{"presentation":{"slides":[{"elements":[{"x":4.357298474945534,"y":40.86021505376344,"width":55.55555555555556,"height":59.13978494623655,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"

<\/p>\n\n

RHETORICAL ANALYSIS<\/span><\/strong><\/span><\/p>\n"},"subContentId":"f5c95a45-c46a-4a13-8c18-b30c1acbc0d4","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{"imageSlideBackground":{"path":"images\/imageSlideBackground-5f45709b1a9f2.jpg","mime":"image\/jpeg","copyright":{"license":"U"},"width":3997,"height":2475}}},{"elements":[{"x":3.2679738562091507,"y":6.404580645161291,"width":66.44880174291939,"height":70.96774193548387,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"

What is rhetorical analysis?<\/h2>\n\n
Rhetorical analysis can sound intimidating, but it's actually a pretty simple concept.<\/p>\n\n
Rhetoric is the study of how people use language to get what they want.<\/p>\n\n
So when we analyze the rhetoric of any text, what we're looking at is not just what<\/strong><\/span> the author says, but how<\/strong><\/span> they said it. We're looking at how the author has used language to manipulate the audience, to get what they want.<\/p>\n\n
This sounds unethical, but it isn't always. Good public speakers, writers, politicians, activists, are conscious of how language works and how they can use it as a tool to get people to come over to their way of thinking. <\/p>\n"},"subContentId":"883b2a4f-5bf7-4d0e-96a3-08d9487c8fcd","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":68.62745098039215,"y":12.903225806451612,"width":29.193899782135077,"height":46.236559139784944,"action":{"library":"H5P.Image 1.1","params":{"contentName":"Image","file":{"path":"images\/file-5f46bb2279f79.jpg","mime":"image\/jpeg","copyright":{"license":"U"},"width":3600,"height":2880},"alt":"protester with megaphone","decorative":false},"subContentId":"d1311a35-cb3b-4582-baf3-4ef57f74b23e","metadata":{"contentType":"Image","license":"U","title":"Untitled Image"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}},{"elements":[{"x":2.178649237472767,"y":2.1169354838709675,"width":20.697167755991288,"height":96.77419354838709,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"
An Intro to Persuasion<\/h2>\n\n
Click on the video for an overview of the model we'll be using to analyze rhetoric this term. <\/p>\n\n
It comes from Aristotle<\/strong>, a Greek philosopher, who was interested in how persuasion works.<\/p>\n\n
The video is 3:42 long.<\/p>\n\n
There is a transcript on the Blackboard site below this presentation.<\/p>\n"},"subContentId":"2b5735a1-a3fb-4604-8e8f-701450f6f3bc","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":25.054466230936818,"y":2.1202967741935486,"width":74.94553376906319,"height":96.77419354838709,"action":{"library":"H5P.Video 1.6","params":{"visuals":{"fit":true,"controls":true},"playback":{"autoplay":false,"loop":false},"l10n":{"name":"Video","loading":"Video player loading...","noPlayers":"Found no video players that supports the given video format.","noSources":"Video is missing sources.","aborted":"Media playback has been aborted.","networkFailure":"Network failure.","cannotDecode":"Unable to decode media.","formatNotSupported":"Video format not supported.","mediaEncrypted":"Media encrypted.","unknownError":"Unknown error.","invalidYtId":"Invalid YouTube ID.","unknownYtId":"Unable to find video with the given YouTube ID.","restrictedYt":"The owner of this video does not allow it to be embedded."},"sources":[{"path":"http:\/\/www.youtube.com\/watch?v=LVDL4cY0JYc","mime":"video\/YouTube","copyright":{"license":"U"}}]},"subContentId":"50a09b9e-a38f-44f4-9462-1b5b1cf6c1a6","metadata":{"contentType":"Video","license":"U","title":"Introduction to persuasion"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{"fillSlideBackground":"#e9e8e8"}},{"elements":[{"x":3.574346405228758,"y":2.332,"width":63.18082788671024,"height":82.36559139784946,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"
Logos<\/h2>\n\n
We just learned that logos, or logical appeals, involve appealing to a person's intellect, to their sense of reason. Fair enough, but how?<\/p>\n\n
The main strategies associated with logical appeals are:<\/p>\n\n
\n\t
a clear premise or claim<\/li>\n\t
support or evidence to back up the claims<\/li>\n\t
logical structures (such as the patterns of organization)<\/li>\n\t
rebuttal or counterargument<\/li>\n<\/ul>\n\n
<\/p>\n\n
Check the next slide for examples of each.<\/p>\n"},"subContentId":"5bf0fff9-aa4f-4bb5-ad56-2bb4c343e91d","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":58.82352941176471,"y":27.956989247311824,"width":35.947712418300654,"height":47.31182795698924,"action":{"library":"H5P.Image 1.1","params":{"contentName":"Image","file":{"path":"images\/file-5f458050561ba.jpg","mime":"image\/jpeg","copyright":{"license":"U"},"width":8256,"height":5504},"alt":"A chessboard","decorative":false},"subContentId":"323d84e3-1ca7-4d08-a93d-d5f4aa6970e4","metadata":{"contentType":"Image","license":"U","title":"Untitled Image"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}},{"elements":[{"x":1.1918951132300357,"y":2.33456,"width":98.80810488676995,"height":97.6470588235294,"action":{"library":"H5P.DragText 1.10","params":{"taskDescription":"
