September 6, 2013 Mr. Houghteling English III “It’s a Feel-good Friday, and because it’s Friday, you know what that means…!”

“It’s great to be alive!”

AGENDA The Rhetorical Appeals Completing your analysis of “A Unique Take on Beauty.” Completing your CAPSToneS of the television commercial.

The Analysis Discuss why you thought Donna Britt’s argument was effective or ineffective. Then you must discuss HOW and WHY Britt’s persuasive techniques led you to this conclusion.

The Rhetorical Appeals

Rhetorical Appeals: We have already utilized CAPSToneS to identify some of the characteristics of effective argumentation. As writers, we will use CAPSToneS to maximize how we deliver our messages. We must also begin to address how to best target our audience, establish context, and represent ourselves in order to fit our purpose and subject. To achieve this “best,” we use Rhetorical Appeals.

Write this down! Rhetorical Appeals: Tools that help the writer make his or her argument more appealing to the audience. Ethos / Pathos / Logos

Ethos = “ethical appeal” How does the speaker present him or herself? As an effective writer, you can control how your audience perceives you. Speakers often use allusions, quotes, and references to build their own ethos.

Ethos Example

Politicians. In politics, it’s all about perception. Consider how politicians use their appearance, dress, speaking characteristics, and mannerisms to affect how we perceive them.

Pathos = “emotional appeal” How well does the speaker appeal to the audience’s emotions? The emotions need to match the subject, purpose, and context. As writers, we need to consider how to manipulate our reader’s emotions. Emotional appeals can be effective or overwhelming - consider Hallmark commercials.

Pathos Example

Wedding speeches and eulogies. When giving these types of speeches, the speaker is almost always aware of the audience’s expectations. For wedding speeches and toasts, the audience typically expects to be entertained and reminded of love. In a eulogy, the audience members are already emotional, and they expect the speaker to match their serious and sad state.

Logos = “logical appeal” How well does the speaker use his or her own text to make an effective argument? Is the argument rational and well- constructed? How well does the speaker support his or her thesis? Speakers will often use facts, statistics, and references to create logos.

Logos Example

Legal documents. Most effective laws and legal decisions rely heavily on logos. For example, within the United States’ judicial system, the punishment is supposed to fit the crime. Faulty logic may lead to unequal punishments, which is typically not tolerated.

Rhetorical Appeals - Balance The Rhetorical Appeals must be used together. BALANCE of the three is important. Too much of one is likely to produce an argument that readers will either find unconvincing or that will cause them to stop reading.

HOMEWORK FOR MONDAY!: Watch at least two television commercials this weekend. Use the CAPSToneS template and cite the information found on ONE of them.

HOMEWORK Use the CAPSToneS template and cite the information found on ONE of them. Context: list the program, network, and time you saw the commercial. Audience: try to guess what the TARGET audience is: Identify gender, age, race, socio-economic background. Purpose: Obviously, to sell something, but if there’s more to it, then write it!

HOMEWORK Use the CAPSToneS template and cite the information found on ONE of them. Subject: What is the product or service being sold? Tone: try to use adjectives or descriptive phrases to indicate the TONE of the commercial. Speaker: Indicate the company selling the product, but also the celebrity or known spokesperson if there is one.