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in the attachment you will find 3 files. for the first part read the file with the name of (outlines) then answer the questions in (project 2 guiding questions ) paraphrase the answers. then paraphrase the file with the name (project 2) i want you to paraphrase it and test it in (turn it in ) it should be 0% plagiarism i need professional paraphrase
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1
Analysis of Advertisements by the National Security Agency
National Security is the backbone of any great society or country in todayâ??s world.
Without National Security, there is no safety for the masses. The National Security Agency is
a branch of the United States government that was formed on November 4, 1952 (“National
Security Agency”). The NSA specializes in maintaining safety and security of the United
States through means of technological advances and security. The main aim of the NSA is to
ensure the safety and security of the country through means of cryptology (“Mission &
Strategy”). Therefore, they ensure security by the study of computer code and its effects on
systems. Their core beliefs are honesty, respect for the law, integrity and transparency. Their
mission statement states that the NSA is at the front of different forms of cryptology that
contains different information products and services so as to be at an advantage for the USA
and their allies (“Mission & Strategy”). The NSAâ??s main aim is to ensure the safety and
security of the citizens, and they achieve this goal by going through any methods at their
disposal, even if these said methods are legally questionable. Their message with respect to
the two images chosen for analysis is the issue of safety and providing for the masses. They
are using the rhetorical appeals of Ethos, Pathos, Kairos and Logos.
The first image to be analyzed is an advertisement by the NSA targeted specifically
for potential applicants. There is more than one purpose of this image. The first purpose is to
request able individuals to apply for a job at the NSA so that they can help serve their
country. The second purpose of the image is to inform people that the NSA only
â??discriminatesâ?? based on the ability of a job applicant. They want the people to know that
they do not discriminate but rather employ only the best, irrespective of any discriminating
factor. As stated earlier, their audience are specifically potential applicants. The rhetorical
appeals in the image include Ethos, Pathos and Kairos.
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An element of ethos is shown at the bottom right corner of the image. The seal of the
NSA is visible. The seal shows that this is an advertisement by the NSA. It lends to their
credibility of being one of the top cyber security agencies in todayâ??s modern world. They also
include their URL at the bottom of the image. The URL is to the career application portal for
the NSA. There are different instances of pathos used in the image. At the top of the
advertisement are the words â??We Discriminateâ?? in bold block letters taking up a sizable
section of the image. This phrase is present so as to instantly grab the attention of the reader.
It makes the reader wonder why a reputable agency such as the NSA would state that they
discriminate. However directly below the image is the sentence â??Heâ??s the only person in this
group smart enough to work at the NSA.â?? This sentence is followed by a red line that points
to a singled out individual. The red color is used so as to once again regain the audienceâ??s
attention. The sentence about who is â??smart enoughâ?? gets rid of the earlier notion that the
NSA discriminates but rather means that they only employ the cream of the crop.
Another element of pathos are the individuals used in the advertisement. The usage of
a person with color leads the audience to feel for the past history of racial inequality and how
people still face forms of racism today. The racial composition of the rest of the group is
distributed by individuals of different sexes and cultural backgrounds. There are people of
different Asian, Caucasian and Arab ethnicity. As for the religion aspect, there is also a
woman with a Hijab that shows that the group is not confined to one religious belief. The
body language of the individuals is another interesting aspect. They all seem welcoming and
there is a form of positivity. At the bottom of the image, the usage of the word culture to form
the sentence â??Where cultural intelligence goes to workâ??, goes to show how the NSA cares
about culture and understands how the country is strong due to its cultural diversity. The
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word cultural is in yellow, a color that is contrasted to the other words in the sentence and
grabs the readerâ??s attention. As for Kairos, the bottom of the page urges individuals to visit
the NSA careers website so as to apply for a job there. Another element of Kairos is directly
below the first element. The NSA has given details for prospective employees to meet them
at the Morgan State University Student Unionâ??s diversity fair. There is a sense of urgency
and timeliness in this advertisement. The NSA wants potential candidates to apply as soon as
possible. It makes the audience think about the urgency of the situation.
The second image to be analyzed is an advertisement by the NSA targeted specifically
for the armed forces of the United States of America. The purpose of the second image is to
urge the armed forces of the United States of America to keep all confidential information
secure. They are urging the armed forces to use secure communications so that no terrorists
gain information. At the bottom of the image, the blurred lines state the following:
The success of America’s campaign against terrorism depends on you. Don’t help
America’s enemies plan another attack. Use secure communications when discussing
classified or sensitive information. Handle and discard memos, documents,
correspondence and emails appropriately. Practice good computer security when
accessing the Internet. Our enemies are unlike any we’ve encountered before. Don’t
arm them with information that can harm us.
The rhetorical appeals in the image include Ethos, Pathos, Kairos and Logos.
