2024 Super Bowl Commercials

Title: Decoding Persuasion: Rhetorical Analysis of a 2024 Super Bowl Commercial

Overview:

The "Decoding Persuasion" project challenges will allow you to analyze a Super Bowl commercial from the 2024 broadcast through the lens of rhetorical analysis. By dissecting the persuasive techniques employed in these high-stakes advertisements, students will develop a deeper understanding of rhetoric and its applications in contemporary media.

Objectives:

• Identify and analyze rhetorical strategies used in advertising.

• Evaluate the effectiveness of persuasive techniques in achieving the commercial's objectives.

• Enhance critical thinking and analytical skills through written analysis.

• Foster communication skills by articulating and defending their interpretations.

• Gain insight into the cultural and societal influences reflected in advertising.

Project Steps:

Commercial Selection:

• • Students will select a Super Bowl commercial from the 2024 broadcast. They can choose an advertisement that intrigues them, sparks discussion, or aligns with their interests. The commercial should be readily available for analysis online.

• Rhetorical Analysis Framework:

  • Introduce students to the concepts of ethos, pathos, logos, and kairos as essential elements of rhetorical analysis.

  • Provide examples and discuss how these rhetorical strategies are commonly used in advertising to persuade audiences.

• Close Reading and Annotation:

  • Students will watch their chosen commercial multiple times, closely examining the visual and verbal elements.

  • They will annotate the commercial, noting specific rhetorical devices, persuasive appeals, tone, audience targeting, and any cultural or contextual references.

• Rhetorical Analysis Essay:

  • Using their annotations and close readings as a foundation, students will write a rhetorical analysis essay of the selected Super Bowl commercial.

  • The essay should include:

    • Introduction: Briefly introduce the commercial and its context.

    • Thesis Statement: Clearly state the main argument or claim about the commercial's rhetorical effectiveness.

    • Body Paragraphs: Analyze the commercial's use of ethos, pathos, logos, and kairos. Provide evidence from the commercial to support each analysis.

    • Conclusion: Summarize key findings and evaluate the overall persuasive impact of the commercial.

• Peer Review and Feedback:

  • Students will exchange drafts of their essays with peers for feedback and constructive criticism.

  • Peer reviewers will evaluate the clarity of the thesis, the strength of the analysis, and the effectiveness of supporting evidence.

• Final Presentation:

  • Each student will present their rhetorical analysis to the class, showcasing their insights and interpretations.

  • Presentations can be in the form of traditional speeches, multimedia presentations, or creative interpretations, such as skits or visual aids.

Assessment:

• Evaluation will be based on the depth of analysis, clarity of argument, integration of rhetorical concepts, use of evidence, and overall writing proficiency.

• Peer feedback and self-reflection will also be incorporated into the assessment process to encourage revision and continuous improvement.

Through the "Decoding Persuasion" project, AP Language students will sharpen their analytical skills, deepen their understanding of rhetoric, and gain valuable insights into the art of persuasion in contemporary media.