Drag the words into the correct boxes to define the strategies in logical appeals.<\/p>\n","overallFeedback":[{"from":0,"to":50,"feedback":"Read the prompts carefully and try again."},{"from":51,"to":100,"feedback":"Good work."}],"checkAnswer":"Check","tryAgain":"Retry","showSolution":"Show solution","dropZoneIndex":"Drop Zone @index.","empty":"Drop Zone @index is empty.","contains":"Drop Zone @index contains draggable @draggable.","ariaDraggableIndex":"@index of @count draggables.","tipLabel":"Show tip","correctText":"Correct!","incorrectText":"Incorrect!","resetDropTitle":"Reset drop","resetDropDescription":"Are you sure you want to reset this drop zone?","grabbed":"Draggable is grabbed.","cancelledDragging":"Cancelled dragging.","correctAnswer":"Correct answer:","feedbackHeader":"Feedback","behaviour":{"enableRetry":true,"enableSolutionsButton":true,"enableCheckButton":true,"instantFeedback":false},"scoreBarLabel":"You got :num out of :total points","textField":"Using an analogy or comparison to build an argument can be persuasive. People argued that it was safe to legalize marijuana because we safely legalized alcohol and the two are similar substances. This example uses logical structures as a rhetorical strategy.\nArguments on very controversial issues especially benefit when an author states a clear claim, usually at the beginning or end (or both) of their argument that makes it clear where they stand.\nIf I want to convince people that raising the minimum wage to $15\/h is a good thing, and I know I'm speaking to a hostile audience, it can be a good idea to acknowledge the opposing side's arguments about the toll that might take on small businesses. Doing so is an example of rebuttal.\nFacts and figures can provide important evidence to back up a claim in an argument.","a11yCheck":"Check the answers. The responses will be marked as correct, incorrect, or unanswered.","a11yShowSolution":"Show the solution. The task will be marked with its correct solution.","a11yRetry":"Retry the task. Reset all responses and start the task over again.","media":{"disableImageZooming":false},"submitAnswer":"Submit"},"subContentId":"450f763c-0422-433b-9d1a-2aed57378555","metadata":{"contentType":"Drag the Words","license":"U","title":"logos"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}},{"elements":[{"x":1.0893246187363834,"y":2.1303763440860215,"width":98.03921568627452,"height":86.02150537634408,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"
A note on evidence<\/h2>\n\n
Facts can be compelling evidence in the service of an argument. However, we need to consider what constitues appropriate evidence in a particular context. It is true that official government statistics can offer strong logical support on many topics. However, as noted by Viviane Fairbank, former head of research for The Walrus<\/a>, government statistics aren't always the best source of information. In \"How do we exit the post-truth era<\/a>?\" she uses the example of residential schools to explore the value of different types of evidence:<\/p>\n\n
\n
\"According to the Truth and Reconciliation Commission, 200,000 Indian Affair files were destroyed between 1936 and 1944. This complicates the traditional fact-checking requirement for strict sourcing. Those records were destroyed in an attempt to obliterate history, including the details of the federal government's management of residential schools. If I refuse to report on something because a government record does not exist to confirm it, I am essentially perpetuating the government's erasure of Indigenous history. Instead, I should be open-minded about the kinds of sources I use, including oral history or community testimony.\"<\/p>\n\n
\n
As the above example shows, we always need to ask questions about what types of evidence provide the strongest support on a specific topic.<\/p>\n\n
<\/p>\n"},"subContentId":"fae1359a-6dd0-4079-8a60-07938ad0d11f","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}},{"elements":[{"x":1.072705601907032,"y":0,"width":98.92729439809297,"height":96.47058823529412,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"
Pathos<\/h2>\n\n
Emotional appeals are present any time a writer uses strategies to appeal to the heart in order to convince us. <\/p>\n\n
Two of the strongest emotional appeals are emotionally charged diction<\/strong> and examples<\/strong>. <\/p>\n\n
Emotionally charged diction<\/strong> is language that has a strong emotional charge, either positive or negative. For example, if I want you to hate on someone, I might introduce them as a terrorist, a radical, a thug<\/strong><\/span>. If I wanted you to appreciate the same person, I might use words like activist, protestor, or freedom fighter<\/span><\/strong>. These words all do have specific meanings, but they are used by people on opposite sides of an issue to mean different things. <\/p>\n\n
