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Intro to Argument WritingOp-Ed Unit (10th Grade)

+Journal Prompt (Woo Hoo!!!)

+What is argument writing?

Writing that takes a stance on a particular issue

Spends its entirety using various strategies to try and convince its readers that the argument is the right one

Takes counter arguments into account and addresses them

Types of Argument Writing: Essays Opinion Editorials (Op-eds) Documentaries (yes, these are

texts too)

+What will we be doing?

Learning about modes of persuasion: ethos, pathos, and logos

Using various resources to learn about the parts of an argument: Claim Warrant Counterclaim Rebuttal

Taking a look at a documentary, commercials, clips from television shows, etc.

+We’ll start with advertisements. . .why?

A few stats. . .

+Back to journals: what do you think?

Think of some of your favorite commercials and list them

WHY are they your favorite?

What makes a good commercial?

+Duracell. . .

https://www.youtube.com/watch?v=u2HD57z4F8E

What is being advertised?

Is this a good or bad commercial?

What kinds of things does it do to advertise the product?

+Pepsi. . .

https://www.youtube.com/watch?v=aYywiQ3-6To

What is being advertised?

Is this a good or bad commercial?

What kinds of things does it do to advertise the product?

+Volkswagen. . .

https://www.youtube.com/watch?v=R55e-uHQna0

What is being advertised?

Is this a good or bad commercial?

What kinds of things does it do to advertise the product?

+

Modes of PersuasionEthos, Pathos, and Logos (Plus Kairos)

+Journal

Is this Pantene commercial a good commercial in your opinion? Why or why not?

What kinds of things does this ad do to persuade its viewers? List a few.

https://www.youtube.com/watch?v=-K2kfgW7708

+Why are we learning about ethos, pathos, and logos?

Ethos, pathos, and logos are the three modes of persuasion

These were developed by Aristotle

We will be using these three modes of persuasion to analyze pieces of argument writing

+Ethos

An appeal to authority or credibility of the presenter

How well the presenter convinces the audience that he or she is qualified to present (speak) on the particular subject

This can be done in a number of ways: By being a notable figure in the field in question, such as a

college professor or an executive of a company whose business is that of the subject.

By having a vested interest in a matter, such as the person being related to the subject in question.

By using impressive logic that shows the audience that the speaker is knowledgeable on the topic

By appealing to a person's ethics or character.

+Ethos Example

+Pathos

An appeal to the audience’s emotions

Can appeal to a number of emotions to persuade people: Fear Happiness Nostalgia Compassion Anger

+Pathos Example

+Logos

Logical appeal of an argument

Normally used to describe facts and figures that support the speaker's claims or thesis

Having logos influences ethos as well

+Logos Example

+Think of it Like This. . .

+Which is which?

+Which is which?

Google Chrome: https://www.youtube.com/watch?v=w1sT7QV8nfU

MAC vs. PC: https://www.youtube.com/watch?v=1PwiljBN5-8

Dior Perfume: https://www.youtube.com/watch?v=mXrWiJcmvBI

+Just an FYI. . . There is another type of mode of persuasion: Kairos

Means “the right or opportune moment”

Advertisements with this mode of persuasion use what is going on in the world at present in order to advertise their products

+Kairos Clip Example

https://www.youtube.com/watch?v=TYKAbRK_wKA

+

Mad Men Analysis Activity

+Journal Entry

Comment on this Cadillac commercial and its relation to the modes of persuasion. Which does it represent? Explain!

https://www.youtube.com/watch?v=2_ZSHWTB-G4

+What is Mad Men?

Show set in the 1950s/ 1960s (soon to be 1970s)

About an advertising agency in NYC (Madison Avenue)

Won 3 Golden Globes, Nominated for 7 others

Main Characters: Don Draper Betty Draper Joan Harris Pete Campbell Peggy Olson

https://www.youtube.com/watch?v=m7NChV93LBw

+Why are we watching clips from it?

These characters’ primary job is to make advertisements for a wide variety of companies

These advertisements make them a successful company in the show

Many of the modes of persuasion that we discussed are in these ads

Therefore, we will be analyzing them!

+Lucky Strike Cigarettes

Lucky Strike just given the bad news that tobacco ads must contain health info

Don Draper’s approach to solving that

https://www.youtube.com/watch?v=YKgIfv6U49o

+Heinz Ketchup

https://www.youtube.com/watch?v=svvbMUo3INI (1:55- end)

Peggy Olson pitches the idea

+Accutron Watches

https://www.youtube.com/watch?v=9uO7sC0ksi4

Freddie Rumson pitches an idea for selling timepieces

Uses a scenario

+Hilton

https://www.youtube.com/watch?v=XhVrzvnsymg

Don Draper pitches to Conrad Hilton about his hotel chain

+Hershey

https://www.youtube.com/watch?v=gxMef0hYIWw (0:00- 1:20)

Don Draper uses his “childhood” to pitch to Hershey

+Belle Jolie Lipstick

https://www.youtube.com/watch?v=5y4b-DEkIps&list=PLsnwNiY3qZfRy1hjkfRpUEELYSN9CJh9h

Freddie and Don pitch about Belle Jolie lipstick

Freddie does the pitch and Don argues with the client to further support the idea

+Playtex Bras

https://www.youtube.com/watch?v=ZrQStUl2rg8 (0:00-1:14)

Pitch to Don regarding Playtex bras

Idea that every woman wants to be Jackie Kennedy (stick) or Marilyn Monroe (curvy)

+Kodak Carousel

• Projector with slides you can insert manually

• Don Draper pitches the ad• https://www.youtube.com/watch?v=suR

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