Rhetorical Analysis Examples
Final draft Khoa(Kay)Dang LLD 100A September 23, 2014 Word Count: 1,983
Rhetorical Analysis Introduction Communication skills are vital to every living thing on Earth. Communication skills have become sophisticated. There are many factors and types in expression; formal, informal, oral, written, visual, verbal. Sometimes there are other ways to communicate with senses; tasting and touching. Therefore, people have been developing communication skills since they are important among all beings. People have invented so many methods to communicate more effectively in various situations. Surprisingly, if a person’s communication skills are impressive, then he or she can influence other people. One of the ways leading to a powerful cogency requires Rhetorical Analysis. The art of writing and speaking consists of five parts; introduction, situation, rhetorical strategies, appeals, and conclusion. Rhetorical Analysis is mostly found in written form of communication and in professional essays. A rhetorical writing is availed by C. Whan Park, Andreas B. Eisingerich and Gratiana Pol (2014) when they publish a research article called The “Power of …show more content…
a Good Logo”. This research is written informally, the main goals of the research are to explain what a logo is and the purposes in designing a logo. The authors apply logos (logic) and ethos in rhetorical appeals; then they comprise compare and contrast, listing, and description in rhetorical strategies to develop their writing more successfully. Rhetorical Situation
Audience
The audience is students that major in graphic design, fine art, professional advertisers, professional graphic designers, or integrated people who are interested in art.
In the article “The Power of a Good Logo”, the authors (researchers) also want to attract people who do not study in the art and design. These people can be random shoppers who might only care about the products, but the more products that they consume from a company or the profit of a company increases, the more power that this company will gain, and branding will be well-known. In the research “The Power of a Good Logo” provides readers the knowledge about the essence of branding logos. It bestows useful information that not only graphic designers understand, but everyone else
can.
Purpose
There are two main purposes in the article “The Power of a Good Logo” written by C. Whan Park, Andreas B. Eisingerich and Gratiana Pol. The first purpose is to edify any readers about the profound meaning of a logo. Any brand names or faces which are created as simple images or texts that represent companies are called logos. There are important concepts that a graphic designer should consider before producing a visual brand name for a company. The concepts in achieving a good logo should be simple, easy to understand; and the logos have to symbolize companies’ functions and productivity. Besides it, the authors add that there are two types of logo; texts and images. A logo can sometimes be constructed by texts and later they can be stylized such as; Louis Vuitton, Gucci, or Coca Cola . The image (visual) logos are simplified into iconic images like Apple, Red bulls, Starbuck, and many more to stand for companies’ personalities. The last type of logo can sometimes be found is the combination between texts and images. This combination is sometimes used to accomplish a better logo when either typographic or visual designs are inadequate to stand alone, yet this method does not always apply to any logos. It might be the intention of a graphic designer to combine images and texts to manipulate viewers with an alternative view thus a more graceful logo among other faces. C. Whan Park, Andreas B. Eisingerich and Gratiana Pol find that visual logos have more effect on customers because they can connect customers’ sense of emotion. The second purpose of the article “The Power of a Good Logo” is to inform readers why all companies have logos. The reasons are that companies can embody the unique of themselves to public and gain benefits from customers if they own good logos; these benefits are called symbolic, functional, and sensory.
Context
This research is written as an online source, an open source that anyone can extract the knowledge from.
Style/Tone
The research is written informally.
