Agenda Warm-Up: Answer reading purpose question from “Goldman Sachs” article “Why I Left Goldman Sachs” activity (video clip & discussion) Propaganda Notes & Commercial Analysis

Reminders Vocab Unit 10 Regular Quiz - Friday BOTH Rhetorical Analysis papers – final draft due in class Friday. I will select ONE to take up for a grade. Pinwheel Discussion – Monday, 5/15 Success Unit Test – Tuesday, 5/16 Film Analysis Presentations – Wednesday, 5/17 & Thursday, 5/18 HW:

Goldman Sachs Reading Purpose: Considering the author’s perspective on success and his version of Goldman Sachs’ definition of success, how has society’s definition of success changed or remained the same? You’ve already read the Op-Ed. Go back and re-read answering this question.

Argument and Analysis: Two Different Mediums 60 Minutes interview with Greg Smith. Respond to the following questions: What does the video interview reveal that the article does not? What does the article/OP Ed reveal that the video does not? http://www.cbsnews.com/video/watch/?id=50133578n

Review of Rhetorical Devices: Rhetorical question: asking a question where the answer is obvious and doesn’t need to be directly answered Allusion: referring to a well-known place, person, event, or story Repetition: when a word, or phrase is repeated in the same words. Restatement: Repeating one idea in a variety of ways.

Review of Rhetorical Devices (cont.): Parallelism: repeating grammatical structures Examples: Abraham Lincoln: “With malice toward none; with charity for all…” Patrick Henry: “We have petitioned; we have remonstrated; we have supplicated; we have prostrated ourselves before the throne…”

Types of Propaganda

Propaganda The deliberate spread of information information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.

Bandwagon The idea that everybody else is doing it, or everyone supports this person or cause, so you should too. Example: Coca-Cola Ads portray young people having fun at a party

Testimonial The celebrity endorsement of a philosophy, movement, candidate, or product. Example: Tiger Woods, Roger Federer, and Thierry Henry for Gillette razors

Transfer The use of symbols, quotes, or images of famous people to convey a message not necessarily associated with them. We are persuaded though the INDIRECT use of something we respect such as a patriotic or religious image. Example: Chevy Truck Ad “This is Our Country” http://www.slate.com/id/2151143

Repetition The product name or slogan is repeated several times within the advertisement. Example: Target ads display the Target symbol numerous times

Card Stacking Only presenting information that is positive to an idea or proposal and omitting information contrary to it. http://www.youtube.com/watch?v=_l8W952PW9Y&feature=relmfu

Fear Presenting a dreaded circumstance of a choice or action. Example: NotEvenOnce.com ad promoted by the Montana Meth Project. A recent study notes that this ad campaign has reduced teen Meth use in Montana by 45%. This ads’ effectiveness has prompted the Federal Government to run the ad in other states. http://www.youtube.com/watch?v=MU4t9O_yFsY

Glittering Generalities Uses appealing words and images to sell the product; Generally accepted virtues are used to stir up favorable emotions. Words such as “democracy,” “family values,” “rights,” or “American” are used in a positive sense. Message- if you buy this item, you will be using a wonderful product, and it will change your life Example: Blue Bell ice cream’s slogan, “Blue Bell homemade ice cream tastes just like the good old days!”

Name-Calling Ties a person or cause to a largely perceived negative image. Example: Anti-Bush ad commenting on his intelligence level

Plain Folks The candidate or cause is identified with common people from everyday walks of life. Example: Dove ads using real women to show sell their firming cream

Emotional Words (Loaded Language) Words used to make you feel strongly about someone or something Example: Use of the word “Romance” in Ralph Lauren perfume and cologne ads

http://www.youtube.com/watch?v=kJDLws_l3Ok

Persuasive Appeals in Commercials: For each commercial, consider the following elements of the commercial. Target audience (can be people of a certain age group, gender, marital status, etc.) Message (central idea that the creators of the commercial want the audience to believe) Logo (mark or symbol that represents the company or product) and Slogan (short/memorable phrase used to promote a product) Aural Techniques (what you hear in the commercial that helps promote the message & sell the product) Visual Techniques (what you see/read in the commercial that helps promote the message & sell the product) Persuasive Appeal (how was ethos, pathos, logos used? Why do you suppose it was present?)

Question: How can you use persuasive appeals to evaluate these commercials? Use handout as a guide: Commercial #1 – Audi Commercial #2 - Lincoln MKZ Commercial #3 – Jeep If time: Commercial #4 - Got Milk

Writing Warm Up Get out your warm up page and your guided notes on persuasive appeals. While watching the video clip identify: TAP for EACH video clip Persuasive Appeals: Ethos, Pathos, and Logos Provide an example from the clip that supports each persuasive appeal you identify. http://www.youtube.com/watch?v=HbjSWDwJILs