Rhetoric
Techniques
Warm
-Up:
Study the advertisement below.
What is it trying to convince
(persuade) you to do?How is it trying to convince
(persuade) you?
What
is
Rheto
ric?
“the art of effective expression (speaking & writing) and the persuasive use of language”
Eth
os,
Path
os,
Lo
gos
Greek philosopher Aristotle argued that there are three basic ways to persuade an audience that you
are right.”
ETH
OS
Establishes the writer’s or
speaker’s authority, credibility, and believability as he/she
speaks/writes. Uses evidence that appeals to ethics and
character. Often uses
celebrity endorsement.
Eth
os
Exa
mple
:
PATH
OS:
The use of emotion and affect
to persuade. Uses evidence that appeals to
the heart; to one’s emotions;
uses inspirational words/images; uses words/images to anger you Bandwagon is a type of
Pathos – “Everyone’s
buying/wearing/eating/drinkin
g a particular product so you
should, too!”
PATH
OS
EX
AM
PLE:
Logos
The use of logic/facts,
rationality, and critical
reasoning to persuade. Uses evidence that appeals to the mind not
the heart/emotions. Seeks to persuade the
audience intellectually
(uses facts, statistics,
charts, definitions, cause/effect.
LO
GO
S
EX
AM
PLE:
Para
llel S
truct
ure
The expression of similar
ideas using similar grammatical form. This helps create a
rhythmic flow to the
writing that grabs the
audiences’ attention Clauses, phrases, parts of
speech, verb tense.
Para
llel S
truct
ure
Exa
mple
s: Last summer, we went
camping, hiking, and
sky-diving. The –ing endings
create parallel structure
REM
EM
BER
:
Pract
ice!!
!
On the back of your handout, record the advertisements under the rhetoric technique it applies. Don’t shout out, just
write your initial response. You can change answers as we review them afterwards.
“Jord
an S
lide”
Whic
h o
f th
ese
have
para
llel s
truct
ure
?
1. They like to look but not
to listen.
2. They like to look but not
listen.
Independent
Pract
ice:
You will be assigned a
particular Rhetoric Technique.
You will decide on an
ordinary object for which
to create an advertisement, applying
your assigned Rhetoric
Technique to convince
an audience to buy the
object.
Exa
mple
:
Rhetoric Technique Assigned: LOGOS
Student-choice object:
Pencil The ad might look something like this . . .
Ticonderoga . . . Used by 8 million students everyday.
On your published advertisement, you must include ….The name of Rhetoric Technique .
A brief (1 sentence) explanation of how your advertisement uses that Rhetoric Technique.