Break Free Ad Analysis Essay'. 31 October.

IvyPanda . 2023. "The Adidas Break Free Ad Analysis Essay." October 31, 2023. https://ivypanda.com/essays/the-adidas-break-free-advertisement-analysis/.

1. IvyPanda . "The Adidas Break Free Ad Analysis Essay." October 31, 2023. https://ivypanda.com/essays/the-adidas-break-free-advertisement-analysis/.

Bibliography

IvyPanda . "The Adidas Break Free Ad Analysis Essay." October 31, 2023. https://ivypanda.com/essays/the-adidas-break-free-advertisement-analysis/.

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Advertisement Analysis Essay: Writing Tips

Let's first define the analysis essay to understand what it is. Analysis essays imply examination and evaluation of a particular work like books, newspapers, journals, articles or advertisements. No matter what you analyze, your purpose is going to be the same:

• break your subject into components;
• examine each part separately;
• find the connection between those parts.

For instance, if you are assigned to analyze a poem, you will have to find a relation between the content of the poem and its form. If you have to interpret a play, you might need to find a link between the plots and subplots, and follow the character development by discussing their acting during the performance. There might be different goals when it comes to analysis. It's always important to understand clearly what your professor wants you to highlight.

Ad analysis essay is aimed to study a particular advertisement, provide its main points and give your opinion on its impact on the audience. Advertising has played and continues to play a tremendous role in our lives. We face it everywhere: television, the Internet, roads, shops etc. It doesn't matter whether the advertisement is aimed to sell the product or raise the awareness of the audience about something - it's still has a powerful influence. Therefore, it's imperative to analyze advertisements and understand how they work. If you are wondering how to write an ad analysis essay which can impress the readers, then you came to the right place! Check out the guideline below and write an eye-catching ad analysis essay or get custom online essays from professional writers.

Ad analysis essay guidelines for students

Just as every kind of academic writing, an ad analysis essay has a standard structure which should be strictly followed. Before we start discussing this basic structure and its component, we want to give a list of questions related to the advertisement, which you should work on before writing the essay.

• First of all, make an introduction to the subject which is advertised. Your readers might not be familiar with the service or the product advertised in your case. The earlier you introduce the advertisement, the easier it is to comprehend. No matter what your ad discusses or how popular it is - give a small description for everyone to have a clear understanding of what they are going to read in your essay.
• You should also try to understand what "the audience" is. You should realize who you are going to work with because this will help you focus on the right things and highlight those aspects which are interesting for your readers.
• It's also critical to understand the purpose of the advertisement and why you write the essay on this ad. Why are you telling your readers about the mechanism of this particular advertisement? A clear understanding of the purpose will let you write a well-structured paper.
• Another thing you should pay attention to is the thesis. It's an overall point which you discuss in the rest of the essay.
• Take some time to organize your task. There should be a certain order of the things you want to present in your analysis, and you should come up with this sequence before writing.

Your analysis essay should be simple and challenging at same time. Of course, it tries to show what the creator of the advertisement wanted to convey to everyone but you should also help the reader realize all the positive and negative influences of this advertisement. In most cases, the executives try to sell their products to as many people as possible. They might spend fortunes on commercials. The psychological techniques used to convince people are very intricate because they influence our way of thinking subliminally. They alter our preferences and make us buy things we would have never bought. Your readers should get a broader picture of the advertisement and be aware of all the pitfalls it poses. In short, you should describe how effective the ad is or was.

Every essay writing dilemma can be solved right now!

Useful structure tips, and topic examples

We offer a basic structure you can apply while writing an analysis essay. If you want to write a high-quality advertising analysis essay - just follow these simple steps:

• Come up with the title and thesis statement.
• Write the introduction. The introduction aims to capture your readers' attention. As it has been stated before, you should give some background information relevant to your advertisement and indicate your opinion on it to show the position you are taking. In this part of the essay, you should include your thesis statement and description of the topic.
• The body part of the essay. In this section, you lay out the main paragraphs (at least 3 paragraphs for a 500-700-words essay) which support your thesis. Provide the evidence, facts and examples. This will assure the reader that your viewpoint is backed by solid proof. You can use textual evidence which includes a summary, paraphrasing, specific details and quotations. Try to take as much information from the advertisement as you can. Don't miss any details and discuss every single aspect of the ad.
• Conclusion for an advertisement analysis essay. It is the culmination of your whole work. You should summarize all main points and give your final comment about the ad.

