Transcript An argument that takes a close look at the strategies of persuasion

Rhetorical Analysis Unit:
Argumentation, appeals, and logic
Composition and Language
Mrs. Satterthwaite
RHETORICAL ANALYSIS
Rhetoric is …
The art of using language/media to achieve specific
goals, often in persuasion.
So a rhetorical analysis is ...
An argument that takes a close look at the strategies of
persuasion in a text; it describes techniques and
assesses their effectiveness.
ARGUMENT STRUCTURE
Claim (thesis)
Reasons / Grounds (supporting claims or sub-claims)
Evidence/data
Warrant
Concession/counterargument
Refutation/rebuttal
Call to action
CLAIM /THESIS
The claim is the conclusion, proposition, or
assertion an arguer wants his or her
audience to accept or believe.
The claim answers the question, "So
what’s your point?”
REASONS / SUB-CLAIMS / GROUNDS
Assertions or statements made to support the
claim, dividing it into smaller issues.
In a brief argument, these are “because”
statements that follow the claim.
In an essay, these are the topics of your
paragraphs.
Do not confuse reasons/grounds with evidence;
reasons/grounds are still ideas.
EVIDENCE/DATA
Evidence can consist of statistics, quotations,
reports, findings, physical evidence, or various
forms of reasoning.
Evidence is the support the arguer offers on
behalf of his/her claim. The grounds answer
questions such as:
 "What is your proof?”
 "How do you know?”
 "Why?”
WARRANTS
The warrant is the inferential leap that connects
the claim with the evidence.
The warrant is typically implicit (unstated) and
requires the audience to recognize the
connection between the claim and evidence.
Weak warrants can lead to bad or faulty logic.
MORE ABOUT WARRANTS
Example: “Muffin is running a temperature (evidence).
I’ll bet she has an infection (claim).”
Warrant: sign reasoning—a fever is a reliable sign of a
fever
Example: "That dog is probably friendly (claim). It is a
Golden Retriever (evidence).”
Warrant: generalization—most Golden Retrievers
are known to be friendly
CONCESSION AND REFUTATION
Acknowledging a point made by the opposition
(concession) before proving it wrong (refutation)
Serves as a defense against opposing arguments
Indicates an understanding of what causes the
controversy or conflicting opinion
Demonstrates maturity in thinking by considering the
issue from other angles or viewpoints
CALL TO ACTION
How the arguer hopes his or her audience will respond to
the argument
An effective call to action is specific, measurable,
attainable, relevant, and time-bound (S.M.A..R.T.).
SAMPLE ARGUMENT 1
The Falcons are likely
to win the game
tonight
They are playing
at home
Grounds
Claim
Warrant
(unstated) Generalization:
The home team enjoys an
advantage in basketball
SAMPLE ARGUMENT 2
It is nominated for
8 Academy Awards.
Claim
Grounds
Warrant
A movie’s greatness can
be measured in the
number of Oscar
nominations it receives.
Les Miserables is a
wonderful movie.
TRY IT OUT
Generate a claim, grounds, and an implied warrant.
Claim =
Grounds =
Warrant =
ETHOS, PATHOS, AND LOGOS
Evidence should be based on one or more of the
three appeals:
•LOGOS = logical appeal
•ETHOS = ethical appeals
•PATHOS = emotional appeals
An excellent argument uses all three of these
appeals.
MORE ABOUT THE THREE APPEALS
Logical appeals LOGOS
Emotional appeals
PATHOS
Ethical appeals ETHOS
to convince an
To make the audience
audience by use of logic feel what the author
or reason
wants them to feel
to convince an
audience of the
author’s credibility or
character
Facts
Examples
Definitions
Precedent (what
came before)
• Analogy
• Deductive
arguments
• Citing trustworthy
sources
• Appropriate diction
for the audience and
topic
• fair and unbiased
tone
• expertise or
reputation
• correct grammar and
mechanics.
•
•
•
•
• Connotative
language
• Imagery
• Figurative language
• Anecdotes (short
explanatory
examples)
• Humor
Super Bowl Commercials
Directions: Complete the chart for each of the five
commercials, including a label for the product/company
and which appeals are being used.
Next, answer the three questions in your notes in
complete sentences.