1. Rhetorical Analysis

2. What is Rhetoric? Study of effective speaking and writing The art of persuasion

3. Rhetorical Analysis Analyzing and understanding how the piece of work achieved its effect to ❏ move ❏ affect ❏ inform ❏ influence ❏ persuade an audience

4. Breakdown Rhetorical: the art of persuasion Analysis: the breaking down of some thing into its parts and interpreting how those parts fit together

5. General Areas for Rhetoric 1. Purpose: What is the author attempting to do with his or her work? 2. Audience: Who is the piece of work for? 3. Appeals: ethos, pathos, logos

6. Ethos The ethical appeal referring to the credibility, character, and confidence of a writer The writer or speaker comes off as trustworthy.

7. Pathos The emotional appeal by the use of emotion- laden words, description, and the use of repetition. Generates emotions such as fear, pity, love, anger, or jealousy in hopes the audience will accept a claim.

8. Logos The logical appeal referring to the use of reasoning such as definitions, statistics, law, and comparisons. Presentation of credible testimony or even a narrative or story that embodies reason.

9. Notes: EAA Logos, Ethos, Pathos

10. Logos ❏ Facts ❏ Statistics ❏ Survey and Polls ❏ Testimonies and Narratives ❏ Using Reason and Common Sense (p67)

11. Logos: Using Logic in Persuasion Examples (p 60) 1. Drunk drivers are involved in more than 50 percent of traffic deaths. 3. A psychologist testified that teenage violence could not be blamed for video games. 4. An apple a day keeps the doctor away.

12. Logical Structure ❏ Degree ❏ Analogies ❏ Precedent

13. Example Apple has come down from $363 in February to $316 Monday. Furthermore, that masks the fact that the company is sitting on a ton of net cash. At the end of the last quarter, cash, securities and other liquid assets exceeded liabilities by $51 billion, or around $55 a share. This may top $60 by the end of this quarter. So the cash-free stock price — the enterprise value of the business — may only be around $260. That’s barely 10 times forecast earnings of $25 for the fiscal year ending in September. It’s just nine times next year’s forecast earnings. And it’s only around 2.3 times this year’s sales. Brett Arrends "Is Apple Becoming a Value Stock." on Marketwatch.com June 21st 2011

14. Ethos: Using Ethics in Persuasion We all ask questions like: Does this report seem biased? Why should I pay attention to this speaker? Do I really trust this brand?

15. Ethos: Arguments based on Character EAA compares Charlie Sheen and Tim Tebow Appeals//Arguments about character often turn on claims like: A person (group, institution) is or is not trustworthy or credible on the issue A person (group, institution) does or does not have the authority to speak on this issue A person (group, institution) does or does not have unselfish or clear motives for addressing this subject.

16. Establishing Trustworthiness & Credibility ❏ Honesty ❏ Respect for an audience and its values ❏ Likability (sense of humor) ❏ Connecting beliefs to core respected principles ❏ Use language that shows respect for readers’ intelligence ❏ Acknowledge outright any expectations, qualifications, and weaknesses in your argument

17. More Ethics ❏ Claiming authority ❏ Coming clean about Motives

18. Example When I am the nominee, I will offer a clear choice. John McCain won't be able to say that I ever supported this war in Iraq, because I opposed it from the beginning. Senator McCain said the other day that we might be mired for a hundred years in Iraq, which is reason enough to not give him four years in the White House. If we had chosen a different path, the right path, we could have finished the job in Afghanistan, and put more resources into the fight against bin Laden; and instead of spending hundreds of billions of dollars in Baghdad, we could have put that money into our schools and hospitals, our road and bridges – and that's what the American people need us to do right now. Barack Obama Potomac Primary Night Speech February 12, 2008

19. Pathos: Using Emotions in Persuasion ❏ Before they’ll trust you, they’ll want assurances that you understand the issues in depth. ❏ Help readers identify with your experiences. ❏ Make logical claims stronger or more memorable with emotional connections ❏ Humor

20. Example Steve Jobs speech: p 34