1. Rhetorical Appeals/Techniques Rhetorical APPEALS (to the audience): ETHOS LOGOS PATHOS Rhetorical TECHNIQUES (Use of language): ANALOGY ALLUSION ANTITHESIS **Please take detailed notes in the Vocab section of your notebook. Write the definition and give one or two examples of each appeal or technique. You might also draw a symbol or illustration to help you remember each new term.

2. RHETORICAL APPEALS How does a writer/speaker engage the audience? What appeals are most effective?

3. ETHOS (credibility) Greek for CHARACTER References to authority, experiences, character, or integrity of the speaker as a persuasive device. 1.Ethos = an ethical or moral argument Is the author believable? Is the speaker a good person, to be trusted?

4. Ethos Example 1 For example, when a trusted doctor gives you advice, you may not understand all of the medical reasoning behind the advice, but you nonetheless follow the directions because you believe that the doctor knows what s/he is talking about.

5. Ethos Example 2 For example, professional football players have established their credibility in sports by playing in the NFL. If LT tells us that VIZIO is the best plasma television for watching the game, we believe that he knows what he is talking about.

7. How does this ad use ETHOS as a persuasive device?

9. PATHOS (emotional) Greek for SUFFERING or EXPERIENCE. Pathos = an emotional argument Appeals to emotions; emotional speech, appeals to the audience ’ s sympathies or imaginations

11. How does this ad use PATHOS as a persuasive device?

13. LOGOS (Logic) Greek for WORD: Appeals to reason, makes a logical argument about a particular subject or topic. Logos = a logical argument These arguments demonstrate EVIDENCE, FACTS, OBVIOUS REASONS that make clear sense.

14. Logos Logos means logic Logos refers to any attempt to appeal to the intellect. Logos appeals to the left side of the audience's brain. The audience finds certain patterns, conventions and modes of reasoning to be convincing and persuasive. The audience relies on reasoning and facts to make its decision. Numbers, polls and statistics are also examples of the persuasive use of logic.

15. How does this ad use LOGOS as a persuasive device?

16. Urban Outfitters Annotations When you annotate:  Ask questions  Underline main ideas/key points/important sections… DO NOT GO HIGHLIGHT CRAZY  Circle important or unfamiliar words  Write summaries every time you feel necessary

17. Dear Glen T. Senk, CEO Urban Outfitters Inc.: This past weekend, I had the unfortunate experience of visiting a local Urban Outfitters store in Minneapolis. It appeared as though the recording “artist” KeSha had violently exploded in the store, leaving behind a cheap, vulgar and culturally offensive retail collection. Plastic dreamcatchers wrapped in pleather hung next to an indistinguishable mass of artificial feather jewelry and hyper sexualized clothing featuring an abundance of suede, fringe and inauthentic tribal patterns.

18. Read and annotate the rest of the article on your own.

19. RHETORICAL TECHNIQUES: Now, how do writers/speakers play with words to create these effects on the audience? What techniques do we use to effectively persuade an audience?

20. Analogy Colorful or dramatic comparisons. The relationship of similarity between two or more entities on which a comparison is based. Ex. Similes/Metaphors Downtown is like the beating heart of the city.

21. How does this ad use ANALOGY as a persuasive technique? What comparison is being made?

22. Allusion Figure of speech that makes references to a larger world of ideas, events, times, or places. Allusions may also make reference to Allusions may also make reference to another literary work.

23. How does this ad use ALLUSION as a persuasive technique? What are the ads referencing?

24. Allusions are often made to Shakespeare’s tragedy, Romeo & Juliet. Can you think of any modern-day songs, movies, or other works that allude to this story?

25. TURN IN HW: MEL-Con Response to Obama/MLK BELL RINGER: How does the following image demonstrate ALL 3 Rhetorical APPEALS?  Ethos  Logos  Pathos

26. Antithesis Greek word ANTI= AGAINST. Contrast of opposing ideas… presenting the opposite side to make your own argument look more appealing.

27. Examples of Antithesis in Speeches "...although the surface appears to be...very, very fine-grained as you get close to it. It's almost like a powder...Okay, I'm going to step off the LEM now. That's one small step for man; one giant leap for mankind."-- Neil Armstrong, Apollo 11 Moon Landing Speech "The world will little note, nor long remember, what we say here, but it can never forget what they did here."-- Abraham Lincoln, Gettysburg Address (delivered by Jeff Daniels)Gettysburg Address "I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character. I have a dream today!"-- Martin Luther King, Jr., I Have a DreamI Have a Dream

28. Find an example of Antithesis in OBAMA’s Speech “This country is more decent than one where a woman in Ohio, on the brink of retirement, finds herself one illness away from disaster after a lifetime of hard work. This country is more generous than one where a man in Indiana has to pack up the equipment he's worked on for twenty years and watch it shipped off to China, and then chokes up as he explains how he felt like a failure when he went home to tell his family the news. We are more compassionate than a government that lets veterans sleep on our streets and families slide into poverty; that sits on its hands while a major American city drowns before our eyes. ”

29. How does this ad use ANTITHESIS as a persuasive technique?

30. Put your New Knowledge to the Test! Which persuasive appeals & techniques are evide? nt in this excerpt from a speech by Barack Obama “This country is more decent than one where a woman in Ohio, on the brink of retirement, finds herself one illness away from disaster after a lifetime of hard work. This country is more generous than one where a man in Indiana has to pack up the equipment he's worked on for twenty years and watch it shipped off to China, and then chokes up as he explains how he felt like a failure when he went home to tell his family the news. We are more compassionate than a government that lets veterans sleep on our streets and families slide into poverty; that sits on its hands while a major American city drowns before our eyes. ” Barack Obama Night Before the Election Speech Manassas, Prince William County, Virginia November 3, 2008

31. Put your New Knowledge to the Test! Which persuasive appeals & techniques are evident in this excerpt from “Letter from a Birmingham Jail” by MLK, Jr.? My Dear Fellow Clergymen: While confined here in Birmingham city jail, I came across your recent statement calling my present activities "unwise and untimely."...Since I feel that you are men of genuine good will and that your criticisms are sincerely set forth, I want to try to answer your statement in what I hope will be patient and reasonable in terms. I think I should indicate why I am here in Birmingham, since you have been influenced by the view which argues against "outsiders coming in."...I, along with several members of my staff, am here because I was invited here. I am here because I have organizational ties here But more basically, I am in Birmingham because injustice is here. Just as the prophets of the eighth century B.C. left their villages and carried their "thus saith the Lord" far beyond the boundaries of their home towns, and just as the Apostle Paul left his village of Tarsus and carried the gospel of Jesus Christ to the far corners of the Greco-Roman world, so am I compelled to carry the gospel of freedom beyond my own home town. Like Paul, I must constantly respond to the Macedonian call for aid. Martin Luther King, Jr. "Letter from Birmingham Jail"

32. HOMEWORK: For the excerpt: Identify one appeal or technique employed by the speaker/writer. Write a MEL-Con paragraph describing an example of that technique and HOW it is persuasive. For the excerpt: Identify one appeal or technique employed by the speaker/writer. Write a MEL-Con paragraph describing an example of that technique and HOW it is persuasive. Main Idea: What is the author’s persuasive purpose and which technique is being used in the passage? Main Idea: What is the author’s persuasive purpose and which technique is being used in the passage? Evidence: Text example of technique Evidence: Text example of technique Link: How does this technique persuade the audience? Link: How does this technique persuade the audience? Conclusion: Is it effective? Conclusion: Is it effective?