Rhetoric, Argument & Persuasion To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful. --Edward R. Murrow

What is the difference between Argument and Persuasion? “In a persuasive (opinion) essay, you can select the most favorable evidence, appeal to emotions, and use style to persuade your readers. Your single purpose is to be convincing. (Kinneavy & Weaver, 1993.) “Argument, on the other hand, is mainly about logical appeals (requests/demands) and involves claims, evidence, backing and rebuttals…Argument is at the heart of critical thinking…” (Hillocks, 2011, p. xvii)

What’s the diff?

ARGUMENTATIVE RHETORIC WHAT YOU SAY, HOW YOU SAY IT, AND TO WHOM YOU’RE TALKING – CONVINCE AND PERSUADE AND A LITTLE BIT OF MIND CONTROL

Let’s see how it works So, I looked up the popular "got milk?" ads that I used to see in magazines all the time. Check out these examples of Ethos, Logos and Pathos. All used at the same time to convey the message and get you to drink a glass of milk.

The Rock got milk.

is credibility...most professionals, leaders, & X-Men are assumed to be skillful and trustworthy. credible. “If this fabulous person drinks milk, then it must be a good thing for me. Damn, I mean look at his arms…” Ethos is credibility...most professionals, leaders, & X-Men are assumed to be skillful and trustworthy. Since Hugh Jackman is a celebrity, (and freakin Wolverine) then it makes the advertisement credible. People think, “If this fabulous person drinks milk, then it must be a good thing for me. Damn, I mean look at his arms…”

PATHOS "the emotion of the message”. Certain BUZZ words or a play on words Pathos could be found in different ways. The emotion in Oscar De La Hoya’s face is very strong and confident, which kind of sets the mood for the ad. Plus, he’s wearing the flag and staring right into the camera. The last line of the text says ”There aint nothing uglier than an overweight lightweight.” we can explain pathos as "the emotion of the message”. Certain BUZZ words or a play on words like … Hercules… and …strong muscles… gives the ad a strong, I can kick your ass because I drink milk kind of feeling.

"The logical message. It appeals to facts, figures, and experts." Logos is explained as "The logical message. It appeals to facts, figures, and experts." ” This statement gives the ad a sense of professional/expert advice. IT’S SCIENTIFIC. The ad says that “Some studies suggest…teenagers…” This statement gives the ad a sense of professional/expert advice. IT’S SCIENTIFIC.

In other words… PATHOS – emotional connection to audience – some ways to get there: Metaphors Buzz Words Humor LOGOS – Make it Logical In order for your argument to make sense, you need evidence ETHOS – Trustworthiness (as perceived by the audience) Authority (relative to the audience) Reputation or Expertise (relative to the topic)

Think about it

In your groups… Think of a product about which you would see a commercial. Find that commercial on youtube. After a few videos, your group needs to pick JUST ONE!! Explain the example of ETHOS, LOGOS, PATHOS you see in that commercial – list the examples and then explain them. Look at details! Share with the class in 15 minutes. Hand in one sheet of paper (for a grade!) with all of your group’s names on it with your explanation and examples.

How to win an argument without pissing someone off. If you argue correctly, you will make the person believe you are RIGHT, even when you’re not.

Let’s review…shall we? _G82HH9Tg

What do you need for your argument? -

An argumentative paper makes a claim about a topic and justifies this claim with SPECIFIC EVIDENCE. The GOAL of the argumentative paper is to CONVINCE THE AUDIENCE that the CLAIM IS TRUE based on the EVIDENCE provided. Using ETHOS, LOGOS, & PATHOS will get you there. Quotes, statistics and facts, expert opinions, etc.

The Dreaded Thesis Procedure

How do we create a thesis?  What is the main point of your essay?  What do you want to say in your essay?  Don’t tell me what you are going to write about, just write it!  This is not an opinion, this is an argument based on evidence. DO NOT USE “I”.  I think, In my opinion, I believe – Keep your “I” out of your essay!

Should is a no-no W hen composing a thesis statement, avoid using the words “should” or “must.” S uch terms transform the thesis from a thoughtful statement into a moralizing one. Moralizing or preaching thesis statements are never successful. Y our thesis statement, rather, should represent a well-considered point of view. N o “shoulding” all over the place, please.

Dead Frog Approach

A good argumentative thesis is focused and not too general. It’s important to stay focused! Don’t try to argue an overly broad topic in your essay, or you’re going to feel confused and unsure about your direction and purpose. DON’T WRITE: “Eating fast food is bad and should be avoided.” This statement is too general and would be nearly impossible for you to defend. It leaves a lot of big questions to answer. Is all fast food bad? Why is it bad? Who should avoid it? Why should anyone care? DO WRITE: “Because Americans don’t eliminate the regular consumption of fast food, it will lead to expensive health issues, such as diabetes, obesity, and heart disease that could have been prevented with a healthy diet.” The argument is focused on the health consequences related to a diet of fast food and how poor food choice is to blame.

