1. Essential Question: How do expert rhetors effectively use strategies to persuade their audience? Cognitive Skills Objective Develop your ability to identify and analyze Rhetorical Strategies

2. GATHERING STRATEGIES FOR ANALYSIS (NOTES) The 3 Classic Appeals: Ethos, Pathos, Logos The 3 Classic Appeals: Ethos, Pathos, Logos Basic Visual Analysis strategies: Basic Visual Analysis strategies: Color Theory Color Theory Rule of Thirds Rule of Thirds Advanced Visual Analysis Advanced Visual Analysis Symbolism Symbolism Resource link Resource link

3. Quick Review: The Three Classic Appeals When you use strategies to appeal to an audience’s sense of emotion or their heartfelt beliefs… Use… -Emotional images -Guilt -5 senses -“cute” -“sexy” -“sad” -“angry”

4. Quick Review: The Three Classic Appeals The audience’s reaction to a pathos appeal might sound like…The audience’s reaction to a pathos appeal might sound like… Strategies: -Emotional images -Guilt -5 senses -“cute” -“sexy” -“sad” -“angry” “This is so sad, it can’t continue!” “I can’t believe this is happening in our world…” “I don’t want my child to get hurt, so…”

5. Strategies to create a Pathos appeal in Visuals Strategies: -Emotional images -Guilt -5 senses -“cute” -“sexy” -“sad” -“angry”

6. Strategies to create a Pathos appeal in writing The persuasive appeal of pathos is an appeal to an audience's sense of identity, their self-interest, their emotions. Many rhetoricians over the centuries have considered pathos the strongest of the appeals, though this view of persuasion is rarely mentioned without a lament about the power of emotion to sway the mind.* Appeals to our sense of identity and self interest exploit common biases; we naturally bend in the direction of what is advantageous to us, what serves our interests or the interests of any group we believe ourselves a part of. Even when advantage is not an issue, writers who belong to groups we identify with, or create groups we can belong to, often seem more compelling. We also naturally find more persuasive the speaker or writer who flatters us (especially indirectly) instead of insulting us. Thus skillful writers create a positive image in their words of the audience they are addressing, an image their actual readers can identify with. Who does not want to be the � sensible, caring person � the arguer describes? Especially powerful are devices that create an identity between the writer and reader so that the speaker almost seems to be the audience addressing itself.*

7. Strategies to create a Pathos appeal in writing The emotions also strongly assist, perhaps sometimes determine, persuasion. If, for example, a writer wants a reader to evaluate something negatively, she or he may try to arouse the reader's anger. Or to produce action to someone's benefit (e.q. to persuade us to make a charitable donation), an arguer may work on our pity.* Direct appeals to the reader to feel an emotion (e.q. � You should be crying now � ) are rarely effective. Instead, creating an emotion with words usually requires recreating the scene or event that would in � real � circumstances arouse the emotion. Thus descriptions of painful or pleasant things work on the emotions. Or the arguer can work on the natural � trigger � of the emotion. If, for example, we usually feel anger at someone who, we believe, has received benefits without deserving them, then the arguer who wants to make us angry with someone will make a case that person was rewarded unfairly.*

8. Quick Review: The Three Classic Appeals When you use strategies to appeal to an audience’s sense of logic or their rational mind… Use… Evidence Statistics Logical reasoning

9. The audience’s reaction to a logos appeal might sound like…The audience’s reaction to a logos appeal might sound like… Quick Review: The Three Classic Appeals Use… Evidence Statistics Logical reasoning “Oh, well, this makes sense. It is the logical thing to do. There is enough evidence to support it!”

10. Strategies to create a Logos appeal in Visuals Use… Evidence Statistics Logical reasoning

11. Strategies to create a Pathos appeal in writing Finally, we come to the � argument � itself, the explicit reasons the arguer provides to support a position.* Definitions Features/Specifications of the object to be sold/persuaded on Analogies or comparisons Citing parallel cases/situations/objects Cause and consequences

12. Quick Review: The Three Classic Appeals When you use strategies to appeal to an audience’s sense of good moral/ethical character ; the rhetor build his/her credibility as a speaker… Use… -Famous images or quotes -Trust -Credibility -Good person

13. The audience’s reaction to a ethos appeal might sound like…The audience’s reaction to a ethos appeal might sound like… Quick Review: The Three Classic Appeals Use… -Famous images or quotes -Trust -Credibility -Good person “He’s a father as well, so obviously he would want the best for our children.” “She has worked as a professor at New York University, so I trust what she is saying.”

14. Strategies to create an Ethos appeal in Visuals Use… -Famous images or quotes -Trust -Credibility -Good person

15. Strategies to create an Ethos appeal in writing According to Aristotle, our perception of a speaker or writer's character influences how believable or convincing we find what that person has to say. This projected character is called the speaker or writer's ethos. We are naturally more likely to be persuaded by a person who, we think, has personal warmth, consideration of others, a good mind and solid learning. Often we know something of the character of speakers and writers ahead of time. They come with a reputation or extrinsic ethos. People whose education, experience, and previous performances qualify them to speak on a certain issue earn the special extrinsic ethos of the authority. But whether or not we know anything about the speaker or writer ahead of time, the actual text we hear or read, the way it is written or spoken and what it says, always conveys and impression of the author's character. This impression created by the text itself is the intrinsic ethos.* Institutions, public roles and publications also project an ethos or credibility. We assume, for example, that The New York Times is a more credible source than the Weekly World News or the National Inquirer. And we usually assume that a person selected for a position of responsibility or honor is more credible than someone without official sanction. These expectations about credibility and ethos are occasionally disappointed.*

16. Visual Strategies for Analysis: Color Theory

17. Examples of use of Color Theory

19. Visual Strategies for Analysis: Rule of Thirds

20. Visual Strategies for Analysis: Rule of Thirds

21. Visual Strategies for Analysis: Rule of Thirds

22. Visual Strategies for Analysis: Rule of Thirds

23. Advanced Rhetorical Strategies for Analysis: Symbolism Visual Written Cinematography (videos) Camera angles Point of view Shifts in development

24. Visual #3 Strategies: Using color theory to appeal to pathos Gold color repeated throughout emphasizes the “richness” of the jewelry Symbolism of gold color plays upon name “prosperity” Appeal to pathos: “Bring abundance and prosperity into all areas of your life: love, health, career, relationships…Laugh often, live richer.”

25. Visual #6 Strategies: -Primary appeal to pathos because young woman, dressed provocatively -Rule of Thirds – woman in left-most third of image so eye goes to her, and particularly her necklace (helps sell the necklace)