Same ol’ situation (S.O.S.)? Using traditional rhetorical methods to examine contemporary artifacts

Traditional models of rhetoric, based on classical and neo-classical texts, have fallen out of favor with some rhetorical scholars. This paper aims to demonstrate that, despite any potential criticisms, they remain useful for the critical examination of contemporary rhetorical artifacts, especially when it comes to the training of students. Herein, I show how Lloyd Bitzer’s “The Rhetorical Situation” (1968) can be applied to a pro-tobacco advertisement/multi-media campaign that appeared in print, video, and other formats in 2021. Said application demonstrates that there is still room in our expanding conception(s) of rhetoric(s) for older models to critique newer forms/types of rhetoric in useful ways. These models and their ease of use can be utilized in introductory, intermediate, and advanced classes on rhetorical theory and/or criticism at the university level. A traditional model need not be a curio relegated to the past. In the hands of an instructor mindful of rhetoric’s history, it can garner appreciation and be embraced by a new generation of emergent scholars.