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

2. What is argument writing?
Writing that takes a stance on a particular issue
Uses various strategies to try and convince its readers that the argument is the right one
Takes counter arguments into account and addresses them to prove it wrong
Types of Argument Writing:
Advertisements
Political Cartoons
Essays
Opinion Editorials (Op-eds)
Documentaries

3. 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 political cartoons, commercials, documentary, clips from television shows, etc.

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

6. 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?

7. Duracell. . . https://www.youtube.com/watch?v=u2HD57z4F8E
What is being advertised?
Is this a good or bad commercial?
What kinds of things does it do to advertise the product?

8. Pepsi https://www.youtube.com/watch?v=aYywiQ3-6To
What is being advertised?
Is this a good or bad commercial?
What kinds of things does it do to advertise the product?

9. Volkswagen https://www.youtube.com/watch?v=R55e-uHQna0
What is being advertised?
Is this a good or bad commercial?
What kinds of things does it do to advertise the product?

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

11. 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.

12. Journal Prompt (Woo Hoo!!!)

13. What is argument writing?
Writing that takes a stance on a particular issue
Uses various strategies to try and convince its readers that the argument is the right one
Takes counter arguments into account and addresses them to prove it wrong
Types of Argument Writing:
Advertisements
Political Cartoons
Essays
Opinion Editorials (Op-eds)
Documentaries

14. 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 political cartoons, commercials, documentary, clips from television shows, etc.

15. We started with advertisements. . .why?
A few stats. . .

16. 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

17. Ethos
An appeal to authority or credibility of the presenter; Tries to convince you that the company is more reliable, honest, and credible
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.
Examples
Often involves statistics from reliable experts
Nine out of ten dentists agree
Celebrity endorses a product to lend it more credibility
Catherine Zeta-Jones makes us want to switch to T-Mobile

18. Ethos Example

19. Pathos An appeal to the audience’s emotions
Can appeal to a number of emotions to persuade people:
Fear
Happiness
Nostalgia
Compassion
Anger
Examples
Positive emotion such as happiness:
an image of people enjoying themselves while drinking Pepsi.
Negative emotions such as pain:
a person having back problems after buying the “wrong” mattress.
Fear and guilt
An image of a starving child in Africa persuades you to send money

20. Pathos Example

21. Logos Example 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
Gives you the evidence and statistics you need to fully understand what the product does.
Example
"A glass of Florida Orange Juice contains 75% of your daily Vitamin C

22. Logos Example

23. Think of it Like This. . .

24. Which is which?

25. Which is which? Pepsi: https://www.youtube.com/watch?v=aYywiQ3-6To
Google Chrome:
Allstate:

26. 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

27. Kairos Clip Example

28. Kairos
You could also consider any commercial or ad that emphasizes technology to be using Kairos as an appeal because it applies to us currently.

33. Mad Men Analysis Activity

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

35. 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

37. 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!

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

39. Heinz Ketchup https://www.youtube.com/watch?v=svvbMUo3INI (1:55- end)
Peggy Olson pitches the idea

40. Hilton https://www.youtube.com/watch?v=XhVrzvnsymg
Don Draper pitches to Conrad Hilton about his hotel chain

41. Hershey https://www.youtube.com/watch?v=gxMef0hYIWw (0:00- 1:20)
Don Draper uses his “childhood” to pitch to Hershey

42. Kodak Carousel Projector with slides you can insert manually
Don Draper pitches the ad

43. Belle Jolie Lipstick
Freddie and Don pitch about Belle Jolie lipstick
Freddie does the pitch and Don argues with the client to further support the idea

44. Accutron Watches https://www.youtube.com/watch?v=9uO7sC0ksi4
Freddie Rumson pitches an idea for selling timepieces
Uses a scenario

45. Playtex Bras https://www.youtube.com/watch?v=ZrQStUl2rg8 (0:00-1:14)
Pitch to Don regarding Playtex bras
Idea that every woman wants to be Jackie Kennedy (stick) or Marilyn Monroe (curvy)