an introduction to rhetoric. greek philosopher aristotle defined rhetoric as “the faculty of...
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An Introduction to Rhetoric
Greek philosopher Aristotle defined rhetoric as “the faculty of observing in any given case the available means of persuasion.”
In other words:Using the available means of
persuasion to make an argument and appeal to an audience
When do we use rhetoric?
Where do we see rhetoric?
Click icon to add picture10MINUTE
FREE WRITE
You want a car. You NEED a car. Write a letter to your parents
convincing them to buy you your dream car.
RHETORIC IN PRINT
Analyze Gehrig’s farewell speech for three things: Occasion – the time and place the text was
written or spoken Context – the circumstances, atmosphere,
attitudes, and events surrounding the text Purpose – the goal the speaker wants to
achieve
LOU GEHRIG FAREWELL SPEECH
http://www.youtube.com/watch?v=Jl8R_9pCaDE
Read the whole speech & discuss using next slide . . .
RHETORIC IN PRINT Why is this an EFFECTIVE speech?
Occasion– situational; the specific time and place the text was written or spoken
Lou Gehrig Appreciation Day, specifically his moment at home plate between games of a doubleheader
Context – the circumstances, atmosphere, attitudes, and events surrounding the text
Gehrig’s recent announcement of his illness and his subsequent retirement, etc
Purpose – the goal the speaker wants to achieve
To thank his fans and teammates; also to demonstrate that he remains positive; past luck and present optimism
RH
ETO
RIC
AL
TR
IAN
GLE
Shows the relationship among the speaker, audience, and subject
Illustrates how the elements are interrelated.
How a speaker perceives the relationships among these elements will go a long way toward determining what he or she says and how he or she says it.
RH
ETO
RIC
AL
TR
IAN
GLE
the person or group who creates a text; may be a “persona”
The listener, viewer, or reader of a text or performance; may be multiple
the topic, NOT the purpose
RHETORIC IN PRINT
Analyze Gehrig’s farewell speech for three things: Speaker – more than a name, is a
description of who the person is in the context of the text
Audience – the listener, viewer, or reader of a text or performance; could have multiple audiences
Subject – the topic (not the purpose)
Baseball player; team mate; friend;
hero; man; husband
fans, team mates, family, friends,
future generations (us)
Retirement; Positive attitude;
reassurance
spee
ch
speech
speech
Don’t worry about me; thanks to everyone; downplay disease
PARTNER PRACTICE
Analyze the article for Occasion, Context and Purpose & use the Rhetorical Triangle to analyze Subject, Speaker, and Audience.
APPLICATION
Analyze the following videos for Occasion, Context and Purpose & use the Rhetorical Triangle to analyze Subject, Speaker, and Audience:
http://www.dawn-dish.com/us/dawn/product/037000221999##demo
https://www.youtube.com/watch?v=ysTFRcBqFpE
SOAPS
One way to remember rhetorical situations surrounding a text is to use this mnemonic:S – Speaker O – Occasion A – AudienceP – Purpose S – SubjectThink of it as a checklist that helps you organize your ideas rhetorically.
SOAPS PRACTICE
Letter from Albert Einstein
Bush’s 9/11 Speech
Ethos Credibility, Appeal to Character
Pathos Appeal to Emotion
Logos Logical Flow, Make a Claim and Back it up,
Appeal to Reason
3 DEVICES USED IN RHETORIC
COMMERCIAL
https://www.youtube.com/user/Subaru
https://www.youtube.com/user/Subaru
ETHOS
An appeal to character and credibility; show that you are trustworthy
Writers and speakers often have to build their ethos by explaining their credentials or background
to their readers, or by emphasizing shared values.
WHY?
ETHOS
ETHOS
Colin Firth, The King’s Speech
HOMEWORK
You will read an excerpt from The Myth of the Latin Woman: I Just Met a Girl Named Maria by Judith Ortiz Cofer. While using evidence from the text, describe how the author uses ethos to write about her experiences.
