Name: _____________________________________________________Period: ______

Informational Text: Introduction to Argumentative/Persuasive Writing Through Advertising—Ethos, Logos, Pathos

MN State Standard: 8.9.7.7 & 8.9.1.1Objective: I can define the parts of Aristotle’s Theory of Rhetoric. I can identify the use of Aristotle’s persuasive techniques in advertisements. I can analyze elements of advertising to observe that media messages are constructed for a specific purpose. I can work in collaboration.

Overview: The goal of argumentative writing is to persuade your audience that your ideas are valid, or more valid, than someone else’s. Another word for valid is convincing. The Greek philosopher Aristotle divided the means of persuasion into three categories—Ethos, Pathos, Logos..

Activity #1: As we view a short video about these strategies, we will take notes using the following graphic organizer. If you are doing this activity outside of class you will find the video through the this link https://www.youtube.com/watch?v=O2dEuMFR8kw

ARGUMENT & PERSUASION

Aristotle’s Theory of Rhetoric

ETHOS LOGOS PATHOS

Credibility Logic Emotion

How does an author or speaker establish

credibility?

Logic has to do with… Emotion is all about…

SYNONYMS: trustworthy, reliable, dependable

SYNONYMS: common sense, reason, judgment

SYNONYMS: feeling, sensation, reaction, passion

WHAT DID ARI DO TO PERSUADE HIS MOM TO GET PIZZA?

Activity #2: Persuasive Techniques in AdvertisingThe persuasive strategies used by advertisers who want you to buy their product can also be divided into Ethos, Logos, and Pathos.

ETHOS LOGOS PATHOSAn appeal to credibility or character.

An appeal to logic or reason.

An appeal to emotion.

An advertisement using An advertisement using An advertisement using

ethos will try to convince you that the company is more reliable, honest, and credible; therefore you should buy their product.

logos will give you the evidence and statistics you need to fully understand what the product does.

pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi.

Ethos often involves statistics from reliable experts, such as nine out of ten agree that Crest is better than any other brand

The logos of an advertisement will be the “straight facts” about the product.

Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the “wrong” mattress.

Often, a celebrity endorses a product to lend it more credibility, such as Catherine Zeta-Jones makes us want to switch to T-Mobile.

An example is: One glass of Florida orange juice contains 75% of your daily Vitamin C needs.

Pathos can also include emotions such as fear and guilt: images of a starving child or abused animal to persuade you to send money.

Practice labeling pathos, logos, and ethos by placing a P, L, or E in the blank:

1. ______ A child is shown covered in bug bites after using an inferior bug spray.2. ______ Tiger Woods endorses Nike.3. ______ Sprite Zero is 100% sugar-free.4. ______ A 32-oz. bottle of Tide holds enough to wash 32 loads.5. ______ A commercial shows an image of a happy couple riding in a Corvette car.6. ______Cardiologists (doctors) recommend Ecotrin more than any other brand of aspirin.7. ______ Advil Liqui-Gels provide up to 8 hours of continuous pain relief.8. ______ Miley Cyrus appears in Oreo advertisements.9. ______ People who need more energy drink Red Bull Energy Drink.10. _____ A magazine ad shows people smiling while smoking cigarettes.

Activity #3: First, let’s learn some more about Ethos, Pathos, Logos in advertising http://www.youtube.com/watch?v=BpTb2RjbMn4 Now, Let’s view some television ads and identify where they use Ethos, Logos, Pathos. If you are doing this activity outside of class you can find the advertisements by clicking on this link http://www.youtube.com/watch?v=_J8QX6XVJq8&list=PLB759AD429C749932As we view, use the graphic organizers below to identify ethos, logos, and pathos in the advertisements. Note that most advertisers will usually use two of the strategies, but may not use all three. Advertisement #1: Vicks DayQuil & NyQuil

ETHOS LOGOS PATHOSAn appeal to credibility or character.

An appeal to logic or reason. An appeal to emotion.

Advertisement #2: Oxi CleanETHOS LOGOS PATHOS

An appeal to credibility or character.

An appeal to logic or reason. An appeal to emotion.

Advertisement #3: Progressive InsuranceETHOS LOGOS PATHOS

An appeal to credibility or character.

An appeal to logic or reason. An appeal to emotion.

Advertisement #4: SnickersETHOS LOGOS PATHOS

An appeal to credibility or character.

An appeal to logic or reason. An appeal to emotion.

Advertisement #5: Texting while drivingETHOS LOGOS PATHOS

An appeal to credibility or character.

An appeal to logic or reason. An appeal to emotion.

Activity #4: Now it’s your turn! Working in a small group you will create an advertisement for a product or cause. You may choose to film it outside of class, or you may present as a skit. If you have another idea about how to present your advertisement please talk to me. You will only have two class periods to create and produce your advertisement, so use your time wisely!! This is a formative assessment—a way for you to practice the skill before we begin transitioning to our argument/persuasion writing project. Group Names:

Advertisement Product or Cause:

What do you want your viewer to do as a result of watching your advertisement? Be specific!

Use ethos, logos, and pathos to show how you will persuade your viewer to do what you want!

ETHOS LOGOS PATHOSAn appeal to credibility or character.

An appeal to logic or reason.

An appeal to emotion.

Detail 1 Detail 1 Detail 1

Detail 2 Detail 2 Detail 2

Additional Planning Notes: Additional Planning Notes: Additional Planning Notes:

What may be an objection a viewer may have to your advertisement?____________________________________________________________________________________________________________________________________________How may you overcome this objection? ____________________________________________________________________________________________________________________________________________

Reflection: In what ways did this activity help you better understand Aristotle’s Theory of Rhetoric? What questions may you still have regarding this theory? Are you ready to apply the theory to your argumentative or persuasive writing?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________https://www.youtube.com/watch?v=gf81d0YS58ESchmoop introduction