1. So far we have… Summarized what the class is about
Talked about how this is a rhetoric class, and what that means
Introduced some terms (argument, claims, evidence, rhetorical situation, rhetorical strategies)
Examined a sample advertisement

2. Your advertisements
What advertisements did you find, and how do they persuade?
What claims are made, evidence presented, reasons given, and strategies draw on?

3. When ads used a lot of logos

4. Today’s ads often use different appeals (with visuals more impt)

5. Anti Smoking Ads
As part of a legal settlement, tobacco companies like Phillip Morris were forced to produce ads aimed at persuading kids not to smoke. Critics contend that these ads are often weak, and find subtle ways of being ineffective.
What would you do if you were tasked with producing ads for Phillip Morris – what ad would you create? (imagine you are Nick Naylor from Thank You For Smoking). Think about the rhetorical situation – who is your audience? What is your purpose? What strategies might you use?

6. Examine these 4 ads – which do you think is likely by Philip Morris
Examine these 4 ads – which do you think is likely by Philip Morris? Which is most/least effective?

7. A) “Hooked”

8. b) “Joe Chemo,” & c) “Don’t wipe out”

9. 4. “Throaty McThroatington”

10. Anti smoking campaigns show poor understanding of rhetoric
“Some anti-smoking ads are simply ineffective, while others actually make youth more likely to light up.” (rebel sell)
One study found that anti-smoking ads that stress long-term health effects or cosmetic issues are not effective.
Recent research suggest that successful ads work “by enhancing perceptions that smoking poses severe social rejection risks. Other messages increased health risk severity perceptions, but such perceptions either had null or counterproductive effects on nonsmoking intentions, due to adolescents' perceived invulnerability to health risks.” (Pechmann, C., G. Zhao, M.E. Goldberg and E.T. Reibling (2003), "What to Convey in Antismoking Advertisements for Adolescents? The Use of Protection Motivation Theory to Identify Effective Message Themes," Journal of Marketing, 67 (April), 1-18.

11. Ads that work use the strategy of “social rejection” and fear of being uncool. Many 14 year olds aren’t afraid of long term health risks, throat cancer or wrinkles – but they are often terrified of seeming uncool or facing ostracism.

12. Does that sound “virtually emission free to you?”
AUTOMAKERS ARE TRYING TO DECEIVE YOU ABOUT VEHICLE POLLUTION, claiming that “Autos manufactured today are virtually emission free.”* Seems they’re ignoring the fact that vehicles actually produce more global warming emissions than they did 20 years ago. In fact, only 4 nations on earth produce more heat-trapping carbon dioxide that U.S. autos do alone. And even under tighter government standards, autos will still emit 500,000 tons of smog-forming pollutants and 350,000 tons of toxics linked to cancer*
Does that sound “virtually emission free to you?”
Rather than using their lobbyists – the Alliance of Automobile Manufacturers – to spread disinformation, automakers should put their talented engineers to work in support of federal and state initiatives that clean out air and protect our kids.
To find out more, visit

13. Contrast – OK, not so great.
Alighment – centered – lose focus.
Mixed metaphor – stripper and cash cow
FALSE ANALOGY
Repetition – percentages
PROXIMITY problem – not chunked.
AUTHORITY – fast food companies.

14. Imagine you were asked to argue the trial lawyer’s case, and make an advertisement for it. What kind of argument, and what kind of advertisement, might work? PERSUADE ME.

15. Exercise
Revisit the terms in the “Overview of Key Terms and Concepts” handout
In groups: construct a sample argument like those in the basic terms handout. Make sure you have an argument, some evidence, a reason or two, a qualification and rebuttal. You may take the opposite position to those outlined in the sample arguments.