9 Writing an Outline
Writing an Outline
At this point, , you should have already chosen a print ad and completed some brainstorming questions from the previous chapter. Now it’s time to take that information and create a thesis and an outline for your argument. Remember that your goal is to write an essay demonstrating how the ad uses the ethos, pathos, and logos in their marketing strategies to convince the consumer to buy the product advertised. Here is where you will put the writing formula into practice as you begin with the main sections of an essay. It is a great idea to review the chapter on the writing formula and outlining.
Here are some pointers:
- The hook should relate the ad to a larger concern of your audience–make the paper relevant to them.
- The three supporting points in your thesis statement should connect to the use of ethos, pathos and logos within the advertisement.
- You should assume readers have not seen the ad or read the magazine. Therefore, they will need some background / context information before they can understand your argument. In this case, background information should include a complete description of the ad itself, the magazine, and a discussion of the target audience.
- Remember to stay focused on showing readers how the advertiser is targeting a specific audience through ethos, pathos, and logos!
Use the following as an example for your own outline:
1. Introduction:
A. Hook: “In a world that seems so divided, it is great to see an advertisement that promotes unity.”
B. Explain the Topic / Product in the Ad – Connect your readers to the product.
C. Thesis: The “Share a Coke” ad successfully persuades the audience to buy the product and promotes a sense of unity by creating an emotional connection through personalized drinks, demonstrating credibility with a recognizable name brand, and offering facts about ingredients.
2. Context:
A. Name of Magazine and Publication Date
B. Audience
C. Relevant Information
3. Detailed Description of the Ad – Color, Text, Images
4. Supporting Point One: Personalized Drinks (taken from the thesis statement)
A. Topic sentence: “One way the advertisers promote the concept of social unity is simply in the slogan.”
B. Evidence from the ad
C. Wrap up sentence
5. Supporting Point Two: Name Brand (taken from the thesis statement)
A. Topic sentence: “Another way the advertisers promote community is demonstrated in the familiarity with the Coke name brand itself.”
B. Evidence from the ad
C. Wrap up sentence
6. Supporting Point Three: Facts about Ingredients (taken from the thesis statement)
A. Topic sentence: “In Addition, by offering facts about ingredients and calories, the advertisers promote connection as well.”
B. Evidence
C. Wrap up sentence
7. Conclusion
Attributions:
Adapted from “Assignment: Writing an Outline” created by Dr. Karen Palmer. Last edited 5/28/2020. Licensed under CC BY NC.