10 Points-Due
ETHOS REVIEW
An appeal to character and credibility.
Writers and speakers often have to build their ethos by explaining their credentials or background to their readers, or by emphasizing shared
values.
WHY?
ETHOS PRACTICE
Go to the excerpt from The Myth of the Latin Woman: I Just Met a Girl Named Maria by Judith Ortiz Cofer.
Hi-lite evidence from the text, showing how the author uses ethos to write about her experiences.
10MINUTE
FREE WRITEYou are going to present ideas on
ways to stop bullying:(1) to the School Board or a group of
parents and (2) to a group of middle school
students.Discuss how you would establish ETHOS in each situation.
LOGOS
As you watch this video, write down how the Progressive Soup company uses logic and reason to sell their product. What claims are being made?
Progresso Commercial
LOGOS
“Embodied Thought”
Speakers appeal to LOGOS, or reason, by offering clear, rational ideas.
Appealing to LOGOS means thinking logically — having a clear main idea and using specific details, examples, facts,
statistics, or expert testimony to back it up.
LOGOS
Creating a logical argument often involves
Defining the terms of the argument Identifying connections such as cause and
effect. Considerable research. Evidence from expert sources and authorities,
facts, and quantitative data. writers and speakers will sometimes add charts
and graphs as a way to present such information, but often they weave this information into their argument.
LOGOS
Read excerpt from book – she argues for acknowledgement of the full consequences of what she calls “our national diet”
LOGOS Another way to appeal to logos is to provide
a counterargument, anticipating objections or opposing views.
In acknowledging a counterargument, you agree (concede) that an opposing argument may be true or reasonable, but then you deny (refute) the validity of all or part of the argument.
appeals to logos by demonstrating that you understand a viewpoint other than your own, you’ve thought through other evidence, and you stand by your view
THINK-PAIR-SHARE STRATEGYPrompt or Question What I Thought What My Partner Thought What We Will Share
What makes Alice’s argument
for fresh food logical?
What logic does Michelle Obama use in support of the White House
garden?
How do Waters’ and Obama’s
logic differ? How is their logic the
same?
What logic does Waters use in the excerpt from her
book to refute the idea that healthy
food is elitist?
LOGOS
As a class we will read an excerpt from Alice
Waters’ Slow Food Nation. We will focus on
Waters’ argument for readers to give careful consideration to the
availability, production and distribution (as they
relate to price) of the foods we eat.
LOGOS
Now let’s look at Michelle Obama’s response to Waters’ challenge. What is
her logic for fresh foods?
White House Garden Tour
LOGOS REVIEW Defining the terms of the argument Identifying connections such as cause and
effect. Considerable research. Evidence from expert sources and authorities,
facts, and quantitative data. writers and speakers will sometimes add charts
and graphs as a way to present such information, but often they weave this information into their argument.
using specific details, examples, facts, statistics, or expert testimony to back it up.
ASSIGNMENT
“King Coal: Reigning in China” How does George Will* appeal to logos in this
article on “China’s ravenous appetite for coal.”
Discover and label the 3 types of logic he bases his argument on and hi-lite examples of each. Use 3 different colors of hi-liters or colored pens.
*columnist for the Washington Post and Newsweek
PATHOS
an appeal to emotions, values, desires, and hopes,
or fears and prejudices
An effective speaker or writer understands the power of evoking an audience’s
emotions by using such tools as:figurative language, personal anecdotes,
and vivid images.
PATHOS - PRACTICE
As a vice-presidential candidate, Richard Nixon gave a speech in 1952 defending himself against allegations of inappropriate use of campaign funds. In it, he related this anecdote, which is the reason that the speech will forever be known as “the Checkers speech”:
from THE CHECKERS SPEECH
One other thing I probably should tell you, because if I don’t
they’ll probably be saying this about me, too. We did get
something, a gift, after the election. A man down in Texas heard
Pat [his wife] on the radio mention the fact that our two
youngsters would like to have a dog. And believe it or not, the
day before we left on this campaign trip we got a message from
union Station in Baltimore, saying they had a package for us.
