2. Taking Sides (Heading for Cornell Notes) Getting To The Heart (Emotions), Head (Logic), & Moral (Ethics) Of The Issue

3. Student Goals For Unit 2  1. Understand, identify, use & analyze the three main rhetorical devices  Ethos (Ethical) - Moral  Pathos (Emotional) - Heart  Logos (Logical) – Mind  2. Understand, identify, use & analyze common advertising techniques

4.  3. Explain methods & techniques a speaker uses to grab an audiences’ attention in advertising  4. Examine & identify a speakers’ point of view & how that affects the speakers’ motivation or goal in advertising  5. Analyze advertising to understand how powerful advertising is & its effects on the consumer  6. Create a brochure about a hazard using rhetorical devices & advertising techniques

5. Understanding Advertising Unit 2.1

6. What’s Your Advertising IQ? Answer the questions on the next slide with: 1 = Never 1 = Never 2 = Sometimes 2 = Sometimes 3 = Most of the time 3 = Most of the time 4 = All of the time 4 = All of the time

7. What’s Your Advertising IQ? 1. I review all my choices before making a decision about what to buy. 2. I buy things that I see my friends use. 3. I make decisions that support my beliefs. 4. I buy things that I see my favorite athletes, singers, movie stars, &/or TV stars wear. 5. I stop to think about what people will think of me if I wear a certain article of clothing. 6. I usually ask for advice before I make a purchase of more than $50. 7. If I made a bad purchase, I analyze why I bought that item so I will not make the same mistake again.

8. Key Terms What is rhetoric? What is rhetoric? What is a consumer? What is a consumer? What is the Media? What is the Media? What is a resource? What is a resource? The power of persuasion through speech The power of persuasion through speech A person who buys products or services Public forms of communication: –TV, radio, Internet, Newspaper, advertisements, billboards, movies, bumper stickers Something that you can use that helps you

9. What Are The 3 Main Rhetorical Devises or Modes Of Persuasion? Ethos - Ethical (Moral) Ethos - Ethical (Moral) –Appeals to the audience’s sense of right or wrong, or trustworthiness Pathos - Emotional (Heart) Pathos - Emotional (Heart) –Appeals to the audience’s feelings (fear, love, anger, …) Logos - Logical (Head) Logos - Logical (Head) –Uses data and facts to appeal to the audience

10. When Is The Speaker Persuasive? When we believe he is credible When we believe he is credible When the speech stirs our emotions When the speech stirs our emotions When the speaker has proved a truth or an apparent truth When the speaker has proved a truth or an apparent truth

11. What Is Ethos (Moral)? An appeal to the authority or honesty (ethics) of the speaker. An appeal to the authority or honesty (ethics) of the speaker. –How well the speaker convinces the audience that he/she is qualified to speak on the subject by:  Being a specialist, or expert in the field  Having a vested interest in the subject  Showing impressive logos (logic) that shows the audience the speaker is knowledgeable on the topic  Appealing to a person's ethics or character.

12. What is Pathos (Heart)? An appeal to the audience’s emotions through: An appeal to the audience’s emotions through: –metaphor, –simile, –a passionate delivery, or –a simple claim that a matter is just or unjust Most effective when the author connects w/audiences ethos &/or logos Most effective when the author connects w/audiences ethos &/or logos

13. What Is Logos (Mind)? Logical appeal Logical appeal –Normally used to describe facts & figures that support the speaker's topic –Used to sway cynical listeners –Enhances ethos because information makes the speaker look knowledgeable & prepared  Data can be confusing, misleading or inaccurate

14. What Are Emotional (Pathos/Heart) Techniques Used By Advertisers? Appeals to fears & passions using; Appeals to fears & passions using; –positive images having fun; –celebrity spokesperson; –bandwagon; –before and after; –sex appeal; health appeal; –snob appeal; –putdowns; –bribery; –slogans; jingles; symbols/logos; buzz words

15. What Are The Logical (Logos/Mind) Techniques Used By Advertisers? Uses Uses –Facts; –Data; –Statistics; –Testimonials; –Demonstrations; –Amazing NEW Product; & –Expert spokespersons to persuade

16. What Are The Ethical (Ethos/Moral) Techniques Used By Advertisers? Uses the trustworthiness of the speaker to appeal to audience’s sense of: Uses the trustworthiness of the speaker to appeal to audience’s sense of: –Right & wrong

17. Homework Assignment Watch T.V. for one (1) hour. Watch T.V. for one (1) hour. –This could be done at two separate times. For the 1 st ½ hour note the following: For the 1 st ½ hour note the following: –Day & time you are watching T.V. –The channel & the name of the program you are watching –Type of ads shown (i.e., auto sales, music, movies, Prescription or OTC Drugs, etc. –Tally the number of ads you see For the 2 nd ½ hour, complete both sides of the Ad Appeal handout. For the 2 nd ½ hour, complete both sides of the Ad Appeal handout.