1. No-More
Commercial

2. No-More Campaign Answer the following questions:
How did this commercial make you feel?
What’s the point?
Who is this commercial talking to?

5. Rhetoric
English II Miss Romeo

6. Rhetoric is…
Plato:  [Rhetoric] is the “art of enchanting the soul.” (The art of winning the soul by discourse.)
Aristotle: Rhetoric is “the faculty of discovering in any particular case all of the available means of persuasion.”
Andrea Lunsford:  “Rhetoric is the art, practice, and study of human communication.”
Kenneth Burke: “The basic function of rhetoric [is] the use of words by human agents to form attitudes or to induce actions in other human agents.”

7. Aristotle?
Greek philosopher Aristotle said that rhetoric is simply the ability to see the available means of persuasion in a given situation.
Translation: We should totally think about how and why something is or could be persuasive--you know, to help us communicate better… (so we can get what we want!)

8. Think about your efforts to persuade (convince) a parent, teacher or friend to do or believe something. What happened? Did your persuasion work fabulously or fall apart mid-flight?

9. Let’s discover…
Logos
Using logical appeals… Using reason and factual information to persuade…
It appeals to patterns, conventions, and modes of reasoning that the audience finds convincing and persuasive.

10. Pathos
Using emotional appeals that trigger emotional responses…

11. Ethos
Using the author’s character or ethics to appeal to the audience using the power of image…

12. Most often, appeals are combined…
"As your doctor, I have to tell you statistics suggest that if you don't stop smoking, you're going to die a painful, miserable death."

13. Key Elements of Rhetoric
Rhetoric is always situational: it always has a context and a purpose.
Context: the occasion, time, place it was written or spoken
Purpose: goal that the speaker or writer wants to achieve.

14. Key Elements of Rhetoric
Context and Purpose are essential to analyzing effective rhetoric.
First, consider the context: occasion, time, place;
Then, consider the purpose: What is the speaker’s goal in this communication?

15. The Rhetorical Triangle or Rhetorical Situation
Speaker
Purpose
Audience
Subject

16. Purpose Does the speaker want to… Provoke? Celebrate? Repudiate?
Put forth a proposal?
Secure support?
Bring about a favorable decision?

17. Activity
Each group will have a different print advertisement at their table.
As a team, analyze the meaning behind the advertisement, specifically searching for logos, ethos, pathos, purpose, and intended audience.
You will present your findings and your advertisement to the class.