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Transcript

What is Rhetoric?

Rhetorical Appeals

SOAPSTone Method

What Rhetoric?

1

2

4

5

What is Rhetoric?

What's the Appeal?

3

the art of effective persuasive speaking or writing.

Rhetoric is...

Aristotle first defined rhetoric as “the faculty of observing in any given case the available means of persuasion.”

Purporse

The purpose is to use language to attempt to convince others to take a particular point of view

What is Rhetoric?

Authors and speakers often use rhetoric in their writing and speeches to try to convince people of something or sway them to their point of view.

Uses

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  • Ut sit amet egestas sem
  • Tempor venenatis augue.
  • Praesent et lacus quis ante.

+Info

Types of RhetoricalAppeal

Ethos, Pathos, Logos

People can utilize the rhetorical appeals in ways most fitting for their message

Ethos

  • Refers to the credibility of the speaker.
  • This can be achieved by the speaker showcasing their expertise or authority on the topic.
  • A speaker's personal character can also help create trust with an audience.

Logos

  • Refers to the used of logical reasoning, evidence, and rational arguments.
  • Logos is fact-driven and is most effective with a logical audience.

Pathos

  • is when a speaker uses emotional appeals on the audience.
  • The emotions that a speaker can stir in an audiences ranges from sadness and sympathy to empowered and inspired.

What's the Appeal

Let's see Ethos, Pathos, & Logos in action

1

What is the Appeal?

As you watch, think about what rhetorical appeal(s) are being used...

Next

Back

What Did You See?

Next

Back

Pathos

  • Mr. Peterso tries to access the fear he believes exists in the votes.
  • He appeals to emotion: “Here we are, losing three family farms a day. Illegals bused in by the thousands, and Alabama’s unemployment’s at an all-time high

What's the Appeal?

Next

Ethos

  • Mr. Peterso tries to establish a connection with the audience by referencing his work in occupations commonly understood to be honorable.
  • He appeals to his personal character: “I’ve been a farmer, businessman, a cop, a Marine during Vietnam.”

Back

How else can the appeal to character (ethos) and appeal to emotion (pathos) be used?As you watch the next video, think about how this video is different than the first one...

Next

Back

Next

Take Two

Back

As you watch, think about how ethos and pathos are used...

Pathos

  • Allstate appeals to hope (instead of fear)
  • “After the fear subsides, a funny thing happens. People start enjoying the small things in life...”

What's the Appeal?

Next

Back

Ethos

  • Allstate suggests their longevity is representative of their good character.
  • Opened and survived the depression and the 12 recessions since

Next

Back

1

Logos This Time

As you watch, think about how LOGOS is being used

Next

What Did You See?

Genially

Next

Back

Next

WHAT'S THE APPEAL?

Back

Appeal to Reason

  • Volvo appeals to reason
  • “Every year Volvo subjects its cars to a race of doom, providing us with insight to help make our cars safer...for you.”

If...Then...

  • IF Volvo spends so much time collecting data on how cars are affected in cars,
  • THEN it stands to reason that they are able to better engineer their cars for safety.

Tone

Tone

  • Tone is the attitude that is conveyed by a speaker.
  • By adopting a specific tone, speakers can help the audience accurately understand the meaning and purpose of the message.

Back

Conveyed

  • Tone is conveyed by speakers through a combination of :
    • Word choices
    • Imagery
    • Perspective
    • Style.

Word Choice

  • There are many words that can describe tone, but a few examples can include
  • Assertive
  • Inspiring
  • Humorous
  • Reverent.

SOAPSTone: Analysis Tool

(S)peaker

  • Who wrote it or delivered it
  • What is the role or persona of this person?

  • What is the desired result
  • What was the speaker hoping to achieve?

  • Comment on the most effective rhetorical choices or strategies.

  • What prompted the writing?
  • Comment on the context.
  • When was this piece written or delivered?

SOAPSTone is a way of breaking down a text to consider important elements of rhetoric. Each letter represents a component that is examined individually to have a better understand of the writing as a whole.

What is the speaker's attitude about the subject and audience?

(O)ccasion

(A)udience

  • Who is the primary audience?
  • Is there a secondary audience that the speaker is considering?

(S)trategies

(P)urpose

Tone

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  • Either on your own or with members of your lit circle group,
  • choose one of the listed commercials
  • identify the rhetorical devices used
  • apply the SOAPSTone method to the commercial

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What Rhetoric?

Jack Harlow’s Dorito Ad

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  • Visit the Analytics settings;
  • Activate user tracking;
  • Let the communication flow!

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