1. Agenda
Warm-Up: Answer reading purpose question from “Goldman Sachs” article
“Why I Left Goldman Sachs” activity (video clip & discussion)
Propaganda Notes & Commercial Analysis

2. Reminders Vocab Unit 10 Regular Quiz - Friday
BOTH Rhetorical Analysis papers – final draft due in class Friday. I will select ONE to take up for a grade.
Pinwheel Discussion – Monday, 5/15
Success Unit Test – Tuesday, 5/16
Film Analysis Presentations – Wednesday, 5/17 & Thursday, 5/18
HW:

3. Goldman Sachs
Reading Purpose: Considering the author’s perspective on success and his version of Goldman Sachs’ definition of success, how has society’s definition of success changed or remained the same?
You’ve already read the Op-Ed. Go back and re-read answering this question.

4. Argument and Analysis: Two Different Mediums
60 Minutes interview with Greg Smith. Respond to the following questions:
What does the video interview reveal that the article does not?
What does the article/OP Ed reveal that the video does not?

5. Review of Rhetorical Devices:
Rhetorical question: asking a question where the answer is obvious and doesn’t need to be directly answered
Allusion: referring to a well-known place, person, event, or story
Repetition: when a word, or phrase is repeated in the same words.
Restatement: Repeating one idea in a variety of ways.

6. Review of Rhetorical Devices (cont.):
Parallelism: repeating grammatical structures
Examples:
Abraham Lincoln: “With malice toward none; with charity for all…”
Patrick Henry: “We have petitioned; we have remonstrated; we have supplicated; we have prostrated ourselves before the throne…”

7. Types of Propaganda

8. Propaganda The deliberate spread of information
information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.

9. Bandwagon
The idea that everybody else is doing it, or everyone supports this person or cause, so you should too.
Example:
Coca-Cola Ads portray young people having fun at a party

10. Testimonial
The celebrity endorsement of a philosophy, movement, candidate, or product.
Example: Tiger Woods, Roger Federer, and Thierry Henry for Gillette razors

11. Transfer
The use of symbols, quotes, or images of famous people to convey a message not necessarily associated with them. We are persuaded though the INDIRECT use of something we respect such as a patriotic or religious image.
Example: Chevy Truck Ad
“This is Our Country”

12. Repetition
The product name or slogan is repeated several times within the advertisement.
Example: Target ads display the Target symbol numerous times

13. Card Stacking
Only presenting information that is positive to an idea or proposal and omitting information contrary to it.

14. Fear Presenting a dreaded circumstance of a choice or action.
Example: NotEvenOnce.com ad promoted by the Montana Meth Project. A recent study notes that this ad campaign has reduced teen Meth use in Montana by 45%. This ads’ effectiveness has prompted the Federal Government to run the ad in other states.

15. Glittering Generalities
Uses appealing words and images to sell the product; Generally accepted virtues are used to stir up favorable emotions. Words such as “democracy,” “family values,” “rights,” or “American” are used in a positive sense.
Message- if you buy this item, you will be using a wonderful product, and it will change your life
Example: Blue Bell ice cream’s slogan, “Blue Bell homemade ice cream tastes just like the good old days!”

16. Name-Calling
Ties a person or cause to a largely perceived negative image.
Example: Anti-Bush ad commenting on his intelligence level

17. Plain Folks
The candidate or cause is identified with common people from everyday walks of life.
Example: Dove ads using real women to show sell their firming cream

18. Emotional Words (Loaded Language)
Words used to make you feel strongly about someone or something
Example: Use of the word “Romance” in Ralph Lauren perfume and cologne ads

22. Persuasive Appeals in Commercials: For each commercial, consider the following elements of the commercial.
Target audience (can be people of a certain age group, gender, marital status, etc.)
Message (central idea that the creators of the commercial want the audience to believe)
Logo (mark or symbol that represents the company or product) and Slogan (short/memorable phrase used to promote a product)
Aural Techniques (what you hear in the commercial that helps promote the message & sell the product)
Visual Techniques (what you see/read in the commercial that helps promote the message & sell the product)
Persuasive Appeal (how was ethos, pathos, logos used? Why do you suppose it was present?)

23. Question: How can you use persuasive appeals to evaluate these commercials?
Use handout as a guide:
Commercial #1 – Audi
Commercial #2 - Lincoln MKZ
Commercial #3 – Jeep
If time: Commercial #4 - Got Milk

24. Writing Warm Up
Get out your warm up page and your guided notes on persuasive appeals.
While watching the video clip identify:
TAP for EACH video clip
Persuasive Appeals: Ethos, Pathos,
and Logos
Provide an example from the clip that supports each persuasive appeal you identify.