1. Rhetorical Analysis Unit: Argumentation, appeals, and logic Composition and Language Mrs. Satterthwaite

2. RHETORICAL ANALYSIS Rhetoric is … The art of using language/media to achieve specific goals, often in persuasion. So a rhetorical analysis is... An argument that takes a close look at the strategies of persuasion in a text; it describes techniques and assesses their effectiveness.

3. ARGUMENT STRUCTURE Claim (thesis) Reasons / Grounds (supporting claims or sub-claims) Evidence/data Warrant Concession/counterargument Refutation/rebuttal Call to action

4. CLAIM /THESIS The claim is the conclusion, proposition, or assertion an arguer wants his or her audience to accept or believe. The claim answers the question, "So what’s your point?”

5. REASONS / SUB-CLAIMS / GROUNDS Assertions or statements made to support the claim, dividing it into smaller issues. In a brief argument, these are “because” statements that follow the claim. In an essay, these are the topics of your paragraphs. Do not confuse reasons/grounds with evidence; reasons/grounds are still ideas.

6. EVIDENCE/DATA Evidence can consist of statistics, quotations, reports, findings, physical evidence, or various forms of reasoning. Evidence is the support the arguer offers on behalf of his/her claim. The grounds answer questions such as:  "What is your proof?”  "How do you know?”  "Why?”

7. WARRANTS The warrant is the inferential leap that connects the claim with the evidence. The warrant is typically implicit (unstated) and requires the audience to recognize the connection between the claim and evidence. Weak warrants can lead to bad or faulty logic.

8. MORE ABOUT WARRANTS Example: “Muffin is running a temperature (evidence). I’ll bet she has an infection (claim).” Warrant: sign reasoning—a fever is a reliable sign of a fever Example: "That dog is probably friendly (claim). It is a Golden Retriever (evidence).” Warrant: generalization—most Golden Retrievers are known to be friendly

9. CONCESSION AND REFUTATION Acknowledging a point made by the opposition (concession) before proving it wrong (refutation) Serves as a defense against opposing arguments Indicates an understanding of what causes the controversy or conflicting opinion Demonstrates maturity in thinking by considering the issue from other angles or viewpoints

10. CALL TO ACTION How the arguer hopes his or her audience will respond to the argument An effective call to action is specific, measurable, attainable, relevant, and time-bound (S.M.A..R.T.).

11. SAMPLE ARGUMENT 1 Claim Grounds Warrant The Falcons are likely to win the game tonight They are playing at home (unstated) Generalization: The home team enjoys an advantage in basketball

12. SAMPLE ARGUMENT 2 ClaimGrounds Warrant Les Miserables is a wonderful movie. It is nominated for 8 Academy Awards. A movie’s greatness can be measured in the number of Oscar nominations it receives.

13. TRY IT OUT Generate a claim, grounds, and an implied warrant. Claim = Grounds = Warrant =

14. ETHOS, PATHOS, AND LOGOS Evidence should be based on one or more of the three appeals: LOGOS = logical appeal ETHOS = ethical appeals PATHOS = emotional appeals An excellent argument uses all three of these appeals.

15. MORE ABOUT THE THREE APPEALS Logical appeals LOGOSEmotional appeals PATHOS Ethical appeals ETHOS to convince an audience by use of logic or reason To make the audience feel what the author wants them to feel to convince an audience of the author’s credibility or character Facts Examples Definitions Precedent (what came before) Analogy Deductive arguments Connotative language Imagery Figurative language Anecdotes (short explanatory examples) Humor Citing trustworthy sources Appropriate diction for the audience and topic fair and unbiased tone expertise or reputation correct grammar and mechanics.

16. Super Bowl Commercials Directions: Complete the chart for each of the five commercials, including a label for the product/company and which appeals are being used. Next, answer the three questions in your notes in complete sentences.