1. Analyzing Rhetoric P.A.T.T.R. Purpose, Audience, Theme, Tone, Rhetorical Strategies

2. Purpose Author’s purpose in writing May use one of three strategies –Pathos (emotional appeal) –Logos (logical appeal) –Ethos (ethical appeal)

3. Pathos (Emotional Appeal) Pathos is appeal based on emotion. Advertisements tend to be pathos-driven. –Scare –Woo –Appeal to love, babies, sunny walks on the beach

4. Strategies Non-logical Euphemism Senses Prejudices Friendly Biases Connotative language Figurative language

5. Pathos Example Cesium-Based Reactor Kills! A baby turtle breaks free from the leathery shell of its egg, catching its first glimpse of its first sunrise. It pauses a moment to rest, unaware of the danger that lies so close to it. As the tide comes in, approaching the nest, it also approaches a small pile of metal - cesium. The water draws closer and closer, the turtle unsuspecting of the danger. Finally, the water touches the cesium. The nest is torn to bits in the resulting explosion, destroying even more of an endangered species. Why does this happen? One name: Acme. Acme Gizmotronics is supporting a dihydro-cesium reactor, trying, in their anthrocentrism, to squeeze energy out of such destructive explosions. And, they are dumping waste cesium onto the shores of their island, threatening the environment. Studies have shown that the dihydro-cesium reactor will destroy the island's ecosphere in less than four months! How can they get away with this? Costa Rica (where the island is near) has lax environmental laws, allowing Acme to do whatever they want - including destroy endangered species. What can you do about this? Don't let them get away with it! Boycott Acme products! And call your representatives, and tell them you support stricter legislation to prevent things like this!

6. Analyze the “Acme” Example Pathos is an argument based on emotion, playing on sympathy, fears, and desires. The Say "NO!" To Acme! page is pathos-based because it relies on an emotional response from the people reading it. By stressing the helplessness of the (endangered) turtle, it attempts to sway people to its side, against the "commercial hordes" of Acme.

7. Logos (Logical Appeal) Logos is appeal based on logic or reason. Documents distributed by companies or corporations are logos-driven. Scholarly documents are also often logos-driven. Make you think the “facts” are correct.

8. Strategies Inductive- probable truth Deductive- guaranteed truth Claims Quotes Evidence Facts Classical Arguments (grab attention, thesis, prove point, disprove opposing arguments, related points, and call for action) Testimony Authority

9. Logos Example ACME's new dihydro-cesium detonation process By combining cesium and dihydro-oxide in laboratory conditions, and capturing the released energy, ACME has promised to lead the way into the future. Our energy source is clean, safe, and powerful. No pollutants are released into the atmosphere. The world will soon have an excellent source of clean energy. ACME is currently working towards a patent on our process. Our scientists are exploring ways to use the process in cars, houses, airplanes, and almost anything else that needs power. ACME batteries will be refitted with small dihydro-cesium reactors. Once the entire world is powered by ACME's generators, we can all relax and enjoy a much easier life. A typical example of energy released from the dihydro-cesium process.

10. Analyzing “Acme” Example Logos is an argument based on logic or reason. The ACME Research page is primarily logos-based because it appeals to the reason of people reading it. It suggests that Cesium will provide the world's energy for a very long time. It is clean, safe, and efficient, all of which are appeals to the logic of the audience. By using such convincing reasons in it's argument, ACME hopes to provide the world's energy.

11. Ethos (ethical appeal) Ethos is appeal based on the character of the speaker. An ethos-driven document relies on the reputation of the author.

12. Strategies Intelligence Appeals to Morals or Prejudice Virtue Goodwill

13. Ethos Example Acme Gizmotronics, the company that you've trusted for over 100 years, has recently entered the World Wide Web! Now you can purchase our fine products through the internet. Our quality gizmos, widgets, and thingamabobs can be shipped to you within minutes. All come with the famous lifetime guarantee that makes Acme the company that the world depends on for it's gizmo needs. Our spokesperson, Mr. Coyote says "I'm not really a coyote, but I play one on tv. I've used Acme products for years. Their slingshots, rocket launchers, crowbars, pogo sticks, and power pills are the best around. And don't forget their high-powered dynamite! I buy everything from Acme. They are the company that I trust the most." ACME is currently supporting research into a form of clean, ultra-efficient, cesium-based power that promises to usher in a new period of cheap, globally available power. Based on a small island off the coast of Costa Rica, ACME Technology Research is one of our most significant divisions.ACME Technology Research

14. Analyzing “Acme” Example Back to reality - ACME is not a real company, contrary to popular belief. It's something we made up to use as an example of Ethos. The ACME homepage is an example of ethos because of the way it keeps referring back to the character of ACME. ACME is a company that "you have trusted for over 100 years." They even have a spokesperson vouching for their integrity.