Create an advertisement analysis essay outline. Many people skip this part despite the fact that it helps the author organize all their ideas and thoughts. When it comes to outline writing, you should mention what your topic is, why it caught your attention and what your opinion is. What is more, you should include short names for all paragraphs of the essay and a brief description of what you are going to write in each of them.

Take your time to choose the most suitable topic for your advertisement analysis essay. Select what is interesting for both you and the audience. Here are some examples of ad analysis essay topics:

• What is the message behind the Burger King's advertisement "BK Super Seven Incher"?
• Does the new Coca-Cola commercial convince people that they are going to "Open Happiness"?
• Does Bud Light's "drinkability" have "viability"?
• How the military commercials influence our mind

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Home — Essay Samples — Business — Advertisement — Two Advertisement Analysis

Two Advertisement Analysis

• Categories: Advertisement Marketing and Advertising

About this sample

Words: 955 |

Published: Mar 20, 2024

Words: 955 | Pages: 2 | 5 min read

Table of contents

Advertisement 1: nike, advertisement 2: coca-cola, comparison and conclusion.

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How to Write an Ad Analysis Essay Well?

How to write an ad analysis essay thesis, your refined ad analysis essay guide.

Advertising and everything that is connected to it somehow has an important role in our daily life nowadays. Wherever you are going, in fact, you cannot avoid meeting advertisements and its products. You can see them on billboards or meet them on television or the Web, going to various websites.

Ad analysis essay is a popular task for students to take. Such an essay writing is more about writing with ad reviewing and using a specific and certain format for it. There is a format of the structure, which is typical for essays that a student has to follow. So, scroll down to see how to approach of writing an ad analysis essay.

“Oh, how to make an ad analysis essay, so it would be good and evaluated with the high grade?”, a lot of students may think when getting such an assignment.

Here is a list of “to-do” and “not-to-do,” when accomplishing such a task:

• Pick the most suitable topic (if the picking was up to you, not to your teacher);
• Follow the structure;
• Write from the heart and soul;
• Use arguments and examples;
• Do not jump over the words volume;
• Be precise and do not start writing too much;
• Try to make your text connected within all of its parts.

Now we are going to review how to format and organize the ad analysis essay or, rather, to structure it. Here are 3 parts of it.

• The first its part is an ad analysis essay introduction. In this place, this is quite important to claim what your analysis will be focused on. You have to get right to the main point ASAP. You or any other person, creating an essay, do not have to be so sure that the reader is aware of the presented product. That is why your first step would be analyzing a little ad history and a little describing of the actual product. While writing an ad analysis, show why this product is better, in comparison with the other existing products. Make your first part catchy, so the reader wants to go further.
• Ad analysis essay body counts as the main part of essays. Any advertised product is meant for a specifically chosen audience, so the TA (target auditory) would be glad about what they see. When you write an ad analysis essay, remember how important it is to explain well why this ad is valuable and/or helpful. Make the TA like the advertised product.
• Ad analysis essay conclusion is truly the last part, but it cannot make it any less important. It requires to be catchy and precise because you need to convince the TA in what you have been leading since the beginning of the essay. The conclusion is your summary of those things that you have described before.

When start writing ad analysis essay thesis, you have to assure yourself in quality of every research and digging part on the material. You have to be sure that now you are aware of the single detail in the paper. Try to find the main ultimate point in your text and then boil it down into one or two sentences, not more.

How should it look like? Your thesis should be precise and clear enough, so the reader could catch the chain of thoughts of your paper and so that every paper’s part could be related within all of its parts with no trouble.

Creating an Ad Analysis Essay Outline

The assignment's outline is a separate paper, which serves as a so-called “essay plan” for you. There you show how you will make your structure precisely and show it this way, so it would be comfortable and appropriate for you to stay focused on the topic without turning to other areas.

