Be an Advertising Executive! Your Challenge: 1. Create a unique product to market to the public 2. Design an ad for a magazine or billboard that uses Ethos/Logos/Pathos to appeal to the consumer. 3. Present your product in class. Approx. 2 -3 minutes. 4. Write a group-generated persuasive essay Grading: 20 points Neatness, creativity, attention to detail 50 points Presentation of product using props, illustrations or video (ALL group members must participate) 30 points Effective and appropriate persuasive essay using Ethos/Logos/Pathos
Applicable Standards Writing 2. 4 b Use specific rhetorical devices to support assertions 2. 4 c: Clarify and defend positions with precise and relevant evidence 2. 4 d: address readers’ concerns, counterclaims, biases and expectations.
A General Summary of Aristotle's Appeals. . . 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.
Ethos • Ethos (Credibility), or ethical appeal, means convincing by the character of the author. We tend to believe people whom we respect. One of the central problems of argumentation is to project an impression to the reader that you are someone worth listening to, in other words making yourself as author into an authority on the subject of the paper, as well as someone who is likable and worthy of respect.
Ethos example: I’m a dentist, I know what I’m talking about, here’s a picture of my family (I’m likeable), so listen to me and buy this product https: //www. youtube. com/watch? v=tuu 19 ux 51 w. A
Pathos • Pathos (Emotional) means persuading by appealing to the reader's emotions. We can look at texts ranging from classic essays to contemporary advertisements to see how pathos, emotional appeals, are used to persuade. Language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument.
Cuteness factor: These kids are cute, and they look healthy, so if you want cute and healthy kids, you’ll buy our insurance …or something like that Trigon Commercial 2 - You. Tube
Logos (my favorite) • Logos (Logical) means persuading by the use of reasoning. This will be the most important technique we will study, and my personal favorite. We'll look at what makes an effective, persuasive reason to back up your claims. Giving reasons is the heart of argumentation.
Logic: It’s a SAFE car, you should buy it • https: //www. youtube. com/watch? v=Uez. Q 6 W 4 hqtw
Propaganda: • Information put out by an organization or government to promote a policy, idea, or cause • deceptive or distorted information that is systematically spread The Boy in Striped Pajamas - The Propaganda Film
YOUR PRODUCT 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Who will buy it- will you market to the wealthy, middle class, or low income customer? Why? What is it called? How much will it cost? What will it look like? Do you have a return policy? Is there a warranty? Under what conditions will you replace faulty products? Who is your celebrity endorsement? Who is your “expert” endorsement? How does it work? How does it make my life better? Why is it better than the competitor’s product? Is it on sale? Can I make payments? Where will it be sold? Is it animal friendly? Is it “green”?
Please develop TWO arguments for each of the following categories: Ethos (credibility, believability) Example: Dr. Bob says, “This product cures all diseases, guaranteed!” (authority) A famous athlete endorses your product. (expert) A likeable celebrity endorses your product and claims it worked for them. (credibility) Pathos (Emotions) Example: Sad puppies and music encourage you to donate. -or- “Don’t you want to be beautiful/wealthy/popular? Use our product and be the most beautiful/wealthy/popular today – guaranteed!” Do you feel guilty about having a lot of money? You should! Look at these starving children and donate money today! Logos (Logic/reasoning) use charts, statistics, studies Example: 9 out of 10 patients recommend this product. Studies from Cambridge University prove that this product works. You need a low cost alternative? We have the answer. Save money today!
Writing your Essay Paragraph One: Describe your product. Tell us the name and a general overview of your product’s features. Paragraph Two: Use ETHOS (ethics/credibility) to convince your readers – you already wrote your arguments for this!
Paragraph Three: Use PATHOS to convince the reader Paragraph Four: Use LOGOS to convince the reader Conclusion: Briefly touch on the reasons your reader (buyer) should buy your product. Include a CALL TO ACTION. (Buy this product now at Wal-Mart for the low, low price of $1. 97)
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