First Day Rhetorical Analysis Essay

I. Introduction
A. One-sentence hook, enticing your audience to read more (no quotes or rhetorical questions):
Due to its renowned simplicity, consistency, and familiarity, McDonald’s has become a universal staple in everyday life since 1955.
B. Concise description of the advertisement (no more than 2 or 3 sentences; does not include analysis):
McDonald’s “First Day” ad details a young man’s first day at a new job. The ad follows the young man throughout his hectic day trying to grasp his coworker’s names, job sections and office procedures, culminating in the young man’s need for the familiarity of a McDonalds meal.
C. One-sentence thesis statement offering a blueprint for your essay’s analysis of the rhetorical strategies used to persuade the
ad’s target audience (revised from A1 based on your instructor’s comments):
Using jump cuts, sounds and color, the ad aims to appeal to the young working class’s need for the simplicity and ease that McDonald’s food brings.
II. Body paragraph’s topic sentence, identifying the first specific rhetorical strategy in your thesis:
The ad creates a rushed feeling in its audience, with its use of fast jump cuts in its beginning scenes
A. Sentence describing a detail from the ad that is part of the rhetorical strategy:
During the tour, the camera constantly jumps from different perspectives and viewpoints never allowing for proper retention of any surrounding details.
B. Sentence describing another detail from the ad that is part of the rhetorical strategy:
As the young man is introduced to his future coworkers the camera jumps from each person and their handshakes creating a speedy pace.
C. Sentence incorporating research quote (including APA in-text citation) that supports your claim about why this strategy works:
Jump cuts are often used in film to move the scene along quickly but can sometimes be unsettling due to its sudden change in time (Barsam & Monahon 2015).
D. Sentences explaining how the research supports your claim.
The ad uses jump cuts in the beginning of the video to create a rapid, uncomfortable, progression throughout the young man’s first day; this further illustrating the differences from the end of the video where the scene is longer and more relaxed once in the restaurant.
III. Body paragraph’s topic sentence, identifying the second specific rhetorical strategy in your thesis:
Using sound this ad creates a confusing uncomfortable atmosphere associated with the young man’s new job and the comfortable atmosphere of the McDonalds restaurant.
A.
Sentence describing a detail from the ad that is part of the rhetorical strategy:
The sounds of constant ringing can be heard in the office background distracting the viewer and instilling a disturbing feeling.
B. Sentence describing another detail from the ad that is part of the rhetorical strategy:
The fact that all the coworkers’ names in the ad rhyme with each other was not coincidental, creating confusion and hindering the young man from remembering their names correctly.
C. Sentence incorporating research quote (including APA in-text citation) that supports your claim about why this strategy works:
Per Barsam and Monahon (2015), "Ambient sound helps set the mood and atmosphere of scenes, and it may also contribute to the meaning of the scene." (p. 376).
D. Sentences explaining how the research supports your claim.
The ad uses distracting sounds to create an atmosphere of discomfort within the office building conversely creating the calming emotion once the disrupting sounds are removed in the restaurant scene.
IV. Body paragraph’s topic sentence, identifying the third specific rhetorical strategy in your thesis:
The use of neutral to dark colors help to create the contrasting moods depicted in the
ad.
A. Sentence describing a detail from the ad that is part of the rhetorical strategy:
The background of the office building is predominately in neutral colors giving off a professional yet boring appearance.
B. Sentence describing another detail from the ad that is part of the rhetorical strategy: Using deep reds and browns the ad creates a warm, comfortable mood of their restaurants.
C. Sentence incorporating research quote (including APA in-text citation) that supports your claim about why this strategy works: The use of colors can represent different moods within design from the darker browns that portray comfort and security versus the lighter neutral colors that represent boredom (Cousins 2012).
D. Sentences explaining how the research supports your claim.
Rosenau (2012) states that a Pathos-aimed advertisement will try to cause its viewers into having a passionate response. This ad aims to do the same by using how different colors inherently make us feel. By using more dull colors for the office scenes and easy colors in the restaurant scenes the ad illustrates the comfort and familiarity feeling of their restaurants to the audience.

V. Conclusion
A. Rephrase your thesis statement (do not copy/paste from the introduction):
McDonald’s “First Day” ad promotes their food by using jump cuts, sounds and color to display a young man’s need for familiarity and comfort, on his hectic first day at a new job.
B. Two or three sentences wrapping up your essay for your audience and leaving them with a lasting impression about why the content of your essay matters (do not include quotes or additional analysis):
In a span of a minute this ad perfectly embodies how most of us felt starting a new job. They expertly use that common emotion to connect with their audience, selling the comfort their food provides rather than selling their product directly.