Examples<\/strong> may seem like solid evidence, and therefore a logical appeal. However, an example is almost always used for emotional appeal. One (or even several) examples generally do not prove anything logically. They do help people to connect to issues on a personal level. If I wanted to make an argument about raising the minimum wage, telling the story of someone who works two part-time jobs and still can't make ends meet in Toronto might make people empathize and change their minds.<\/p>\n\n
Note that examples or anecdotes can be real or hypothetical. They function in the same way (another hint that these are emotional appeals).<\/p>\n\n
<\/p>\n"},"subContentId":"60546964-c71e-4f13-ab78-fd3f73794394","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}},{"elements":[{"x":1.0893246187363834,"y":2.1404580645161286,"width":95.86056644880175,"height":83.87096774193547,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"
Pathos in action<\/h2>\n\n
James Gilligan and Bandy Lee, two American psychiatrists, had to open their article called \"The Root Causes of Gun Violence\" very carefully. This is a hot button issue in the US. If we consider that their purpose was to convince people to enact gun legislation, they were writing for a very<\/strong> hostile audience. <\/p>\n\n
Pathos can be an effective tool in a situation like this, as they demonstrate below.<\/p>\n\n
Their opening draws on emotional examples that might make someone who otherwise disagrees with them give their argument a chance.<\/p>\n\n
\n
\"The recent mass murder <\/span><\/span><\/span><\/span>at Marjory Stoneman Douglas High School in Parkland, Florida, has shocked us all, not only because this one incident was so horrendous, but also because it was only one of an apparently endless and increasingly frequent series of mass murders in our country. As psychiatrists who have devoted our careers to studying the causes and <\/span>prevention of violence, we would like to summarize what we have learned to help reduce the frequency and scale of lethal violence.\"<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n"},"subContentId":"b475d481-aa9c-422b-9320-3997d3a2171b","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}},{"elements":[{"x":1.0893246187363834,"y":0,"width":98.03921568627452,"height":98.9247311827957,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"
Ethos<\/h2>\n\n
Logic and emotion are very powerful tools in the art of persuasion. However, there is a growing body of evidence<\/a> showing that ethos, or an appeal to our sense of trust,<\/strong> the credibility<\/strong> of the source of the argument, is generally how people make decisions about which arguments to buy in to, and which to reject.<\/p>\n\n
Ethos lies in the following strategies:<\/p>\n\n
\n\t
building common ground<\/strong> with your audience<\/li>\n\t
establishing credentials<\/strong> or expertise (for example, through lived experience)<\/li>\n\t
borrowing credentials<\/strong> or expertise (for example, through research)<\/li>\n\t
presenting yourself\/ your argument professionally <\/strong>(which changes, depending on the context)<\/li>\n<\/ul>\n"},"subContentId":"a5499f24-78cb-480a-998a-2ef42c92452e","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}},{"elements":[{"x":1.0893246187363834,"y":0,"width":98.03921568627452,"height":96.77419354838709,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"
The Trump\/Fauci dilemma<\/h2>\n\n
Donald Trump wouldn't know a logical argument if it bit him in the ass, but he is a master at making certain people identify with him and see him as a credible source of information.<\/p>\n\n
His base looks up to him<\/strong> because they believe the lie that he is a billionaire and brilliant businessman (he isn't).<\/p>\n\n
They see him as one of them<\/strong> because he has manipulated racial and class tensions to make them fear others.<\/p>\n\n
So when he suggested that people could inject themselves with disinfectant to cure the Coronavirus, the Centres for Disease Control received a surge in reports of Americans poisoning themselves with bleach.<\/p>\n\n
Anthony Fauci, on the other hand, is a world-renowned expert<\/strong> in infectious diseases. Many people trust him because of his reputation and credentials<\/strong>. <\/p>\n\n
People who trust Fauci can't understand people who trust Trump, and vice versa. But both are responding to ethical appeals, just of different kinds.<\/p>\n"},"subContentId":"9cf35a51-7c76-4602-82b3-86358d6e11b3","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}},{"elements":[{"x":1.0927342047930282,"y":2.1438172043010755,"width":21.78649237472767,"height":96.77419354838709,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"
The Art of Rhetoric<\/h2>\n\n
Click on the video for a deep dive into how rhetorical appeals are used in advertising, one of the most persuasive forms of writing we're exposed to every day.<\/p>\n\n
