Appendices

Appendix AAristotelian Appeals: Logos, Ethos, and Pathos

To Appeal to LOGOS(logic, reasoning)

To Develop or Appeal to ETHOS(character, ethics)

To Appeal to PATHOS (emotion)

the argument itself; the reasoning the author uses; logical evidence

how an author builds credibility & trustworthiness : words or passages an author

uses to activate emotions

Types of LOGOS AppealsWays to Develop ETHOS Types of PATHOS Appeals

Theories / scientific factsIndicated meanings or

reasonsLiteral or historical

analogiesDefinitions

Factual data & statisticsQuotations

Citations from experts& authorities

Informed opinionsExamples (real life

examples)Personal anecdotes

Author’s profession / background

Author’s publicationAppearing sincere, fair

minded, knowledgeable

Conceding to opposition where

appropriateMorally / ethically likeableAppropriate language for

audience and subject

Appropriate vocabularyCorrect grammar

Professional format

Emotionally loaded language

Vivid descriptionsEmotional examples

Anecdotes, testimonies,

or narratives about emotional

experiences or eventsFigurative language

Emotional tone (humor, sarcasm, disappointment, excitement, etc.)

Effect on Audience Effect on Audience Effect on Audience

Appendix BGroup grading sheet for the persuasive letter

List the( at least) two different examples of persuasion utiized in their letter

Check spelling/grammar to make sure that the letter is well-written (remember,

if you have grammatical errors, your letter will not be taken as seriously!)

Write ONE suggestion for improving their letter

Write ONE thing that this group did VERY well

Appendix CEthos/Pathos/Logos

Directions: As we watch the following clips, jot down examples from the three speeches of ethos, pathos, and logos.

Thank You for SmokingEthos

Pathos

Logos

The NotebookEthos

Pathos

Logos

To Kill a MockingbirdEthos

Pathos

Logos

Appendix D “I Have a Dream”

Directions: You will be assigned a specific method of persuasion to closely look for in Martin Luther King’s famous “I Have a Dream”

speech.Ethos

Pathos

Logos

We’ll watch this speech again. This time look for these things:

What to look for… When you saw it…. What effect it has on his speech…

Figurative Language (metaphor, simile,

personification)

Poise (how King is standing, hand gestures, etc)

Famous Phrases (things you have heard before,

Biblical or historical references)

Appendix EMake sure that you write down EVERY type of media that you

watch/encounter in the following week. Consider the following types of media that you would be exposed to:

TV Radio CDs/music DVDs Video GamesBooks Magazines Newspapers

Type of MediaDay (Sunday, Monday, etc) How long?

Appendix F-See other page

Appendix G: Slogans and Taglines

Directions: Work in groups to match a product or service to the following taglines.

The quilted quicker picker-upper. A Diamond is Forever. He keeps going and going and going. We bring good things to life. Melts in your mouth, not in your hands. Priceless. Zoom ZoomI'm loving it! Just do it. Once You Pop, You Can't Stop. Snap, Crackle, Pop. That was easy. Can you hear me now? Good. Breakfast of champions.It's In the Game Thousands of possibilities. Get yours. Buy it. Sell it. Love it. Eat Fresh! Betcha can't eat just one M'm! M'm! Good! Your Potential. Our Passion. Obey your thirst It Gives You Wiiiiiings Kid tested. Mother approved.The freshmaker! Have it your way. Think outside the bun. The happiest place on Earth See what brown can do for you You are now free to move about the country You've got questions, we've got answers. Expect More. Pay Less Come hungry. Leave happy.

Appendix H-Creating a Slogan

Object that you’re trying to market:

How is this normally marketed? What are its uses?

What do you want it to do? What is your new use for the object?

How are you going to sell this object?

Which type(s) of the nine types of advertising are you going to use to

market this product?

SHOW THIS TO MRS. BREMER for a signature: ____________________________

Write a script for a pitch of a product (15-30 seconds):

End with a thoughtful slogan: (Remember, your slogan will help your product be remembered!)

