Analysis of Arguments in Ads

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Please, answer questions in a form of an analytical paragraph after watching the commercials to understand better how appeals and strategies work in these examples.

Coca-cola happiness machine on college campusCoca-Cola Happiness Machine

The real bears

The Real Bears

Questions for analysis:

  1. What is the purpose of this argument? What is it hoping to achieve?
  2. Who is the audience? Who is ignored or excluded?
  3. What appeals or techniques does it use – emotional, logical, ethical?
  4. What type of argument is it? How does the genre affect the argument?
  5. Who is making the argument? What ethos does it create, and how does it do so?What values does the ethos evoke? How does it make the creator seem trustworthy?
  6. What authorities does the argument rely on or appeal to?
  7. What facts, reasoning, and evidence are used in the argument? How are they represented?
  8. What claims does the argument make? What issues are raised – or ignored or evaded?
  9. What are the contexts – social, political, historical, cultural – for this argument? Whose interests does it serve? Who gains or loses by it?
  10. How is the argument organized or arranged? What media does the argument use and how effectively?
  11. How does the language or style of the argument persuade an audience?

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