In a 1000 or more word rhetorical analysis essay (typed, double spaced), analyze the use and effect of argument (persuasion and rhetorical strategies) in Superbowl commercial “Halftime in America”. You should focus on specifics from the commercial–copy (the words), the spokesperson and his function, music, lighting, mood, etc… and how these are used to persuade. To develop a full analysis, you should situate your reader (in this case me) in the context of the commercial (when in historical time was the commercial aired? What was going on in the world at that time? These aspects are important when considering the message and audience), the goal or intent of the commercial, and the possible target audience(s). For this ad consider the following:
The national mood can often be a powerful undercurrent on Super Bowl Sunday. And in 2012, the mood was somber. The U.S. was still digging its way out of the Great Recession, and the domestic auto industry was flat on its back. So Chrysler did something bold. It created a two-minute ad featuring the eternally rugged Clint Eastwood giving the auto industry — and America at large — a rousing halftime speech to rally and pull together. Few if any ads have been so pointed about the emotional state of the country at its time of airing, giving this spot an extra layer of historical significance.
Remember analyze for rhetorical strategies such as appeals–ethos, pathos logos,. Also consider more specific use of appeals– to fear, history, patriotism, guilt, anger, justice, etc…
Also think about arguing with diction, fallacies, pronouns as strategies for persuasion
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