15. Purpose Reviewed: What was the purpose of each piece? Pathos– prove that Acme harms the environment- boycott Acme Logos– prove that Acme is a safe, clean company that will make improvements in energy technology that will benefit the whole world– support Acme Ethos— prove that Acme is a quality, reliable company– buy Acme

16. Audience The audience/ viewers that the writer is appealing to You may have to use a different tactic to persuade two different audiences of the very same thing.

17. The Making of the Audience What are their values? What do they believe in already? What is their existing opinion of my topic? What are they likely to find persuasive? ASK THESE QUESTIONS BEFORE YOU BEGIN YOUR ARGUMENT

18. Do you speaketh to me? Talk to your audience in a way they can understand! If your audience is kids, rather than adults, use their language, their expressions, and get on their level!

19. Theme The subject being discussed and the author’s commentary regarding that subject What’s the main idea?

20. Tone The author’s attitude toward the subject Shown through diction, images, details, language, and syntax

21. Various Tones Excited (or overly excited) Sarcastic Mad Blatantly Rude Friendly -Each tone can be used to persuade or dissuade, depending on the rhetoric of the rest of the piece.

22. Ad Analysis: Got Milk?

23. Pathos Pathos, or pathetic appeal comes into play by the association of drinking milk with watching the waistline. This ad is obviously geared toward women, and many women are trying to, or feel the need to, lose weight. The image of the hourglass comes into play with pathos as well, for many women long to have this kind of figure. The hourglass is the most celebrated image of women in art and movies, and it seems also most desired by men.

24. Logos/Ethos Logos is shown by the use of the American Heart Association's endorsement at the bottom of the page. The text in the upper right hand corner also states that "recent studies suggest that including 24 ounces of low fat or fat free milk a day in a reduced calorie diet may help you burn more fat….." Therefore, it becomes logical to include milk in your diet if you are trying to lose weight. Meredith says that she always makes time for milk and so should you. Busy moms could have the same benefits that she does, because if a busy mom/celebrity like Meredith Viera can do it, then you can do it, too.

25. Ethos, pathos, and logos are apparently combined to have an impact on the targeted audience in this ad. By playing on image and fame in using a celebrity, a woman's desire to lose weight and be appealing, having the perfect body, and using scientific research to back up their claims, this ad displays a balanced rhetorical situation. Combined Effect

26. Rhetorical Devices A device used to persuade the audience to agree with the author A tool or tactic

27. Analogy Making a concept clear by showing similarity to a familiar concept Ex: "Withdrawal of U.S. troops will become like salted peanuts to the American public; the more U.S. troops come home, the more will be demanded." -- Henry Kissinger, Memo to President Richard Nixon, 10 September 1969.

28. Assertion Suggestion for consideration as true or possible Opinion becomes fact "Trust is a fundamental requirement for our kind of existence, and without it our linkages would begin to snap loose." Lewis Thomas

29. Antithesis Statement opposed to another assertion Ex: "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

30. Anticipation of Objection Addressing an objection before anyone else can raise the objection; disclaimer Ex:- In 1963, Nobel Prize-winning economist William Vickrey suggested that [automobile] insurance be included in the purchase of tires. Anticipating the objection that this might lead people to drive on bald tires, Vickrey said drivers should get credit for the remaining tread when they turn in a tire.

31. Concession An acknowledgement of objections to a proposal Leaves the audience to decide on a disputed point for himself Ex: When accused by your parent of breaking a rule, you say you state your side of the story, say you are sorry that the two of you do not agree, and leave it at that. You do not try to disprove the other at any more lengths.

32. Direct Address Speaking directly to another To whole group: Ex: Student counsel speeches often are directly speaking to students To individual: Ex: Commercial “To Rick and Peter.. You have been friends for twenty years….” ATT “Your World Delivered” ad campaign

33. Rebuttal Final opposition to an assertion; disproving or refusing Ex: In law cases, rebuttal is the final argument where you can bring in unseen evidence (surprise!) and the opposing side will never get to ask questions about it.