Don’t Write “There are high numbers of homeless people living in Berkeley, California.” No one can argue for or against this statement. It’s not debatable. It’s just a fact. An argument over this non-debatable statement would go something like this: “There are lots of homeless people in Berkeley.” “Yes, there sure are a bunch of them out there.” “Yup.” As you can see, that’s not much of an argument and a sucky thesis.

Try this instead If homeless people in Berkeley were given access to services, such as regular food donations, public restrooms, and camping facilities, it would improve life for all inhabitants of the city.” Now that’s debatable and an awesome cause and effect thesis! For more information on this - statement-examples/ statement-examples/

Cause and Effect Thesis If high school graduates were required to take a year off to pursue community service projects before entering college, it would increase their maturity and global awareness. Even if high school graduates were required to take a year off to pursue community service projects before entering college, it may not necessarily increase their maturity and global awareness. The essay would then present an argument and give evidence to support the claim that students should/should not pursue community projects before entering college, including reasons why and explanations.

Try this

How do you search online For the next 5 minutes, write down everything you know about researching online. Then we’ll discuss. What search engines do you use? (please don’t say “google”) How do you phrase your search? What else helps you?

What NOT to write in your essay. Seriously.

Don’t automatically assume the reader knows the prompt you have been given. Don’t forget to explain your point. (“What do you mean by that?”) Don’t use the BIG WORDS if you don’t know how to spell them and use them correctly. Don’t write in the first person – keep your “I” out of it!!!

By the way, That Sure, I personally believe… Back in the day… I recall back 2 weeks ago, Out there… I have to agree… Today’s Modern World… Hello, my name is… I am going to tell you… Have a nice day.

And these too… My point is… I think Honestly In short I disagree with the quote It matters because OMG, LOL,LMAFO ;) Like The thing is… I say that because… This one time…

This quote means that… Any version of this will be marked down. The article/author/quote/statistic/fact/information/etc. explains/proclaims/states/justifies/clarifies/explicates/de fends/supports/affirms/expresses/etc. Start after “that”. For example. This quote means that He was a super awesome guy.

Never start a sentence with:

Take the next 10 minutes to FIND SYNONYMS FOR THESE WORDS!!!

MLA FORMAT  TimesNewRoman  Size 12  Double spaced  1 inch margins  In the right hand corner:  First and Last name  Teacher’s name  Title of assignment  Date (due date)

Fix your grammar

Research!!! HOMEWORK: Find 3 quotes from the pro side AND the con side of your topic. Use the internet, magazines, books, film, etc. Create citations for them from

HOMEWORK

In-Text Citations MLA uses parenthetical citation (information about the source inside parentheses). IF USING ONE BOOK FOR YOUR PAPER: “…sleep of the innocent.” (p.97) IF USING MULTIPLE BOOKS: “…72% of students were affected.” (Jones, 2001)

Make Your Life Easier For the purposes of this research paper, make sure that there is an author for all sources. If no author is listed and you want to use the source, see your instructor for assistance. The lack of an author most often occurs when using an Internet source. More importantly – KNOW WHO THE AUTHOR IS AND WHY YOU ARE USING THEIR WORDS.

Methods of Parenthetical Citation The following are examples from Purdue OWL: MLA Format: According to some, dreams express “profound aspects of personality” (Foulkes, p184), though others disagree. According to Foulkes’s study, dreams may express “profound aspects of personality” (184). Is it possible that dreams may express “profound aspects of personality” (Foulkes 184)?

Quotes of More than Four Lines  You may use only 1 or 2 such quotes in your research paper. The paper should be mainly your thoughts. Nelly Dean treats Heathcliff poorly and dehumanizes him when she says: They entirely refused to have in bed with them, or even in their room, and I put it on the landing of the stairs, hoping it would be gone in the morrow. By chance, or else attracted by hearing his voice, it crept into Mr. Earnshaw’s door, and there he found it on his quitting chamber. Inquiries were made as to how it got there; I was obliged to confess, and in recompense for my cowardice and inhumanity was sent out of the house. (Bronte 78) Note placement of period with quote, lack of quotation marks, and lack of punctuation after the parenthesis.

Citing Internet Sources You do not need to give paragraph numbers or page numbers. If there is no author, use just the Website name and year it was created or updated (usually at the bottom of the front webpage) ie:( cnn.com, 2015 ) or ( Do not list the URL address within the text of the paper.

Works Cited Begins on a separate page and is labeled Words Cited (no italics or quotation marks). Double space, but do not skip spaces between entries. Indent the second and subsequent lines five spaces. List page numbers only when needed. Determine the Medium of Publication. Most will be print or web sources. Basic Format: Last name, First name. Title of Book. Place of Publication: Publisher, Year of Publication. Medium of Publication. Work from an Anthology: Last name, First name. “Title of Story.” Title of Anthology. Ed. Editor’s Name. Place of Publication, Publisher, Year. Page range of entry. Medium. Work from a web source: Last name, First name. Title of Source. Name of Institution publishing the source. Date source was published. Web. Date you viewed source on the web.