rhetors effectively use strategies to persuade their audience Cognitive Skills Objective Develop your ability to identify and analyze Rhetorical Strategies Gathering strategies for analysis notes ID: 796864
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Slide1
Essential Question:
How do expert rhetors effectively use strategies to persuade their audience?
Cognitive Skills Objective
Develop your ability to identify and analyze Rhetorical Strategies
Slide2Gathering strategies for analysis (notes)
The 3 Classic Appeals: Ethos, Pathos, Logos Basic Visual Analysis strategies: Color Theory Rule of Thirds Advanced Visual Analysis Symbolism Resource link
Slide3Quick Review: The Three Classic Appeals
When you use strategies to appeal to an audience’s sense of emotion or their heartfelt beliefs…PATHOS
sym
pathetic
path
etic
em
path
y
Use…
-Emotional images
-Guilt
-5 senses
“cute”
“sexy”
“sad”
“angry”
Slide4Quick Review: The Three Classic Appeals
The audience’s reaction to a pathos appeal might sound like…PATHOS
Strategies:
-Emotional images-Guilt-5 senses“cute”“sexy”“sad”“angry”
“This is
so sad
, it can’t continue!”
“I
can’t believe
this is happening in our world…”
“I
don’t want my child to get hurt
, so…”
Slide5Strategies to create a Pathos appeal in Visuals
Strategies:-Emotional images-Guilt-5 senses“cute”“sexy”“sad”“angry”
Slide6Strategies to create a Pathos appeal in writing
The persuasive appeal of pathos is an appeal to an audience's sense of identity, their self-interest, their emotions. Many rhetoricians over the centuries have considered pathos the strongest of the appeals, though this view of persuasion is rarely mentioned without a lament about the power of emotion to sway the mind.*
Appeals
to our sense of identity and self interest exploit common biases; we naturally bend in the direction of what is advantageous to us, what serves our interests or the interests of any group we believe ourselves a part of. Even when advantage is not an issue, writers who belong to groups we identify with, or create groups we can belong to, often
seem more compelling
.
We
also naturally find more persuasive the speaker or writer
who flatters us
(especially indirectly)
instead of insulting us
. Thus skillful writers
create a positive image in their words of the audience they are addressing, an image their actual readers can identify with. Who does not want to be the �sensible, caring person� the arguer describes? Especially powerful are devices that create an identity between the writer and reader so that the speaker almost seems to be the audience addressing itself.*
Slide7Strategies to create a Pathos appeal in writing
The emotions also strongly assist, perhaps sometimes determine, persuasion. If, for example, a writer wants a reader to evaluate something negatively, she or he may try to arouse the reader's anger. Or to produce action to someone's benefit (e.q
. to persuade us to make a charitable donation), an arguer may work on our pity
.* Direct appeals to the reader
to feel an emotion (
e.q
. �You should be crying now�) are rarely effective. Instead,
creating an emotion with words usually requires recreating the scene or event that would in �real�
circumstances arouse the emotion. Thus
descriptions of painful or pleasant things
work on the emotions. Or the arguer can work on the natural �trigger� of the emotion. If, for example, we usually feel anger at someone who, we believe, has received benefits without deserving them, then the arguer who wants to make us angry with someone will make a case that person was rewarded unfairly.*
Slide8Quick Review: The Three Classic Appeals
When you use strategies to appeal to an audience’s sense of logic or their rational mind…LOGOS
log
ical
log
istics
log
ical
Use…
Evidence
Statistics
Logical reasoning
Slide9The audience’s
reaction to a logos appeal might sound like…
Quick Review: The Three Classic Appeals
LOGOS
log
ical
log
istics
log
ical
Use…
Evidence
Statistics
Logical reasoning
“Oh, well, this
makes sense
. It is the
logical
thing
to do. There is
enough evidence
to support it!”
Slide10Strategies to create a
Logos appeal in VisualsUse…EvidenceStatisticsLogical reasoning
Slide11Strategies to create a Pathos appeal in writing
Finally, we come to the �argument� itself, the explicit reasons the arguer provides to support a position.* DefinitionsFeatures/Specifications of the object to be sold/persuaded on
Analogies or comparisons
Citing parallel cases/situations/objectsCause and consequences
Slide12Quick Review: The Three Classic Appeals
When you use strategies to appeal to an audience’s sense of good moral/ethical character ; the rhetor build his/her credibility as a speaker…
ETHOS
ethical
Use…
-Famous images or quotes
-Trust
-Credibility
-Good person
trust
credible
Slide13The audience’s
reaction to a ethos appeal might sound like…Quick Review: The Three Classic Appeals
ETHOS
Use…-Famous images or quotes-Trust-Credibility-Good person
“He’s a father as well, so
obviously
he would want the best
for our children.”
“She has
worked as a professor
at New York University,
so I trust
what she is saying.”
Slide14Strategies to create
an Ethos appeal in VisualsUse…-Famous images or quotes-Trust-Credibility-Good person
Slide15Strategies to create an Ethos appeal in writing
According to Aristotle, our perception of a speaker or writer's character influences how believable or convincing we find what that person has to say. This projected character is called the speaker or writer's ethos. We are naturally more likely to be persuaded by a person who, we think, has personal warmth,
consideration of others, a good mind and solid learning
. Often we know something of the character of speakers and writers ahead of time. They come with a reputation or extrinsic ethos. People whose education,
experience
, and
previous performances qualify them to speak on a certain issue
earn the special extrinsic ethos of the authority. But whether or not we know anything about the speaker or writer ahead of time, the actual text we hear or read, the way it is written or spoken and what it says, always
conveys and impression of the author's character
. This impression created by the text itself is the intrinsic ethos
.*
Institutions
, public roles and publications also project an ethos or credibility. We assume, for example, that The New York Times is a more credible source than the Weekly World News or the National Inquirer. And we usually assume that a person selected for a position of responsibility or honor is more credible than someone without official sanction. These expectations about credibility and ethos are occasionally disappointed
.*
Slide16Visual Strategies for Analysis:
Color Theory
Slide17Examples of use of Color Theory
Slide18Examples of use of Color Theory
Slide19Visual Strategies for Analysis:
Rule of Thirds
Slide20Visual Strategies for Analysis:
Rule of Thirds
Slide21Visual Strategies for Analysis:
Rule of Thirds
Slide22Visual Strategies for Analysis:
Rule of Thirds
Slide23Advanced Rhetorical Strategies for Analysis:
SymbolismVisualWritten Cinematography (videos) Camera angles Point of view Shifts in development
Slide24Visual #3
Strategies: Using color theory to appeal to pathos Gold color repeated throughout emphasizes the “richness” of the jewelry Symbolism of gold color plays upon name “prosperity”
Appeal to pathos:“Bring abundance and prosperity into all areas of your life: love, health, career, relationships…Laugh often, live richer
.”
Slide25Visual #6
Strategies:-Primary appeal to pathos because young woman, dressed provocatively-Rule of Thirds
– woman in left-most third of image so eye goes to her, and particularly her necklace (helps sell the necklace)