Organization
The article is a research which contents information and description that relates to graphic designers and professional advertisers. The writing style is similar to an essay, but there are no page numbers and each paragraph is divided by a sub heading. The usage of language is standardized, non-fiction, sparse prose and a connotation of “Logo”. The authors link paragraphs together with one only topic, describing a good logo to not lose readers’ attention. Rhetorical Appeals
Logos
Logos are known as logical appeals according to a course reader LLD 100A Writing Competency through Genre by Professor Shama Ball on page 35. Logos are discerned as methods that assist rhetoricians to hone their written communication skills. The methods are the combination of logical reasoning, giving rational thoughts or ideas in parts of an essay, attaching research, case studies, experiments, analogies, news, facts, reports or an orthodoxy. The Jolly Roger Flag is a logical epitome that reinforces the authors’ argument, which they assert that logos (pictures or simple texts that represent faces and characters of companies) are vital because they are extant in cultural, religious belief and ritual. A flag with a skull on top of two crossing bones is an ubiquitous symbol of pirates; people have conceded the Jolly Roger flags to be the only sign that designed for pirates in movies or in reality. Pirates of the sea or land seem to be equipped with the resembling flag. Therefore; where the Jolly Roger flag is raised, fearful pirates’ rival will be noticed by people. Logos help people to understand the cultural aspects and in this case the Jolly Roger flag reveals the identifications of pirates; ferocity, desolation, dread and violence. C. Whan Park, Andreas B. Eisingerich and Gratiana Pol (October 22, 2013) mention that “The Jolly Roger flags (with skull and crossbones) that ship crews flew to identify themselves as pirates symbolized the pirates’ ferocity and willingness to fight until the bitter end” ( A Point of Connection, Para 2). It is effective to exhort readers to believe that logos are important in cultural belief when the authors comprise the Jolly Roger flag in to their research as a rational idea, orthodoxy or evidence. Logos are the only methods that enhance writers’ power to influence their readers.
Ethos
According to the book called Writing Competency Through Genre (2014) Ethos means ethics and credibility. Ethos refers to trustworthiness and is also a rhetorical appeal. It is another privilege besides logos(logic) that helps writers contrive to persuade readers since the appeal is based on writer’s noble characters or tittles; “Professor”, “Doctor”, or scientists. “Appeal that establishes the writer’s/speaker’s believability, qualification, character” (Shama Ball, 2014, p.36). As a reader, I believe in these author’s argument. They contend that logos are important to cultural ritual and companies’ brands. The first reasons why I give credence to these authors is because according the website Mitsloan.com management interview, which declares that ”C. Whan Park is the Joseph A. DeBell Professor of Marketing and director of the Global Branding Center at the University Of Southern California Marshall School Of Business in Los Angeles, California. Andreas B. Eisingerich is an associate professor of marketing at Imperial College Business School at Imperial College London. Gratiana Pol received her doctorate in marketing from the Marshall School of Business in 2013.”. Secondly, I have to admit what these authors claim are true. As an art student I see that companies with no logos are similar to people who have no unique, special abilities, and names. Rhetorical Strategies
Compare and Contrast
The first rhetorical strategy that these authors use in their writing to achieve their goals in persuading readers about their argument is compare and contrast. The intention of comparing different ideas is to result one central point. The authors (researchers) compare McDonald’s, Apple, Aflac, Michelin and Starbucks with a Red Bulls logo because Red Bull looks different to any proceeding logos. The authors suggest readers that in advertising, discrepancy can aid businesses to survive the game of competition. They speculate that “Differentiating your brand from others is critical to business survival.” and they add more “In our research, we found that the enhanced identification benefit offered by a brand logo… In contrast, when they express a brand’s symbolic, functional or sensory benefits, logos have a significant positive effect on customer commitment to a brand — and thereby a significant impact on company performance in terms of revenues and profits.”; the authors confirm that simple and readable logos are necessary, but it will not improve the competence in businesses’ financial performance and customers’ connection to brands’ names. The main focus is to maintain viewers’ interest in reading the article. Moreover, the authors want to enhance readers’ knowledge about the significance of logos and why there is such a huge variety in branding. Listing
