Write a 3-4 page critical analysis of the Peloton Commercial that aired this past Christmas.
1. Describe the ad/Make observations—what you see, what is said, how it is organized and
so on) and the ad’s overall effect or tone. Is the ad old-fashioned, somber, disturbing,
serene, purposely confusing, busy, funny, sarcastic, ironic, understated, sad, sexy, vague
and so on? Does it sentimentalize, glorify, What grabs your attention? How do your eyes
move across the screen? Are the objects interacting in some way- implied or obvious? Is
there implied movement? Foreshadowing? What is excluded? Be detailed.
2. Find the argument the ad puts forth/Determine the purpose of the Ad. What is the
argument? What kind of lifestyle do you think your advertising tries to promote? What kind of
values? What are the implied values? The explicit messages? What is the context? Discuss
how the audience and the ad’s message are linked. What kinds of knowledge or experience
does the ad assume its audience possesses? What associations might the audience make with
the images in your ad? How and why are these associations important? How do they connect
with the product? How might these associations motivate viewers to purchase the product?
Who do you think is the target audience and how do you know?
3. Prove the argument/Determine the messages of the Ad and the messages it sends.
Identify Rhetorical Strategies. What appeals are being used to support the argument?
Ethos? Credibility by name or brand or endorsement
Consider diction if there’s text/speech. Consider context.
4.Critical Thinking/Arrive at a “So What?” What can you deduce about American culture in
general by looking at this ad? What/How is the target audience or public being asked to think
after watching ad? What thoughts are being perpetuated through this ad?
1. Introduction: What is the ad for? General summary of the context of ad, name the company
or product, and your thesis—what is the ad doing or saying and who is the audience. In the
“So What?” of your Thesis, consider the Consequences of the messages you determine
the Ad is sending.
Thesis example pattern: Ultimately, the Peloton Christmas ad equates the husband’s love for
his wife with her maintenance of physical beauty and thinness, and as a result, traditional
codes of femininity and, in that way, female submissiveness remain institutionalized through
*Please note the pattern of the Thesis, that is, Transition, Topic, argument about topic, and “So
2. Body Paragraphs: (these are simply suggestions for body paragraph topics…I’m more
concerned with Paragraph Development—Please use the Paragraph Development
discussion I gave you from our last assignment, and Remember MLA in-text Citation!!!
(Use evidence from the Peloton Ad and from Jean Kilbourne’s video to prove your thesis)
A. Describe the ad. (1.)
B. Explain the Context & Target Audience. Where was the ad published? Who is the audience?
Show the reader how the components of the ad are designed to target the audience. What are
the values of the audience? (2)
C. Describe the visual strategies the ad uses to target the audience. (This is where you discuss
ethos or pathos or logos.) (3) Simplified, Logos is use of Logic, and it is an appeal to the
audience’s logical and rational brain. Ethos is the trustworthiness of the speaker or writer, and
your Ethos depends on your ability to develop a paragraph effectively according to the proper
conventions of writing and the proper methods of quote integrations and citation, and the
company has Ethos as well. Pathos is the use of emotion, and it is an appeal to the audience’s
emotional and sentimental self. What do you see at work here and why? Remember to support
you analysis with a detail from the commercial or a quote from Kilbourne.
D. Describe the textual strategies. Diction, tone, etc. and how this targets your audience/the
values etc. (3)
3. Conclusion: Recap and discuss cultural implications or ideas
This paper IS an Analysis:
• IT IS Formal
• IT IS For your audience
• YOU MUST Remove your own voice
• IT IS Critical
• YOU MUST Show your rhetorical work
• Rhetorical (making sense of the “who, what, when, where, why, and how” of an
argument for your readers)
This paper IS NOT a Reflection:
• IT IS NOT Informal
• IT IS NOT For you
• IT IS NOT Personal (NO 1st or 2nd Person)
• AVOID Storytelling
• AVOID Explaining yourself directly to the reader
• AVOID Reflection (making sense of an event for your own personal reasons)
MLA FORMAT: This paper must be written in MLA format. 12 pt. Times font. Double-spaced.
Left corner: Your name, Prof name, Course, Date. Right: header. 1 inch margins. No cover. No
folder. MLA IN-TEXT CITATION and a WORKS CITED PAGE ARE MANDATORY.
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