Transcript http://www.youtube.com/watch?v=OqKkJVLgFew

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 2.4b
Use specific rhetorical devices to support
assertions
2.4c: Clarify and defend positions with precise
and relevant evidence
2.4d: 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=tuu19ux51
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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 - YouTube
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=UezQ6W
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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)