UCF
Faculty Resources
| Analysis of an Argument | |
| Sample analytical assignments... | |
| Analyzing Ads | |
|
|
| Background | |
| We are bombarded by different forms of argument every day; one of the most pervasive (widespread) forms of argument we encounter in our culture is advertising. America is not only a democracy, but a capitalistic and consumerist society, and advertising has been called the "rhetoric of democracy." Gaining an understanding of the purposes, strategies, and methods of this kind of argument will help us become better critical thinkers and more discerning citizens. | |
| Assignment | |
| Write a 1000-1500 word computer-drafted essay that carefully examines the explicit and implicit arguments of a print advertisement. You will choose your own text for analysis (with instructor approval). | |
| Explicit Argument in an Ad | |
| Explicit can mean "clearly seen, voiced, or explained" or "concrete." Almost all ads have the same basic explicit argument: "You should buy our product." Like all arguments, advertisements can use three kinds of appeals to their audience to support their basic position. Some will use logical appeal (claims, reasons, and evidence), others ethical appeal (coming across as fair-minded and truthful), and still others will rely on emotional appeal (colors, images, the connotations of words), or a combination of these three appeals. In your analysis, you should look for the specific kinds of appeals used in your advertisement. | |
| Implicit Argument in an Ad | |
| Implicit means "implied" or "not voiced, but intended." Implicit arguments are often assumptions (also known as warrants) made about people, relationships, culture, and ideas, that underlie all arguments. It is important to investigate these assumptions, in order to fully understand the motivations of an arguer. Ask yourself what assumptions are made in your advertisement, and why they are there: how do they reinforce the explicit argument? | |
|
The result of analyzing your ad should be an evaluation of two ideas:
|
|
|
Credible (credibility) means an argument is logically sound and well-supported with strong evidence. Effective (effectiveness) means an argument works in convincing or persuading its audience. Many arguments that are effective are also credible…but there are also many that aren't. |
|
|
Suggested Structure |
|
You must incorporate the following into your essay:
|
|
| Fight Club: Rasslin' with Arguments | |
|
|
|
Background Just
about everything we encounter in life carries with it some commentary,
perspective, or viewpoint about the world. A baseball hat with a marijuana
leaf on the front, a Tommy Hilfiger shirt, a 500-year-old Catholic church,
a student essay arguing for more parking garages at UCF, a can of Budweiser--all
of these things make certain statements about culture, social values,
quality, and what is real and important. All of these things make an argument
for a particular point (or for many points). All of these things can be
considered texts. |
|
| For
example, let's use that can of Budweiser. It argues--through colors, insignia,
the shape of the words, and the explicit message on the can--that it is
the "King of Beers," and a quality beverage. It's making an argument,
putting forth a position, hoping to convince people to buy that brand. |
|
| Is
it an effective argument? Probably--many people seem to like that beer.
But more importantly, we want to know if this argument is credible.
These are two important terms you need to know when discussing arguments: |
|
|
|
| Back
to the beer can. To figure out if it's credible, we'd need to analyze the
argument it presents closely. Is it well-supported? Is there evidence (either
specific or general) that support the claims it makes? Does the can present
a fair view? |
|
| Obviously,
a beer can can't go into too much detail in trying to prove its argument—there’s
not enough space to make a complete explicit argument. So the beer
can relies on implicit argument as well. |
|
|
|
| The
beer can uses an explicit argument to make its points, with elements of
all three appeals. But it also implies many ideas as well, including what
defines "good" beer, and quality. An analysis of the beer can
would look at both explicit and implicit arguments, to determine effectiveness
and credibility. |
|
| A
beer can makes a single general argument. But other texts, like novels or
films, can offer many different arguments within them. Some are very explicit,
and others are implied, suggested only by images, mood, and tone. |
|
| Task: Write a 1000-1500 word essay that carefully examines an explicit or implicit argument presented in a text: the 1999 film Fight Club. The film offers many opinions--some obvious, some implied. Choose one of these arguments as your focus for this assignment. Your
essay will be an analytical review of this argument. This means that in
the essay, you should
Essentially,
you will present a stance on how well the text develops a certain argument
or position. The
result of your analysis should be an evaluation of two ideas:
|
|
|
Suggested Structure:
|
|
| Myth and Movies | |
|
|
|
Background Evidence of arguments can be found in the media, specifically films that are currently out in the cinemas. One of the most pervasive (widespread) forms of argument we encounter in our culture is found in films. America is currently dealing with the threat of terrorism and redefining the idea of freedom, but these are not new issues; simply look at any period in time and what the film industry has done to either focus or divert the viewer's attention in regards to social or political concerns. What is most interesting is the way in which we express ourselves implicitly. Films are an escape from reality, but they reflect real world concerns. Films that contain mythic elements invariably still reflect real world concerns. Gaining an understanding of the purposes, strategies, and methods of this kind of argument will help us become better critical thinkers and more discerning citizens. They may renew hope, focus on rehabilitation, or help to define the indefinable. |
|
|
Assignment Write a 1000-1500 word essay that carefully examines the explicit and implicit arguments of a film that has mythic or mystical elements. You will choose your own text for analysis (with instructor approval), but they must contain myth (no cartoon films allowed). By definition this means a traditional narrative usually involving supernatural or fancied persons, and embodying popular ideas on natural or social phenomena; such narratives are symbolic or allegorical. You must find and support your findings of the allegory in your chosen film. |
|
| Back to Writing Assignments Index |