Taking SidesTaking Sides(Heading for Cornell Notes)(Heading for Cornell Notes)

Getting To The Getting To The Heart (Emotions), Head Heart (Emotions), Head

(Logic), (Logic), & Moral (Ethics) & Moral (Ethics)

Of The IssueOf The Issue

Student Goals For Unit 2Student Goals For Unit 2

1. Understand, identify, use & analyze 1. Understand, identify, use & analyze the three main rhetorical devicesthe three main rhetorical devices

EthosEthos (Ethical) - Moral (Ethical) - Moral PathosPathos (Emotional) - Heart (Emotional) - Heart LogosLogos (Logical) – Mind (Logical) – Mind

2. Understand, identify, use & analyze 2. Understand, identify, use & analyze common advertising techniquescommon advertising techniques

3. Explain methods & techniques a 3. Explain methods & techniques a speaker uses to grab an audiences’ speaker uses to grab an audiences’ attention in advertisingattention in advertising

4. Examine & identify a speakers’ point 4. Examine & identify a speakers’ point of view & how that affects the speakers’ of view & how that affects the speakers’ motivation or goal in advertisingmotivation or goal in advertising

5. Analyze advertising to understand 5. Analyze advertising to understand how powerful advertising is & its effects how powerful advertising is & its effects on the consumeron the consumer

6. Create a brochure about a hazard 6. Create a brochure about a hazard using rhetorical devices & advertising using rhetorical devices & advertising techniquestechniques

Understanding Understanding AdvertisingAdvertising

Unit 2.1Unit 2.1

What’s Your Advertising IQ?What’s Your Advertising IQ?Answer the questions on the next slide with:Answer the questions on the next slide with:

1 = Never1 = Never

2 = Sometimes2 = Sometimes

3 = Most of the time3 = Most of the time

4 = All of the time4 = All of the time

What’s Your Advertising IQ?What’s Your Advertising IQ?1. I review all my choices before making a 1. I review all my choices before making a

decision about what to buy.decision about what to buy.2. I buy things that I see my friends use.2. I buy things that I see my friends use.3. I make decisions that support my beliefs.3. I make decisions that support my beliefs.4. I buy things that I see my favorite 4. I buy things that I see my favorite

athletes, singers, movie stars, &/or TV athletes, singers, movie stars, &/or TV stars wear.stars wear.

5. I stop to think about what people will think 5. I stop to think about what people will think of me if I wear a certain article of clothing.of me if I wear a certain article of clothing.

6. I usually ask for advice before I make a 6. I usually ask for advice before I make a purchase of more than $50.purchase of more than $50.

7. If I made a bad purchase, I analyze why I 7. If I made a bad purchase, I analyze why I bought that item so I will not make the bought that item so I will not make the same mistake again.same mistake again.

Key TermsKey Terms What is What is

rhetoric?rhetoric?

What is a What is a consumer?consumer?

What is What is the the Media?Media?

What is a What is a resource?resource?

The power of persuasion The power of persuasion through speechthrough speech

A person who buys products or services

Public forms of communication: – TV, radio, Internet,

Newspaper, advertisements, billboards, movies, bumper stickers

Something that you can use that helps you

What Are The 3 Main What Are The 3 Main Rhetorical Devises or Modes Rhetorical Devises or Modes

Of Persuasion?Of Persuasion? Ethos - Ethical (Moral)Ethos - Ethical (Moral)

– Appeals to the audience’s sense of Appeals to the audience’s sense of right or wrong, or trustworthinessright or wrong, or trustworthiness

Pathos - Emotional (Heart)Pathos - Emotional (Heart) – Appeals to the audience’s feelings Appeals to the audience’s feelings

(fear, love, anger, …)(fear, love, anger, …) Logos - Logical (Head)Logos - Logical (Head)

– Uses data and facts to appeal to the Uses data and facts to appeal to the audienceaudience

When Is The Speaker When Is The Speaker Persuasive?Persuasive?

