1. RHETORIC
The Art of Persuasion

2. Audience Who am I targeting with my argument?
Advertisers target specific demographics: gender, age, race, interests categories.
They do this through word choice, subject matter, humor, situations.

4. Purpose (Telos) What am I trying to accomplish?
To persuade someone to…
Buy something?
Eat something?
Do something?
Believe something?

5. Position Statement
Your position or belief regarding an issue or topic.

6. Claims and Counterclaims
Claims are reasons that support your position.
Counterclaims are arguments against the support of a position.

7. Setting (Kairos)
What is the time, place, and situation of my argument?
Time: After a mass shooting, An Accident, Beginning of school year
Places: Newspapers, magazines, TV shows, even public places
Situation: Speech, Letter, Editorial, Advertisement

8. Where would you place a protein bar advertisement?
What t.v. shows would you use to advertise cereal?

9. Rhetorical Appeals

10. Credibility (Ethos) Appeals to our sense of believability
Examples of Ethos: Endorsements by Athletes, Celebrities, Oprah, Someone who would know, etc.
What are some ways credibility can be hurt?

12. Emotion (Pathos)
Appeals to one’s emotions: humor, fear, safety, love, attraction

14. Logic (Logos)
Appeals to one’s logic: facts, statistics, factual statements