Here is an ad analysis essay outline template:

• Introduction:
• Advertisement’s Purpose;
• Ad’s Context summary;
• Background info on the company and product;
• Thesis statement (1-2 sentences);
• Effect of this ad for the TA.
• The effectiveness of the ad for the TA;
• Providing examples;
• Discussing various ad’s components;
• Explaining some strategies, which are used for persuading the TA;
• Describing emotions and thoughts the ad is provoking in the audience;
• Describing every strategy (visual ones);
• Describing every strategy (textual ones), also including narration style and tone.
• Conclusion:
• Stating the main ad’s points and reasons, why the ad is successful;
• Showing the technique that makes the product great and outstanding;
• Reviewing the ad’s intention;
• Providing your opinion.

Follow our guidelines and be confident that your ad analysis essay will be perfect!

Ad Analysis Essay Example With Outline

Published by Boni on October 31, 2022 October 31, 2022

An ad analysis essay is a type of academic essay whereby the writer is required to examine an advertisement. The aim of the essay is to find any hidden messages which may be deceptive or misleading in the ad. Writing a quality ad analysis essay can be hectic to most students especially when it is not your thing! In this case, you need to hire a research paper writer online  to act on your paper.

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Fructis Shampoo Advert Analysis Essay Outline

Introduction.

Thesis: The Garnier Fructis Shampoo advert seeks to appeal to the intended market through the use of audience targeting, implicit messages, graphics, language, and cultural significance.

Body: The Elements of Appeal

Paragraph 1:.

Women aged between 18 and 40 make up the majority of Cosmopolitan magazine’s target audience.

• The majority of readers are enthusiastic about love, fashion, and beauty.
• Women read the magazine to be informed about current events and to solve their relationships and appearance problems.

Paragraph 2:

By addressing issues with beauty the advert appeals to the ladies in this target group through implicit messaging.

• In American culture, women place a lot of importance on how their hair looks.
• The advertisement tries to capitalize on any worries a lady might have about her hair.

Paragraph 3:

The graphics used in the ad utilize pathos by emotionally appealing to the target audience.

• The long-haired model depicted on the page is the major subject of the advertisement.
• She tends to exhibit the qualities that many ladies aspire to possess.

Paragraph 4:

The language used conveys ideas about strength and confidence and furthers the promotion of beauty ideals.

• The ad reads “Sleek & Shine” in bold type.
• Women often associate these terms with good things.

Paragraph 5:

In terms of cultural significance, this advertisement tends to accentuate the value of physical attractiveness in American culture.

• It appears to suggest that a woman may only be considered attractive if she possesses the same features as the woman in the ad.
• It appears to suggest that a woman can only feel secure if they have a particular external appearance.
• The Garnier Fructis shampoo advert uses specific elements of appeal.
• This creates a significant appeal to prospective buyers.
• However, some of the elements portray an exaggerated value of outer beauty.
• The advertcould be modified to take inner beauty into account and provides factual product information.     

Cyberbullying essay example , with outline that will give you brilliant insights.

Fructis Shampoo Advert Analysis Essay Example

Fructis shampoo is a hair maintenance product offered by the American company Garnier. In one of its promotional activities to market the product, the company posted an ad for the product in an issue of Cosmopolitan magazine. The focus of the advert is on a woman’s beauty and how significant her hair is to her overall appearance in society. The goal of this advert, like any other advertisement, is to persuade consumers to purchase the product. As such, the Garnier Fructis Shampoo advert seeks to appeal to the intended market through the use of audience targeting, implicit messages, graphics, language, and cultural significance.

The Elements of Appeal

Women aged between 18 and 40 make up the majority of Cosmopolitan magazine’s target audience. The majority of readers are enthusiastic about love, fashion, and beauty even though these ladies could be single or married. The magazine features articles on weight reduction, romance, and well-known female celebrities. Adult females read the magazine to be informed about current events and to find solutions to their problems with relationships and their appearance.

By addressing issues with beauty, particularly issues with a woman’s hair, this Fructis advert appeals to the ladies in this target group through implicit messaging. In American culture, women place a lot of importance on how their hair looks, and they are continuously looking for services and goods that will enable them to shape their hair to align with the newest fashion trends (Zahra et al., 2022). This advertisement, like so many others for hair care products, tries to capitalize on any worries a lady might have about her hair by promising her a solution that will boost her self-esteem and enhance her beauty. Thus, the implicit messages in this advertisement promise a lady strength, confidence, and beauty.

