Is the composer respectful of the audience, treating them as intelligent, thoughtful people?
Yes. I feel that Stein is expecting that those reading her article are intelligent. Stein uses very extensive vocabulary that takes time and patience to understand at points. Also the ideas that Stein uses to explain the ad are very intelligent concepts. For example constitutive rhetoric, it is the idea that ads tell the viewer what they think and believe.
What does the composer assume the audience knows or believes?
Stein assumes that readers do not know about the commercial and that they have never seen the commercial. She includes a very detailed synopsis of the commercial. This allows the reader to know what happens in the commercial even if they cannot view the commercial.
Are the emotional appeals appropriate to the issue?
Yes. This is not an issue that people would normally get overtly emotional about. Stein approaches the topic in a professional way. She does not pour in emotion or freak out over how Mac went about their ad, instead she discusses it in an intellectual way.
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