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Examples

Definition Paper: Defining Terrorism

Thesis: Something is not terrorism if it does not include symbolic speech on the part of the perp and intense emotion on the part of the victim.

1) Symbolic speech is the point of terrorism for the perps. 

a) Support claim w expert (Harpham 373).
b) Connect claim w recent cultural event (something that is NOT terrorism) - flooding and natural disasters in Australia. 

2) Intense emotions felt and portrayed by victims are part of the terrorists' message and part of the act of terrorism.

a) Support w expert. 
b) Connect claim w recent cultural event. 

Conclusion: This cultural event should not be defined as terrorism because, although it was tragic and result in the death of thousands of people, it was not an act of symbolic speech and it did not involve an intense emotional response by the victims. 

Earlier Examples: 

If we were going to modify this thesis for the INTRODUCTORY PARAGRAPH AND THESIS of PROJECT ONE, we might write it like this: 

According to Erin Manning's article "I AM CANADIAN Identity, Territory and the Canadian National Landscape" (2000), the "I Am Canada" advertising campaign of the "Molson Canadian" beer in the late 1990s reinforced a cultural association between "nationalism, beer and hockey" (3) to market their product. Their ads also depended upon an "anti-American" (Manning 3) definition of Canadian nationalism. The product itself is never mentioned in any of the commercials, except for the use of the "Molson Canadian" logo in the final image.¹ This paper explores why  the humorous associations between anti-American nationalism, hockey, and beer were an effective advertising strategy for "Molson Canadian" and the campaign's Canadian audience despite the fact that the product is only marginally incorporated into the advertisements.  

• This introduces the ADVERTISEMENT and it's audience (including WHEN the advertisement was aired).
•  The THESIS identifies THREE ASPECTS of the advertising campaign and it SPECIFIES THAT THE PAPER WILL EXPLORE HOW THESE RHETORICAL STRATEGIES WORK (remember, we're interested in the MECHANICS - WHY AND HOW something works, NOT it's content).
• It also SPECIFIES WHO these ads were aimed at (intended audience) - and audience is incorporated into the rhetorical analysis.

• Each body paragraph will discuss one of the following:
• anti-American nationalism
• Describe an example.
• Explain WHY this is a good rhetorical strategy:
• Use "Why Johnny Can't Dissent" by Thomas Frank and Matt Weiland (why dissent or rebellion is a marketing strategy).    
• hockey 
• Describe an example.
• Explain WHY this is a good rhetorical strategy:
• Use Susan Kuchinskas's "How Advertising Works Our Nerves (In a Good Way) - the idea/topic of hockey creates a memory that supersedes a memory of the product.  
• beer: describe how this does NOT appear in the advertisements
• Why is this still a good commercial for beer (ref. back to Kuchinskas - subliminal associations)  
•  why nationalism, hockey, and beer are a powerful combination - ASSOCIATION 
• Describe the combination.
• Explain WHY this is a good rhetorical strategy:
• Use Martin Lindstrom's "How Subliminal Advertising Works" as an authority on this topic ("We Fall for 'Tradition'").
•  CONCLUSION:
• This was a good advertising campaign because....
•  Talk about the importance of audience and effective rhetorical strategies.
• Talk about the importance of emotions and dissent in advertising (to create solidarity).  

¹Manning also makes this observation in her article (3).