1. Pathos Reader Ethos Writer Logos Text

2.  Is the writer trustworthy?  Does she treat the other side with respect?  Does he try to establish common ground with the reader?  Does she use reputable sources to support her ideas?  Does he utilize language that is appropriate to his field or academic position?

3.  How does the writer tap into the emotions of their reader?  How do they make the argument matter to readers?  What happens if an appeal is only based on emotion and nothing else?  Note: Ads are particularly effective at implementing pathos, but do they use ethos in an equally effective manner?

4.  Does the argument make sense?  Is the argument sound?  Does the writer provide evidence (examples, illustrations, analysis, outside sources, etc…) to support his claim?  What would happen if an argument was heavy on logos but didn’t employ pathos or ethos?

5.  The introduction answers three important questions:  What is this?  Why am I reading it?  What do you want me to do?  Answer these questions by doing the following:  Set the context –  State why the main idea is important –  State your thesis/claim – compose a sentence or two stating the position you will support with logos (sound reasoning), pathos (balanced emotional appeal), and ethos (author credibility).

6.  Never start an introduction with: “Since the beginning of time, man…” BORING!  Liven it up!  Tell us a story/anecdote  Ask a question  State a startling fact ▪ Let’s look at some sample introductions

7.  Thesis Statements  End your introduction with your thesis  Thesis/claim – compose a sentence or two stating the position you will support with logos(logical appeal), pathos (balanced emotional appeal), and ethos (author credibility).\  Your thesis NEEDS to address advertiser’s approach and/or the larger issue being addressed!

8.  Thesis statement should focus on how the advertisers are selling their product or the appropriateness of the ad itself.  Don’t tell me what the company is advertising; tell me what the ad is really selling: an emotion, the American Dream, sex, etc…  Example: By focusing on intimacy, the Venus Embrace ad sells relationships rather than a razor.

9.  Thesis Statements should be ARGUMENTATIVE—not descriptive.  This ad portrays a sexy woman wearing very little clothing and provocatively drinking a bottle of Evian water (Descriptive). The Evian ad diverts attention away from the product itself by placing a naked woman in the center of the picture (Argumentative).  Thesis statements avoid vague language (like "it seems").  Thesis Statements should reference the ad or advertiser.

10.  Thesis statements should avoid the first person. ("I believe," "In my opinion")  Thesis statements should pass the So what? or Who cares? Test  Would your most honest friend ask why he should care or respond with "but everyone knows that"?  For instance, "Marketers should not target children in alcohol or cigarette ads," would be unlikely to evoke much opposition.

11.  Summarize your main thesis, but write it in a different way.  Do not end your paper as if there is nothing left to be said on the subject!  Reflect on the implications of this kind of advertising.  Bookending: Play off an idea introduced in your intro and return to it here.