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Bellringer. Independently read the following excerpt: The most famous of all campaign commercials , the
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Bellringer Independently read the following excerpt: The most famous of all campaign commercials, the “Peace Little Girl,” or “Daisy Girl,” ad, ran only once as a paid advertisement, during an NBC broadcast on September 7, 1964. Without any explanatory words, the ad juxtaposes a scene of a little girl happily picking petals off of a flower and an ominous countdown to a nuclear explosion. The frightening ad was instantly perceived as a portrayal of Barry Goldwater as an extremist. In fact, the Republican National Committee spelled this out by saying, “This ad implies that Senator Goldwater is a reckless man and Lyndon Johnson is a careful man.” This was precisely the intent; in a memo to President Johnson on September 13, Bill Moyers wrote, “The idea was not to let him get away with building a moderate image and to put him on the defensive before the campaign is old.” It was replayed in its entirety on ABC’s and CBS’s nightly news shows, amplifying its impact.
“Peace Little Girl” • Closely watch the “Daisy Girl” advertisement: • http://www.youtube.com/watch?v=uO0R4k1tVMs
QuickWrite • Record your reaction to the “Peace Little Girl” ad in a quickwrite over the following prompts: • What images, sounds, or dialogue affected you? Why? • What elements contribute to the power of the ad? • Why do you think this ad was yanked from the air after only running once during the 1964 campaign?
Extreme, but not extraneous… • While the “Peace Little Girl” ad presents an extreme example, writers often use inflammatory rhetorical techniques, known as slanters, in place of logical arguments. • Slanters are used to manipulate readers into accepting a position. • Today, we will look at a number of different types of slanters, which will ultimately be applied to an analysis of an editorial text.
Slanters • Sometimes a writer compensates for a lack of evidence and logical argumentation by using slanted language and emotional appeals to present a prejudiced depiction of a subject. • A slanter is a rhetorical device used to present a subject in a biased way.
Labeling – Euphemisms and Dysphemisms: • Labeling is the use of a highly connotative word or phrase to name or describe a subject or action. It’s a technique also called using loaded language. • When the connotations are positive (or less negative), the writer is using euphemism. • Conversely, when overtly negative connotations are used, the writer is using dysphemism. • For Example: Consider the differences between the terms pre- owned vehicle and used car. Pre-owned vehicle is a euphemism while used car is a dysphemism. Think of the terms freedom fighterand terrorist. Freedomfighteris a euphemism while terrorist is a dysphemism.
Rhetorical Analogy • A rhetorical analogy is the use of a figurative comparison (sometimes a simile or a metaphor) to convey a positive or negative feeling towards the subject. • For Example: In the 2008 presidential race, Sarah Palin jokingly suggested that she was like a pit bull with lipstick. In another famous moment of the campaign, John McCaincomparedBarack Obama to Paris Hilton, thus suggesting he was an unqualified celebrity.
Rhetorical Definition • A rhetorical definition is the use of emotively charged language to express or elicit an attitude about something. • A rhetorical definition stacks the deck either for or against the position it implies. • For Example: When arguing against capital punishment, many people defineit as “government- sanctioned murder.”
Rhetorical Explanation • A rhetorical explanation is expressing an opinion as if it were fact, and doing so in biased language. • For Example: You might say someone “didn’t have the guts to fight back” when taunted by another person. This paints the person as motivated by cowardice. Or you might say the person “took the high road, instead of taking a swing.”
Innuendo • Innuendo is the use of language to imply that a particular inference is justified, as if saying “go ahead and read between the lines!” • In this way, the speaker doesn’t have to actually make a claim that can’t be supported; instead, the audienceis led to make the leap on their own. • For Example: A presidential candidate might say, “Think carefully about whom you choose; you want a president who will be ready to do the job on day one.” The implication is that the opposing candidate is not ready.
Downplayers • Downplayers is the use of qualifier words or phrases to make someone or something look less important or significant. • Words like “mere” and “only” work this way, as well, as does the use ofquotation marks, to suggest a termis ironic or misleading. • Often these references are linked to concessionswith connectors such as nevertheless, however, still, or but. • For Example: “She got her ‘degree’ from correspondence school.”.
Hyperbole • Hyperbole is the use of extravagant overstatement, which can work to move the audience to accept the basic claim even if they reject the extremes of the word choice. • Many of the other slanters can be hyperbolic in the way they are worded, but the key part is that the statement or claim is extreme. • For Example: In response to a dress code, a student might say “This school administration is fascist!”
Truth Surrogates • Truth Surrogateshint that proof exists to support a claim without actually citing that proof. • If the evidence does exist, the writer is doing a poor job of citing it; meanwhile, the writer has not actually identified any source – or made any claim – that can be easily disproven or challenged. • For Example: Ads often say “studies show,” and tabloids often say things like “according to an insider” or “there’s every reason to believe that . . .”
Ridicule/Sarcasm • Ridicule or Sarcasm is the use of language that suggests the subject is worthy of scorn. • The language seeks to evoke a laugh or sarcastically mock the subject. • For Example: This week, in the New York Daily News, Hank Golasays the following about Tony Romo “The G-forces between those poles have Romo taking the faithful on a dizzying ride that often leads to nausea. The maddening things is that he doesn't stink. He just does dumb things.”Gola is ridiculing Romo for losing a game in the fourth quarter, again.
Apply it! • Now that you are familiar with the list of slanters, apply this knowledge to a reading of the editorial, “Abolish High School Football!” on pages 136-7 of your SpringBoard book. • As you read, highlight or mark the words and phrases that show the writer’s feelings about the topic. • Because the text is an editorial, it will obviously be biased towards a particular position on the issue. • Your job is to focus on howthe language helps construct that biased perspective.
Identify it! • Now that you have read and marked the text, go back to the beginning of the editorial, “Abolish High School Football!” on pages 136-7 of your SpringBoard book, and identify the followingslantersas follows: • Labeling – Highlight • Rhetorical Definition – Underline • Innuendo – Mark with an *asterisk* • Hyperbole – Underline with a swiggly line • Ridicule/Sarcasm – Circle
SMELL it! • I know, I know, SMELL is a strangename for a graphic organizer, but it actually stands for: • Sender-Receiver Relationship • Message • Emotional Strategies • Logical Strategies • Language • SMELL is an effective strategy for analyzing a writer’s use of language in support of a position. • Now that you have read theeditorial “Abolish High School Football!” and identified the slanters used, you need to completethegraphic organizer on page 138 of your SpringBoardbook.
Generalize it! • Ok, so now you have read theeditorial “Abolish High School Football!” and identified the slanters used, you’ve SMELLED it by completing thegraphic organizer on page 138 of your SpringBoard book. • The last step is to use deductive reasoning to composeageneralization about the following “essential question”: • How does a writer use tone to advance an opinion? • Write yourgeneralization as a complete sentence on page 138 of your SpringBoard book.