The second rhetorical strategy is called “listing”. They have listed a number of brands’ names such as; McDonald’s, Apple, Aflac, Michelin, Starbuck, Red Bulls, Arms and Hammer, Nike, Swiss Army, U.S Marine Corp, and Polo Ralph Lauren as examples to support their claims. The authors acknowledge that “As the visual representation of a brand, corporate logos have the potential to communicate and reinforce a brand’s core values and principles, which we call its symbolic benefits. Logos thus play a critical role in serving as a point of connection between a company and its customers.”; the writers believe that good logos like McDonald’s, Apple, Aflac, Michelin, Starbuck, Red Bulls, Arms and Hammer, Nike, Swiss Army, U.S Marine Corp, and Polo Ralph Lauren can bring benefits to their companies. The point of having a “listing” rhetorical strategy is that writers can base on listed item as fact and strong evidence to support their argument. Description
Description is the last rhetorical strategy. The purpose of giving description is to expand readers’ understanding of writers’ message. The authors illustrate that “For example, Polo Ralph Lauren’s swinging polo horseman logo conveys the brand’s exclusive, casual-chic style, while the logo of Patagonia, Inc., featuring a mountain range against the background of the sky, helps the brand communicate its connection to the environment and free-spirited ruggedness… The U.S. Marine Corps logo of the eagle, globe and anchor strikes a chord with young people to become one of “the few and the proud.”, the messages are that they expose the symbolic, functional, and sensory benefits (supporting the senses of reliability, stability of consumers, and exquisite appearance) hidden within a logo; a good logo has the ability to communicate with customers effectively, and it can reinforce a brand’s “values and principles”. Description strategy is widely included in every essay and article because without describing ideas, readers’ knowledge will be limited or sometimes confused. Conclusion
The idea of the research “The Power of a Good Logo “written by C. Whan Park, Andreas B. Eisingerich and Gratiana Pol is to explain the benefits and the importance when having a good logo. The authors are successfully persuade readers that logos should be made mandatory in advertising and in branding using Logos (logic) and Ethos appeals. Obviously, every company has a logo ,which are globally spreading will have their names embedded inside of buyers’ minds. The researchers (writers) of this article are professionals, who have experience in business and advertising; but as a reader I believe that these authors should include more pictures because the word “visual” is repeated many times throughout the article. It might be easier if readers have pictures to rely on and interact with the reading. Bringing Logos and Ethos to strengthen an essay or any genre of writing should be highly recommended since it is more effective and readers will be convinced easier.
Rhetorical Analysis Introduction Communication skills are vital to every living thing on Earth. Communication skills have become sophisticated. There are many factors and types in expression; formal, informal, oral, written, visual, verbal. Sometimes there are other ways to communicate with senses; tasting and touching. Therefore, people have been developing communication skills since they are important among all beings. People have invented so many methods to communicate more effectively in various situations. Surprisingly, if a person’s communication skills are impressive, then he or she can influence other people. One of the ways leading to a powerful cogency requires Rhetorical Analysis. The art of writing and speaking consists of five parts; introduction, situation, rhetorical strategies, appeals, and conclusion. Rhetorical Analysis is mostly found in written form of communication and in professional essays. A rhetorical writing is availed by C. Whan Park, Andreas B. Eisingerich and Gratiana Pol (2014) when they publish a research article called The “Power of …show more content…
a Good Logo”. This research is written informally, the main goals of the research are to explain what a logo is and the purposes in designing a logo. The authors apply logos (logic) and ethos in rhetorical appeals; then they comprise compare and contrast, listing, and description in rhetorical strategies to develop their writing more successfully. Rhetorical Situation
Audience
The audience is students that major in graphic design, fine art, professional advertisers, professional graphic designers, or integrated people who are interested in art.
In the article “The Power of a Good Logo”, the authors (researchers) also want to attract people who do not study in the art and design. These people can be random shoppers who might only care about the products, but the more products that they consume from a company or the profit of a company increases, the more power that this company will gain, and branding will be well-known. In the research “The Power of a Good Logo” provides readers the knowledge about the essence of branding logos. It bestows useful information that not only graphic designers understand, but everyone else
can.
