Advertisement Analysis Paragraph Model Remember, for an academic paragraph, include the following components: TS=topic sentence. What is it that you are writing about? In this assignment in particular, Ms. Witt asks if your ad is using pathos, logos and ethos. Who is producing the advertisement? For whom are they producing it? CX=context. Consider your first statement. The best context here would be to explain a proper definition of pathos, logos, or ethos, or perhaps make a guess as to why you believe the advertiser may have used this specific appeal. CD=concrete detail. Explain specifically why P,L,or E is used. How do you know for sure? CM= commentary. Here is where you dig deeper and go beyond the obvious. How was the use of P,L, and E effective? Is there a way we can make a guess about the audience to further determine effectiveness? CS=Concluding Sentence. Now, summarize your ideas. Wrap things up. Example: In the above advertisement, an iconic sign luring hungry eaters into the Golden Arches of McDonalds, the McDonald’s corporation attempts to convince the general public to eat at McDonalds primarily through ethos, or an appeal to credibility. In late years, McDonalds has received a negative reputation for ingredients in its food that produce an unhealthy lifestyle. It makes sense, then, that McDonalds would appeal to ethos, establishing its credibility, by including the factual claim that “billions and billions [have been] served.” With a current world population of over seven billion, one would assume that everyone, then, has been to McDonalds—and survived, happily, which builds upon McDonald’s credibility and also