1. Using Rhetoric for Persuasion: Logos and Ethos
In the following clip, how does The Onion (a fake news source) attempt to establish credibility by using rhetoric?
How does the clip build ethos (that they are “credible” as a news source)?
How does the clip use logos (to convince that the “drug” is real)?

2. Constructing an effective argument
Rhetorical Appeals
Constructing an effective argument

3. Discussion Question
Discuss briefly at your group products or items that are often advertised using FEAR tactics—the producers nearly want to “scare” you into buying the product for fear of what your life will be WITHOUT the product. You might also consider what is advertised using fear to prevent people from buying a product.

4. Common Products that Advertisers Use to Inspire Fear:
Cigarettes
Vaccines
Cleaning Products
Home Security Systems
Politicians
Dietary Foods/Health Foods
Insurance Companies
Police/Fire Stations

5. What is Rhetoric? LANGUAGE = POWER
The art of using language as a means to persuade
The study of the effective use of language.
Anticipating an audience’s concerns, beliefs, interests, and fears

6. Based on Aristotle’s idea- speaker’s ability to persuade is based on how well the speaker appeals to his or her audience in three areas:

7. Logos Logos (Logical) means persuading by the use of reasoning
Argument based on evidence such as facts, statistics or expert testimony
Audience feels as though it is commonsense or reasonable to buy the product or trust the company based on the ad presented.

10. Ethos
Ethos (Credibility; ethical appeal) means convincing by the reputation and authority of the author
Based on the audience’s perception of the trustworthiness and moral character of the speaker or writer
We tend to believe people whom we respect.
Audience knows the company to be moral (i.e. fair, “good”) or knowledgeable on the topic and trusts their opinion.

11. Ethos

13. Pathos Pathos is appeal based on emotion.
Advertisements tend to be pathos-driven.
Use vivid language, emotional language and numerous sensory details

14. Pathos

16. Activity: Fear in Advertisements

17. THE CRUCIBLE
Thinking back to the events in The Crucible and The Scarlet Letter, what type of rhetoric would you say the Puritans depended on the most when making accusations and deciding on the punishments of those accused? Explain your thinking.
How important was ETHOS (appeal to someone’s “character”—job, morals, etc) in the Puritan’s world?