We went down to get it. You know what it was? It was a little
cocker spaniel dog in a crate that he’d sent all the way from
Texas, black and white, spotted. And our little girl Tricia, the six-
year-old, named it “Checkers.” And you know, the kids, like all
kids, love the dog, and I just want to say this, right now, that
regardless of what they say about it, we’re gonna keep it.
IMAGES AND PATHOS
An image can lend an emotional component that greatly strengthens an argument.
ACLU – mission statement: “To defend and preserve the individual rights and liberties that the Constitution and laws of the United States guarantee everyone in this country”
HEADLINE BELOW THE PICTURE
It happens every day on America’s highways. Police stop drivers based on their skin color rather than for the way they are driving. For example, in Florida 80% of those stopped and searched were black and Hispanic, while they constituted only 5% of all drivers. These humiliating and illegal searches are violations of the constitution and must be fought. Help us defend your rights. Support the ACLU.
HUMOR & PATHOS
Wraps a challenge to our beliefs in something that makes us feel good, thus more receptive to the new idea.
Also works for people presenting new ideas
Helps to make a point without seeming to “preach” or take too seriously Tongue-in-cheek Irony
CRACKBERRY CONGRESS structures her criticism as a letter teasing about “decorum,” yet she makes a
serious point about “connectivity” exaggerates her fear that “the House is poised
to be the world’s greatest tweeting [body].” establishing ethos: “I’m not one to throw
stones” and admits to checking her own BlackBerry during meetings.
point about the inappropriateness of elected officials interacting with their electronic devices while colleagues and others are debating important issues.
PARTNER ACTIVITY
General Dwight D. Eisenhower, Supreme Commander of the Allied Expeditionary Force in Europe, distributed the following Order of the Day to the military troops right before the 1944 D-Day invasion of Normandy.
Discuss how General Eisenhower appeals to PATHOS.
COMBINING ETHOS, LOGOS, PATHOS
don’t rely on just a single type of appeal to persuade their audience; naturally bound together: Laying out argument logically builds ethos Logic to listen to an expert so ethos builds
foundation for logos Possible to build ethos based on pathos Possible to say things that are both
perfectly logical and completely hilarious at the same time
TONI MORRISON
only African-American writer to win the Nobel Prize for literature
published in the New York Times Letter to then-senator Barack Obama
endorsing him as Democratic presidential candidate in 2008
ASSIGNMENT refer back to the letter you wrote to your
parents convincing them to buy you a car Analyze your letter for Ethos, Logos, and
Pathos Hi-lite examples of each using 3 different colors.
Then type your letter, adding in arguments so that you use all 3 types of rhetoric.
Also correct any grammatical, structural, or spelling errors that you may have made.
ETHOS
disposition, character, or fundamental values
spirit which motivates the ideas and customs
moral competence expertise and knowledge overall moral character and history of the
speaker practical skills & wisdom virtue, goodness goodwill towards the audience
LOGOS
Defining the terms of the argument Identifying connections such as cause
and effect. Considerable research. Evidence from expert sources and
authorities, facts, and quantitative data.
charts and graphs to present information, but often woven into argument.
PATHOS
appeal to the audience's emotions use a metaphor or story telling deliver message with passion induce audience to make the judgment
desired uses humor
As I show you a characteristic of the types of rhetoric, hold up the card for ETHOS, LOGOS, or PATHOS. The last one standing wins!
appeal to the audience's emotions expertise and knowledge evidence from expert sources and
authorities, facts, and quantitative data.
virtue, goodness defining the terms of the argument goodwill towards the audience deliver message with passion considerable research
charts and graphs induce audience to make the judgment desired use a metaphor or story telling disposition, character, or fundamental values overall moral character and history of the
speaker Identifying connections such as cause and
effect practical skills & wisdom moral competence
As I show you a characteristic of the types of rhetoric, hold up the card for ETHOS, LOGOS, or PATHOS. The last one standing wins!
