WRTC 103 Assignment #2: Comparative Rhetorical Analysis

Value = 150 points, major grade

Timeline for This Assignment:

Topic choice on Research Question Discussion Board due by 8:30

am, Monday, Feb. 6, on Canvas discussion board. (quiz grade of 10
points)
Two possible verbal texts on the research question due on Wed.,
Feb. 8, by class time as either hard copy or electronic copy. If texts are
electronic, post the document and/or its URL on Canvas. (quiz grade of
10 points)

Verbal argument with annotations: Post on Canvas by class time

on Monday, Feb. 13 (participation grade of 40 points). If you prefer,
you may turn in a hard copy with annotations, but Mrs.
Fielding will keep this copy, so you should keep an electronic
copy or hard copy of your own. That is, if you bring hard
copies, print two copies of the verbal argumentone for the
instructor to keep and one for you to use.

Outline of verbal rhetorical analysis due by 8:30 am, Friday, Feb.

17, on Canvas. (participation grade of 50 points)

PSA and outline of visual argument due by 8:30 am, Monday, Feb.
20, on Canvas.

Rough draft 1 (first of essay) hard copy of verbal argument (print

text) rhetorical analysis AND ARTICLE due for in-class graded peer
review on Wed., Feb. 22. (part of major grade)

Rough draft 2 (with emphasis on 2nd of essay ) hard copy of

visual argument rhetorical analysis AND PSA hard copy due for in-
class graded peer review on Fri., Feb. 24. (part of major grade)
 Final draft of comparative rhetorical analysis and print PSA on
due by 8:30 am, Monday, Feb. 27, on Canvas (major grade of
150 points)

Format: MLA style and Works Cited; titled, double-spaced document with
PSA embedded and described!

Purpose/Task: For this assignment you will write a comparative analysis of

one OPINION PIECE (print/verbal argument from Opposing Viewpoints, Pro-
Con, or Congressional Quarterly) and one original PSA that you create
visualizing this verbal argument. In the process, you will dissect the
print/verbal text for its claims and evidence, intended audience, and
rhetorical appeals; then you will compare your PSAs intended audience and
appeals with those of the print text.

Preparatory Steps:

1. Choose a topic of interest to you. See the expansive list of WRTC 103
recommended gender topics on Canvas (under the module on
student resources). Consider selecting an issue that you can
investigate in subsequent projects (line of inquiry essay and position
argument/webpage) for WRTC 103; you can then build a file of
information and develop some expertise by working with this single
topic.
2. Select the verbal argument for your approved gender topic; annotate it
for claims and evidence, intended audience, and rhetorical appeals.

3. Locate biographical information on the author of the article so that you

can establish his/her credibility. You will include this information in your
essay as you write about ethos, and you will cite it MLA format (in any
in-text citations and in your Works Cited).

4. Create a PSA to illustrate the verbal argument.

5. Plan and write the essay.

How to Create a Public Service Announcement, or PSA:

For this assignment, you will design an original PSA based on the gender
related verbal/print argument that you have recently located, read, and
annotated. A PSA is an advertisement that sells an opinion instead of a
business product; it is synonymous with print public service announcement
(PSA), and it usually cites a source, sponsor, organization, or some other
affiliation to establish some credibility. A PSA often compellingly argues a
point of view; for instance, if you have investigated the problem of child
soldiers, you may decide to create a PSA like You Wouldnt Let This Happen
to Your Kids, available at http://blog.amnestyusa.org/us/4-ways-you-can-
help-stop-the-arming-of-tyrants/.
In creating your PSA

Identify a specific, arguable position and the supporting evidence within

your reading.

