Mastering Argument Writing: A Guide for 10th Grade Op-Ed and Persuasive Strategies

1. Intro to Argument Writing Op-Ed Unit (10th Grade)

2. Journal Prompt (Woo Hoo!!!)

3. What is argument writing? • Writing that takes a stance on a particular issue • Spends its entirety using various strategies to try and convince its readers that the argument is the right one • Takes counter arguments into account and addresses them • Types of Argument Writing: • Essays • Opinion Editorials (Op-eds) • Documentaries (yes, these are texts too)

4. What will we be doing? • Learning about modes of persuasion: ethos, pathos, and logos • Using various resources to learn about the parts of an argument: • Claim • Warrant • Counterclaim • Rebuttal • Taking a look at a documentary, commercials, clips from television shows, etc.

5. We’ll start with advertisements. . .why? • A few stats. . .

7. Back to journals: what do you think? • Think of some of your favorite commercials and list them • WHY are they your favorite? • What makes a good commercial?

8. Duracell. . . • https://www.youtube.com/watch?v=u2HD57z4F8E • What is being advertised? • Is this a good or bad commercial? • What kinds of things does it do to advertise the product?

9. Pepsi. . . • https://www.youtube.com/watch?v=aYywiQ3-6To • What is being advertised? • Is this a good or bad commercial? • What kinds of things does it do to advertise the product?

10. Volkswagen. . . • https://www.youtube.com/watch?v=R55e-uHQna0 • What is being advertised? • Is this a good or bad commercial? • What kinds of things does it do to advertise the product?

11. Modes of Persuasion Ethos, Pathos, and Logos (Plus Kairos)

12. Journal • Is this Pantene commercial a good commercial in your opinion? Why or why not? • What kinds of things does this ad do to persuade its viewers? List a few. • https://www.youtube.com/watch?v=-K2kfgW7708

13. Why are we learning about ethos, pathos, and logos? • Ethos, pathos, and logos are the three modes of persuasion • These were developed by Aristotle • We will be using these three modes of persuasion to analyze pieces of argument writing

14. Ethos • An appeal to authority or credibility of the presenter • How well the presenter convinces the audience that he or she is qualified to present (speak) on the particular subject • This can be done in a number of ways: • By being a notable figure in the field in question, such as a college professor or an executive of a company whose business is that of the subject. • By having a vested interest in a matter, such as the person being related to the subject in question. • By using impressive logic that shows the audience that the speaker is knowledgeable on the topic • By appealing to a person's ethics or character.

15. Ethos Example

16. Pathos • An appeal to the audience’s emotions • Can appeal to a number of emotions to persuade people: • Fear • Happiness • Nostalgia • Compassion • Anger

17. Pathos Example

18. Logos • Logical appeal of an argument • Normally used to describe facts and figures that support the speaker's claims or thesis • Having logos influences ethos as well

19. Logos Example

20. Think of it Like This. . .

21. Which is which?

22. Which is which? • Google Chrome: https://www.youtube.com/watch?v=w1sT7QV8nfU • MAC vs. PC: https://www.youtube.com/watch?v=1PwiljBN5-8 • Dior Perfume: https://www.youtube.com/watch?v=mXrWiJcmvBI

23. Just an FYI. . . • There is another type of mode of persuasion: Kairos • Means “the right or opportune moment” • Advertisements with this mode of persuasion use what is going on in the world at present in order to advertise their products

24. Kairos Clip Example • https://www.youtube.com/watch?v=TYKAbRK_wKA

25. Mad Men Analysis Activity

26. Journal Entry • Comment on this Cadillac commercial and its relation to the modes of persuasion. Which does it represent? Explain! • https://www.youtube.com/watch?v=2_ZSHWTB-G4

27. What is Mad Men? • Show set in the 1950s/ 1960s (soon to be 1970s) • About an advertising agency in NYC (Madison Avenue) • Won 3 Golden Globes, Nominated for 7 others • Main Characters: • Don Draper • Betty Draper • Joan Harris • Pete Campbell • Peggy Olson • https://www.youtube.com/watch?v=m7NChV93LBw

29. Why are we watching clips from it? • These characters’ primary job is to make advertisements for a wide variety of companies • These advertisements make them a successful company in the show • Many of the modes of persuasion that we discussed are in these ads • Therefore, we will be analyzing them!

30. Lucky Strike Cigarettes • Lucky Strike just given the bad news that tobacco ads must contain health info • Don Draper’s approach to solving that • https://www.youtube.com/watch?v=YKgIfv6U49o

31. Heinz Ketchup • https://www.youtube.com/watch?v=svvbMUo3INI (1:55- end) • Peggy Olson pitches the idea

32. Accutron Watches • https://www.youtube.com/watch?v=9uO7sC0ksi4 • Freddie Rumson pitches an idea for selling timepieces • Uses a scenario

33. Hilton • https://www.youtube.com/watch?v=XhVrzvnsymg • Don Draper pitches to Conrad Hilton about his hotel chain

34. Hershey • https://www.youtube.com/watch?v=gxMef0hYIWw (0:00- 1:20) • Don Draper uses his “childhood” to pitch to Hershey

35. Belle Jolie Lipstick • https://www.youtube.com/watch?v=5y4b-DEkIps&list=PLsnwNiY3qZfRy1hjkfRpUEELYSN9CJh9h • Freddie and Don pitch about Belle Jolie lipstick • Freddie does the pitch and Don argues with the client to further support the idea

36. Playtex Bras • https://www.youtube.com/watch?v=ZrQStUl2rg8 (0:00-1:14) • Pitch to Don regarding Playtex bras • Idea that every woman wants to be Jackie Kennedy (stick) or Marilyn Monroe (curvy)

37. Kodak Carousel • Projector with slides you can insert manually • Don Draper pitches the ad • https://www.youtube.com/watch?v=suRDUFpsHus