Purpose Analysis

Your purpose analysis should explain – in detail – at least 3 strategies that work towards
selling the product in the advertisement, and this explanation should describe how any
strategies you articulate are particular types of rhetorical appeals (to logos, pathos, or
ethos). Note: As you are looking for strategies remember to look at things like images
and colors used along with explicit text messages.
● In addition to explaining your strategies and how they work, you should also make a
judgment about which strategy is most successful and describe why.
● Your project should include a primary insight that makes a judgment about how
successful the strategies are – overall – in working to achieve the purpose in the
● Your project is written for an audience and should be written with an audience in mind:
it should be organized in such a way that readers can follow your thinking from
paragraph to paragraph and within each paragraph. This organization should lead your
reader to your primary insight in a clear manner; in other words, your primary insight
should help structure your project.
● Since you are writing for a website (your ePortfolio site), you should include and
integrate at least one multimodal element. You could include pictures, sounds, or even
hyperlinks to other websites; but you must make sure that your reader understands why
you are including these elements. Consider what media might reinforce your primary
insight, capture the purpose, and/or appeal to your readers in another way. For this
project, you probably should include an image of the advertisement under discussion (if
possible). Just do not forget to explicitly refer to that element and explain it to your
● Your project should be approximately 500-1000 words in length.

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