Opinion-EditorialOpinion-Editorial

Definition:Definition:An editorial is written in response to a major An editorial is written in response to a major

issue. This may be social, political, issue. This may be social, political, economical, etc.economical, etc.

Focuses on a specific event, decision, Focuses on a specific event, decision, statement, etc.statement, etc.

The writer uses rhetoric to appeal to the The writer uses rhetoric to appeal to the reader.reader.

The writer also uses persuasion (Rhetoric) The writer also uses persuasion (Rhetoric) to convince the reader of his/ her opinion.to convince the reader of his/ her opinion.

RhetoricRhetoricMr. ThomasMr. Thomas

RhetoricRhetoric (the art of (the art ofpersuasion) requires persuasion) requires understanding a understanding a

fundamental division between fundamental division between whatwhat is communicated through language is communicated through language

and and howhow this is communicated. this is communicated.

In other words: it’s not WHAT you say, but HOW you say it.

kairos (the opportune moment) (the opportune moment) audience (the person to whom one is speaking) (the person to whom one is speaking) decorum (fitting one's speech to the context and (fitting one's speech to the context and

audience) audience) In sum: at the appropriate moment, a writer or In sum: at the appropriate moment, a writer or

speaker manipulates his/her words to the speaker manipulates his/her words to the context and audience in order to come to a context and audience in order to come to a desired result or effect. desired result or effect.

There are three key aspects that make up the “Rhetorical Speech.”

Persuasion, according to Aristotle is brought about Persuasion, according to Aristotle is brought about through three kinds of persuasive through three kinds of persuasive appealsappeals which which

work together in combination:work together in combination:

Logos (logic) The appeal to Logos (logic) The appeal to reasonreason.. Pathos (emotions) The appeal to Pathos (emotions) The appeal to emotionsemotions

of the audience.of the audience. Ethos (ethics) The persuasive appeal of Ethos (ethics) The persuasive appeal of

one's character. One needs to appear both one's character. One needs to appear both knowledgeable about one's subject and knowledgeable about one's subject and benevolent; the character must establish benevolent; the character must establish credibilitycredibility with the audience. with the audience.

(Because we care) (Because we care)

Let’s Practice! Explain( examples) why you chose each type ( or types) There Let’s Practice! Explain( examples) why you chose each type ( or types) There could be more than one technique in each) could be more than one technique in each)

Commercial Ethos Pathos LogosAnimal Crueltyhttp://www.youtube.com/watch?v=9gspElv1yvc

David Abarnathyhttp://www.youtube.com/watch?v=0K-oh9t0YPI

Dove Evolutionhttp://www.youtube.com/watch?v=iYhCn0jf46U

Little Caesar’s No Ruleshttp://www.youtube.com/watch?v=7fDcNEUSLPs

Other Rhetorical Strategies:Other Rhetorical Strategies: RepetitionRepetition - a major rhetorical strategy - a major rhetorical strategy

for producing emphasis, clarity, for producing emphasis, clarity, amplification, or emotional effect. amplification, or emotional effect.

Leading QuestionsLeading Questions – a question that – a question that requires no answer because the answer is requires no answer because the answer is obvious and doesn’t need to be stated. obvious and doesn’t need to be stated.

HesitationHesitation – a refusal to answer a – a refusal to answer a question, which, in itself, is an answerquestion, which, in itself, is an answer

IntimationIntimation – a suggestion of what is – a suggestion of what is possibly true (but not necessarily true)possibly true (but not necessarily true)

You can also use figurative You can also use figurative language… language…

MetaphorMetaphor SimileSimile ImageryImagery PersonificationPersonification HyperboleHyperbole Etc…Etc…