1. “It’s a Theory-Based Thursday!” September 5, 2013 Mr. Houghteling English III

2. AGENDA Summary vs. Analysis – Share and do the Analysis The Rhetorical Appeals

4. Rhetorical Appeals: We have already utilized CAPSToneS to identify some of the characteristics of effective argumentation. As writers, we will use CAPSToneS to maximize how we deliver our messages. We must also begin to address how to best target our audience, establish context, and represent ourselves in order to fit our purpose and subject. To achieve this “best,” we use Rhetorical Appeals.

5. Write this down! Rhetorical Appeals: Tools that help the writer make his or her argument more appealing to the audience. Ethos / Pathos / Logos

6. Ethos = “ethical appeal” How does the speaker present him or herself? As an effective writer, you can control how your audience perceives you. Speakers often use allusions, quotes, and references to build their own ethos.

7. Ethos Example

8. Politicians. In politics, it’s all about perception. Consider how politicians use their appearance, dress, speaking characteristics, and mannerisms to affect how we perceive them.

9. Pathos = “emotional appeal” How well does the speaker appeal to the audience’s emotions? The emotions need to match the subject, purpose, and context. As writers, we need to consider how to manipulate our reader’s emotions. Emotional appeals can be effective or overwhelming - consider Hallmark commercials.

10. Pathos Example

11. Wedding speeches and eulogies. When giving these types of speeches, the speaker is almost always aware of the audience’s expectations. For wedding speeches and toasts, the audience typically expects to be entertained and reminded of love. In a eulogy, the audience members are already emotional, and they expect the speaker to match their serious and sad state.

12. Logos = “logical appeal” How well does the speaker use his or her own text to make an effective argument? Is the argument rational and well- constructed? How well does the speaker support his or her thesis? Speakers will often use facts, statistics, and references to create logos.

13. Logos Example

14. Legal documents. Most effective laws and legal decisions rely heavily on logos. For example, within the United States’ judicial system, the punishment is supposed to fit the crime. Faulty logic may lead to unequal punishments, which is typically not tolerated.

15. Rhetorical Appeals - Balance The Rhetorical Appeals must be used together. BALANCE of the three is important. Too much of one is likely to produce an argument that readers will either find unconvincing or that will cause them to stop reading.

16. HOMEWORK Watch at least two television commercials tonight. Use the CAPSToneS template and cite the information found. Then, try to identify whether the commercial uses ETHOS, PATHOS, or LOGOS (or any combination!) in the commercial.