Purpose
There are two main purposes in the article “The Power of a Good Logo” written by C. Whan Park, Andreas B. Eisingerich and Gratiana Pol. The first purpose is to edify any readers about the profound meaning of a logo. Any brand names or faces which are created as simple images or texts that represent companies are called logos. There are important concepts that a graphic designer should consider before producing a visual brand name for a company. The concepts in achieving a good logo should be simple, easy to understand; and the logos have to symbolize companies’ functions and productivity. Besides it, the authors add that there are two types of logo; texts and images. A logo can sometimes be constructed by texts and later they can be stylized such as; Louis Vuitton, Gucci, or Coca Cola . The image (visual) logos are simplified into iconic images like Apple, Red bulls, Starbuck, and many more to stand for companies’ personalities. The last type of logo can sometimes be found is the combination between texts and images. This combination is sometimes used to accomplish a better logo when either typographic or visual designs are inadequate to stand alone, yet this method does not always apply to any logos. It might be the intention of a graphic designer to combine images and texts to manipulate viewers with an alternative view thus a more graceful logo among other faces. C. Whan Park, Andreas B. Eisingerich and Gratiana Pol find that visual logos have more effect on customers because they can connect customers’ sense of emotion. The second purpose of the article “The Power of a Good Logo” is to inform readers why all companies have logos. The reasons are that companies can embody the unique of themselves to public and gain benefits from customers if they own good logos; these benefits are called symbolic, functional, and sensory.
Context
This research is written as an online source, an open source that anyone can extract the knowledge from.
Style/Tone
The research is written informally.
Organization
The article is a research which contents information and description that relates to graphic designers and professional advertisers. The writing style is similar to an essay, but there are no page numbers and each paragraph is divided by a sub heading. The usage of language is standardized, non-fiction, sparse prose and a connotation of “Logo”. The authors link paragraphs together with one only topic, describing a good logo to not lose readers’ attention. Rhetorical Appeals
Logos
Logos are known as logical appeals according to a course reader LLD 100A Writing Competency through Genre by Professor Shama Ball on page 35. Logos are discerned as methods that assist rhetoricians to hone their written communication skills. The methods are the combination of logical reasoning, giving rational thoughts or ideas in parts of an essay, attaching research, case studies, experiments, analogies, news, facts, reports or an orthodoxy. The Jolly Roger Flag is a logical epitome that reinforces the authors’ argument, which they assert that logos (pictures or simple texts that represent faces and characters of companies) are vital because they are extant in cultural, religious belief and ritual. A flag with a skull on top of two crossing bones is an ubiquitous symbol of pirates; people have conceded the Jolly Roger flags to be the only sign that designed for pirates in movies or in reality. Pirates of the sea or land seem to be equipped with the resembling flag. Therefore; where the Jolly Roger flag is raised, fearful pirates’ rival will be noticed by people. Logos help people to understand the cultural aspects and in this case the Jolly Roger flag reveals the identifications of pirates; ferocity, desolation, dread and violence. C. Whan Park, Andreas B. Eisingerich and Gratiana Pol (October 22, 2013) mention that “The Jolly Roger flags (with skull and crossbones) that ship crews flew to identify themselves as pirates symbolized the pirates’ ferocity and willingness to fight until the bitter end” ( A Point of Connection, Para 2). It is effective to exhort readers to believe that logos are important in cultural belief when the authors comprise the Jolly Roger flag in to their research as a rational idea, orthodoxy or evidence. Logos are the only methods that enhance writers’ power to influence their readers.
