RHETORICRHETORICRHETORIC

“The ability, in either case, to see the available means of persuasion.”

--Aristotle, Greek philosopher

With a partner:O Pretend one of you is a parent and the

other is the child. O Child-persuade your “parent” to

consider buying you a car when you get your driver’s license.

O Parent – after your “child” is done persuading, work with your “child” to write down the methods used to persuade (child should assist you recall, if needed). Which ones were effective? Ineffective?

O Were any of the methods/appeals used by the child based on emotion? Based on the child’s character (“I make good grades” etc.)? Or based on facts?

Video Link Examples

O Read about the 3 rhetorical devices on the following slides.

O View the video links. Identify which rhetorical device(s) you used in

your “Smart Phone” role play and how. Identify which advertising techniques are used

for which rhetorical devices

PATHOSO Caters to audience’s

EMOTIONSEMOTIONS & SENSESSENSES

O Arouses desires useful to the persuader's purpose

O Uses lots of vivid sensory details to awaken the senses and manipulate emotions.

O Examples: Politicians kissing babies or shaking hands withthe elderly

ETHOSO Focuses on ethics or the

qualifications of the speaker.

O The credibility of the speaker is very important—audiences tend to believe speakers who are intelligent, trustworthy, and honest.

O The speaker may appeal to principles of religion, patriotism, societal stands, and humanitarism

O Example: Claiming that several doctors in the field recommend this medical procedure.

LogosO Uses LOGIC to appeal to our

sense of reasoning

O Facts, reasons, statistics, data, and numbers are used to persuade.

O The speaker will avoid inflammatory language and will be sure to connect their claim to evidence.

O Examples: test results, research findings, eyewitness testimony, statistics, facts, cause-effect

What ad technique and what rhetorical appeal is

being used?http://www.youtube.com/watch?v=20Zw7HJStwo&feature=related

http://www.youtube.com/watch?v=MLPltgIhZrI

http://www.youtube.com/watch?v=VQ3d3KigPQM

http://www.youtube.com/watch?v=dIEbjDuEAdk

http://www.youtube.com/watch?v=R02X4jYqaU4&feature=related

http://www.youtube.com/watch?v=s__nHCNT8y8

http://www.youtube.com/watch?v=hibyAJOSW8U

http://www.youtube.com/watch?v=bJafiCKliA8

http://www.youtube.com/watch?v=1r48YiUzmCA&feature=related

http://www.youtube.com/watch?v=hc2vA_1NCcE

Which ad technique is commonly used for which

rhetorical appeal?O Glittering generalities is pathos because the

words used often appeal to your senses and are so overly positive that you feel good just hearing them.

O Bandwagon is pathos because it appeals to our sense of fear of being left out.

O Facts and figures is logos because it uses numbers, statistics, and scientific facts to appeal to our sense of reasoning.

O Snob appeal is pathos because they associate their product with beautiful, wealthy, or special people, which in turn appeals to our desire to be like that as well.

Which ad technique is commonly used for which

rhetorical appeal?O Transfer is pathos because this technique gets

you to associate the good feelings shown in the ad with the product itself. Transfer can also be ethos when it carries the authority, sanction, and prestige of something we respect over to the product.

O Testimonial is ethos because the ad has someone qualified and credible to endorse the product.

O Plain-folks is pathos because it makes you feel like they are just like you—the regular guy—so you feel a sense of camaraderie with them (trust and friendship)

Which ad technique is commonly used for which

rhetorical appeal?O Name-calling is pathos because it uses

inflammatory language or techniques to manipulate our emotions. They appeal to our sense of hate and fear.

O Logical fallacy is logos. Logos appeals to our sense of reasoning, and a logical fallacy is an error of reasoning.

O Avant-garde is pathos because it often uses sensory details to appeal to our desire to be different and unique.