November 6, 2013

1. November 6, 2013 • BTEOClass, students will be able to define, identify, and analyze the effectiveness of persuasion elements (ethos, pathos, logos), and consciously apply these elements to their own advertisements, ADB successful completion of worksheet & advertisement in journals. • SUBMIT SHORT STORY REVISIONS WITH FIRST POLISHED DRAFT & RUBRIC ATTACHED • Review (make-up) quiz • Powerpoint – ethos, pathos, logos • Journal entry BRING BOOKS FOR QUIZ!

2. Rhetorical Devices – Elements of persuasion • Rhetoric: the art of effective or persuasive speaking or writing, esp. the use of figures of speech and other compositional techniques • Aristotle (circa 384 B.C. – 322 B.C.), philosopher, student of Plato, developed many theories related to literature (and other fields), the most famous of which is called Aristotle’s Poetics, which theorizes on the nature and characteristics of , among other things, tragedies and rhetoric.

4. Persuasive Techniques in Advertising In modern times, the most pervasive forms of persuasion exist in advertising. Aristotle divided these persuasive elements into three (3) categories: ethos, logs, pathos.

5. Ethos: an appeal to credibility or character • An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. • Often, a celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones makes us want to switch to T-Mobile.

6. Pathos: an appeal to emotion • An advertisement using pathos will attempt to evoke an emotional response in the consumer. • Sometimes, it is a positive emotion such as happiness. • An image of people enjoying themselves while drinking Pepsi.

7. Pathos: an appeal to emotion • Other times, advertisers will use negative emotions such as pain • A person having back problems after buying the “wrong” mattress. • Pathos can also include emotions such as fear and guilt • Images of a starving child persuade you to send money.

8. Logos: an appeal to logic or reason An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the "straight facts" about the product • One glass of Florida orange juice contains 75% of your daily Vitamin C needs.

9. Ethos: an appeal to credibility or character • Ethos often involves statistics or remarks from “reliable” experts, such as • Nine out of ten dentists agree that Crest is the better than any other brand In this case, ethos & logos are combined – I trust dentists & statistics appeal to my logical side • America’s dieters choose Lean Cuisine.

10. Practice: Ethos, Pathos, or Logos? A child is shown covered in bug bites after using an inferior bug spray.

11. Practice: Ethos, Pathos, or Logos? Tiger Woods endorses Nike.

12. Practice: Ethos, Pathos, or Logos? Sprite Zero is 100% sugar-­free.

13. Practice: Ethos, Pathos, or Logos? A 32-­oz. bottle of Tide holds enough to wash 32 loads.

14. Practice: Ethos, Pathos, or Logos? A commercial shows an image of a happy couple riding in a Corvette.

15. Practice: Ethos, Pathos, or Logos? Cardiologists recommend Ecotrin more than any other brand of aspirin.

16. Practice: Ethos, Pathos, or Logos? Advil Liqui-Gels provide up to 8 hours of continuous pain relief.

17. Practice: Ethos, Pathos, or Logos? Miley Cyrus appears in Oreo advertisements.

18. Practice: Ethos, Pathos, or Logos? People who need more energy drink Red Bull Energy Drink.

19. Practice: Ethos, Pathos, or Logos? A magazine ad shows people smiling while smoking cigarettes.