October 22, 2012Warm Up: Think of an ad you have seen recently. What did the ad want you to do or think? What did the ad say or do to try to convince you?

My knees are tomboys. They get bruised and cut every time I play soccer. I'm proud of them and wear my dresses short. My mother worries I will never marry with knees like these. But I know there's someone out there who will say to me: I love you and I love your knees. I want the four of us to grow old together.

Rhetorical AnalysisRhetorical Appeals:

Logos

Pathos

Ethos

Rhetorical AnalysisAnalyze the ad with your group:

What appeals are being used?Identify some techniques that an ad can use to create emotion or to make a viewer trust in the ad. Present to the class

Logos: Logical Appeal

deductive reasoningreliance on authorityfacts as evidenceresearchtraditioncause/effecteffective metaphorsrhetorical devices: antithesis, juxtaposition, parallelism

Pathos: Emotional Appeal

Strong or emotional languageSound devicesImagery, comparisonsRhetorical devices: polysyndeton, asyndeton, anaphora

Ethos: Ethical Appealrestates opposing views fairlyassociates self with relevant authoritiesmakes relevant allusionsuses first person plural pronounsuses reasonable language, avoiding an inflammatory toneRhetorical devices: litotes