Monday 10/26 warm-up: – Adjectives vs. adverbs: – Adjectives modify nouns/pronouns – Adverbs modify verbs, adjectives, or other adverbs – Underline adjectives, circle adverbs: 1.We awoke to a blanket of fluffy, white snow on the ground. 2.We patiently waited to see if we had a snow day. 3.When we got the news, I breathed a sigh of relief. We had an extra day to finish our ten-minute presentation. 4.I eagerly climbed back into my warm, cozy bed. 5.Fortunately, I could sleep for another two hours. I had stayed awake much too late the previous night.

Rhetoric and Persuasion Take notes! Test in two weeks… Persuasion—meaning – 1. communication intended to influence choice – 2. process of communication designed to modify the judgments of others

Origin of Rhetoric Rhetoric is – the expression of thought. – not what you say but how you say it. – using language for a specific purpose/outcome

Rhetoric can be used for truth or falsehood Aristotle – viewed rhetoric as a system of logic to use to discover the “Truth” of a situation – developed 3 persuasive approaches - ethos, pathos and logos

Ethos Form of persuasion based on character and credibility – believability of the source – Reputation – Examples: – “trust me” – 4 out of 5 doctors agree…

Pathos Form of persuasion based on emotion. – uses emotions of fear, anger, compassion, pity, pride, guilt – plays on sympathies/emotions of audience. Examples: “hundreds of animals are killed every day in shelters” “starving children are waiting for your help”

Logos Form of persuasion based on logic/a logically developed argument. Examples: – “as this chart explains…” – “statistics show…”

Persuasion is used to influence others. It has a point of view or desired behavior for the audience to voluntarily adopt

Persuasion in the Media Advertising and public relations groups attempt to persuade by using mass communication channels. Each new technology (cyberspace, billboards, fax) brings opportunity to persuade and to be persuaded. Where do you see persuasion used in your life? In class: find an example of each type of appeal in a magazine (ethos, pathos, logos).

Tuesday 10/27 warm-up: – Name and define the three types of persuasion that Aristotle defined persuasion in advertising – In what ways does advertising appeal to target audiences (think of specific examples)? “Media Awareness Network” Points to Consider – read article and answer questions on handout. – Finish for HW if you don’t finish in class

Wednesday 10/28 warm-up – Adjectives/adverbs: one way to tell the difference is to ask “what question does it answer?” Adjectives usually tell us what something is like. Adverbs usually tell us how something is done. – Underline the adjectives and adverbs. Circle the words they modify. Example: The hungry dog chewed enthusiastically on the bone. 1.The lazy policeman ate his donut hungrily. 2.We quickly baked a delicious cake. 3.Happily, she ran to her handsome boyfriend. 4.He quietly crept through the dark hall. 5.She died tragically one hot, autumn night.

Propaganda in Advertising Take notes Common techniques Word games – Name-calling: links a person, or idea, to a negative symbol. Examples: pig, fascist, yuppie, bum, counter-culture, radical. – Glittering generalities: opposite of name-calling; seeks to make us approve and accept without examining the evidence Examples: civilization, Christianity, good, proper, right, democracy, patriotism, motherhood, fatherhood, science, medicine, health, and love.

– Euphemisms make an unpleasant reality more palatable Examples: During war-time, civilian casualties are referred to as "collateral damage," and the word "liquidation" is used as a synonym for "murder." Police are sometimes called “peacekeepers.”

False connections – Transfer: using symbols to stir emotions Examples: Uncle Sam, doctors, a cross – Testimonial: a well-known person or figure is used to support or advocate for something, either directly or indirectly Examples: sports stars on cereal boxes, pop stars for clothing lines, saying things like “my doctor said,” or “the President said”

Special appeals – Plain folks speakers attempt to convince their audience that they, and their ideas, are "of the people." The device is used by advertisers and politicans alike. Examples: Bill Clinton ate at McDonald's, George Bush Sr. hated broccoli, Ronald Reagan was often photographed chopping wood – Bandwagon “everyone else is doing it, and so should you” Examples: showing a whole crowd wearing the same jeans or listening to the same music – Fear Plays on an audience’s deep-seated fears Example: saying that all our crops will die if we can’t use a particular pesticide

Logical fallacies – What is logical fallacy? Premise 1: Hillary Clinton supports gun-control legislation. Premise 2: All fascist regimes of the twentieth century have passed gun-control legislation. Conclusion: Hillary Clinton is a fascist. – Unwarranted extrapolation tendency to make huge predictions about the future on the basis of a few small facts Examples: If Congress passes legislation limiting the availability of automatic weapons, America will slide down a slippery slope which will ultimately result in the banning of all guns, the destruction of the Constitution, and a totalitarian police state.

In class: – Think of a product you could make an ad for. Make an ad targeting a specific audience, and using a specific type of rhetorical appeal (pathos, ethos, logos) and a specific type of propaganda – Start planning it out today—you’ll continue tomorrow HW: Analyze 5 ads in magazines or on TV using the “Analyzing Advertisements” handout – You can start in class

Thursday 10/29 warm up – Name and define three types of propaganda Discuss homework in groups Work on your own ad—finish for HW if you don’t finish in class