ETHOS, LOGOS, PATHOS
Commercial examples
Number your paper from 1 to 13. Identify the type of Rhetoric each
commercial uses to sell their product. Some may use more than one type. Briefly explain your reasoning.
YOUR TURN! Find your own (school appropriate)
commercial examples of ETHOS, LOGOS, and PATHOS. You should have one commercial for each of the 3 types. 5 pts each
Create a YouTube channel titled ETHOS, LOGOS, PATHOS to share your videos. In the comment section, identify which rhetorical device each commercial uses, citing specific examples. 5 pts for each rhetorical device; 5 pts examples
RHETORIC QUICK QUIZ
Name the three types of rhetoric and give 2 characteristics of each.1. __________________ ___________________
___________________2. __________________ ___________________
___________________3. __________________ ___________________
___________________
RHETORICAL TRIANGLE
Watch this commercial and analyze it using the Rhetorical Triangle:
http://www.youtube.com/watch?v=8AGLFY9A_fo
RHETORICAL ANALYSIS OF VISUAL TEXTS Occasioned by a specific circumstance Have a purpose (comment on a current
event or urge you to buy something Make a claim and support it with
authority, emotion, and/or reason
PARTNER ACTIVITY
The following advertisement is from the World Wildlife fund (WWF), a conservation organization that “combines global reach with a foundation in science, involves action at every level from local to global, and ensures the delivery of innovative solutions that meet the needs of both people and nature.”
Ten million people in sub-Saharan Africa make a living fishing. In the past three decades the number of fish in their waters has declined by 50 percent. Around the world, oceans and the life they support are at risk. WWF is at work in more than 40 countries, developing responsible fishing practices and collaborating with governments and coastal communities on managing their fisheries while safeguarding livelihoods. We can protect marine populations from overfishing and still ensure a catch big enough to feed fishermen, their families and you.
Protecting the Future of Nature
Be Part of Our WorkWorldwilldlife.org
What rhetorical strategies does the WWF use to achieve its purpose in this advertisement? Pay particular attention to the interaction of the written text with the visual elements. How does the arrangement on the page affect your response? How does the WWF appeal to ethos, logos, and pathos? How effective do you think the advertisement is in reaching its intended audience? Explain.
PARTNER ACTIVITY
DETERMINING EFFECTIVE & INEFFECTIVE RHETORIC
http://www.thedailybeast.com/articles/2011/06/23/jane-austen-unsentimental-writer-for-our-times.html
DETERMINING EFFECTIVE & INEFFECTIVE RHETORIC
http://www.bbc.co.uk/news/uk-wales-south-east-wales-13000663
http://www.peta.org/mediacenter/news-releases/PETA-to-Raise-Billboard-That-Warns---Feeding-Kids-Meat-Is-Child-Abuse-.aspx
DETERMINING EFFECTIVE & INEFFECTIVE RHETORIC
http://www.theatlanticwire.com/business/2011/03/arguments-and-against-nuclear-power/35830/#
CULMINATING ACTIVITY
By this point, you have analyzed what we mean by the rhetorical situation, and you have learned a number of key concepts and terms. It’s time to put all the ideas together to examine a series of texts on a single subject. Following are four texts related to the 1969 Apollo 11 mission that landed the first humans on the moon. The first is a news article from the Times of London reporting the event; the next is a speech by William Safire that President Nixon would have given had the mission not been successful; the third is a commentary by novelist Ayn Rand; the last is a political cartoon that appeared at the time. Discuss the purpose of each text and how the interaction among speaker, audience, and subject affects the text. How does each text appeal to ethos, pathos, and logos? Finally, how effective is each text in achieving its purpose?
WALKING ON THE MOON
View this classic footage of the USA moon landing to get you started.
https://www.youtube.com/watch?v=RMINSD7MmT4
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