When we believe he is credibleWhen we believe he is credible

When the speech stirs our emotionsWhen the speech stirs our emotions

When the speaker has proved a When the speaker has proved a truth or an apparent truthtruth or an apparent truth

What Is Ethos (Moral)?What Is Ethos (Moral)?

An appeal to the An appeal to the authorityauthority or or honesty (ethics)honesty (ethics) of the speaker. of the speaker. – How well the speaker convinces the How well the speaker convinces the

audience that he/she is qualified to audience that he/she is qualified to speak on the subject by:speak on the subject by: Being a specialist, or expert in the fieldBeing a specialist, or expert in the field Having a vested interest in the subjectHaving a vested interest in the subject Showing impressive logos (logic) that shows Showing impressive logos (logic) that shows

the audience the speaker is knowledgeable the audience the speaker is knowledgeable on the topicon the topic

Appealing to a person's ethics or character.Appealing to a person's ethics or character.

What is Pathos (Heart)?What is Pathos (Heart)?

An appeal to the audience’s An appeal to the audience’s emotionsemotions through: through: – metaphor, metaphor, – simile, simile, – a passionate delivery, or a passionate delivery, or – a simple claim that a matter is just or a simple claim that a matter is just or

unjust unjust Most effective when the author Most effective when the author

connects w/audiences ethos &/or logos connects w/audiences ethos &/or logos

What Is Logos (Mind)?What Is Logos (Mind)? LogicalLogical appeal appeal

– Normally used to describe facts & Normally used to describe facts & figures that support the speaker's figures that support the speaker's topic topic

– Used to sway cynical listeners Used to sway cynical listeners – Enhances ethos because information Enhances ethos because information

makes the speaker look makes the speaker look knowledgeable & prepared knowledgeable & prepared Data can be confusing, misleading or Data can be confusing, misleading or

inaccurateinaccurate

What Are Emotional What Are Emotional (Pathos/Heart) Techniques Used (Pathos/Heart) Techniques Used

By Advertisers?By Advertisers? Appeals to fears & passions using; Appeals to fears & passions using;

– positive images having fun; positive images having fun; – celebrity spokesperson; celebrity spokesperson; – bandwagon; bandwagon; – before and after; before and after; – sex appeal; health appeal; sex appeal; health appeal; – snob appeal; snob appeal; – putdowns; putdowns; – bribery; bribery; – slogans; jingles; symbols/logos; buzz slogans; jingles; symbols/logos; buzz

wordswords

What Are The Logical What Are The Logical (Logos/Mind) Techniques Used (Logos/Mind) Techniques Used

By Advertisers?By Advertisers? UsesUses

– Facts;Facts;– Data;Data;– Statistics; Statistics; – Testimonials; Testimonials; – Demonstrations; Demonstrations; – Amazing NEW Product; &Amazing NEW Product; &– Expert spokespersons to persuadeExpert spokespersons to persuade

What Are The Ethical What Are The Ethical (Ethos/Moral) Techniques Used (Ethos/Moral) Techniques Used

By Advertisers?By Advertisers?

Uses the trustworthiness of the Uses the trustworthiness of the speaker to appeal to audience’s speaker to appeal to audience’s sense of:sense of:

– Right & wrongRight & wrong

Homework AssignmentHomework Assignment Watch T.V. for one (1) hour.Watch T.V. for one (1) hour.

– This could be done at two separate times.This could be done at two separate times. For the 1For the 1stst ½ hour note the following: ½ hour note the following:

– Day & time you are watching T.V.Day & time you are watching T.V.– The channel & the name of the program The channel & the name of the program

you are watchingyou are watching– Type of ads shown (i.e., auto sales, Type of ads shown (i.e., auto sales,

music, movies, Prescription or OTC music, movies, Prescription or OTC Drugs, etc.Drugs, etc.

– Tally the number of ads you see Tally the number of ads you see For the 2For the 2ndnd ½ hour, complete both ½ hour, complete both

sides of the sides of the Ad AppealAd Appeal handout. handout.