RHETORICAL APPEALS

 RHETORIC is the use of words to persuade, either in writing or speech.  Aristotle defined rhetoric as “the ability, in each particular case, to see the available means of persuasion.”  Rhetorical appeals are EMOTIONAL, ETHICAL, and LOGICAL appeals used to try to persuade an audience to agree with the speaker.

ETHOS  persuasion based on the CHARACTER of the speaker  speaker appears KNOWLEDGEABLE  correct GRAMMAR  professional FORMAT  concedes to the OPPOSITION, when appropriate EXAMPLE: Expert or celebrity endorsement of product

PATHOS  persuasion based on EMOTION  attempt to persuade by appealing to the SENSES and EMOTIONS  include statements with VIVID SENSORY DETAILS  vivid PICTURES  emotional TONE, emotionally-loaded LANGUAGE  TESTIMONIALS or NARRATIVES about an experience or event EXAMPLE: Sad or upbeat music playing throughout a commerical

LOGOS  persuasion based on FACTS  factual DATA  theories  QUOTATIONS  DEFINITIONS  citations from EXPERTS EXAMPLE: If a book jacket indicates that the book spent 26 weeks at the top of a bestseller list, a potential reader might infer that since many people read the book, it must be a book worth buying.

THE RHETORICAL TRIANGLE LOGOS: TEXT What information, evidence, and logical reasoning are offered within the text? PATHOS: AUDIENCE What values, beliefs, and emotions are appealed to within the text? How does the text evoke the audience’s feelings? ETHOS: SPEAKER What perception of the speaker is created within the text? How does the text evoke the audience’s trust?

ADVERTISING TECHNIQUES

BANDWAGON  Advertisers make it seem as if everyone is buying the product, so you better buy it too.  This technique makes you feel left out if you are not buying the product.

AVANT-GARDE  The opposite of bandwagon.  Makes the product seem so new and so cool that you will be the first to have it.

TESTIMONIAL  Advertisers use celebrities or just regular people to endorse the product.  Pay close attention: sometimes the celebrity doesn’t even actually say that he or she uses the product.

FACTS AND FIGURES  Statistics, percentages, and numbers are used to convince you that this product is better or more effective than another product.  Be aware of what the numbers are actually saying: What does “30 percent more effective than the leading brand” really mean?

TRANSFER  A rather complicated technique for persuasion.  You need to pay attention to the background of the ad or to the story of the commercial.  This technique gets you to associate the good feelings shown in the ad with the product itself then the feelings transfer to you when you buy the product.

GALLERY WALK As you complete the Gallery Walk, identify examples of ETHOS, PATHOS, and LOGOS in the advertisements: You will ONLY be working with your partner! You will analyze AS MANY of the posted advertisements as you can within the 10 MINUTE time frame! You may FREE ROAM... You will NOT rotate on a timer! Some of the advertisements will use all of the rhetorical appeals... while others may only use 1 or 2.

MUSICAL ADS It’s like musical chairs... but better! Continue skimming the ads laid out around the room. When the music stops, sit by the ad that is closest to you.

MUSICAL ADS As you survey the ads laid out around the room, respond to questions 1-3 on your handout: 1. Briefly describe the advertisement. What is the product? Do you find the advertisement to be persuasive? 2. Would you support/buy this product based on the advertisement alone? Why or why not? 3. Based on the advertisement, who is the targeted audience? Consider the images, product, gender, etc.

MUSICAL ADS You are also responsible for completing the ethos, pathos, logos chart…just like you did for the gallery walk! You must find as many examples possible. You may or may not have all three elements. Use your notes and ask for help if needed!

ASPCA COMMERCIAL As we watch the ASPCA commercial, use a sticky note to identify examples of RHETORICAL APPEALS.

TURN AND TALK How can you include each of the RHETORICAL APPEALS in your advertisement to PERSUADE your audience to read your novel/short story?  ethos?  pathos?  logos?

EA1 WORK TIME EXPECTATIONS: If 1 you have access to BYOT and 2 your advertisement REQUIRES it, you may use technology! Bring all necessary SUPPLIES to class, including BYOT and poster boards. I have colored pencils, scissors, glue, etc. Use your work time WISELY! If I feel as if students are not taking advantage of class work time, I will re-assign EA1 as an out-of-class assignment! Remember, this is due on THURSDAY, FEBRUARY 4 th ! NO LATE WORK WILL BE ACCEPTED! NO EXCEPTIONS!