For this essay, you will choose a print advertisement (ad). The ad will be one that you can find in a magazine,
not on TV or YouTube. You can use a digital copy of the ad.
- Nonetheless, using the Toulmin Model of Logic (claim, data, warrant, backing, rebuttal, qualifier), you will
analyze the ad. You will only need one source, where the ad came from. You can use other sources. Just be
sure to add them to the Works Cited page. - Pay attention to the little details, the colors, how many people, absence of people, the text, the lack of text,
animals, etc. Second look at the whole ad and take note of where your eyes naturally want to look, go back to,
zone in on. Usually that is the focal point of the ad. Third, make some sort of organizational system to separate
the Toulmin parts: the claim, the data, the warrant, the backing, the rebuttal, and the qualifiers. Start with "The
advertisers want me to believe __." This is the claim that you will be working with. - Write down all the things in the ad that convince you of the claim. "The author wants me to believe
because ________." This part requires you to look at how the advertisers prove to you
that the product is worth buying. - So, depending on the ad you pick, you may or may not have the last three elements. Some of you may want
to include your personal rebuttals not found explicitly or implicitly in the ad.