Chapter 8: Rhetorical Analysis

By the end of today’s class you should:◦ Understand:

The purpose of rhetorical analysis Elements to consider when analyzing a text Rhetorical appeals

◦ Apply Understanding of rhetorical appeals

Today’s Objectives

A rhetorical analysis- explores the rhetorician’s goals, the techniques (or tools) used, examples of those techniques, and the effectiveness of those techniques.

◦ You are NOT saying whether or not you agree with the argument.

◦ You’re discussing how the rhetorician makes that argument and whether or not the approach used is successful.

Understanding your Audience

Rhetorician -author of a speech or document or creator of an advertisement, cartoon, or other visual work.

Aristotle

Understanding Your Audience

"Martin Luther King describes the conditions of African-Americans at that time period. This is an appeal to our emotions / an example of pathos" (with no further explanation).

"Martin Luther King describes African Americans as 'crippled by the manacles of segregation and the chains of oppression.' This reference to "manacles" and "chains" vividly captures the pain and the burden of discrimination and also serves as a sharp reminder to listening white Americans of the history of slavery."

Improving a Rhetorical Analysis

Old Spice | The Man Your Man Could Smell Like (Isaiah Mustafa)

http://www.youtube.com/watch?v=owGykVbfgUE 

2012 Chevrolet "Route 66" Super Bowl XLVI Commercial - Happy Gradhttp://www.youtube.com/watch?v=SeChAbQYSOU 

Listerine Mouth vs. Life: The TV Ad http://www.youtube.com/watch?v=fDfYye4Z7RI

&feature=related 

Discussion

Old Spice | The Man Your Man Could Smell Like (Isaiah Mustafa)

2012 Chevrolet "Route 66" Super Bowl XLVI Commercial - Happy Grad

Listerine Mouth vs. Life: The TV Ad

Consider a texts use of rhetorical appeals Appeal-an attempt to earn audience

approval or agreement by playing to natural human tendencies or common experience.

Rhetorical Appeals ◦ Ethos◦ Pathos◦ Logos

Finding and Developing Materials

Appeals to writer’s or speaker’s character and credibility to make a case or gain approval

Every text or argument is presented by someone or something.◦ Individual◦ Group◦ Institution

Audiences are influenced by writers or speakers who present themselves as:◦ Knowledgeable◦ Honest◦ Fair-minded◦ Believable

Ethos

Make Yourself Athlete: Sofia Boutella◦ http://www.youtube.com/watch?feature=endscree

n&v=DNoL5-thO5s&NR=1

What are other example of the use of ethos you know of?Proactive:◦ http://www.youtube.com/watch?v=HqL9MjPnxBA

Examples of the use of Ethos

Emotional Appeal Ways a text generates strong feelings to:

◦ Support its points◦ Gain acceptance and approval for the ideas expressed

Animal Cruelty◦ http://www.youtube.com/watch?v=9gspElv1yvc

Vim Clean◦ http://www.youtube.com/watch?v=TeKzE1mahNs

Cheese◦ http://www.youtube.com/watch?v=6tCtM8UEQv8&feat

ure=related

Pathos

Appeal to reason and evidence Look carefully at the claims a text offers

and whether they are supported by facts, data, testimony, and good reasons.

Colgate:◦ http://www.youtube.com/watch?v=nyU7ZEIbCRg

Logos