Project # 1: Constructing an Account of an Argument (100 pts)

Reading: Angela M. Eikenberry, “The Hidden Costs of Cause Marketing”

Prompt:

Nike has a long history of embracing social issues in its commercials. Recently, in 2018, the company partnered with Colin Kaepernick for the campaign “Believe in something” to raise awareness of inequality and prejudice. This summer, Nike used the Women’s soccer championship for its commercial “Never stop winning” to address the so-called glass-ceiling. Is such marketing embracing causes effective – and sincere? Angela M. Eikenberry discusses this question in her article in the Stanford Social Innovation Review, and your task in this 3 page paper (1,000 – 1,100 words) will be to first construct an account of her argument, explaining the rhetorical situation (considering the intended audience, context, purpose), identifying her main claim, analyzing the structure she uses to develop this argument, and demonstrating how he uses various forms of evidence to establish her credibility and trustworthiness.

Your paper shall explain clearly howand whythe author uses whichevidence (and other rhetorical strategies) and whether she succeeds in persuading her intended audience. Also, discuss the author’s way to establish ethos (i.e. credibility and trustworthiness), and whether and howshe establishes enough ethos for the reader to accept her position. Your analysis should consider how the author uses specific details and evidence to appeal to this audience, and whether (and why/why not) you respond to these appeals, considering your individual context. For example, you may belong to GenZ, a generation sometimes called “philantroteens.”

Criteria:

• DescribeEikenberry’s argument – main claims as well as context, purpose, and intended audience – to a reader unfamiliarwith this text.
• Analyzethe evidence, explaining how it relates to the main claim and how it guides the audience’s understanding and persuade the listeners to accept the claim.
• Incorporate specific examples from the text as evidence for your points.
• Use an effective structure, which carefully guides the reader from one idea to the next, and demonstrates the ability to both introduce – including a title that indicates the topic and direction of the essay – and conclude an academic essay.
• Edit thoroughly so that sentences are appropriate for an academic audience and the paper adheres to MLA requirements.

Key learning outcomes:

1. Describe elements of an argument–claims, methods of development, evidence, (persuasive appeals, style), context, audience;
2. use all aspects of the writing process–including prewriting, drafting, revising, editing, and proofreading;
3. choose effective structures for the writing;
4. identify devices an author has used to create cohesion or to carry the reader through the text; guide a reader from one idea to the next in the own writing;
5. comprehend words and phrases central to understanding a reading.
6. effectively select material from written arguments and comment on it;
7. edit for grammar, usage and MLA conventions.

Assignment Structure

Intro

1.Develop an attention getter that leads into the topic.

2.Intro the text and explain rhetorical situation (incl. context).

3.Describe central claim as well as the main argument. These are two different rhetorical elements.

4.Metadiscourse section – describe what the paper will do.

Body

1.Analyze the various elements of the argument and how they advance the claims and persuade the reader (such as evidence, counter argument/rebuttal, structure).

a.Include a discussion of HOW these strategies affect the reader and WHY the author may have chosen them.

b.Evaluate the strengths and weaknesses of these elements. Is the main argument persuasive? Is the argument supported by a variety of types of evidence? How credible, relevant and sufficient is the evidence to prove the claim? Conclusion

1.Significance: So what? Who cares? Reflection: What does it matter? Has the author impacted your thinking/views on this topic? If so, in what way? This is a good place to consider your own context (see prompt).

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