January 11 th , 2012

1. January 11th, 2012 • Choose a topic below and write a response • You want to stay out an hour past your curfew. List at least three things you would tell your parent to persuade them. • You want to listen to your iPod while you work in class. List at least three reasons you could use to persuade your teacher. • You want someone to go out on a date with you. List at least three things you can tell that person to convince them. • You will have an opportunity to share your responses if you would like.

2. How Are We Persuaded?

3. Ari and His Pizza • Think back to our bellringer activity as you watch this video. Would you do the same as Ari or would you have other ways of convincing your Mom? • http://www.teachertube.com/viewVideo.php?video_id=41007&title=Persuasive_Appeals_Ethos_Logos_Pathos

4. Persuasive Appeals • Just as when we convince others to do something, writers and advertisers use persuasive appeals to convince us to agree with them or to buy their product. Pathos It is important to use a balance of all three persuasive appeals in order to have the most successful argument possible. Ethos Logos

5. Video Introduction to Ethos, Pathos, Logos http://www.readwritethink.org/classroom-resources/lesson-plans/video/persuasive-techniques-advertising-1166.html

6. What is Rhetoric? Rhetoric (n) - the art of speaking or writing effectively (Webster's Definition). According to Aristotle, rhetoric is "the ability, in each particular case, to see the available means of persuasion." He described three main forms of rhetoric: Ethos, Logos, and Pathos. In order to be a more effective writer, you must understand these three terms. You will better understand their meanings which will make your writing more persuasive.

7. Three Forms of Rhetoric… Ethos Logos Pathos

8. Pathos, or Use of Emotion • Pathos is used to create some sort of connection between the presenter and the audience. In the ASPCA commercials, you are supposed to feel sorry for the animals so you will send them money. In most Hallmark card commercials, the advertisers want you to relate to the people by showing emotional moments. • In the same way, advertisers use pathos in a negative way, creating a sense of uneasiness or insecurity in the audience. Think of the Proactive commercials: they use pictures of people with acne and then show them with clear faces, hoping to make the audience insecure about their own acne.

9. How is this ad using pathos?

10. Ethos, or Credibility • Think about it – if you cannot trust someone, you will not buy anything from them, right? That’s what advertisers are thinking of when they use ethos. • Many ads use celebrity endorsements in order to sell a product. Even if the celebrity has nothing to do with the product for sale, associating him or her with the product gives it credibility. • Also, as Ari said in his video, giving a discount on a product is using ethos. A company becomes more trustworthy if the consumer believes it is not out to get all his money.

11. How is this sign using ethos?

12. Logos, or Reason • Consumers buy products that statistically are successful. So, advertisers use logos to prove to consumers that a product works. • Think of baby food commercials. Most often they describe the natural ingredients used in the food, therefore giving the parent a logical reason to buy that food. • Oftentimes companies will tell consumers their product is 100% authentic or real. This is using logos.

13. How is this ad using logos?

14. How do I use the appeals in writing? • Make sure you add a little of each: • Emotion • Credibility/Authority • Logic • A full argument exists when you use all three of these

15. Your turn… • Get in groups of 4 • Each group will get an “appeal” (pathos, logos, or ethos) • Pretend your group is trying to persuade an audience to purchase a new pair of shoes • Use your assigned appeal to persuade the audience (the classroom) as to why they should purchase the shoes