Let’s Get Analytical

Analysis can be found in many different fields and professions. Everyone from finance planners to biologists to content creators analyze information relevant to their field with the intent of better understanding the impacts of a choice.

At its core, analysis is the examination of a specific choice to determine its effectiveness for the desired solution. The financial planner analyzes the gains and losses of an investment choice to determine if it was beneficial to their client’s portfolio; the biologist analyzes how certain strategies for conservation have helped or hurt the numbers of a threatened species; the content creator analyzes the comments found on their posts to determine what type of content their followers respond most positively to.

Analyzing a text, especially analyzing the rhetoric of a message, asks the writer to dissect the message in its entirety to indicate how it attempts to persuade its intended audience and assess whether those choices helped the speaker persuade their audience on their argument.

Structuring an Analysis

Introducing the Text

An analysis should clearly introduce what you are analyzing, including the purpose of the text and its intended audience.

Example

This analysis will examine how this Pepsi ad, which aired during the 2019 Super Bowl, attempted to persuade an audience of football fans that Pepsi is not just an acceptable soda choice, but an exceptional soda choice.

How the Text Works

Once you’ve introduced what you’re analyzing, what it intends to achieve (purpose) and who it aims to engage (audience), you then need to select specific instances from the text that show persuasive attempts in action. The focus should be on how the message tries to persuade the audience.

Example

The commercial attempts an appeal at credibility (ethos) by including well-known celebrities, including Steve Carelle, Cardi B, and Lil Jon.

Why It Works (or Doesn’t Work)

Arguably, the most important part of a rhetorical analysis is discussing why you, as the writer, see the attempts you’ve isolated as effective for the text’s purpose and its intended audience. The focus should be on why it works (or maybe doesn’t).

Example

These celebrities greatly contribute to the commercial’s persuasive attempt. The Super Bowl attracts audiences of all ages, and each celebrity is well-known to specific age demographics. For example, Cardi B is better known and appreciated among members of Gen Z, while Lil Jon is a favorite of both Millennials and Gen Xers; Steve Carelle connects all ages due to his prominence in productions designed for adults, as well as children and families. These celebrities speak highly of Pepsi in the commercial, which suggests to the audience that they too should view Pepsi as a favorable option.

Examples

Avengers Endgame Trailer Breakdown! Easter Eggs & TIME TRAVEL CONFIRMED?! By New Rockstars

Why It Works

The host of the breakdown, Eric Voss, clearly introduces the text he will analyze, the trailer for Avengers: Endgame, its purpose of convincing viewers to see the movie when it’s released, and the trailer’s intended audience of Marvel Cinematic Universe (MCU) fans. Voss clearly isolates several moments from the trailer and discusses why those moments are intended to resonate with MCU fans.

“Breaking Down Biden’s Farewell Address” from CBS New

Why It Works

This collaborative analysis of President Biden’s farewell address not only introduces the specific speech the panelists will analyze, but each also contributes to describing the context of the speech: President Biden’s term is ending and he is giving his thoughts on the incoming administration. The panelists also cite and discuss specific moments from the speech designed to persuade the audience and how effective those moments were. .

More On Analysis

• “How Can I Create A Stronger Analysis?” from the University of Michigan Sweetland Center for Writing
• “Rhetorical Analysis” from the Texas A&M Writing Center