A rhetorical analysis essay is an essay that examines a text in terms of rhetoric. It is less concerned with what the author is saying than with how they say it: their goals, techniques, and appeals to the audience. The purpose of a rhetorical analysis is to break down a work of non-fiction into parts and explain how the parts work together to create a certain effect, whether to persuade, inform, or entertain the audience. A rhetorical analysis considers all elements of the rhetorical situation, including the audience, purpose, medium, and context, within which a communication was generated and delivered in order to make an argument about that communication. A strong rhetorical analysis will not only describe and analyze the text but also evaluate it. The structure of a rhetorical analysis essay is similar to that of most essays: an introduction presenting the thesis, a body analyzing the text directly, and a conclusion to wrap up. Key concepts in rhetoric include appeals (logos, ethos, and pathos), which are how the author convinces their audience. The goal when writing a rhetorical analysis is to think about and then carefully describe how the author has designed their text so that it has the intended effect on their audience.