The ideas here will help you to complete your assignment this week.<\/p>\n\n
The video is 8:29.<\/p>\n\n
There is a transcript on the Blackboard site under this presentation.<\/p>\n"},"subContentId":"1b86b404-1c50-4afa-a9dc-791b7661fa07","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":25.02979737783075,"y":2.3529411764705883,"width":72.98474945533769,"height":95.69892473118279,"action":{"library":"H5P.Video 1.6","params":{"visuals":{"fit":true,"controls":true},"playback":{"autoplay":false,"loop":false},"l10n":{"name":"Video","loading":"Video player loading...","noPlayers":"Found no video players that supports the given video format.","noSources":"Video is missing sources.","aborted":"Media playback has been aborted.","networkFailure":"Network failure.","cannotDecode":"Unable to decode media.","formatNotSupported":"Video format not supported.","mediaEncrypted":"Media encrypted.","unknownError":"Unknown error.","invalidYtId":"Invalid YouTube ID.","unknownYtId":"Unable to find video with the given YouTube ID.","restrictedYt":"The owner of this video does not allow it to be embedded."},"sources":[{"path":"http:\/\/www.youtube.com\/watch?v=FeCz5fy02JE","mime":"video\/YouTube","copyright":{"license":"U"}}]},"subContentId":"06bf1c7a-2174-4f85-bab1-716753f31d47","metadata":{"contentType":"Video","license":"U","title":"The Art of Rhetoric"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{"fillSlideBackground":"#ebe8e8"}},{"elements":[{"x":53.37690631808279,"y":23.65591397849462,"width":31.59041394335512,"height":70.96774193548387,"action":{"library":"H5P.MultiChoice 1.16","params":{"media":{"disableImageZooming":false},"answers":[{"correct":true,"tipsAndFeedback":{"chosenFeedback":"
Yes! The appeal to a doctor is a dead giveaway here. They want you to trust the source.<\/div>\n","tip":"","notChosenFeedback":""},"text":"
Ethos<\/div>\n"},{"correct":false,"tipsAndFeedback":{"chosenFeedback":"
The doctor features prominently here. He's supposed to be a credible source, so this is an appeal to ethos.<\/div>\n","tip":"","notChosenFeedback":""},"text":"
Pathos<\/div>\n"},{"correct":false,"tipsAndFeedback":{"chosenFeedback":"
The doctor features prominently here. He's supposed to be a credible source, so this is an appeal to ethos.<\/div>\n","tip":"","notChosenFeedback":""},"text":"
Logos<\/div>\n"}],"overallFeedback":[{"from":0,"to":100}],"behaviour":{"enableRetry":true,"enableSolutionsButton":true,"enableCheckButton":true,"type":"auto","singlePoint":false,"randomAnswers":true,"showSolutionsRequiresInput":true,"confirmCheckDialog":false,"confirmRetryDialog":false,"autoCheck":false,"passPercentage":100,"showScorePoints":true},"UI":{"checkAnswerButton":"Check","showSolutionButton":"Show solution","tryAgainButton":"Retry","tipsLabel":"Show tip","scoreBarLabel":"You got :num out of :total points","tipAvailable":"Tip available","feedbackAvailable":"Feedback available","readFeedback":"Read feedback","wrongAnswer":"Wrong answer","correctAnswer":"Correct answer","shouldCheck":"Should have been checked","shouldNotCheck":"Should not have been checked","noInput":"Please answer before viewing the solution","a11yCheck":"Check the answers. The responses will be marked as correct, incorrect, or unanswered.","a11yShowSolution":"Show the solution. The task will be marked with its correct solution.","a11yRetry":"Retry the task. Reset all responses and start the task over again.","submitAnswerButton":"Submit"},"confirmCheck":{"header":"Finish ?","body":"Are you sure you wish to finish ?","cancelLabel":"Cancel","confirmLabel":"Finish"},"confirmRetry":{"header":"Retry ?","body":"Are you sure you wish to retry ?","cancelLabel":"Cancel","confirmLabel":"Confirm"},"question":"
Which appeal is dominant here?<\/p>\n"},"subContentId":"14b7b114-5504-46f4-a8ad-73a5404a5350","metadata":{"contentType":"Multiple Choice","license":"U","title":"appeals in advertisements"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":5.446623093681917,"y":2.150537634408602,"width":37.254901960784316,"height":93.54838709677419,"action":{"library":"H5P.Image 1.1","params":{"contentName":"Image","file":{"path":"images\/file-5f46da189038b.jpg","mime":"image\/jpeg","copyright":{"license":"U"},"width":564,"height":720},"alt":"An ad for Camels featuring a doctor's recommendation.","decorative":false},"subContentId":"9c0756c3-7020-43c8-9516-625bff682bd0","metadata":{"contentType":"Image","license":"U","title":"Untitled Image"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":53.37690631808279,"y":6.451612903225806,"width":31.59041394335512,"height":10.75268817204301,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"
Knowledge check!<\/h2>\n"},"subContentId":"696a6423-1001-4009-85c9-f2414ff344fe","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{"fillSlideBackground":"#e0dddd"}},{"elements":[{"x":2.178649237472767,"y":2.150537634408602,"width":37.690631808278866,"height":93.54838709677419,"action":{"library":"H5P.Image 1.1","params":{"contentName":"Image","file":{"path":"images\/file-5f46da73700ba.jpg","mime":"image\/jpeg","copyright":{"license":"U"},"width":200,"height":252},"alt":"Coke ad featuring a happy baby","decorative":false},"subContentId":"a00d30c0-e13c-4d81-aa44-f50587587779","metadata":{"contentType":"Image","license":"U","title":"Untitled Image"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":49.01960784313726,"y":19.354838709677416,"width":39.97821350762527,"height":64.51612903225806,"action":{"library":"H5P.MultiChoice 1.16","params":{"media":{"disableImageZooming":false},"answers":[{"correct":true,"tipsAndFeedback":{"chosenFeedback":"
Yes! The happy baby gives it away. Drink Coke and you'll be happy and healthy. Ugh.<\/div>\n","tip":"","notChosenFeedback":""},"text":"
Pathos<\/div>\n"},{"correct":false,"tipsAndFeedback":{"chosenFeedback":"
The happy baby gives it away. Drink Coke and you'll be happy and healthy. A morally bankrupt appeal to pathos. Ugh.<\/div>\n","tip":"","notChosenFeedback":""},"text":"
Ethos<\/div>\n"},{"correct":false,"tipsAndFeedback":{"tip":"","chosenFeedback":"
The happy baby gives it away. Drink Coke and you'll be happy and healthy. A morally bankrupt appeal to pathos. Ugh.<\/div>\n","notChosenFeedback":""},"text":"
Logos<\/div>\n"}],"overallFeedback":[{"from":0,"to":100}],"behaviour":{"enableRetry":true,"enableSolutionsButton":true,"enableCheckButton":true,"type":"auto","singlePoint":false,"randomAnswers":true,"showSolutionsRequiresInput":true,"confirmCheckDialog":false,"confirmRetryDialog":false,"autoCheck":false,"passPercentage":100,"showScorePoints":true},"UI":{"checkAnswerButton":"Check","showSolutionButton":"Show solution","tryAgainButton":"Retry","tipsLabel":"Show tip","scoreBarLabel":"You got :num out of :total points","tipAvailable":"Tip available","feedbackAvailable":"Feedback available","readFeedback":"Read feedback","wrongAnswer":"Wrong answer","correctAnswer":"Correct answer","shouldCheck":"Should have been checked","shouldNotCheck":"Should not have been checked","noInput":"Please answer before viewing the solution","a11yCheck":"Check the answers. The responses will be marked as correct, incorrect, or unanswered.","a11yShowSolution":"Show the solution. The task will be marked with its correct solution.","a11yRetry":"Retry the task. Reset all responses and start the task over again.","submitAnswerButton":"Submit"},"confirmCheck":{"header":"Finish ?","body":"Are you sure you wish to finish ?","cancelLabel":"Cancel","confirmLabel":"Finish"},"confirmRetry":{"header":"Retry ?","body":"Are you sure you wish to retry ?","cancelLabel":"Cancel","confirmLabel":"Confirm"},"question":"
Which appeal is dominant in this ad?<\/p>\n"},"subContentId":"698e904d-74c0-42e8-8e8f-14313712396b","metadata":{"contentType":"Multiple Choice","license":"U","title":"pathos coke"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{"fillSlideBackground":"#e6e6e6"}},{"elements":[{"x":3.2679738562091507,"y":2.1438172043010755,"width":35.947712418300654,"height":97.63440860215053,"action":{"library":"H5P.Image 1.1","params":{"contentName":"Image","file":{"path":"images\/file-5f46dbccb85f4.jpg","mime":"image\/jpeg","copyright":{"license":"U"},"width":640,"height":879},"alt":"Cigarette ad comparing filter on cigarettes to water filter","decorative":false},"subContentId":"5c0fc65a-25fa-4ade-b5c9-508ba656e164","metadata":{"contentType":"Image","license":"U","title":"Untitled Image"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":49.01960784313725,"y":15.033612903225807,"width":39.97821350762527,"height":64.51612903225806,"action":{"library":"H5P.MultiChoice 1.16","params":{"media":{"disableImageZooming":false},"answers":[{"correct":true,"tipsAndFeedback":{"chosenFeedback":"
Yes! The comparison between the water filter and the cigarette filter is an analogy or logical structure.<\/div>\n","tip":"","notChosenFeedback":""},"text":"
Logos<\/div>\n"},{"correct":false,"tipsAndFeedback":{"chosenFeedback":"
The comparison between the water filter and the cigarette filter is an analogy or logical structure.<\/div>\n","tip":"","notChosenFeedback":""},"text":"
Pathos<\/div>\n"},{"correct":false,"tipsAndFeedback":{"tip":"","chosenFeedback":"
The comparison between the water filter and the cigarette filter is an analogy or logical structure.<\/div>\n","notChosenFeedback":""},"text":"
Ethos<\/div>\n"}],"overallFeedback":[{"from":0,"to":100}],"behaviour":{"enableRetry":true,"enableSolutionsButton":true,"enableCheckButton":true,"type":"auto","singlePoint":false,"randomAnswers":true,"showSolutionsRequiresInput":true,"confirmCheckDialog":false,"confirmRetryDialog":false,"autoCheck":false,"passPercentage":100,"showScorePoints":true},"UI":{"checkAnswerButton":"Check","showSolutionButton":"Show solution","tryAgainButton":"Retry","tipsLabel":"Show tip","scoreBarLabel":"You got :num out of :total points","tipAvailable":"Tip available","feedbackAvailable":"Feedback available","readFeedback":"Read feedback","wrongAnswer":"Wrong answer","correctAnswer":"Correct answer","shouldCheck":"Should have been checked","shouldNotCheck":"Should not have been checked","noInput":"Please answer before viewing the solution","a11yCheck":"Check the answers. The responses will be marked as correct, incorrect, or unanswered.","a11yShowSolution":"Show the solution. The task will be marked with its correct solution.","a11yRetry":"Retry the task. Reset all responses and start the task over again.","submitAnswerButton":"Submit"},"confirmCheck":{"header":"Finish ?","body":"Are you sure you wish to finish ?","cancelLabel":"Cancel","confirmLabel":"Finish"},"confirmRetry":{"header":"Retry ?","body":"Are you sure you wish to retry ?","cancelLabel":"Cancel","confirmLabel":"Confirm"},"question":"
Which appeal is dominant here?<\/p>\n"},"subContentId":"110b5983-2c5e-4b5d-a256-924b3408902e","metadata":{"contentType":"Multiple Choice","license":"U","title":"logos ad"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{"fillSlideBackground":"#e4e2e2"}},{"elements":[{"x":1.088336917562724,"y":0,"width":64.27718040621266,"height":89.62264150943396,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"
Public Service Announcements<\/h2>\n\n
Your first assignment in rhetorical analysis is to use the language of persuasive appeals to analyze a PSA. <\/p>\n\n
PSAs are advertisements, but of a very specific kind. They're especially persuasive because their purpose is more important than \"hey, give me your money.\" <\/p>\n\n
Unlike other ads, PSAs are created by government ministries, NGOs (non-governmental organizations), charities and individuals who are committed to a particular cause. Their aim is to change the way people think and behave. And this is the most difficult thing an advertisement can do: change behaviour.<\/p>\n\n
We've all seen examples of PSAs. MADD (Mothers Against Drunk Driving), the Heart and Stroke Foundation, and Concerned Children's Advertisers are all organizations that have produced very famous PSAs. (Anyone remember the house hippo?)<\/p>\n"},"subContentId":"30112e09-8581-4a48-870b-da58f52f222e","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":65.359477124183,"y":49.46236559139785,"width":32.661433216350964,"height":36.12903225806451,"action":{"library":"H5P.Image 1.1","params":{"contentName":"Image","file":{"path":"images\/file-5f46e4aac25f4.jpg","mime":"image\/jpeg","copyright":{"license":"U"},"width":300,"height":168},"alt":"Mothers Against Drunk Driving logo","decorative":false},"subContentId":"409665cd-d81e-4cee-9e61-701f818e6db6","metadata":{"contentType":"Image","license":"U","title":"Untitled Image"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":86.05664488017429,"y":6.451612903225806,"width":10.771323720285956,"height":40,"action":{"library":"H5P.Image 1.1","params":{"contentName":"Image","file":{"path":"images\/file-5f46e4c11bc47.png","mime":"image\/png","copyright":{"license":"U"},"width":100,"height":188},"alt":"concerned children's advertisers logo","decorative":false},"subContentId":"7682dcd3-1b62-4e33-9e12-56ac02c2e8cc","metadata":{"contentType":"Image","license":"U","title":"Untitled Image"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":64.27015250544663,"y":21.50537634408602,"width":19.607843137254903,"height":21.72043010752688,"action":{"library":"H5P.Image 1.1","params":{"contentName":"Image","file":{"path":"images\/file-5f46e4db9a17b.jpg","mime":"image\/jpeg","copyright":{"license":"U"},"width":300,"height":168},"alt":"heart and stroke foundation logo","decorative":false},"subContentId":"44153d65-8b51-4f77-8cd9-a1d88b8885e2","metadata":{"contentType":"Image","license":"U","title":"Untitled Image"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}},{"elements":[{"x":0.8714596949891068,"y":2.1438172043010755,"width":99.1285403050109,"height":21.50537634408602,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"
Specific Persuasive Techniques in PSAs<\/h2>\n\n
In addition to the strategies discussed earlier, PSAs use logos, pathos, and ethos in specific ways because of their medium, video.<\/p>\n"},"subContentId":"fab25759-da47-4646-99a2-34f0cb367b44","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":2.178649237472767,"y":21.50537634408602,"width":91.9952210274791,"height":68.39622641509433,"action":{"library":"H5P.Table 1.1","params":{"text":"
\n\n\t\n\t\t\n\t\t\t\n\t\t\t\n\t\t\t
Logos<\/td>\n\t\t\t \n\t\t\t
Clear claim<\/div>\n\n\t\t\t
Evidence\/ support<\/div>\n\n\t\t\t
Logical structures<\/div>\n\n\t\t\t
Rebuttal<\/div>\n\t\t\t<\/td>\n\t\t<\/tr>\n\t\t
Pathos<\/td>\n\t\t\t \n\t\t\t
Emotionally charged diction<\/div>\n\n\t\t\t
Examples\/ anecdotes<\/div>\n\n\t\t\t
Specific lighting\/ editing\/ sound\/ music cues<\/span><\/strong><\/div>\n\t\t\t<\/td>\n\t\t<\/tr>\n\t\t
Ethos<\/td>\n\t\t\t \n\t\t\t
Credentials or expert opinions (endorsements)<\/strong><\/span><\/div>\n\n\t\t\t
Establish common ground (relatability of characters\/situations)<\/strong><\/span><\/div>\n\n\t\t\t
High production value<\/strong><\/span><\/div>\n\n\t\t\t
Reputation of sponsor of the PSA<\/strong><\/span><\/div>\n\t\t\t<\/td>\n\t\t<\/tr>\n\t<\/tbody>\n<\/table>\n\n
<\/div>\n<\/div>\n"},"subContentId":"2522065e-651f-4804-adb0-9018122d5cb4","metadata":{"contentType":"Table","license":"U","title":"strategies for PSAs"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":68.62745098039215,"y":30.10752688172043,"width":28.673835125448033,"height":9.433962264150942,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"
Strategies specific to PSAs are in bold text<\/span><\/strong>.<\/p>\n"},"subContentId":"36197957-6da9-439f-a46d-9e2ff961f346","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}},{"elements":[{"x":3.584229390681003,"y":4.705919811320754,"width":81.2425328554361,"height":68.39622641509433,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":"
Your task<\/h2>\n\n
Find a PSA on the Internet. You have free choice here, but make sure it is a PSA. <\/p>\n\n
They are typically between 30 seconds and 3 minutes<\/strong> long. <\/p>\n\n
They are sponsored by a recognizable organization<\/strong> (or sometimes created by an individual). <\/p>\n\n
They have a clear social purpose<\/strong>.<\/p>\n\n
Follow the instructions on your assignment to analyze the PSA. Make sure you use the language of rhetorical appeals, including the strategies discussed in this lesson, to demonstrate your mastery of the concepts.<\/p>\n"},"subContentId":"541ed7a5-c0c1-47cd-99f3-a05302295f48","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}},{"elements":[{"x":1.0893246187363834,"y":2.1438172043010755,"width":98.03921568627452,"height":67.74193548387096,"action":{"library":"H5P.Summary 1.10","params":{"intro":"
Choose the correct statement. At the end of the exercise, you'll have a summary of the lesson. You may need to scroll down using the blue bar on the right to see all of the statements.<\/p>\n","summaries":[{"subContentId":"e3667313-732b-422e-98de-dcfbe9d47894","tip":"","summary":["
There are three main types of rhetorical appeals writers can use to persuade an audience: logos, pathos, and ethos. Most arguments use all 3 to a degree, though one is usually dominant.<\/p>\n","
All arguments must choose only one rhetorical appeal, whether logos, pathos, or ethos.<\/p>\n"]},{"subContentId":"7c1c2538-bcbf-4e8e-8357-36eef493e032","summary":["
Logos is an appeal to logic, to an audience's sense of reason. <\/p>\n","
Logos is an appeal to emotion, to an audience's sense of fear, anger, pride, nationalism, or sadness.<\/p>\n"],"tip":""},{"subContentId":"457d080e-d60a-45fd-8cb9-c1e334fb87a1","summary":["
Emotional appeals involve specific strategies such as emotionally charged diction and examples to make the audience change their minds and agree with the writer or speaker.<\/p>\n","
Facts and figures used as evidence for a clear claim are an indication of pathos, or emotional appeal.<\/p>\n"],"tip":""},{"subContentId":"6a0517d8-5921-42af-9fe8-d30caded781d","summary":["
Quoting experts, establishing credentials and delivering an argument professionally are all ways a writer can increase the ethos or credibility of their argument.<\/p>\n","
Ethos, or the extent to which an audience trusts the source of an argument and their credibility is the weakest of the appeals. <\/p>\n"],"tip":""},{"subContentId":"81cc590e-90a4-4df8-9152-5dbd8b34f5e5","summary":["
PSAs are especially persuasive arguments because they are trying to change people's behaviour. They sometimes use emotional music, editing cues, and lighting, and incorporate high production values to establish credibility, in addition to other rhetorical strategies we see in written arguments. <\/p>\n","
PSAs are some of the least persuasive advertisements because they aren't trying to sell a product.<\/p>\n"],"tip":""}],"overallFeedback":[{"from":0,"to":60,"feedback":"Review the lesson before attempting the assignment for this week. Let me know if you have questions."},{"from":61,"to":100,"feedback":"Good work. Review any topics in the lesson that are still unclear."}],"solvedLabel":"Progress:","scoreLabel":"Wrong answers:","resultLabel":"Your result","labelCorrect":"Correct.","labelIncorrect":"Incorrect! Please try again.","alternativeIncorrectLabel":"Incorrect","labelCorrectAnswers":"Correct answers.","tipButtonLabel":"Show tip","scoreBarLabel":"You got :num out of :total points","progressText":"Progress :num of :total"},"subContentId":"16c325dc-92a5-46d1-9f35-d938afce3924","metadata":{"contentType":"Summary","license":"U","title":"rhetorical appeals summary"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}}],"keywordListEnabled":true,"globalBackgroundSelector":{"imageGlobalBackground":{"path":"images\/imageGlobalBackground-5f4570c9f2e19.jpg","mime":"image\/jpeg","copyright":{"license":"U"},"width":2585,"height":1515}},"keywordListAlwaysShow":false,"keywordListAutoHide":false,"keywordListOpacity":90},"override":{"activeSurface":false,"hideSummarySlide":false,"summarySlideSolutionButton":true,"summarySlideRetryButton":true,"enablePrintButton":false,"social":{"showFacebookShare":false,"facebookShare":{"url":"@currentpageurl","quote":"I scored @score out of @maxScore on a task at @currentpageurl."},"showTwitterShare":false,"twitterShare":{"statement":"I scored @score out of @maxScore on a task at @currentpageurl.","url":"@currentpageurl","hashtags":"h5p, course"},"showGoogleShare":false,"googleShareUrl":"@currentpageurl"}},"l10n":{"slide":"Slide","score":"Score","yourScore":"Your Score","maxScore":"Max Score","total":"Total","totalScore":"Total Score","showSolutions":"Show solutions","retry":"Retry","exportAnswers":"Export text","hideKeywords":"Hide sidebar navigation menu","showKeywords":"Show sidebar navigation menu","fullscreen":"Fullscreen","exitFullscreen":"Exit fullscreen","prevSlide":"Previous slide","nextSlide":"Next slide","currentSlide":"Current slide","lastSlide":"Last slide","solutionModeTitle":"Exit solution mode","solutionModeText":"Solution Mode","summaryMultipleTaskText":"Multiple tasks","scoreMessage":"You achieved:","shareFacebook":"Share on Facebook","shareTwitter":"Share on Twitter","shareGoogle":"Share on Google+","summary":"Summary","solutionsButtonTitle":"Show comments","printTitle":"Print","printIngress":"How would you like to print this presentation?","printAllSlides":"Print all slides","printCurrentSlide":"Print current slide","noTitle":"No title","accessibilitySlideNavigationExplanation":"Use left and right arrow to change slide in that direction whenever canvas is selected.","accessibilityCanvasLabel":"Presentation canvas. Use left and right arrow to move between slides.","containsNotCompleted":"@slideName contains not completed interaction","containsCompleted":"@slideName contains completed interaction","slideCount":"Slide @index of @total","containsOnlyCorrect":"@slideName only has correct answers","containsIncorrectAnswers":"@slideName has incorrect answers","shareResult":"Share Result","accessibilityTotalScore":"You got @score of @maxScore points in total","accessibilityEnteredFullscreen":"Entered fullscreen","accessibilityExitedFullscreen":"Exited fullscreen","confirmDialogHeader":"Submit your answers","confirmDialogText":"This will submit your results, do you want to continue?","confirmDialogConfirmText":"Submit and see results"}}

Logos<\/td>\n\t\t\t	\n\t\t\t Clear claim<\/div>\n\n\t\t\t Evidence\/ support<\/div>\n\n\t\t\t Logical structures<\/div>\n\n\t\t\t Rebuttal<\/div>\n\t\t\t<\/td>\n\t\t<\/tr>\n\t\t
Pathos<\/td>\n\t\t\t	\n\t\t\t Emotionally charged diction<\/div>\n\n\t\t\t Examples\/ anecdotes<\/div>\n\n\t\t\t Specific lighting\/ editing\/ sound\/ music cues<\/span><\/strong><\/div>\n\t\t\t<\/td>\n\t\t<\/tr>\n\t\t
Ethos<\/td>\n\t\t\t	\n\t\t\t Credentials or expert opinions (endorsements)<\/strong><\/span><\/div>\n\n\t\t\t Establish common ground (relatability of characters\/situations)<\/strong><\/span><\/div>\n\n\t\t\t High production value<\/strong><\/span><\/div>\n\n\t\t\t Reputation of sponsor of the PSA<\/strong><\/span><\/div>\n\t\t\t<\/td>\n\t\t<\/tr>\n\t<\/tbody>\n<\/table>\n\n <\/div>\n<\/div>\n"},"subContentId":"2522065e-651f-4804-adb0-9018122d5cb4","metadata":{"contentType":"Table","license":"U","title":"strategies for PSAs"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""},{"x":68.62745098039215,"y":30.10752688172043,"width":28.673835125448033,"height":9.433962264150942,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":" Strategies specific to PSAs are in bold text<\/span><\/strong>.<\/p>\n"},"subContentId":"36197957-6da9-439f-a46d-9e2ff961f346","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}},{"elements":[{"x":3.584229390681003,"y":4.705919811320754,"width":81.2425328554361,"height":68.39622641509433,"action":{"library":"H5P.AdvancedText 1.1","params":{"text":" Your task<\/h2>\n\n Find a PSA on the Internet. You have free choice here, but make sure it is a PSA. <\/p>\n\n They are typically between 30 seconds and 3 minutes<\/strong> long. <\/p>\n\n They are sponsored by a recognizable organization<\/strong> (or sometimes created by an individual). <\/p>\n\n They have a clear social purpose<\/strong>.<\/p>\n\n Follow the instructions on your assignment to analyze the PSA. Make sure you use the language of rhetorical appeals, including the strategies discussed in this lesson, to demonstrate your mastery of the concepts.<\/p>\n"},"subContentId":"541ed7a5-c0c1-47cd-99f3-a05302295f48","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"alwaysDisplayComments":false,"backgroundOpacity":0,"displayAsButton":false,"buttonSize":"big","goToSlideType":"specified","invisible":false,"solution":""}],"slideBackgroundSelector":{}},{"elements":[{"x":1.0893246187363834,"y":2.1438172043010755,"width":98.03921568627452,"height":67.74193548387096,"action":{"library":"H5P.Summary 1.10","params":{"intro":" Choose the correct statement. At the end of the exercise, you'll have a summary of the lesson. 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Rhetorical Analysis

Chandra Hodgson