1. How do Arguments Work? Introduction to Rhetoric
2. Adapted from Dynamic ArgumentLamm & Everett, 2007WHAT IS
AN ARGUMENT?
3. A Moment with Monty PythonListen to their discussion of an
argument.
4. Activity What is an argument? What makes an argument
successful or effective? What detracts from an argument? Consider
the clip we just watched. 8 minutes
5. An Argument is NOT A verbal duel Quibbling A shouting match
An altercation
6. An Argument is Not Quite A one-sided presentation of beliefs
A reader relies on a writer to present a fair account of all
important aspects of the issue being discussed A series of
contradictions
7. An Argument IS An organized presentation of ideas intended
to change the way one thinks or acts The desired change is
presented as a claim and supported by reasons
8. Elements of an Argument CLAIM: SUPPORT: An thesis; an
assertion that Reasons you provide to needs support from specific
convince an audience to acceptreasons to be accepted as true your
claim EVIDENCE: Information that proves or strongly suggests the
claim is true or valid EXPLANATION: Clarification, interpretati on,
analysis, synthesis, and evaluation of evidence
9. Truth and Belief Truth... Is often subjective; "the values
we hold true are largely constructed by our cultural beliefs" (10).
Our response to issues or arguments is shaped by what we value and
believe to be true.
10. Activity: Truth and Claims From Page 10 In groups of 2 or
3, list the claim that particular people make. What is the belief
that underlies each claim? 1. Who is responsible for the obesity
epidemic among children? 2. If people have large numbers of
children because they use fertility drugs, should they be able to
receive welfare to support their huge families? 3. What, if
anything, should be done about people who hire undocumented workers
(illegal immigrants) and pay them at rates below the minimum wage?
4. Should people pay a "congestion tax" for driving their cars in
overcrowded cities? 5. Are some poor people being oppressed by
society, or are they ultimately responsible for their own station
in life because of the choices they make?
11. Different Audiences Require DifferentArguments When
analyzing an argument, we must consider the targeted AUDIENCE...
Some audiences can have different or varied beliefs Some audiences
will share similar beliefs and concerns It is important to identify
the audience, as claims are tailored to reach a particular group of
people.
12. Your Assignment Write a 1,000 to 1,500 word essay analyzing
the rhetorical strategies found in your ad/ commercial/song, etc.
Focus on the techniques or strategies that the author uses to
appeal to ethos, pathos, and logos. Your analysis should discuss
the effectiveness of the argument, not the authors views on the
subject.
13. Expected Outcomes By analyzing the rhetorical strategies of
ads/ commercials/ songs, you will learn how to apply several skills
that you can use to: Understand social and political arguments
presented in the media in your daily life Analyze the different
rhetorical structures and techniques in source material Apply these
rhetorical strategies to your own writing (particularly in Project
3)
14. RHETORICAL APPEALS &STRATEGIES
15. Rhetorical Appeals:Authority, Emotion & Logic Ethos
Pathos Reasonable people can be persuaded in several ways appealing
to their trust in Logos authority, their emotions, and their
logicSeldom is just one of these approaches adequate to convince an
audience to accept a claim. Instead, all can be brought into play
when arguments are made (12). Argument
16. Authority (Ethos) A key component in an argument is
establishing the credibility of the author; if the author isnt
credible, why should we bother to read? Authors establish authority
in two ways: Research Tone
17. Emotion (Pathos) Authors also attempt to make an emotional
connection with the reader Emotional appeals create sympathy
between the reader and the writer This connection can also
reinforce the readers notion of the authors credibility In creating
an emotional appeal, authors use a variety of rhetorical strategies
Activity
18. Logic (Logos) Authors also use logic to support their
claims. Logical appeals include: Factual information, such as
statistics and data Definitions Inductive reasoning Deductive
reasoning Hypothetical situations Analogies
19. BRINGING IT ALL TOGETHER
20. Activity: Evaluating Media ArgumentsBased on these two
advertisements... What issue is being considered? Who is the target
audience for each ad? What does each ad suggest about its audiences
race, lifestyle, income level, and education level? In "The
Enforcer," why is it significant that the woman is in the
foreground? What is significant about the placement of the boy?
What does each facial expression suggest? Background? In "Protect
Our Children," why is the girl smiling? It takes more than a hero
to keep kids away What does this suggest about beliefs regarding
from marijuana. It takes parents strong freedom of choice and
individuality? How is this enough to make rules and back them up. A
different from claims made about freedom of little discipline today
could make all the choice in "The Enforcer" ad? difference
tomorrow. You are more powerful than you know. What is each ads
claim? What evidence supports the claim? How does this ad use
ethos, pathos, and logos to sell the claim?
21. Which type of appeal does this ad use?
22. Which type of appeal does thisimage use?
23. Which type of appeal does this ad use?
24. Visual Rhetoric According to the OWL @ Purdue, "Visual
rhetoric has been used to mean anything from the use of images as
argument, to the arrangement of elements on a page for rhetorical
effect, to the use of typography (fonts), and more. Visual rhetoric
is a form of communication that uses images to create meaning or
construct an argument (stanford.edu). Your photo essay needs to use
visual rhetoric to create a persuasive visual piece that makes a
certain argument
25. Text is so highly visual that its visual nature and power
is often invisible. RHETORIC OF TEXTAdapted from
http://owl.english.purdue.edu/handouts/general/Visual_Rhetoric.pdf
26. Textual Personalities Even with just these four type faces,
we can see different personalities, levels of formality, and even
hints ethos. Which of these seems the most authoritative?
