AP Language And Composition Chapter 1: An Introduction to Rhetoric

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1 AP Language And Composition Chapter 1: An Introduction to Rhetoric The Rhetorical Situation Appeals to Ethos, Logos, and Pathos Rhetorical Analysis of Visual Texts Determining Effective and Ineffective Rhetoric Rhetorical Terms

2 Argument (for our purposes) is not merely intense disagreement; it is civilized discourse Rhetoric is not deceptive manipulation; it is: the faculty of observing in any given case the available means of persuasion. --Aristotle a thoughtful, reflective activity leading to effective communication, including the rational exchange of opposing viewpoints. Shea, et al.

3 Rhetoric enables us to: resolve conflict without confrontation Persuade others to support our position Motivate others to act Evaluate others attempts to persuade us

4 Rhetoric is not just found in the written word Speeches Political cartoons Tv ads Movies Photographs Cable news opinion programs A Text: anything that carries meaning and can be read (investigated and analyzed) We will get to know the tools, terminology and process of rhetoric.

5 The Rhetorical, or Aristotelian Triangle There is a dynamic interaction between three elements: SPEAKER: the person or group who creates a text, but more: their PERSONA-- the description of who they are; the mask they present to their audience AUDIENCE: The listener, viewer or reader. There may be multiple levels of audience. Their attitude toward the speaker and subject is important. SUBJECT: the speaker s general topic

6 The Rhetorical, or Aristotelian Triangle These three elements interact dynamically: How a speaker perceives the subject, the audience, and the relationship between them, affects the text. Speaker Simply put, what we say depends on the topic and audience Effective rhetoricians understand this dynamic, and tailor their text accordingly. Audience TEXT Subject

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8 SOAPSTone Subject The topic. What is the text about? Occasion The context. What are the circumstances, attitudes, events, and / or atmosphere surrounding the text? Audience The listener / viewer / reader. Whom did the speaker have in mind in creating the text? (There may be multiple levels of audience). Purpose The speaker s goal. What do they hope to accomplish, or convince us to accept? Speaker The persona. Who is delivering the text? not merely the name of the person: what is the face or character they are showing to their audience (their persona ). Tone The attitude of the speaker. How do they feel / think about the subject?

9 Ethos, Pathos, Logos Ethos From Greek Character Based on authority or shared values Established through the speaker s credentials, position, character or experience Tries to make the reader see something as right / wrong

10 Ethos, Pathos, Logos Pathos From Greek for suffering Based on emotion / desires / hopes OR on prejudices / fears Established through images / details that evoke an emotional response Tries to make the reader feel a certain way

11 Ethos, Pathos, Logos Logos From Greek embodied thought Based on logic or reason Established through hard data: facts, statistics, data, expert testimony Tries to make the reader see something as reasonable

12 1. "After years of this type of disrespect from your boss, countless hours wasted, birthdays missed it s time that you took a stand." 2. "As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results." 3. "Based on the dozens of archaeological expeditions I ve made all over the world, I am confident that those potsherds are Mesopotamian in origin." 4. "Better men than us have fought and died to preserve this great nation. Now is our turn to return the favor. For God and country, gentlemen!" 5. "Doctors all over the world recommend this type of treatment." 6. "Don t be the last person on the block to have their lawn treated you don t want to be the laughing stock of your community!" 7. "He has a track record of success with this company, culminating in some of our most acclaimed architecture to date and earning us Firm of the Year nine times in a row." 8. "He is a forensics and ballistics expert for the federal government if anyone s qualified to determine the murder weapon, it s him." 9. "History has shown time and again that absolute power corrupts absolutely." 10. "I m not just invested in this community I love every building, every business, every hard-working member of this town."

13 The following slides are adapted from Higley Unified School District

14 Visual Texts With Ethos Often used for political issues, national beliefs, religious issues, etc Try to make the audience decide right or wrong Typically have contrasting colors symbolizing the difference between good and evil.

15 Visual Texts With Pathos Often use children, animals, illness, memories, etc Try to make the audience feel something -- Tugs at your heart strings

16 Visual Texts With Logos Often use statistics, facts, authorities, etc Try to make the audience think Usually very straightforward, and not fluff -- has a very scientific, factual approach.

17 Can some advertisements have more than one appeal? Yes! The more appeals used in an ad the more likely the consumer is to connect with it. For each of the following, list the dominant appeal used, and find something in the ad that supports your choice.

18 Ethos, Pathos, or Logos?

19 Ethos, Pathos, or Logos?

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24 Ethos, Pathos, or Logos?

25 Ethos, Pathos, or Logos?

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