For this assignment you will study the messages used in advertising for a product, this time using rhetorical methods/theories to perform your analysis. This assignment includes an analysis, 3-4 pages long. In your paper you will use the rhetorical methods taught in class to discuss and critique commercials in terms of how they attempt to sell a product (and an image of life). Begin by choosing a commercial for analysis. You can record and study something you see on television, but you are also welcome to search on YouTube and Google Video. Be prepared to provide a link to the commercial on request (contact me if that’s an issue). Keep in mind you will need to write two or more pages of analysis, so choose a commercial that will give you a lot to talk about. Analysis Option 1: Burke You need to choose a concept from Burke to apply to a commercial. Focus on a line from Burke’s “Definition of Man” (negative, hierarchy, separated, from nature, or perfection). Explain how the commercial creates a sense of guilt in light of that (e.g., the negative shames you to not be a certain kind of person or hierarchy shames you to not settle). Then, explain how the commercial recommends you get rid of that sense of guilt Analysis Option 2: Cultural Studies Choose one of the perspectives discussed (e.g., Marxist theory). Apply one or more of the analysis questions to the commercial. Your discussion should not simply answer the questions in a sentence but provide a discussion of how the commercial describes gender (or whatever) and how that relates to the product (i.e., why we should use it). For the analysis . . . Choose the part of the theory that enables you to ask the questions of the text that will produce the most interesting results (e.g., if you think a commercial is really interesting because the way it encourages us to chase an impossible ideal, then focus on Burke’s notion of perfection). Generally describe how to use that theory or concept. Explain the criteria of assessment or what that idea means (e.g., what does it mean that we use mortification to reduce our sense of guilt). Whatever you say about the theory or concept (e.g., gender polarity) I will expect to see in the analysis. Apply that theory’s analysis questions to the campaign. You may find it useful to break down the commercial by visual, verbal, and audio scripts as a way to work through the different components you want to address. The conclusion should briefly consider what you have learned about the commercials from your analysis. It may be that certain types of products rely upon particular stereotypes or fears or maybe that others make themselves seem essential when they probably are not. Think about a bigger picture lesson we can learn.