Appendix I

Appendix JCommercial Advertising

Each section of commercials during aTV show has a specific “formula” to maximize

advertising. These groupings of commercials are called “Pods”. Take notes on the commercials that you saw during any half hour TV show. Answer the questions below:

Name of the show:Was this show a re-run or a new episode?

What time is this show on?What network were you watching?

Pod #1Commercial was for… How did it sell the item (keep

in mind your 9 types of advertising)?

What was the overall message?

Pod #2Commercial was for… How did it sell the item (keep

in mind your 9 types of advertising)?

What was the overall message?

Pod #3Commercial was for… How did it sell the item (keep

in mind your 9 types of advertising)?

What was the overall message?

Appendix KAnalyzing Superbowl Ads

A Superbowl Ad costs 1.2 million dollars for a 30-second spot!

Who is the target audience?What would catch the t.a.’s attention?What are some of the best things to advertise during the Superbowl?

Directions: Choose one of the three commercials shown and answer the following questions.

1. What is the product, service or idea being sold?

2. Is there a celebrity in the commercial?

3. What images appear on the screen? Do these images supply specific information about the product/service?

4. If "no" to the last question, what do the images communicate?

5. Note the body language of the people in the ad. What does it say?

6. Is music used in the commercial? How does it make you feel?

7. Does the ad play on the emotion of envy or anxiety? How?

8. What things should someone know about this product/service before buying it? Is this information supplied? Why or why not?

9. Does the ad "work?" Would you like to buy the product?

10. What techniques are most heavily used: logos, pathos or ethos?

Appendix L

Appendix M

Appendix N

Appendix ORadio Advertising Scripts-The Two Types: Pitch and Script

Radio Pitch: ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Radio Script: ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

DO NOW: Compare and contrast the two types of scripts. What are some of the advantages and disadvantages to each type?

Pitch Script

Appendix PCreating your own Radio Advertisement

When creating a radio advertisement, you can only rely on your voice and word choice to make the information that you’re sharing an effective message. Use the following formula:

A get AttentionI around InterestD create DesireA stimulate Action

Listen to the following radio ad and place the correct letters (A, I, D, A) where they go

in the ad.Type 2 diabetes is a serious chronic health threat in America. It affects tens of millions of people. Many people who have the disease don't know it. Diabetes can cause health problems, such as heart disease, strokes, amputations, and blindness. Talk to your doctor, get screened if you’re at risk, and learn how to avoid becoming one of the millions of new cases of diabetes each year. You can help prevent Type 2 diabetes. A message from CDC and HHS.

AIDA

Use the following steps to create a Public Service Announcement about a topic that affects teens today.

1. Get together into your groups of four. Each person will have a job! Make sure that you have one person for each of the following jobs: *NOTE: You will all be responsible to help write the script TOGETHER.

a. Scribe-This person will write down the script and filling out the worksheet on target audience, etc.

b. Fact Checker- This person will look for specific statistics that are relevant to your PSA

c. Director- This person is in charge of your group. Think of this person as your “group leader” who delegates tasks and makes sure that everyone’s on track. This job is VERY important, so make sure that this person is VERY responsible.

d. Editor- This person is in charge of taking the footage and editing it to your group’s liking.

2. Decide on a topic that is relevant to teenagers today.3. Answer the questions on the back of this sheet

Topic: _____________________Group Members’ Names: ________________________________________________

1. Target Audience: Whose knowledge, beliefs, attitudes or feelings would you like to change?

Age:Gender:Race/Ethnicity:Job:Things that they like to do:

2. Problem: What is one wrong fact, misguided belief, or bad attitude that this group of individuals is likely to have about your issue?

3. Solution: What is one accurate fact, new belief or attitude that you would like this group of individuals to have after watching your PSA?

4. Sounds: Generate a list of appropriate sounds, phrases, and music that attracts

and holds the attention of the listener.

5. Format: Would you rather do a pitch or a story?

6. Come up with a slogan for your ad that will make it memorable. (If you think of popular slogans, like “Above the Influence” this may help).

Appendix Q

The Beautiful, the Bulemic and the Deadby Bill MaxwellCox News Service, Apr. 1, 1993Republished with permissionWhen I bought a copy of Madonna's book Sex last year, some of my colleagues and students complained that the Material Girl was ruining America's youth, especially our highly impressionable teen-age girls.