Examine professional and student PSAs to give you some ideas. The
following are some examples:

http://www.peta.org/media/psa/type/print/#/
http://sarahneanbruce.me/2011/03/15/cancer-foundation-
campaigns-moving-forward/
http://www.strokeassociation.org/idc/groups/heart-
public/@wcm/@adt/documents/downloadable/ucm_439187.pdf
http://www.organdonor.gov/materialsresources/materialsprintpsa.ht
ml (SEE PRINT PSAs NEAR BOTTOM OF PAGE!)
http://files.peacecorps.gov/multimedia/pdf/media/psa/color/PeaceCo
rps_roots_full.pdf
http://66.media.tumblr.com/tumblr_lzcii5mke71qkatuko1_1280.jpg

Use technology to create a rhetorically powerful ad that purposely

incorporates both images and text. Choose technology that doesnt
intimidate you; that is, base your technology choice on your level of
digital expertise. You may download images from the web using
copyright free sites like Creative Commons
(http://search.creativecommons.org/) and then add text using PowerPoint,
Photoshop, Microsoft Office Publisher, Microsoft Office, or similar
programs; or you may decide to create a poster with other software with
which you are familiar. You may also import your original photographs and
artwork. Consider registering for a MADLab session at
http://www.lib.jmu.edu/media/madlab/register.aspx or utilizing
http://sites.jmu.edu/lynda/ video tutorials if you feel you need to become
more tech savvy before creating the PSA.

Authenticate your PSA by linking it to a real, relevant non-profit,

government agency, or other legitimate charitable organization. Below
are two sources of non-profits:

http://www.guidestar.org/NonprofitDirectory.aspx
http://www.nonprofitlist.org/

Process for Completing This Assignment:

1. Your audience will consist of your classmates and instructor,

whom you may assume have only a casual familiarity with the issue
and the opinion piece that you are analyzing.
2. You will compose the essay in a formal, third-person point-of-view;
that is, use an academic writing style.
 3. You will title, double-space, and format the essay in MLA style. (MLA
style applies from the first page through the Works Cited; it
encompasses the entire essay.)

4. Include evidence/support (quoted examples, statistics, details,

etc.) to prove your claims about both verbal text and PSA. Cite these
examples parenthetically within your essay and in a Works
Cited at the end of your essay.

5. Embed the PSA within your essay as you transition from your
analysis of the verbal argument to your analysis of the PSA.
Insert a textbox below the PSA and briefly describe it for the
audience.

6. Write 1,250 -1,500 words (approximately 4.5-5 pages). Please

try to stay within this range.

Writing and Organizing the Essay:

1. Write a strong introduction.

Describe briefly the arguments you are analyzing, including (a)
where the opinion piece was published and who wrote it and (b)
where the PSA could be published and who created it.
If the argument is about an issue unfamiliar to your readers, supply
the necessary background.
Write a clear thesis that specifies whether the verbal text and PSA
are more similar or more different, and clarify how/why.
Thesis Example 1Similarities in arguments: The rhetorics
of both Howard Rockworths Opposing Viewpoints argument and
Sheila Fieldings companion PSA rely heavily on ethos, pathos, and
logos to depict the negative realities of war for those not directly
involved with the fighting.
Thesis Example 2Differences in arguments: The rhetoric
of Emily Asters Opposing Viewpoints article for parental
responsibility in disciplining their children relies heavily on logical
and ethical appeals while the companion PSA appeals primarily to
pathos; both arguments illustrate the negativity of assigning public
schools the task of behavioral modification.
2. Summarize the verbal argument.
What is the main claim?
What reasons are given in support of the claim?
Who is the intended audience, and why has the writer targeted this
reader?
How would you characterize the styleconversational, scholarly,
satirical, or something else?
 How is the argument organized? (Is it chronological, spatial, topical, or
climactic/order of importance?) What are the
components/subheadings, and why are they presented in that order?

