1. 9/24: Rhetorical Devices: Ethos, Pathos, and Logos
Module #3
Notebook page 2L-2R

2. Rhetoric: What is rhetoric?
Rhetoric is the art of discourse
Discourse is any written or spoken communication
The purpose of rhetoric is to improve the capability of writers or speakers to inform, persuade, or motivate particular audiences in specific situations.
It is intended to affect the audience in specific situations by getting a reaction from audience members.
Often uses figures of speech and other techniques.

3. Rhetorical Devices: Persuasive Appeals
Famously and historically used by Greek philosophers, especially Aristotle.
Aristotle’s three persuasive appeals:
Ethos
Pathos
Logos

4. Ethos Ethos: Ethics (knowing the difference between right and wrong)
To make the audience decide whether something is right or wrong
Political issues, national beliefs, religious issues, etc…
The speaker’s character and credibility is taken into consideration:
trustworthy & credible? Or not…
Often uses celebrity spokespeople to speak on behalf of their product or company to improve credibility

5. Ethos
Can you give an example of a commercial or advertisement that appeal to an audience’s ethos?

6. Pathos Pathos: Emotion
To make the audience feel something about what is presented to it
Children, animals, illness, memories, etc…
“Tugs at your heart strings”
Use vivid pictures and images

7. Pathos
Can you give an example of a commercial or advertisement that appeal to an audience’s pathos?

8. Logos
Logos: Logic
To make the audience think about what is presented to it
Statistics, facts, studies, authorities, etc…
Very straightforward, and not “fluff”. It has a very scientific, factual approach.

9. Logos
Can you give an example of a commercial or advertisement that appeal to an audience’s logos?

10. Can some advertisements have more than one appeal?
Yes! The more appeals used in an ad the more likely the consumer is to connect with it.

11. Intended Audience Who is being targeted?
What do the advertisers/authors/speakers want audience members/readers to do or think?
Buy something? Think a certain way? Make a donation? Change an action?
What appeal(s) will work best for the intended audience?
Example: How would an advertiser appeal to a 20 year old male vs. a 35 year old female?

13. Ethos, Pathos, or Logos? ETHOS!
Making news channels seem untrustworthy, and unreliable to deliver the news.
*Most political issues will be Ethos.

14. Ethos, Pathos, or Logos? PATHOS:
Emotional responses when addressing family members and cancer.

15. Ethos, Pathos, or Logos? PATHOS:
Playing upon the emotions of audience members buying sweat-shop shoes.

16. Ethos, Pathos, or Logos? LOGOS:
Giving you statistics and making you think about your eating choices.

17. Ethos, Pathos, or Logos? ETHOS:
Using a more marketable spokesperson who appears more credible.
Ethos, Pathos, or Logos?

18. Ethos, Pathos, or Logos? LOGOS/PATHOS:
Logic of smoking being bad for you, but emotional ties of chemo.
Ethos, Pathos, or Logos?

19. Ethos, Pathos, Logos? LOGOS:
Logically giving statistics about dentistry.

20. Ethos, Pathos, or Logos? PATHOS: Tradition and
memories tied to Christmas.

21. Ad Analysis: Chart You and a partner will analysis 4 ads.
Complete the following for each:
The # & Name of “product” being advertised
A: Intended Audience
B: Spokesperson (if there is one)
C: Purpose of advertisement – what do the advertisers want you to do?
D: Type of persuasive appeals-briefly explain how you came to that conclusion

22. FOR EXAMPLE: Ad Analysis
#1: Michelin Tires
Little Baby
Don’t skimp on the important stuff, we need good tires our families depend on it.
Pathos (little babies are cute and we want them to live)

23. Magazine Activity (still page 2)
Company/Product/Campaign
Persuasive Appeal
Explanation 1 2 3 4 5 6 7

24. Review
Ethos/Pathos/Logos

25. TEXT LOG: page 3L Driving Question:
How do writers use rhetoric and persuasive appeals to promote their opinions?
Title & Author
Persuasive appeal
Quote
Explanation 1. 2. 3. 4.

26. Homework: Due Friday, 8/28
Find an advertisement to analyze (like we just did)
Take a picture, a screen shot, print it, or bring in the magazine ad.
State what persuasive appeal is being employed. Explain how you know. Describe whether this ad is successful/ effective or not.
* This homework will be included with your quiz on Ethos/Pathos/Logos and rhetorical devices on Fri.

27. 8/25: Do Now:
Grab 6 slips of colored paper from the front table (try to get a variety of colors)
Enter the following into your table of contents:
8/24: 3L Text Log E/P/L
8/25: 3R: “3 Ways to Persuade”
8/25: 4L: Annotations

28. TEXT LOG: page 3L Driving Question:
How do writers use rhetoric and persuasive appeals to promote their opinions?
Title & Author
Persuasive appeal
Quote
Explanation 1. 2. 3. 4.

29. “Three Ways to Persuade” p. 29 p
“Three Ways to Persuade” p. 29 p. 3R - Read and take notes using the ASE note-taking strategy. - Discuss your assigned questions with your group and write down your answers - Be prepared to share your responses.