An element of ethos is shown at the bottom right corner of the image. The seal of the
NSA is visible. The seal shows that this is an advertisement by the NSA. It lends to their
credibility of being one of the top cyber security agencies in todayâ??s modern world. They also
include their URL at the bottom of the image. The URL is to the career application portal for
4
the NSA. In the second image, an element of pathos is the flag of the United States of
America. Many Americans are patriotic, especially those who serve in the armed forces. This
is an effective element of pathos as the audience of this advertisement are specifically those
who serve in the armed forces. Another element of pathos in this advertisement is the picture
of the soldier, as stated above the armed forces take great pride in their work and their fellow
service members. The last sentence at the bottom of the advertisement is another element of
Pathos. The sentence â??Donâ??t arm them with information that can harm usâ?? appeals to the
constant wars that the United States of America has fought with terrorism and different
terrorist organizations. It evokes a strong emotional response from the reader. It makes the
reader feel for those who have been directly impacted by terrorist attacks in the past. It urges
the armed forces to be extra careful so as to ensure the safety and security of the American
people. There is an appeal to nationalism in this advertisement. An appeal to nationalism is a
logical fallacy and is apparent throughout the advertisement through the usage of the soldier
and the American flag.
An element of Kairos is the statement â??Information Security Begins with you!â??. The
usage of this statement urges the armed forces to enact appropriate security measures with
immediate effect. Furthermore, the usage of present tense in the advertisement conveys
urgency. An element of Logos is in the statement â??Use secure communications when
discussing classified or sensitive information. Handle and discard memos, documents,
correspondence and emails appropriately.â?? This is because it is stating common security
practices that should be enforced so as to ensure maximum cyber security. The usage of
information technology protocols appeals to the usage of logic in this case.
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Both images use the rhetorical appeals of Ethos, Pathos, Kairos and Logos while the
second image has Logos as well. For both images, the element of Ethos is the same. The
significance of the seal of the NSA is explained above and their image of credibility is used
in both images. Both images use Pathos in different form. The first image appeals to the
matter of cultural diversity, whereas the second image appeals to the care of the safety and
security of the American people. As for Kairos, the first image urges potential candidates to
apply for a job at the NSA whereas the second image urges the armed forces to ensure
security protocols are put in place as soon as possible. The first image does not have a direct
rhetorical appeal of Logos. However, there is a case for implied Logos. The NSA obviously
has a high standard for applicants and therefore their employees must have ample information
and knowledge to be employed. The second image however talks about the proper
information technology safety protocols to use.
To conclude, both images use very effective rhetorical appeals that impact the
audience in different ways. The usage of Ethos, Pathos, Kairos and Logos have different
impacts on the audience and overall both advertisements have clearly sent out their respective
messages. The objectives of both advertisements reinforce the mission statement of the NSA.
By urging able applicants to apply and by urging the armed forces to focus on security, the
NSA is able to stay true to its mission statement of ensuring the safety and security of the
county.
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Works Cited
“Advertising | Breydenhowell”. Breydenhowell.wordpress.com. N.p., 2017. Web. 27 Feb.
2017 . .
Jacob, Leah, MA. “National Security Agency (NSA).” Salem Press Encyclopedia (2016):
Research Starters. Web. 29 Jan. 2017.
Linnett, Richard. “NSA Launches Ad Campaign Urging Secrecy”. http://cryptome.org. N.p.,
2017. Web. 27 Feb. 2017 . .
“Mission & Strategy”. Nsa.gov. n.p., 2017. Web. 26 Jan. 2017 .
.
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Project 2 Early Draft Questions
1. Name the stakeholder organization whose two images you have decided to analyze for
this project. What do they do or stand for? Cite the stakeholder’s mission statement,
website â??Aboutâ? page, or other source in your answer.
2. Look at both of your images. What is their purpose or goal? Explain what the images ask
the audience to do, feel, or understand. Explain what the images are trying to accomplish.
3. Think about your images in terms of ethos, pathos, logos, and kairos. Identify elements
of each rhetorical appeal in both of your images.
Image 1
Ethos:
Pathos:
Logos:
Kairos:
Image 2
Ethos:
Pathos:
Logos:
Kairos:
4. Explain how the two images you have chosen support the goals or values of their
stakeholder organization. Your answer should be at least 200 words.
5. P
a
s
t
e
y
o
u
r
t
w
o
i
a. What are the images doing?
The purpose of the first image is to inform people that the NSA only
â??discriminatesâ?? based on the ability of a job applicant. The purpose of the second
image is to urge the armed forces of the United States of America to keep all
confidential information secure.
b. What are the appeals used?
Ethos, Pathos and Kairos are used in both images.
1. Appeals
a. Ethos
In the both images, the seal at the bottom of the image shows that this is an
advertisement by the NSA. It lends to their credibility of being one of the top
cyber security agencies in todayâ??s modern world.
b. Pathos
In the first image, the usage of a person with color leads the audience to feel for
the past history of racial inequality and how people still face forms of racism
today.
In the second image, an element of pathos is the flag of the United States of
America. Many Americans are patriotic, especially those who serve in the armed
forces. This is an effective element of pathos as the audience of this advertisement
are specifically those who serve in the armed forces.
c. Kairos
In the first image, the bottom of the page urges individuals to visit the NSA
careers website so as to apply for a job there. Another element of Kairos is
directly below the first element. The NSA has given details for prospective
employees to meet them at the Morgan State University Student Unionâ??s diversity
fair.
In the second image, an element of Kairos is the statement â??Information Security
Begins with you!â??. The usage of this statement urges the armed forces to enact
appropriate security measures with immediate effect.
2. Conclusion
3. To conclude, both advertisement campaigns run by the NSA are of great impact
and send powerful messages to their respective audiences.

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