27. Textual Personalities While the first two fonts may not
jump out at you as having a whole lot of cultural associations;
thats partly by designthe fonts are deliberately nondescript, and
thus are use quite commonly. Not so with the fonts used for
Medieval History and Bigfoot Captured!. The Medieval History text
looks like our cultural conception of Medieval script. That is, the
font looks almost like it was hand-written. Likewise, weve all seen
tabloid papers in the checkout lanes of the supermarket, announcing
in bold, loud text all sorts of incredible news.
28. Textual Personalities Again, the first two examples may not
jump out at you. But if In deepest sympathy were on the front of a
sympathy card, it would seem cold, callous, impersonal. With the
Lafayette Teen Center, that font face may be appropriate in, say, a
fundraising drive, but probably not for promotional materials to
get teens to come there off of the streets (for that, wed want a
font that was exciting, more youthful in appearance). The Chemistry
Lab Report example might seem OK at first glance (its formal, it
evokes a sense of history with the word chemistry), but it fails
rhetorically because it does not acknowledge the expectations of
the general audience of chemists or chemistry instructors. Taken in
that light, in fact, the text for Chemistry Lab Report looks
ridiculous. Likewise with Museum of Natural History; we still see
the tabloid headline in it, as though Overtaken by Mutants were the
words wed expect next!
29. Textual Personalities: Serif vs. SansSerif Serif Font Sans
Serif Font Serif Font Sans Serif Font Serif Font Sans Serif Font
Serif Font Sans Serif Font Serif Font Sans Serif Font Fonts with
serif (the little shapes on the tails of the letters) are
considered more formal than fonts without. This is why you use
Times New Roman.
30. Headers vs. Body Text Again, the first two examples may not
jump out at you. But if In deepest Lunch Menu sympathy were on the
front of a sympathy card, it would seem cold, callous,
impersonal.With the Lafayette Teen Center, that font face may be
appropriate in, say, a fundraising drive, but probably not for
promotional materials to get teens to come there off of the streets
(for that, wed want a font that was exciting, more youthful in
appearance). While cool fonts may be appropriate for a section
header, they may not work out so well for the body of the
text.
31. Working with Color: Contrasting Colors Which of these
blocks is easiest to read?Black text on white Aqua text on burgundy
Burgundy text on aqua background background background Blue text on
red Light aqua text on dark Dark Burgundy text on background
burgundy background light aqua background Contrast is key. As you
select colors for your text and your background, consider the
contrast you create with your choices. Consider the colors
themselves and the shade as you make your selection.
32. Working with Color: ContrastingColors Complementary colors
(those opposite on the wheel) create contrast. Be careful to adjust
the shade if you pick direct complements.
33. Working with Color: Emotional ImpactGenocide in Darfur Free
Mani- Genocide in Free Mani- Pedis! Darfur Pedis! STOP! STOP! As
you work with colors, try to pick hues that are appropriate to your
subject matter.
34. Images often make as powerful a statement as words.Look at
the following images and share your reactionto each. What is
effective? Ineffective? RHETORIC OF IMAGES
35. 1. 7,747 per year according to the US Department of
State.2. 45,000 per year. Figure from Harvard Medical School and
Cambridge Health Alliance.
36. Silk chiffon dress. Black dress and Glove with leather-
scarf in silk chiffon. reinforced palm and Leather belt with fur
interior. chrome-iron buckle.THERE ARE SOME BRANDS NO ONE SHOULD
WEAR. Domestic violence is a crime.
37. Every kid on the street has a story.Many of the homeless
youth on ourstreets have escaped from homes filled with abuse and
violence. Directions is a 24 hour resource center where they can
find thesupport and tools they need to get off the streets for
good. Helpinghomelessyouth.ca
38. In India every year thousands ofgirls get killed just
because they are girls.
39. My camp is MY home, and the men here are part of my family.
I dont want to let them die at the hands of the militiamen.So I
made a DECISION; in order to keepthe men out of danger, I get the
firewoodmyself. That IS my gift FOR them; to face RAPE
everyday.
40. By putting pen to paper, you can help end armed conflict in
Darfur and Eastern Chad.Join thousands of others around the world
in writing to Sudanese MPS and asking them(pleading with them if we
must) to put an end to the atrocities being committed in
thesecountries. To find out how you can make a difference,
visithttp://www.amnesty.org/en/armed-conflict."
41. In Sri Lanka, not all soldiers are grown men.
42. No one can keep us from seeing.
43. Overpopulation, violence, humiliations, lack of
psychological and medical care, separation from family, lack of
educationDoes prison really work for reintegration? Take action.
Support a
44. Hes done nothing. Hes just showing Amnestys phone number.
Discriminating is not human. Denounce it.
45. Help us to cure the victims of cosmetic tests.Send a sms to
48585 to give 1 euro and to contribute creating a rehab
center.
46. A rare SNOW LEOPARD coat:Outer: 5 back skin piecesstitched
with 7 neck skin piecesfor maximum comfort.Inner: 13 chest skin
pieces forsilky-soft feel.Bring out the real you, for JUST
9,999
47. 1. Flip to the last pageof your compositionnotebook.2.
Title that pageQuickwrite #1:Analyzing the use ofethos, pathos,
andlogos in an image3. In at least 50words, analyze/evaluate the
use ofethos, pathos, andlogos in the image tothe right.