34. Red Herring A statement that draws attention from the central issue Ex: "You may claim that the death penalty is an ineffective deterrent against crime -- but what about the victims of crime? How do you think surviving family members feel when they see the man who murdered their son kept in prison at their expense? Is it right that they should pay for their son's murderer to be fed and housed?"

35. Reduce to Absurd To show the foolishness of argument Ex: When trying to prove that military efforts are destructive, rather than helpful to a nation, you could respond that armies simply “blasts away anything that moves.” Clearly, that is not what happens, but if we carefully train our armies to go blast away anything that moves, we aren’t doing anything good to help. It makes an argument of a occupation for benefit in a country as foolish.

36. Rhetorical Questions Asking a question without desiring a response Ex: Can anyone look at the record of this Administration and say, "Well done"? Can anyone compare the state of our economy when the Carter Administration took office with where we are today and say, "Keep up the good work"? Can anyone look at our reduced standing in the world today and say, "Let's have four more years of this"? -- Ronald Reagan, 1980 Republican National Convention Acceptance Address Note: Reagan was a particularly effective user of "stacked" rhetorical questions.

37. Understatement Saying considerably less that a condition warrants; usually to be ironic Ex: I know about running a company. (a successful businessman might modestly say.) Ex: I think we have on this topic. (instead of: I don't agree with you at all.)

38. Overstatement Saying considerably more than a condition warrants; usually to be ironic Ex: "My senior year, I received a telephone call from a gentleman by the name of Mr. Gil Brandt of the Dallas Cowboys. And he stated that the Cowboys were interested in drafting me, and I couldn't ignore it. I decided to attend the Cowboys training camp. That year, 1967, the Dallas Cowboys had 137 rookies in training camp. Gil Brandt was signing everybody that could walk. Only five made the team that year, and I was one of the five." -- Larry Rayfield Wright, Pro Football Hall of Fame Induction AddressPro Football Hall of Fame Induction Address

39. Identify the Devices- 1 " The only place where democracy comes before work is in the dictionary." -- Ralph Nader, 2000 NAACP Address

40. Answer - 1 " The only place where democracy comes before work is in the dictionary." -- Ralph Nader, 2000 NAACP Address OVERSTATEMENT

41. Identify the Devices- 2 "...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 [a] man ; one giant leap for mankind." -- Neil Armstrong, Apollo 11 Moon Landing Speech

42. Answer-2 "...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 [a] man ; one giant leap for mankind." -- Neil Armstrong, Apollo 11 Moon Landing Speech ANTITHESIS

43. Identify the Devices- 3 "Sir, at long last, have you left no sense of decency?" -- Joseph Welch, The Army- McCarthy Hearings

44. Answer- 3 "Sir, at long last, have you left no sense of decency?" -- Joseph Welch, The Army- McCarthy Hearings RHETORICAL QUESTION

45. Identify the Devices- 4 Abortion to save the life of a mother is an irrelevant issue because I personally know a former surgeon general– a good Christian man – who claimed that in his years of surgical practice he’d never seen a case in which such a dilemma had risen. Jerry Falwell on Larry King Live, Dec. 11, 1996

46. Answer- 4 Abortion to save the life of a mother is an irrelevant issue because I personally know a former surgeon general – a good Christian man– who claimed that in his years of surgical practice he’d never seen a case in which such a dilemma had risen. Jerry Falwell on Larry King Live, Dec. 11, 1996 RED HERRING

47. Identify the Devices- 5 I think there may be some additional factors that you may not have accounted for.

48. Answer- 5 I think there may be some additional factors that you may not have accounted for. UNDERSTATEMENT

49. USE ETHOS, PATHOS, and LOGOS Develop ethos by establishing credibility by knowing your topic, being consistent, and developing a dependable reputation Persuasive Writing

50. LOGOS Develop by being rationale, being specific, presenting strong evidence Evidence can be maps, charts, graphs, statistics, experiences, analogies

51. Pathos Develop by arousing interest, inflaming sensibilities (keywords can be directed to the readers’ goals, values, beliefs) Make a personal connection to the reader Show them an action plan Give them advice Make them feel like they belong to something