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Rhetorical Analysis of a Scholarly Article. In Keith McPhersons 2008 article Product Placement: Facing Yet Another Dark Art, McPherson attempts to persuade teacher-librarians to assist students in developing their abilities to ident

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Introduction

Jon Schneider Professor N. Hartlan Film And Cultural Studies 22 March 2012 Rhetorical Analysis of a Scholarly Article Product placement is a form of advertising that has become progressively popular in today's business world. In Keith McPherson's 2008 article "Product Placement: Facing Yet Another Dark Art", McPherson attempts to persuade teacher-librarians to assist students in developing their abilities to identify the intent of product placement messages, make reasoned judgments in light of this intent, and take sensible actions. I believe that McPherson is successful in persuading his audience by demonstrating specific examples from different kinds of evidence, by appealing to readers through the use of logos, pathos and ethos, and by using some of the nine major rhetorical strategies to support his argument. McPherson's ability to use precise examples through different categories of evidence is his first step towards a successfully persuasive article. McPherson's begins his article by asking the readers to imagine they are viewing the sitcom Friends as well as a telecast of a Major League Baseball game. ...read more.

Middle

McPherson waits until after examples of product placement are given in order to reintroduce his argument, stating, "product placement is important, as are the actions that we choose to take against such deceptive advertising" (McPherson, � 15). The argument is established in such a way that the readers understand the subject much better once the argument is finally explained. In order the support the examples that McPherson uses to explain what product placement is, he cites different visual images so that readers can envision what he is writing about. The ethos of his argument, otherwise known as the credibility, is immediately enriched based on the fact that the readers can see the same things that he did. McPherson's examples from field research also establish a sense of credibility that increases the ethos of his argument. The pathos, otherwise known as the emotional attachment of his argument, is heightened based on the broad range of examples McPherson gives to the audience. The author uses examples ranging from the movie E.T. ...read more.

Conclusion

When listing different exercises that teacher-librarians should try with their students concerning product placement messages, McPherson describes how students might react to certain exercises and which other exercises they should follow as a result. Detailing the effects of these exercises gives readers a better understanding of the goals that McPherson is looking for. All the rhetorical strategies used by McPherson ultimately enhanced his argument and made his article look more genuine. Many different writing strategies are used by Keith McPherson in his article "Product Placement: Facing Yet Another Dark Art". McPherson's use of specific examples, his use of the three appeals to readers, and, his use of major rhetorical strategies all have impacts on readers transforming students into active masters, not passive servants. The only negative sentiment one might have with respect to McPherson's writing of this article concerns the fact that he leaves out the negative effects associated with a student not learning to identify the intent of product placement messages, make reasoned judgments in light of this intent, and take sensible actions. Regardless, McPherson's argument, evidence, analysis and presentation are all enough to lead me to believe that the author has written a convincing article. ...read more.

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