3. Analyze the appeals present in the verbal argument, and provide

quoted and paraphrased examples as evidence; also, cite all
examples in proper MLA style. Compose multiple paragraphs on
appeals. (That is, write three paragraphs for three appeals).
Analyze ethos: How does the writer represent himself or herself?
Does the writer have any credentials as an authority on the topic? Do
you trust the writer? Include evidence of credibility from outside
sources, and cite information properly in MLA style. Include a Works
Cited with source information.
Analyze logos. Where do you find facts and evidence in the
argument?
What kinds of facts and evidence does the writer present: direct
observation, statistics, interviews, surveys, quotations from
authorities, or something else?
Analyze pathos. Does the writer attempt to evoke an emotional
response? Does the writer appeal to your feelings of sadness, pride,
fear, anger, patriotism, love, justice, etc.? How does the writer/text try
to elicit an emotional response or establish a relationship with the
reader? Where does the writer use emotionally loaded examples,
moving language, and/or vivid description?

4. Embed the PSA after the last paragraph of analysis on the verbal
argument. Insert a textbox below the PSA and caption it for the
audience.
5. Describe the PSA that you have created in a paragraph:

What is the main claim?

What actions, story, or purpose does the PSA convey?
Who is the intended audience?
What are the dominant images, text, and colors in the ad?

6. Analyze the appeals present in the PSA, and provide quoted

examples as evidence; also, cite all examples in proper MLA style;
that is, in parentheses, attribute the image to you by using your
surname. Compose multiple paragraphs in this section; that is,
aim to write a separate paragraph of analysis for each of the
three appeals.
Analyze ethos (credibility) of the PSA. Examine the creators (your)
reputation or authority on the issue. (Be honest. If youve only read the
verbal argument on this topic, you are not an authority, and youre
only educated on one side of the issue).
What are the creators qualifications?
 Does the creator demonstrate respect for other viewpoints by
using sources in the text? If so, are sources credible and
documented appropriately?
Does the creator use a tone that is suitable for the
audience/purpose?
Is the diction (word choice) used appropriate for the
audience/purpose?
Is the document presented in a polished and professional
manner?
Does the creator authenticate content by linking it to a
legitimate non-profit, government agency, or other charitable
organization?

Analyze logos, or logic, of the PSA. In considering logos, focus on

how the visual is constructed.
Does the PSA make any particular logical claim(s) for this
viewpoint?
Is each claim clear, specific, and supported with strong
reasons and credible evidence (e.g., facts, statistics, details,
quotations, definitions, If, then statements, etc.)?
Is the argument plausible and arranged in a logical order?
Do you detect any flaws in the ad's logic, including irrelevant
or insufficient evidence? Can you locate any logical fallacies?
Where does the writer use sufficient facts, statistics, and/or
details, and where is s/he stay relatively general? Why?

Analyze pathos, or emotion, of the PSA. Identify any attempts to

evoke a particular feeling. The content of the visual, the use of color
and text, type of font as well as scale and perspective, can be useful in
addressing the PSAs appeal to emotions.
Are vivid language, images, and text used to engage the
audiences emotions and imagination?
Does the creator appeal to the values and beliefs of the
audience by using examples that establish a personal
connection?
How does the writer engage the audience's emotions?
What kind of reaction does the ad evoke toward the person
or people in the ad?
Does the writer use any emotionally charged, biased, or
inflated language? (Does the PSA contain language with
strong connotationsthat is, language that evokes strong
emotional associations in the viewers mind? Why or how?)
How does the viewer react emotionally to the text, and what
are the particular features of the text that provoke these
emotions?
What sensory experiences does the ad evoke?
What are the emotional connotations of the colors in the ad?
 What overall mood does the ad evoke? How can you tell?
How do the images in the ad appeal to the viewers
emotions?
What is the overall effect of the ad's design: colorful and
busy (suggesting energy and activity), quiet and understated
(ex. chiefly white, black, and gray, with lots of empty space),
old-fashioned or cutting edge?
What about the image(s) immediately gets your attention?
Consider size, color, and position on the page. Also,
contemplate the beauty, ugliness/grotesqueness, and/or
humor of the image?
7. Conclude the essay by considering how the verbal argument and PSA
are alike and different and how they complement each other. These
questions will help you determine whether the PSA complements the
verbal argument:
Does the PSA add information that the verbal argument does not
discuss?
How does the PSA deepen understanding of the verbal argument?
Which is the stronger/more convincing argumentthe verbal argument
or the PSAand why or how?
Example comparative rhetorical analysis available at
http://wps.ablongman.com/wps/media/objects/4116/4215164/c
h2_cheerhet.pdf

8. Include a Works Cited for the article/verbal argument and for

the source on your authors credibility. Embed the PSA after the
verbal part of your rhetorical analysis within the final draft of
your comparative rhetorical analysis essay; then submit the
entire assignment by, on Canvas before 11:59 P.M.

