1. Editorials The Components and Persuasive Approaches
Please copy into the Class Notes section of your notebooks.

2. To understand an editorial, you must be able to identify the necessary components…
The claim
Evidence for support
Rebuttal of opposing viewpoints
Specific persuasive approach used

3. What is an Editorial? A piece of writing that expresses an opinion.
Essentially a persuasive essay that attempts to persuade the reader toward your opinion.
Can potentially offer a solution to the problem at hand.

4. Ethos, Pathos, Logos
Greek philosopher Aristotle argued that there are three basic ways to persuade an audience that you are right.

5. Ethos
Persuasive appeal of one’s character; tells us that the author is reliable and competent.
Example: “I am a father, a taxpayer, and have served you as senator for 20 years. I deserve your vote to continue my service.”

6. Pathos
Appeal to emotion (of course, meant to evoke emotional response)
Example: “Imagine for a moment a tragic collision on the Parks Highway. A family is killed and many others are injured. The cause is determined to be frost heaves. We must use more state funds to pay for road improvements.”

7. Logos Appeal to reason (evokes a rational response)
Example: “Alaska’s roads are in a state of disrepair. Without quality roads, our transportation system will falter and hinder our economy. Hence, we must use more state funds to pay for road repairs.”

8. But wait… There’s one more…

9. Kairos Refers to the “timeliness” of an argument.
Often, for an ad or an argument to be successful, it needs appropriate tone and structure and come at the right time. For example, an ad featuring Avril Lavigne would be more effective for a teen magazine in 2002 than in A Sears ad featuring Kim Kardashian would be more appropriate in TeenVogue than it would be in AARP magazine.
Kairos is also the reason you might send a different kind of complaint to your boss than you would to your mom or to a close friend. You may want similar results from all three of these recipients, but depending on who will read it, you may adjust the timing, tone and level of formality within the itself.