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When English author Edward Bulwer-Lytton wrote in 1839 that “the pen is mightier than the sword,” it’s doubtful he knew that keyboards, memes, GIFs, emojis, YouTube comments, tweets, etc. would overtake pens via keyboards, smart phones, thumb-typing, swiping, and voice-to-text.  Nevertheless, his point is still valid today (talk about evergreen marketing communication).
The written word is indeed powerful.  And for marketers, it’s a great way to communicate, particularly in a static environment where auditory voice isn’t technologically available.  Static written text can be used to present information about a product, brand, organization, and/person in an effort to achieve the classic marketing communication goals such as informing, reminding, persuading, and connecting.
Good marketers know, however, that it’s not just the words you use, but how you use them.  When we assess static text, we have to assess it from several perspectives:  (1) its imagery, (2) its content, and (3) its rhetorical value.  We do this always within the context of the communication and hopefully with knowledge of the intent of the communicator and the audience for which it’s intended.
Imagery – The imagery of static text refers to how it looks from a visual design perspective.  This includes the font type, letter size, spacing (kearning, word spacing, leading (Links to an external site.)), color, background, styling, and virtually any other elements of visual design.
Content – Text content refers to what is said.  What are the words being used?  How much text is present?  What is the information contained within the text?  Content can be presented in a variety of writing styles, tones, voices, etc., as well as in a variety of visual imagery representations. 
Rhetorical Value – Rhetoric is the study of writing (and speaking) effectively, typically as a means of persuasive communication.  Those who examine the rhetorical value of written work often refer to ethos, logos, and pathos (go back and study Aristotle for more on this).  Ethos relies on the credibility or authority of the writer.  Logos uses facts and figures to appeal to the logic and reasoning of the audience.  Pathos uses passion and storytelling to appeal to the emotions of the audience.
As you work through the element assessment for the static text format, consider at least one element from each of imagery, content, and rhetorical value in order to get a more complete understanding of how your target ad meets its goals of informing, reminding, persuading, and/or connecting.   ~Miyazaki
Be sure to focus your Element Assessment only on the static text portion of the ad.  The “marketing communication” must be designed to communicate a message for a particular brand, product, organization/company, etc., and must use static text as the primary communication format.  If a list of ads is provided, be sure to select your ad from the list.
BELOW are a few resources that may help you through this: 


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