Assessment Rubric for Comparative Rhetorical Analysis

CATEGORY A B C D F

Textual Specific, Analysis is General Analysis is No relevant

and Visual developed generally and/or sparse and analysis or
Analyses analysis and sound but undeveloped lacks insight. insightful
insightful could be more analysis. observations
observations. specific or made.
40 pts. insightful in
some areas.
 Adequate Obvious or Weak thesis No clear
Thesis, Strong thesis thesis states bland thesis attempts to thesis
Focus, and clarifies relationship observes the focus the present.
Evidence relationship between focus of the essay on the No analytical
between verbal essay on the relationship focus found.
verbal argument and two between the No support
30 pts. argument and PSA. May arguments. two information
PSA. Maintains exhibit minor May lose arguments. found or
focus on lapses in focus or may May fail to irrelevant.
topic/subject focus on exhibit major establish
throughout topic/subject. lapses in focus on
response. Evidence has focus on topic/ subject.
Evidence is minor topic/subject. An attempt
related to weaknesses Evidence has has been
analysis and relative to major made to add
supports the analysis weaknesses evidence, but
topic/subject. and/or in analysis it is unrelated
support of the and/or or confusing.
topic/subject. support of the
. topic/subject.

Writing Skillful writing Reasonable Writing Minimal Writing is not

Fluency: fluency (clear, writing fluency is writing fluent:
Clear, complete fluency; lacking and fluency; confusing,
Concise, sentences, exhibits some exhibits exhibits rambling, and/
Correct third-person mechanical several numerous or
POV, and errors. May mechanical mechanical substandard
20 pts. smooth have a errors. May errors. May in quality.
integration of problem in have a have a
quoted and one of these problem in problem in all
paraphrased areas: writing two of these of these
evidence); clear, areas: writing areas: writing
exhibits few or complete clear, clear,
no mechanical sentences; complete complete
errors. maintaining sentences; sentences;
third-person maintaining maintaining
POV; or third-person third-person
integrating POV; and POV; and
evidence integrating integrating
smoothly. evidence evidence
smoothly. smoothly.

MLA Sources are Sources are Sources are Some of the Sources are
Format cited correctly cited, but a cited, but sources are not cited at
and in the few errors several errors not cited all. Essay is
Organizati document and occur in occur in and/or the largely
on of on the Works format and/or format and format and disorganized.
Ideas Cited page. organization. organization. organization
Document is are not
titled, double- correct.
20 pts. spaced, and
organized as
specified with
PSA
embedded
 properly.
Peer 20 pts. Rough drafts and peer review: Peer review includes rough drafts
Review (first half and then whole draft) brought to class and two
complete/written/in-class peer reviews; peers should also discuss the
20 evaluation with their partners. 20 pts. = full participation; 15 pts. = one
missing component (draft, written peer review, or peer conference); 10
pts. = two missing components; 5 pts. = three missing components; 0
= non-participation in both in-class, peer review sessions.
PSA Strong visual Adequate Commonplace Unconvincing Irrelevant and
representation visual or or flawed incompetent
20 of verbal representatio unimpressive visual visual
argument in n of verbal visual representatio representatio
design, argument in representatio n of verbal n of verbal
message, and design, n of verbal argument in argument in
credibility/ message, and argument in design, design,
authentication credibility/ design, message, and message, and
. authenticatio message, and credibility/ credibility/
n. credibility/ authenticatio authentication
authenticatio n. .
n.