Argument

1. Argument You will need: • Pen/Pencil • Paper Agenda: • Opener • New Unit Introduction • Review: Ethos, Logos and Pathos • Practice: Ethos, Logos and Pathos Homework: • Complete the Ethos, Logos and Pathos review sheet Goals: • learn and practice effective collaborative learning skills. • Develop and demonstrate a sophisticated understanding of how a visual text employs illustrative devices to create an ethos, logos, and pathos.

2. Opener • After watching each video, answer the following questions on a piece of blank paper: • What does the advertiser want you to do? • How does the advertiser try to get you to do what they want? • McDonald’s • SPCA • Truth

3. Purpose • This unit’s chief purpose is to develop your abilities to analyze how writers/speakers employ language strategies and devices to achieve a purpose • The unit will also help you develop into discerning citizens, and be more aware of how you are targeted as an audience by writers/speakers employing language to persuade and/or influence them. • The bulk of the activities or lessons in this unit assist you in practicing your close reading skills, analyzing the language writers/speakers use to achieve a purpose, and practicing presentation preparation and delivery.

4. Review (Notes): Logos, Ethos and Pathos • This unit will help you develop the skills needed to analyze how writers and speakers appeal to their audience. • The goal of argumentative writing is to persuade your audience that your ideas are valid, or more valid than someone else's. • The Greek philosopher Aristotle divided the means of persuasion (appeals) into three categories--Ethos, Pathos, Logos.

5. Ethos (Credibility) • Ethos (Greek for 'character') refers to the trustworthiness, character, or credibility of the writer or speaker. • An appeal to Ethos attempts to make the author or speaker into an authority on the subject, as well as someone who is likable and worthy of respect/attention • Ethos is often conveyed through tone and style and how the writer or speaker refers to differing views • Ethos can also be affected by the writer's reputation as it exists independently from the message: • Their expertise in the field or their previous record or integrity • The impact of ethos is often called the argument's 'ethical appeal' or the 'appeal from credibility.'

6. Logos (Logical) • Logos (Greek for 'word') refers to the internal consistency of the message: • the clarity of the claim, the logic of its reasons, and the effectiveness of its supporting evidence. • An appeal to Logos is persuasion by the use of reasoning. • Logos is the logic used to support a claim (induction and deduction); it can also be the facts and statistics used to help support the argument. • The impact of logos on an audience is sometimes called the argument's logical appeal.

7. Pathos (Emotional) • Pathos (Greek for 'suffering' or 'experience') is often associated with emotions, but is better described as an 'appeal to the audience's sympathies and imagination.' • Language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument. • An appeal to pathos causes an audience not just to respond emotionally but to identify with the point of view - to feel what the writer/speaker feels. • Most common way of conveying a pathetic appeal is through narrative, which can convey the values, beliefs, and understandings of the writer/speaker to the audience • Pathos thus refers to both the emotional and the imaginative impact of the message on an audience, the power with which the writer's message moves the audience to decision or action.

8. Practice: Ethos, Logos and Pathos • With a partner, look at the three ads. • Determine which appeal each ad is trying to target • Write a brief (2-3 sentence) explanation of the ad’s purpose and how it creates an appeal to either Logos, Ethos or Pathos.