I disagreed then that Madonna is ruining our girls and I still disagree with such a facile claim.

We need not worry about Madonna's transparent persona. We do need to worry, however, about the likes of Princess Diana, Cher, Melanie Griffith, Liz Taylor, Kim Alexis, Carol Alt, Jane Fonda, La Toya Jackson, Dolly Parton, Mary Tyler Moore, Mariel Hemingway, Morgan Fairchild and other big name females who will go to almost any lengths to enhance their physical appearance.

Some women, like Cher, undergo disfiguration for the sake of beauty. Talking about her silicone implants, Cher told People magazine in January 1992 that her "breast operations were a nightmare. They were really botched in every way. If anything, they were worse after than before."

But the gruesomeness of Cher's botched implantations doesn't compare (in my estimation) to the grotesqueness of Joan Rivers' operation that helped her skim off unwanted fat. She had liposuction, the technique in which body fat in tissue beneath the epidermis is sucked out through a tube.

Face and eye lifts, nose jobs, cheek and jaw alterations, neck tightening and tummy tucks are the most conspicuous and most talked-about reconstructions among Hollywood's youth and beauty cultists.

These operations are expensive: People magazine estimated that in 1990, face lifts cost an average of $1,200 - $8000; tummy tucks $1,200 - $8,500; rhinoplasty (nosejobs) $300 - $6.000; breast augmentations $1000 - $5000.

For the sake of physical beauty, Hollywood stars go under the knife almost as routinely as they switch agents. People wrote of the hundreds of celebrities whom teen-age girls emulate.

But for all of the negative press that celebrity plastic surgery receives, the most dangerous — and deadliest — beauty-related vanity is the obsession with thinness. To shed pounds celebrities diet and starve themselves. Again, teens, seeing Twiggy-like frames, try to look like their favourite stars by refusing to eat properly.

Singer Karen Carpenter, who died of anorexia-related heart failure 10 years ago, remains a powerful reminder of the tragedy caused by eating disorders. Carpenter, weighing 85 pounds when she died, thought she was fat.

Similarly, Tracey Gold of ABC's sitcom "Growing Pains" was heading for trouble. She is alive today perhaps because her mother, on visiting her daughter's dressing room, was shocked to see the girl's 5 foot three-inch, 90-pound skeleton. The mother forced her daughter to begin eating properly.

On March 21, Jennifer Ann Hines, a 21-year-old University of Florida cheerleader, was found dead in her home near campus. Friends say that Hines, who was obsessed with thinness, suffered from bulemia, an eating disorder characterized by cycles of bingeing and purging the stomach by induced vomiting or use of laxatives. At the time of her death, Hines weighed 87 pounds.

Experts report that more than 8 million Americans, mostly women, are anorexic or bulemic and about 150,000 die each year of complications from these disorders.

Why do so many American females destroy their health and risk their lives? They do it for the sake of fulfilling society's demand for physical attractiveness and the so-called perfect body.

In her bestselling book The Beauty Myth, Naomi Wolf shows how society's definitions and images of beauty are used against women.

Contrary to rejecting physical beauty as a desirable goal, as her critics have claimed, Wolf urges women not to let the quest for beauty become another form of enslavement, not to let the quest undermine them in their professions, not to let it alienate them from their own bodies and sexuality. Instead, Wolf wants women to become self-determining, to define beauty for themselves.

The reigning Miss USA, Kenya Moore, a sophomore attending Wayne State University in Detroit, has discovered a source of self-esteem worth emulating. "Everything comes from within me." she told Jet magazine recently. "Real beauty is within. Inner beauty comes from what the soul says and how you treat other people."

Appendix R: Media’s Portrayal of Men

People picket everything. If someone kills a rat in a movie, members of PETA will be outside ready to bark. If a TV ad depicts a woman as helpless, feminists worldwide will gather and boycott the product the ad is endorsing. If any visible minority is stereotyped, you know that the relevant community will take issue. And don't even get me started on what happens if you crack a gay joke -- but all this raises a question: Who defends heterosexual men when they are depicted as hormonal rejects?