The graphics used in the ad utilize pathos by emotionally appealing to the target audience. The long-haired model depicted on the page is the major subject of the advertisement. She tends to exhibit the qualities that many ladies aspire to possess, just like most models who appear in advertisements for beautification products do. She is slim, with beautiful skin, an oval, flawlessly aligned face, long, shining hair, and a tiny body. She appears to be giving the reader a seductive, enigmatic stare. She is a woman that consumers of the magazine imagine is coveted by men and admired by women because she resembles numerous other women featured in television commercials, shows, and movies. Since the readers are used to watching these gorgeous women in Hollywood star roles and being admired by movie lovers and fictional male suitors (Johnson, 2012), the model tends to fulfill the criterion of society’s definition of “beautiful.” As a result, the advertisement tends to give the reader ideas about what a lady should look like to be deemed attractive and desirable by American culture.

The language used in this advertisement conveys ideas about strength and confidence and furthers the promotion of beauty ideals. The ad reads “Sleek & Shine” in bold type. Women often associate these terms with good things because American society values having “shiny” and “sleek” hair. However, it should be noted that the definitions of “sleek” and “shining” might vary from person to person. The advertisement is vague about how much “shine” a customer’s hair will get after using the shampoo. The ad also does not define “sleek.” Although these adjectives are appealing, they are almost useless because the advertisement makes no mention of the level of “shine” and “sleek” a customer should anticipate. Noteworthy, most women may not wish their hair to be thought of as “dull.” While the wording of the advert is a logical appeal (Elfhariyanti et al., 2021), it appears to communicate unsubstantiated information about the product. Sadly, many readers do not pause to consider the significance of these words.

In terms of cultural significance, this advertisement tends to accentuate the value of physical attractiveness in American culture, much like many advertisements, television programs, and movies do. It appears to suggest that a woman may only be considered attractive if she possesses the same features as the woman in the ad, including a flawless complexion, a trim build, and long, lustrous hair. This goes beyond just informing women that appearance matters. The advertisement appears to suggest that a woman can only feel secure if they have a particular external appearance. While some people would think that a woman should be strong, this advertisement emphasizes the strength that a woman might enjoy if she is “beautiful” as per societal standards for beauty (Dzyabura & Peres, 2021). Like other beauty adverts, this one uses women’s concerns about themselves to have them buy a cheap product, implying that if they do not possess these attributes, they are not beautiful. In the end, it appears that advertising like this continues to emphasize a woman’s outward attractiveness while ignoring her interior traits, such as intelligence, compassion, and tenacity.

The Garnier Fructis shampoo advert is keen to use specific elements of appeal that would hopefully attract the interest of the target audience. These include audience targeting, implicit messaging, the use of graphics and language, and cultural significance. While the use of these elements creates a significant appeal to prospective buyers, some of the elements portray an exaggerated value of outer beauty at the expense of inner beauty. They also appear to convey unsubstantiated “facts” about the product. Thus, while the advert does well in appealing to the target audience, it could be modified to take inner beauty into account and provides factual product information.      

Dzyabura, D., & Peres, R. (2021). Visual elicitation of brand perception. Journal of Marketing , 85 (4), 44-66.

Elfhariyanti*, A. A., Ariyanti, L., & Harti, L. M. (2021). A multimodal analysis: Construing beauty standard in shampoo advertisement. Pioneer Journal of Language and Literature , 13 (1), 134-147.

Johnson, F. L. (2012). Imaging in advertising: Verbal and visual codes of commerce . Routledge.

Zahra, G. E., Rehan, M., Hayat, R., & Batool, A. (2022). Construction of beauty concept by beauty product advertisements: A critical discourse analysis. Journal of Archaeology of Egypt/Egyptology, 19 (3), 789-804.

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The Anti-Abortion Endgame That Erin Hawley Admitted to the Supreme Court

Somewhat lost in the debate around abortion pills and oral arguments that took place at the Supreme Court in FDA v. Alliance for Hippocratic Medicine on Tuesday was one deeply uncomfortable truth: The very notion of what it means to practice emergency medicine is in dispute, with anti-abortion doctors insisting upon a right to refuse treatment for any patient who doesn’t meet their test of moral purity. Indeed, the right asserted is that in the absence of certainty about which patients are morally pure, the doctors want to deny medication to all patients, nationwide.

In public, the plaintiffs in this case—a group of doctors and dentists seeking to ban medication abortion—have long claimed they object to ending “unborn life” by finishing an “incomplete or failed” abortion at the hospital. But in court, they went much further. Their lawyer, Erin Hawley, admitted at oral argument that her clients don’t merely oppose terminating a pregnancy—they are pursuing the right to turn away a patient whose pregnancy has already been terminated . Indeed, they appear to want to deny even emergency care to patients whose fetus is no longer “alive,” on the grounds that the patient used an abortion drug earlier in the process. And they aim to deploy this broad fear of “complicity” against the FDA, to demand a nationwide prohibition on the abortion pill to ensure that they need never again see (and be forced to turn away) patients who’ve previously taken it. This is not a theory of being “complicit” in ending life. It is a theory that doctors can pick and choose their patients based on the “moral distress” they might feel in helping them.

It should come as no surprise that the same judge who tried to ban mifepristone in this case, Matthew Kacsmaryk, has also attempted to legalize anti-LGBTQ+ discrimination in health care nationwide. This is the ballgame: weaponize subjective religious beliefs against secular society to degrade the quality of care for everyone. If you can’t persuade Americans to adopt hardcore evangelical views, exploit the legal system to coerce them into it anyway.

Alliance for Hippocratic Medicine is at once embarrassingly frivolous and existentially important. Don’t let the jokes about how silly the Comstock Act seems , or how speculative the theory of standing is, get in the way of taking a serious look at the claims on offer. The plaintiffs say they are terrified that one day, a patient may walk into their emergency room suffering complications from a medication abortion prescribed by some other doctor. This patient may need their assistance completing the abortion or simply recovering from the complete abortion, which these plaintiffs deem “complicity” in sin. And they say the solution is either a total, nationwide ban on mifepristone, the first drug in the medication abortion sequence, or a draconian (and medically unnecessary) set of restrictions that would place mifepristone out of reach for many patients. (The U.S. Court of Appeals for the 5 th Circuit ruled to reinstate those restrictions at their behest.)

It is a twisted line of logic, one that should never have reached the Supreme Court in the first place. But it is also a product of the court’s past indulgence of outlandish claims about moral “complicity.” As was made plain in the oral arguments and briefing, activist doctors are no longer satisfied with personal conscience exemptions already granted under state and federal law; they now insist that nobody, anywhere, should have access to the abortion pill, in order to ensure that they themselves won’t have to treat patients who took one. At a minimum, they say, they should be able to radically roll back access to the pill in all 50 states to reduce the odds that one of these handful of objectors might someday encounter a patient who took it. This extremist argument lays bare the transformation of the idea of “complicity” from a shield for religious dissenters to a sword for ideologues desperate to seize control over other people’s lives and bodies.

At oral arguments, several justices pressed Hawley, who argued on behalf of Alliance for Hippocratic Medicine, with an obvious retort: Why can’t her clients simply refuse to treat these hypothetical someday patients on the grounds that they cannot help end the “life” of a fetus or embryo? After all, federal law guarantees doctors the right not to have to provide an abortion if doing so is “contrary to his religious beliefs or moral convictions.” Justices Amy Coney Barrett and Brett Kavanaugh secured assurances from Solicitor General Elizabeth Prelogar, early in the arguments, that under no circumstances could the government force any health care provider to ever participate in an abortion in violation of their conscience. Justice Elena Kagan asked Prelogar: “Suppose somebody has bled significantly, needs a transfusion, or, you know, any of a number of other things that might happen.” Would the plaintiffs object to treating them? Prelogar said the record was unclear.

Hawley, who is married to far-right Republican Sen. Josh Hawley, then approached the lectern and cleared up any confusion: Yes, she insisted, treating a patient who has undergone a medication abortion violates the conscience of the plaintiff physicians even if there is no “live” fetus or embryo to terminate anymore. “Completing an elective abortion means removing an embryo fetus, whether or not they’re alive, as well as placental tissue,” Hawley told Kagan. So the plaintiffs don’t object just to taking a “life.” They also object to the mere act of removing leftover tissue, even from the placenta.

