Pathos Reader Ethos Writer Logos Text
Is the writer trustworthy? Does she treat the other side with respect? Does he try to establish common ground with the reader? Does she use reputable sources to support her ideas? Does he utilize language that is appropriate to his field or academic position?
How does the writer tap into the emotions of their reader? How do they make the argument matter to readers? What happens if an appeal is only based on emotion and nothing else? Note: Ads are particularly effective at implementing pathos, but do they use ethos in an equally effective manner?
Does the argument make sense? Is the argument sound? Does the writer provide evidence (examples, illustrations, analysis, outside sources, etc…) to support his claim? What would happen if an argument was heavy on logos but didn’t employ pathos or ethos?
The introduction answers three important questions: What is this? Why am I reading it? What do you want me to do? Answer these questions by doing the following: Set the context – State why the main idea is important – State your thesis/claim – compose a sentence or two stating the position you will support with logos (sound reasoning: induction, deduction), pathos (balanced emotional appeal), and ethos (author credibility).
Never start an introduction with: “Since the beginning of time, man…” BORING! Liven it up! Tell us a story/anecdote Ask a question State a startling fact ▪ Let’s look at some sample introductions
Thesis Statements End your introduction with your thesis Thesis/claim – compose a sentence or two stating the position you will support with logos(logical appeal), pathos (balanced emotional appeal), and ethos (author credibility).\ Your thesis NEEDS to address the ethicality or appropriateness of the advertiser’s approach!
Thesis Statements should be ARGUMENTATIVE—not descriptive. This ad portrays a sexy woman wearing very little clothing and provocatively drinking a bottle of Evian water. Thesis statements avoid vague language (like "it seems"). Thesis Statements should reference the ad or advertiser. Thesis statements should be specific and focused. A strong thesis proves a point without discussing “everything about …” ▪ Barry Bonds endorsing Cheerios represents all the problems with the sports and marketing industries.
Thesis statements should avoid the first person. ("I believe," "In my opinion") Thesis statements should pass the So what? or Who cares? Test Would your most honest friend ask why he should care or respond with "but everyone knows that"? For instance, "Marketers should not target children in alcohol or cigarette ads," would be unlikely to evoke much opposition. Also, be careful attacking the “sex sells” method of advertising. It’s hard to make any new or interesting arguments against this tactic. In groups, pretend you are Jack Solomon; create a thesis statement that reflects your position on one of the ads mentioned in “Masters of Desire”
Davidoff ad
If arguing that an ad is appropriate, you have to show that someone would disagree with that position. Status quo Solomon Outside sources
When you refute an opposing position, use the following three-part organization: The opponent’s argument – state, accurately and fairly, the main points of the argument you will refute. Your position –the nature of your disagreement with the argument or position you are refuting. Your refutation –If you challenge assumptions, then explain why they do not hold up. If your position is that the piece is filled with fallacies, then you must present and explain each fallacy.
Summarize your main thesis, but write it in a different way. Do not end your paper as if there is nothing left to be said on the subject! Bookending: Play off an idea introduced in your intro and return to it here.
Owl Perdue Writing Lab-Other print sources 1/ 1/ ▪ Heading, including running header ▪ Title: ▪ ▪ In-text citation ▪ Works cited page (Ad, Solomon, Other source) ▪ Alphabetize ▪ Hanging indent