The Rhetorical Situation

Or, “Why it is what it is in

the moment that it is.”

-Quote by Jessica O’Hara

What are the components of the rhetorical situation?

Ad Analysis

Dominoes Pizza Ads

“The weird new Domino's ads bash the company's pizza…It's hard to recall another recent ad in which a company self-flagellates with so much gusto. ” Slate.com

“Domino's very public admission of its own awfulness might represent the most elaborate mea culpa ad in history.” Washington Post

Visual Rhetoric – Using a commonplace or an esthetic to make an argument.

Responding to a moment

Responding to a competitor Mac Vs. PC

Responding to Ideologies

Most advertising re-inscribes and draws upon ideologies.

Unless it is a faux or parodic ad like this one.

The role of Ethos, Logos and Pathos What do you do with an ethos fail?