Of course, these doctors must remove “dead” fetal tissue and placentas all the time—from patients who experienced a spontaneous miscarriage. By their own admission, the plaintiffs regularly help women complete miscarriages through surgery or medication. Those women they will gladly treat. Other women, though—the ones who induced their own miscarriage via medication—are too sinful to touch. Before the plaintiffs can administer even lifesaving emergency treatment, they need to know the circumstances of this pregnancy loss: Spontaneous miscarriages are OK; medication abortions are not.

Justice Ketanji Brown Jackson, too, zeroed in on this admission. She told Hawley that she had thought the objection was to “participating in a procedure that is ending the life [of the fetus].” Hawley told her no: Any participation in an abortion, even through the indirect treatment of a patient without a “live” fetus, violated the doctors’ conscience. So, wait. What about “handing them a water bottle?” Jackson asked. Hawley dodged the question, declining to say whether helping a patient hydrate would constitute impermissible complicity in sin.

All this is reminiscent of Little Sisters of the Poor , a case about a Catholic charitable group that was afforded an exemption from the Affordable Care Act’s contraception mandate. The Little Sisters were asked to check a box signaling to the government that they could not comply with the mandate, at which point the government would step in to cover their employees. But the Little Sisters refused, viewing this action—the checking of a box to opt out of coverage—as “complicity” in abortion because it would in turn trigger government payment for contraception (which they viewed as abortifacients). The Supreme Court and the Trump administration ultimately indulged the Little Sisters’ claim .

Here, we have emergency room physicians asserting that they will not participate in lifesaving medical intervention unless they approve of the reason for the pregnancy loss. Presumably, if the pregnant patient is an unwed mother, or a gay or transgender person, the doctor would be similarly complicit in sin and decline service. Seen through this lens, since one can never know which sins one is enabling in the ER, each and every day, a narrow conscience exemption becomes a sweeping guarantee that absolutely nobody in the country can ever have access to basic health care, let alone miscarriage management. (Of course, these plaintiffs might focus only on one set of “sins” they see as relevant.) In a country effectively governed by Kacsmaryk and his plaintiff friends, a gay person suffering a stroke could be turned away from any hospital because of his sexual orientation, all to spare a doctor from a glancing encounter with prior sin. As Tobias Barrington Wolff, a professor of law at the University of Pennsylvania Law School, put it to us in an email, this unbounded view of complicity “is part of enacting the social death of people and practices you abhor, which in turn can contribute to the material death of people and practices you abhor.”

One of the most exhausting lessons of post- Roe America is that being “pro-life” definitively means privileging the life of the presumptively sin-free unborn—or even their “dead” remains—over the life of the sin-racked adults who carry them. This is why women are left to go septic or to hemorrhage in hospital parking lots; it is why C-sections are performed in nonviable pregnancies, at high risk to mothers; it’s why the women who sued in Texas to secure exceptions to that state’s abortion ban are condemned by the state as sinners and whores . And it’s why—in the eyes of the Alliance for Hippocratic Medicine — it is a greater hardship for a physician to “waste precious moments scrubbing in, scrubbing out” of emergency surgery, as Hawley put it, so long as they don’t believe that the emergency warrants their professional services, than it is for a pregnant person, anywhere in the country, including in states that permit abortion, to be forced to give birth.

At oral argument, Hawley explained that her clients have “structured [their] medical practice to bring life into the world. When they are called from their labor and delivery floor down to the operating room to treat a woman suffering from abortion drug harm, that is diametrically opposed to why they entered the medical profession. It comes along with emotional harm.” The emotional harm alleged here is that unless these doctors approve of the specific circumstances of the ER visit, they violate not only their own medical preference but also their religious convictions. But they will never truly know enough about the sins of their patients to be able to shield themselves against being a link in a chain of subjective lifelong sin. And to be a doctor, especially an emergency physician, should be to understand that your patients’ private choices and spiritual life are not really open to your pervasive and vigilant medical veto. This deep-rooted suspicion of patients deemed insufficiently pure for lifesaving treatment didn’t begin with the availability of medication abortion. It will assuredly not end there.