+ Intro to Argument Writing Op-Ed Unit (10 th Grade)

+ Journal Prompt (Woo Hoo!!!)

+ What is argument writing? Writing that takes a stance on a particular issue Spends its entirety using various strategies to try and convince its readers that the argument is the right one Takes counter arguments into account and addresses them Types of Argument Writing: Essays Opinion Editorials (Op-eds) Documentaries (yes, these are texts too)

+ What will we be doing? Learning about modes of persuasion: ethos, pathos, and logos Using various resources to learn about the parts of an argument: Claim Warrant Counterclaim Rebuttal Taking a look at a documentary, commercials, clips from television shows, etc.

+ We’ll start with advertisements...why? A few stats...

+ Back to journals: what do you think? Think of some of your favorite commercials and list them WHY are they your favorite? What makes a good commercial?

+ Duracell... What is being advertised? Is this a good or bad commercial? What kinds of things does it do to advertise the product?

+ Pepsi... What is being advertised? Is this a good or bad commercial? What kinds of things does it do to advertise the product?

+ Volkswagen... What is being advertised? Is this a good or bad commercial? What kinds of things does it do to advertise the product?

+ Modes of Persuasion Ethos, Pathos, and Logos (Plus Kairos)

+ Journal Is this Pantene commercial a good commercial in your opinion? Why or why not? What kinds of things does this ad do to persuade its viewers? List a few.

+ Why are we learning about ethos, pathos, and logos? Ethos, pathos, and logos are the three modes of persuasion These were developed by Aristotle We will be using these three modes of persuasion to analyze pieces of argument writing

+ Ethos An appeal to authority or credibility of the presenter How well the presenter convinces the audience that he or she is qualified to present (speak) on the particular subject This can be done in a number of ways: By being a notable figure in the field in question, such as a college professor or an executive of a company whose business is that of the subject. By having a vested interest in a matter, such as the person being related to the subject in question. By using impressive logic that shows the audience that the speaker is knowledgeable on the topic By appealing to a person's ethics or character.

+ Ethos Example

+ Pathos An appeal to the audience’s emotions Can appeal to a number of emotions to persuade people: Fear Happiness Nostalgia Compassion Anger

+ Pathos Example

+ Logos Logical appeal of an argument Normally used to describe facts and figures that support the speaker's claims or thesis Having logos influences ethos as well

+ Logos Example

+ Think of it Like This...

+ Which is which?

+ Google Chrome: MAC vs. PC: Dior Perfume:

+ Just an FYI... There is another type of mode of persuasion: Kairos Means “the right or opportune moment” Advertisements with this mode of persuasion use what is going on in the world at present in order to advertise their products

+ Kairos Clip Example

+ Mad Men Analysis Activity

+ Journal Entry Comment on this Cadillac commercial and its relation to the modes of persuasion. Which does it represent? Explain!

+ What is Mad Men? Show set in the 1950s/ 1960s (soon to be 1970s) About an advertising agency in NYC (Madison Avenue) Won 3 Golden Globes, Nominated for 7 others Main Characters: Don Draper Betty Draper Joan Harris Pete Campbell Peggy Olson ChV93LBw ChV93LBw

+ Why are we watching clips from it? These characters’ primary job is to make advertisements for a wide variety of companies These advertisements make them a successful company in the show Many of the modes of persuasion that we discussed are in these ads Therefore, we will be analyzing them!

+ Lucky Strike Cigarettes Lucky Strike just given the bad news that tobacco ads must contain health info Don Draper’s approach to solving that Ifv6U49o Ifv6U49o

+ Heinz Ketchup v=svvbMUo3INI (1:55- end) v=svvbMUo3INI Peggy Olson pitches the idea

+ Accutron Watches O7sC0ksi4 O7sC0ksi4 Freddie Rumson pitches an idea for selling timepieces Uses a scenario

+ Hilton Don Draper pitches to Conrad Hilton about his hotel chain

+ Hershey (0:00- 1:20) Don Draper uses his “childhood” to pitch to Hershey

+ Belle Jolie Lipstick 5y4b- DEkIps&list=PLsnwNiY3qZfRy1hjkfR pUEELYSN9CJh9h 5y4b- DEkIps&list=PLsnwNiY3qZfRy1hjkfR pUEELYSN9CJh9h Freddie and Don pitch about Belle Jolie lipstick Freddie does the pitch and Don argues with the client to further support the idea

+ Playtex Bras h?v=ZrQStUl2rg8 (0:00-1:14) h?v=ZrQStUl2rg8 Pitch to Don regarding Playtex bras Idea that every woman wants to be Jackie Kennedy (stick) or Marilyn Monroe (curvy)

+ Kodak Carousel Projector with slides you can insert manually Don Draper pitches the ad FpsHus FpsHus