31. 8/25: Notes: Annotations and De-Coding Vocabulary pg 4L

32. Foldable Line papers up with ½” spaces (tabs) Fold over in half
Staple twice at the top
Title as “Annotation Strategies with your name on the front

33. Annotations Review:
Little notes that you write on a text to help you remember and understand what you read
Examples: (label each flap on your foldable)
Creating titles/ sub-titles for longer paragraphs
Asking questions about the text
Summary points
* next to important, main ideas
Highlighting main GIST words
? To to confusing portions or words and de-coding them

34. “A Change of Heart About Animals” pg. 33
Read the first 4 paragraphs from the article
Annotate these first 4 paragraphs by using one of each of the types of annotations
Creating titles/ sub-titles for longer paragraphs
Asking questions about the text
Summary points
* next to important, main ideas
Highlighting main GIST words
? Next to confusing portions or words and de-coding them

35. 8/26: Read: “A Change of Heart About Animals” p
8/26: Read: “A Change of Heart About Animals” p. 33 with annotations and text log
DQ: How do authors use persuasive appeals to promote their ideas?
Title & Author
Persuasive appeal
Quote
Explanation 1. 2. 3. 4.

36. Example:
2 What these researchers are finding is that many of our fellow creatures are more like us than we had ever imagined. They feel pain, suffer and experience stress, affection, excitement, and even love – and these findings are changing how we view animals. 3 Strangely enough, some of the research sponsors are fast food purveyors, such as McDonald’s, Burger King, and KFC. Pressured by animal rights activists and by growing public support for the humane treatment of animals, these companies have financed research into, among other things, the emotional, mental, and behavioral states of our fellow creatures.

37. De-Coding Vocabulary (Next large foldable title)
4 main steps to de-coding or understanding difficult vocabulary (label the remaining flaps with each)
Apposition
Context Clues
Root-words or word parts
Dictionary/ thesaurus
Follow those steps, in order. If one doesn’t work, move on to the next strategy

38. 1. Apposition Definition: position of things side by side
In grammar, an appositive is the re-naming of a noun or pro-noun with more clarifying information
Appositives are set aside by commas
Example 1: Tom, my postman, delivered the mail even though it was raining. ( “my postman” is the appositive that is re-naming, or giving more information about Tom)
Example 2: The combine, or machine that harvests grains, needed an oil change.
Q: What is the appositive here?
“or a machine that harvests grains”

39. 2. Context Clues
Clues within the sentence (or the paragraph) that allow you to make an educated guess about the meaning of a word.
Example: The cat has a kind disposition and would never bite or claw anyone.
What do you think “disposition” means?
What kind of cat would never bite or claw anyone?
What clues can you use?
So, what do you think disposition means?
Example: Diane was lethargic and didn’t have the energy to get out of bed.
What do you think “lethargic” means based on other words in the sentence?

40. 3. Root Words or Word Parts
Parts of the word that hold meaning
Example: “Summary”
What is the “sum” in math?
The total
So summary could be the total information
Example: “His actions were malintented.”
What does the root “mal” mean?
What about intent? What does it mean if someone has good intentions?
So if mal =_______ and intent= ___________,
malintented= ____

41. 4. Dictionary/Thesaurus
If the first 3 strategies don’t help, use a dictionary to look up the definition or a thesaurus to find other synonyms for the word
Always reword definitions into an easy, Tier 1 definition when annotating

42. Example:
2 What these researchers are finding is that many of our fellow creatures are more like us than we had ever imagined. They feel pain, suffer and experience stress, affection, excitement, and even love – and these findings are changing how we view animals. 3 Strangely enough, some of the research sponsors are fast food purveyors, such as McDonald’s, Burger King, and KFC. Pressured by animal rights activists and by growing public support for the humane treatment of animals, these companies have financed research into, among other things, the emotional, mental, and behavioral states of our fellow creatures.

43. 8/26: Read EITHER “Hooked on a Myth” p
8/26: Read EITHER “Hooked on a Myth” p. 36 or “Of Primates and Personhood” p.38
Annotate your article using a variety of techniques discussed
Complete your text log for your article
Be prepared to discuss the main parts of your article and your text log with each other.
Now, explain the main points of your article with your partner
Share your text log information

44. 8/27: Timed Writing: 20 minutes
PROMPT: How do authors use rhetoric and persuasive appeals to promote their opinions?
FORMAT:
Thesis statement/claim answering the prompt
Body paragraph developing your idea and supporting it with cited, textual evidence from any of the articles.
Your evidence should support the idea that authors use ethos/pathos/logos to promote their agenda…

45. Short Answer: Decide between Ethos/Pathos/Logos (1 pt ea)
Which persuasive appeal utilizes emotional reactions?
Which persuasive appeal typically has statistics and facts to support claims?
Which persuasive appeal often has a celebrity spokesperson promoting their product?
Which persuasive appeal triggers memories and/or traditions?
Which persuasive appeal makes audience members decide what is right versus wrong?

46. Extras

47. Rhetorical appeals in commercials

48. Complete the following chart for the following commercials (Page 3R)
Product/Campaign
Persuasive Appeal (E/P/L)
How do you know? 1 2 … 15

49. 8/25: (Continue with rhetorical notes…)

50. So how do persuasive appeals and rhetorical devices translate into reading and writing?
As a reader, you need to know what the author’s purpose is
To make you act? To make you think? To make you feel? To change some aspect? To inform?
You need to identify persuasive appeals that author’s use to further their agenda
You need to decide if the author is credible

51. So how do persuasive appeals and rhetorical devices translate into reading and writing?
Writing/ Speaking
As a writer, you need to clearly state your opinion (thesis statement/claim) about a topic
You need to use persuasive appeals to your benefit
Evidence
Credibility (citing your sources)
You need to determine what you want YOUR audience to do

52. Page 43, Activity 11