1. Homework Quiz
On your mark...
Get set...

2. Answer each of these in two sentences or less:
In your own words, summarize what angle of vision means in writing.
In your own words, explain either logos or ethos or pathos.
If you cannot answer either of these, replace it with a brief account of something you did read FOR THIS CLASS TODAY.

3. Deductive Argument
Aristotelian syllogism: Major premise, minor premise, conclusion
All men are mortal.
Socrates is a man.
Therefore Socrates is mortal.
In an ad analysis, this could begin with how a concept works and then a demonstration of how it plays out in a particular ad.
Major danger: False premise

4. Examples of Deductive Structures
Establish what irony is, then spend the rest of the body demonstrating why one ad is ironic while the other is not.
Establish what makes a symbol powerful for an audience, then spend the rest of the body demonstrating why the presence of a symbol in one ad makes the sort of difference it does.
Establish what makes for effective advertising, then spend the rest of the body demonstrating why one ad convinces more powerfully than the other.

5. Inductive Argument
Begins with observation, then notes patterns and common threads between the entities observed
Gilmour finds teaching exciting intellectually.
My chemistry professor finds teaching exciting.
Therefore people who teach college tend to find it exciting.
In ad analysis, this could begin with noting patterns, then explaining their significance.
Major danger: False generalization

6. Examples of Inductive Structures
Describe a significant visual difference between the two ads, then explain its significance.
Note the differences in models' body positions in two ads, then explain their significance.
Describe the colors and visual elements in two advertisements, then explain why they work differently.

7. Free Writing
First spend a minute or so summarizing the difference between inductive and deductive arguments. Then write out some ideas for analyzing your ads one way, then write out some ideas for analyzing your ads the other way.