GATHERING STRATEGIES FOR ANALYSIS (NOTES) The 3 Classic Appeals: Ethos, Pathos, Logos The 3 Classic Appeals: Ethos, Pathos, Logos Basic Visual Analysis strategies: Basic Visual Analysis strategies: Color Theory Color Theory Rule of Thirds Rule of Thirds Advanced Visual Analysis Advanced Visual Analysis Symbolism Symbolism Resource link Resource link

Quick Review: The Three Classic Appeals What is the primary “appeal” the rhetor is using in these ads?

Quick Review: The Three Classic Appeals When you use strategies to appeal to an audience’s sense of emotion or their heartfelt beliefs… Use… -Emotional images -Guilt -5 senses -“cute” -“sexy” -“sad” -“angry” “This is so sad, it can’t continue!” “I can’t believe this is happening in our world…” “I don’t want my child to get hurt, so…”

Quick Review: The Three Classic Appeals What is the primary “appeal” the rhetor is using in these ads?

Quick Review: The Three Classic Appeals When you use strategies to appeal to an audience’s sense of logic or their rational mind… Use… Evidence Logical reasoning “Oh, well, this makes sense. It is the logical thing to do. There is enough evidence to support it!”

Quick Review: The Three Classic Appeals What is the primary “appeal” the rhetor is using in these ads?

Quick Review: The Three Classic Appeals When you use strategies to appeal to an audience’s sense of good moral/ethical character ; the rhetor build his/her credibility as a speaker… Use… -Famous images or quotes -Trust -Credibility -Good person “He’s a father as well, so obviously he would want the best for our children.” “She has worked as a professor at New York University, so I trust what she is saying.”

Visual Strategies for Analysis: Color Theory

Visual Strategies for Analysis: Rule of Thirds

Advanced Rhetorical Strategies for Analysis: Symbolism Visual Written Cinematography (videos) Camera angles Point of view Shifts in development

Analyzing visual rhetorical strategies Strategies: -Primary appeal to pathos because young woman, dressed provocatively -Rule of Thirds – woman in left-most third of image so eye goes to her, and particularly her necklace (helps sell the necklace)

Strategies: Using color theory to appeal to pathos Gold color repeated throughout emphasizes the “richness” of the jewelry Symbolism of gold color plays upon name “prosperity” Appeal to pathos: “Bring abundance and prosperity into all areas of your life: love, health, career, relationships…Laugh often, live richer.” Analyzing visual rhetorical strategies