Post #4 Ideological Criticism

1.Tide Commercial (2013)

Most laundry and cleaning commercials tend to fall into stereotypical tendencies of using women to promote their product. Tide’s 2013 commercial continues this stigma with a mother as the main spokesperson encouraging the use and purchase of Tide. Ideally the audience would be for anyone that washes their clothing, however, the company narrows this down to a smaller group of people: mothers. The stereotype that has grown from our society is that mothers are the most likely to clean clothes.

  1. Preliminary Ideological Criticism                                                                              a. Presented elements:


  • Bargain detergents are inferior to Tide because they do not remove stains (1 Tide cup vs. 6 cups of other detergent brands),
  • Mother quit her job to take care of children
  • Mother is cooking, poorly
  • Mother is painting planets with children
  • Nana is better at doing laundry and cooking

b. Suggested elements

  • Mothers must quit their jobs to take care of the children
  • Mothers should be the cookers
  • Older generations know what is right
  • Mothers are expected to help with children’s school projects


  1. Ideology evident                                                                                                   The ideology articulated from the 2013 Tide commercial is that mothers are expected to portray stereotypical mother roles of taking care of the children, cooking, and doing laundry. The commercial does not include any other groups of people which prevents it from appealing to diverse groups. The artifact successfully asks the audience to avoid alternative laundry brands, thus leaving them as the best option. It is stereotypical to assume these gender roles onto a mother role; the Tide commercial discredits her even more by implying that it took her multiple attempts before finally turning to Tide and that she is an unsuccessful cook that has burnt the muffins. She would have been given more power if she was seen as the most intelligent for purchasing Tide.                                                                                                                                                                                        Preece, David. “Tide Laundry Detergent Commercial 2013 – Muffins.” Youtube, Accessed 13 March 2018.

Post #3: Generic Criticism

I will be using generic description to determine whether the Netflix original shows Jessica Jones, Luke Cage, and Iron Fist create a sub-genre of Misfit Superheroes. Generic description is used when multiple artifacts appear to respond to a similar situation and share come rhetorical similarities. To give you a background on each of these shows, here is a short description for each one:

Jessica Jones

Image result for jessica jones

Jessica Jones is a Marvel character with her own show on Netflix. She is a mid-twenties detective with super strength and the ability to avoid mind control. The first season follows Jessica along as she attempts, and ultimately does, defeat her arch nemesis.

Luke Cage

Image result for luke cage

Luke Cage is another Marvel character with his own Netflix show. Cage is an ex-con with super strength and bullet proof skin. Cage has a soft spot for his neighborhood and when a gang member threatens to control the youth, Cage stands up to defeat them.

Iron Fist

Image result for iron fist

Like Jessica Jones and Luke Cage, Iron Fist (aka Danny Rand) is another Marvel character with a Netflix show. Danny has the power of a super-strength fist brought on by chi and must use it to defeat The Hand, a super villain organization of ninjas.

Jessica Jones, Luke Cage, and Iron Fist share the following characteristics that make them Misfits:

  • Few friends
  • Quiet
  • Jobs that keep them to themselves
  • Alcoholics
  • Disliked

Here are the qualities that make them Superheroes:

  • Inhuman physical traits
  • Ability to defeat villains when no one else can – last resort
  • Brave
  • Sense of responsibility
  • Save those in danger

Although the Superhero genre is nothing new, most heroes are romanticized as having a:

  • high moral code
  • fighting spirit
  • charismatic personality
  • costume

Jessica Jones, Luke Cage, and Iron Fist do not have these characteristic, yet they are still superheroes because they have inhuman physical traits and save the lives of others. Therefore, it is necessary they have their own sub-genre as Misfit Superheroes.

The organizing principles for this analysis will be:

  • Unpopular
  • Inhuman physical traits
  • Responsibility for others

Post #2 Neo-Aristotelian Criticism

This post will discuss the rhetorical situation of Jennifer Lawrence’s acceptance speech at The Hollywood Reporter’s Women in Entertainment in 2017. The rhetor, Jennifer Lawrence is a popular American actress that has participated in more than 20 productions. Her esteemed position in the spotlight makes her a prime candidate for taking a stance on the issues of inequality. Lawrence uses this position to highlight these issues and bring awareness to inequality.

The audience for this speech is the attendees at the Hollywood Reporter’s Women in Entertainment. However, the audience is extended to the public because it was televised and is now located on the internet. The audience members watching this are most likely fans of Lawrence and/or feminists.

The topic of this speech is to thank Hollywood Reporter for the award. However, her purpose is to bring awareness to gender inequalities, and to thank and bring awareness of other celebrities who have enriched females, like Angelina Jolie, Meryl Streep, and many others. Her final purpose is to encourage the audience and all females to be “outspoken” about their ideas because they are just as important as male opinions.

Here is the video of Jennifer Lawrence’s acceptance speech at the Hollywood Reporter’s Women in Entertainment in 2017 that can also be located at

Post #1: Introducing My Blog

Hello, I am Morgan Pearce and these is my blog on Method’s of Rhetorical Criticism. I am a student at Longwood University with a major in English and minors in Children’s Literature and Rhetoric and Professional Writing. This blog will be specifically for my Rhetorical Criticism 301 class here at Longwood. However, it is also so that I can keep track of any new method’s of Rhetorical Criticism and I have an easy way to review them after I complete the course while also helping viewers have a better understanding of rhetorical criticism. The method’s I will be focusing on will be Neo-Aristotelian Criticism, Generic Criticism, Ideological Criticism, Metaphor Criticism, and Pentadic Criticism. Other students participating specifically in Longwood’s Rhetorical Criticism course will find this blog helpful, however, students from other schools studying the field of Rhetoric may find it helpful in understanding different method’s of rhetoric and how to apply it when necessary.

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