Burping, farting, ignorant, and virtually useless; that's how the average man is depicted nowadays. Why? Well, that's easy: Because these men won't raise Cain about it. Advertisers put their money on the men because they're pretty sure that a lawsuit won't follow; we just don't get offended. But should we?

More and more it seems that women are being depicted as the intelligent, all-knowing beings, minorities are being portrayed as the wise and stylish ones, and average Joes are, well, the morons of the operation. What's going on?feel the stingWhy is it acceptable for guys to be portrayed as though they can't fend for themselves and need a woman to point out how useless they are? After all, stereotypes do stem from somewhere, so maybe most guys are virtually useless in certain aspects of their lives and need women to come in and rescue them. Yeah, right.

Granted, men have been running the corporate world since the dawn of time, but in matters of pop culture, guys are never depicted in the most glamorous fashion. In every TV commercial I see nowadays, men are controlled by either their cars, their hormones, their need for a brewski, their appetites or all of the above. Do we really have no depth to speak of? Oh wait, big breasts, 12 o'clock... I'm kidding.

Everywhere I turn, men are being belittled and no one is saying a word about it. Maybe we should start protesting every time a woman in a movie says that "all men are pigs" or that "men always think with the wrong head..." Those things just aren't true. But instead of tripping out, we just shrug our shoulders and move on. Well, I'm taking a stand, damn it.

As long as men aren't willing to draw up picket signs that say "Men aren't swine!" and walk in circles in front of movie debuts and corporate buildings, mass media will continue to portray us as though we're Neanderthals. To be clear, anyone can make fun of us because there's no harm in doing so.

you're so insensitiveThere are commercials that show women fantasizing about their perfect man, when in reality they're boyfriends are fat couch potatoes. But let's say we turned the tables and showed a commercial where there was a fat woman whose boyfriend was imagining that she was perfect? Man, I could just imagine the drama. It would be the hot topic on Entertainment Tonight and you'd have Rosie O'Donnell speaking out

about the injustices against big women.

Fat women of the world are angry. Would fat guys start tripping on a company because they depicted them as undesirable? No, they face the facts and don't cry out to anyone who will give them airtime. They suck in their guts (as best they can) and take it on the chins. Why? Because they're men -- they're not going to get all "girlie" about it.

It seems that the media has to walk on eggshells when it comes to hurting women's feelings, taking a stab at a gay guy or worse, mimicking stereotypes regarding any minority. But when it comes to men, hey, that's fair play -- take your best shot, it's a free-for-all.

oh my god, that's meSo perhaps I'm contradicting myself right now considering that I'm complaining about the way men are depicted through the media, but perhaps I can open a door that will either make the media more sensitive toward men (which is not my intended goal) or rather, encourage everyone else that walks this planet to chill out and stop taking everything so damn personally (bingo!).

Yes, blond, surgically-enhanced women are typically represented as ditzy, but that's because they usually use their looks and not their brains to get what they want; homosexual men are portrayed as fashionable because the majority of them dress like stars; and members of the black community are shown rapping or playing basketball because they dominate those industries. There's no need to get all emotional about it.

Now that I've brought this issue to your attention, I'm sure you'll start watching TV, movies and advertisements differently. And although I recommend bringing it to people's attention, please don't gather up your buddies and have a bitch-fest in front of NBC. Then again, maybe we should start mocking all these "sensitive" people.

Appendix S

A New Chocolate Product on the Market

You are now in charge of launching a brand new chocolate product.

Your target audience is:

Tasks: 1. Describe what your product will be:

1. Is it a bar, drink, egg, ice-cream…?2. What size is it?3. How much is it?4. What ingredients are in it?

2. Come up with a slogan for your new product

3. What types of words will you use to describe your product in advertising (use the attached guide to help you out)

4. Design your packaging for your project

5. Separate your group into smaller groups of two and one group of three. Two students will work on the radio ad, two students will work on the magazine ad, and three students will work on the commercial advertisement.

Writing a press memo: