1. The Power of Language

2. Essential Questions What is rhetoric?
What is the rhetorical triangle, and how can I use it in my everyday life?
What is the difference between argumentation and persuasion?
How have people used rhetoric throughout history to create change?

3. Communicate Like a Freak
Unit Objectives
Think Like a Freak
Communicate Like a Freak
Read Like a Freak
Rhetorical Analysis
Ad Analysis
60 Second Speech
Group Ads
Ethos, Logos, Pathos
Author’s Purpose

4. The Power of Language
It is clear that those who know how to use language and manipulate words have a certain power in our society and in our world. Many of these people use language against you every day. They try to – for better or worse – change you, shape you, and (sometimes) take advantage of you. From commercials, to politicians, to authors – everyone wants you to be something or to do something. It is up to you to learn how to not only defend yourself (close reading), but also to fight back (persuasive speech). To begin, let’s look at how some people use language to change society. As you watch, consider this:
What makes someone good with words?

5. Video 1

6. Video 2

7. Video 3

8. The Power of Language
So what makes some people masters of language while others never seem to get what they want? Let’s look at the most basic, yet most powerful, weapon used by those who control language: the rhetorical triangle.

9. The Rhetorical Triangle
Topic (Logos)
Tone
Structure (Format)
Speaker (Ethos)
Audience (Pathos)
Purpose

10. Teacher gives all students 100%
Let’s Argue!
100% on Quiz
Tone
Structure/Format
Student
Teacher
Teacher gives all students 100%

11. Examining the Roles
Speaker – What do I bring to the table? Why should someone believe me? Audience – What values or beliefs do they have? How should I shape my argument to affect them? Topic – What are some logical arguments for or against the topic? How can I make the argument better?

12. Rhetorical Techniques
Ethos (personal/ethical appeal) – Focuses on the speaker
How can I make people trust me?
How can I make people like me?
How can I make myself seem intelligent?
Pathos (audience/emotional appeal); focuses on the audience
How can I use emotions to persuade the audience?
How can I use the audience’s values or beliefs to persuade them?
Logos (logical/argument appeal); focuses on the topic
What evidence can be used to support the argument? Facts, statistics, textual evidence, quotes from famous person?
What are some reasons to support the main argument?

13. Take Notes!

14. TASK 1
Complete the “Ethos, Logos, Pathos Worksheet.” Take your times. Ask questions. Your goal MUST be comprehension.

15. TASK 2: Rhetorical Analysis
Create a rhetorical triangle for Severn’s speech
Find examples of Ethos, Logos, Pathos in her speech
Write your first rhetorical analysis about her speech

16. Rhetorical Analysis Notes
Examples and Tips S
Identify source
Identify rhetorical strategy (ethos, logos, and/or pathos)
Connect strategy to author’s purpose P
Identify observable evidence (i.e. textual or visual) that represents the rhetorical appeal. E
Explain the Proof – How is the proof a particular rhetorical appeal (ethos, logos, pathos)?
If it is ETHOS, you must explain how it builds credibility for the speaker.
If it is PATHOS, you must explain how it illicit a specific feeling or connects with a specific value.
If it is LOGOS, you must explain how it supports the overall argument.
Connect to Purpose – How does the rhetorical appeal help the author achieve purpose?
Connect proofs to author’s purpose.
Extend purpose to real world.

17. Rhetorical Analysis – You Try
Let’s Analyze Severn Suzuki’s UN Speech S
Severn Suzuki’s 1992 speech to the United Nations uses logos in order to convince her adult audience to consider the future of the world more carefully. P
Towards the end of the speech, Suzuki lists all the things adults teach children not to do (e.g. “to clean up our mess”). She ends the list with a powerful rhetorical question: “Then why do you go out and do the things you tell us not to do?” (Suzuki). E
By offering this question, Suzuki is illustrating the faulty logic that her adult audience uses in their behavior. They are clearly, she says, doing what they know is not right. Her specific list even highlights their illogical behavior and calls for a more thoughtful response on their behalf. By using logos, Suzuki is able to show the audience that their way of thinking is incorrect, and in turn offers them a more intelligent solution, which is to treat others and the planet how children are taught to.
As you can you see, Suzuki’s rhetorical questions helps to convince the audience to think of her future. Suzuki’s speech gave a voice to all generations to come and offers a bit of hope to a sometimes troubled planet.

18. Everyday Rhetoric
Students will work in groups to see how the rhetorical appeals affect their everyday lives.

19. Gallery Walk Example
Name of Ad: Liking isn’t helping. Purpose: You have to do more than just social media campaigns in order to help those in need. Ethos Example/Explanation: The name of the organization, “Crisis Relief Singapore,” builds instant credibility because their altruistic motives are immediately made clear. They are not here to make money or sell you something; they just want to help others. This makes us trust them more. Logos Example/Explanation: The hands in the image show how illogical social media campaigns are when they are not accompanied by actual action. Instead of helping the little boy, they are giving an awkward thumbs up to the tragic situation. The image allows people to see how silly this type of activism really is. A more logical argument is implied: do more then just “like.” Pathos Example/Explanation: The thumbs in the image show pathos by eliciting guilt from the audience. People who view the ad will realize that their past efforts are inappropriate in light of the tragedies that many people face around the world. This guilt might lead them to action.

20. Gallery Walk Directions
Walk through the “gallery” and consider each print ad carefully. Remember, a gallery is a place to analyze, not a place to socialize.
Choose four print ads to “analyze” by filling out the worksheet in its entirety. Take photos of the four ads that you choose to analyze. Do this part individually (20 minutes).
Return to your group with your analysis sheet completed. Choose one print ad to write a group analysis on. Use your rhetorical analysis notes to ensure you do it perfectly.
Group analysis is due by the end of the class. Graded on content, so discuss and do it right.

22. Gallery Walk

23. Rhetorical Ad Analysis Review
The ad, “______” uses ____ and ____ in order to ___________.
Proof 1:
If you are using an image as proof, be sure to describe the image.
Explanation 1:
How is it ethos/logos/pathos?
How does ethos/logos/pathos help persuade?
Proof 2:
Explanation 2:
Synthesis: