Ethos and Michael Vick  In 2007, after the arraignment of NFL quarterback Michael Vick on dog-fighting charges, Nike (who along with Coca-Cola, Kraft,

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Ethos and Michael Vick  In 2007, after the arraignment of NFL quarterback Michael Vick on dog-fighting charges, Nike (who along with Coca-Cola, Kraft, and Electric Arts had contributed to endorsing Vick to the tune of $37 million) dropped Vick as a client. Vick has since served 18 months in prison, been released, and found a new job as a backup QB for the Philadelphia Eagles. Earlier this month it was reported by the Associated Press that Nike had approached Vick about renewing their endorsement deal with Vick. So the question is…

“‘IT’S A TIE IT ALL TOGETHER’ TUESDAY!” OCTOBER 13, 2009 MR. HOUGHTELING AP Language and Composition

AGENDA  Ethos Bellringer.  Work on ETHOS/PATHOS/LOGOS for ads from Friday.  Presentations.  Review and Homework.

Student Objectives  Students will be able to:  understand how ETHOS affects an advertising campaign.  analyze a print advertisement for Context, Purpose, the Rhetorical Triangle (SPEAKER, AUDIENCE, SUBJECT) and the Rhetorical Appeals (ETHOS, PATHOS, and LOGOS).  identify the effects of the rhetorical appeals in an advertisement and write about those effects clearly.  evaluate the quality of an advertisement based on their analysis.  present their analysis to other students.

Ethos and Michael Vick  In 2007, after the arraignment of NFL quarterback Michael Vick on dog-fighting charges, Nike (who along with Coca-Cola, Kraft, and Electric Arts had contributed to endorsing Vick to the tune of $37 million) dropped Vick as a client. Vick has since served 18 months in prison, been released, and found a new job as a backup QB for the Philadelphia Eagles. Earlier this month it was reported by the Associated Press that Nike had approached Vick about renewing their endorsement deal with Vick. So the question is…

Should Nike endorse Michael Vick?  Things to think about: Brands have their own ETHOS: compare Nike to other shoe brands. Brands (and their companies) care very much about how they are perceived by the public. Nike has an incredibly strong market share due to the shared ETHOS of its brand and the athletes who endorse its products—mainly because of Michael Jordan. Write a response in which you discuss whether you—if you were a representative of Nike—would pursue endorsing Michael Vick.

ETHOS/PATHOS/LOGOS  Complete the bottom section of the Advertisement Analysis handout given to you Friday.  Look for elements of all three appeals, but know that all three appeals MAY NOT be present in your ad.  Remember that brands HAVE THEIR OWN ETHOS!

Presentations Find the most interesting element of your ad and discuss that element. Please discuss whether or not you thought the advertisement was effective. Be quick and to the point!

HOMEWORK  Complete the Sentence Combining Exercise.  Remember: you must combine the sentences in at least two different ways. Be aware of DICTION and SYNTAX.  Look at the ad on page 50 in your text. How would you analyze that ad? Be prepared to discuss the ad (whole group) tomorrow.