Ethos
According to the book called Writing Competency Through Genre (2014) Ethos means ethics and credibility. Ethos refers to trustworthiness and is also a rhetorical appeal. It is another privilege besides logos(logic) that helps writers contrive to persuade readers since the appeal is based on writer’s noble characters or tittles; “Professor”, “Doctor”, or scientists. “Appeal that establishes the writer’s/speaker’s believability, qualification, character” (Shama Ball, 2014, p.36). As a reader, I believe in these author’s argument. They contend that logos are important to cultural ritual and companies’ brands. The first reasons why I give credence to these authors is because according the website Mitsloan.com management interview, which declares that ”C. Whan Park is the Joseph A. DeBell Professor of Marketing and director of the Global Branding Center at the University Of Southern California Marshall School Of Business in Los Angeles, California. Andreas B. Eisingerich is an associate professor of marketing at Imperial College Business School at Imperial College London. Gratiana Pol received her doctorate in marketing from the Marshall School of Business in 2013.”. Secondly, I have to admit what these authors claim are true. As an art student I see that companies with no logos are similar to people who have no unique, special abilities, and names. Rhetorical Strategies
Compare and Contrast
The first rhetorical strategy that these authors use in their writing to achieve their goals in persuading readers about their argument is compare and contrast. The intention of comparing different ideas is to result one central point. The authors (researchers) compare McDonald’s, Apple, Aflac, Michelin and Starbucks with a Red Bulls logo because Red Bull looks different to any proceeding logos. The authors suggest readers that in advertising, discrepancy can aid businesses to survive the game of competition. They speculate that “Differentiating your brand from others is critical to business survival.” and they add more “In our research, we found that the enhanced identification benefit offered by a brand logo… In contrast, when they express a brand’s symbolic, functional or sensory benefits, logos have a significant positive effect on customer commitment to a brand — and thereby a significant impact on company performance in terms of revenues and profits.”; the authors confirm that simple and readable logos are necessary, but it will not improve the competence in businesses’ financial performance and customers’ connection to brands’ names. The main focus is to maintain viewers’ interest in reading the article. Moreover, the authors want to enhance readers’ knowledge about the significance of logos and why there is such a huge variety in branding. Listing
The second rhetorical strategy is called “listing”. They have listed a number of brands’ names such as; McDonald’s, Apple, Aflac, Michelin, Starbuck, Red Bulls, Arms and Hammer, Nike, Swiss Army, U.S Marine Corp, and Polo Ralph Lauren as examples to support their claims. The authors acknowledge that “As the visual representation of a brand, corporate logos have the potential to communicate and reinforce a brand’s core values and principles, which we call its symbolic benefits. Logos thus play a critical role in serving as a point of connection between a company and its customers.”; the writers believe that good logos like McDonald’s, Apple, Aflac, Michelin, Starbuck, Red Bulls, Arms and Hammer, Nike, Swiss Army, U.S Marine Corp, and Polo Ralph Lauren can bring benefits to their companies. The point of having a “listing” rhetorical strategy is that writers can base on listed item as fact and strong evidence to support their argument. Description
Description is the last rhetorical strategy. The purpose of giving description is to expand readers’ understanding of writers’ message. The authors illustrate that “For example, Polo Ralph Lauren’s swinging polo horseman logo conveys the brand’s exclusive, casual-chic style, while the logo of Patagonia, Inc., featuring a mountain range against the background of the sky, helps the brand communicate its connection to the environment and free-spirited ruggedness… The U.S. Marine Corps logo of the eagle, globe and anchor strikes a chord with young people to become one of “the few and the proud.”, the messages are that they expose the symbolic, functional, and sensory benefits (supporting the senses of reliability, stability of consumers, and exquisite appearance) hidden within a logo; a good logo has the ability to communicate with customers effectively, and it can reinforce a brand’s “values and principles”. Description strategy is widely included in every essay and article because without describing ideas, readers’ knowledge will be limited or sometimes confused. Conclusion
The idea of the research “The Power of a Good Logo “written by C. Whan Park, Andreas B. Eisingerich and Gratiana Pol is to explain the benefits and the importance when having a good logo. The authors are successfully persuade readers that logos should be made mandatory in advertising and in branding using Logos (logic) and Ethos appeals. Obviously, every company has a logo ,which are globally spreading will have their names embedded inside of buyers’ minds. The researchers (writers) of this article are professionals, who have experience in business and advertising; but as a reader I believe that these authors should include more pictures because the word “visual” is repeated many times throughout the article. It might be easier if readers have pictures to rely on and interact with the reading. Bringing Logos and Ethos to strengthen an essay or any genre of writing should be highly recommended since it is more effective and readers will be convinced easier.