Assignment Showcase: Visual Argument Analysis (Jessie Moore)


Oct 12 2005

Assignment Showcase: Visual Argument Analysis (Jessie Moore)

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Select an advertisement from http://scriptorium.lib.duke.edu/adaccess/. Note the title of the advertisement and its location in the Ad*Access Database so that you can include this information in the introduction of your essay. Complete a close reading of the advertisement, and in a two- to three-page, double-spaced, persuasive essay, evaluate the overall effectiveness of the visual argument presented in the advertisement. What is the main claim of the advertisement? What type of issue (substantiation, evaluation, policy) does it address? What is the context for the ad? Who is the intended audience? How does the ad use the rhetorical appeals—ethos, pathos, and logos? Does the ad include evidence to support its claim? What other visual features support the ad’s claim? Overall, how effective is the ad’s argument?

Your essay should include an introduction with a thesis statement, body paragraphs with support for your thesis, and a conclusion. You should complete a draft of your essay for Wednesday, February 16th and submit it on Blackboard. A revised draft is due with your Argument Analysis Portfolio on Wednesday, February 23rd. I will use the following grading criteria to assess the final, revised version of your Visual Argument Analysis.

Needs Improvement Fair Excellent
Thesis No clear thesis

0-3

Identifiable thesis, but could benefit from revision

4-7

Strong thesis guiding the essay

8-10

Support for Thesis Minimal support from a close reading of the text

0-5

Some support from a close reading of the text, but some claims are unsubstantiated

6-10

Excellent support from a close reading of the text, incorporating specific examples

11-15

Organization

Minimal organization, potentially confusing readers; no clear paragraph structure

0-5

organization makes it easy for readers to identify support for claims, but transitions, the introduction, or the conclusion would benefit from revision

6-10

Strong organization with clear transitions between supporting examples and a well-written introduction and conclusion

11-15

Editing Errors interfere with  the reader’s understanding

0-3

Errors do not interfere with meaning, but the essay would benefit from additional editing

4-7

Polished essay with minimal errors

8-10

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