Basic Appeals

1. Basic Appeals

2. Types of Appeals • Aristotle identified three types of appeals that might be used to persuade an audience. • Each one has varying effectiveness, depending on the rhetorical situation and the audience.

3. Logos Appeal • Derived from the nature of the case or informed (fact) information for the topic under discussion. • Logical appeals might show performance facts. Auto makers frequently state mpg data. • Logic in ads often takes the form of “If you buy this product, ‘x’ will be the result.” • The above logic, however, is often false logic in ads. • Logical appeals vary in their effectiveness and are dependent on the audience and situation.

4. Ethos Appeal • Derived from the character or credentials of the person or organization - credibility. • Ethical appeals are frequently abused. • The use of celebrity endorsements relies on ethos to sell the product (argument). • Writers have ethical appeal when they show character: a sense of fairness, willingness to hear both sides, extensive research, and honesty. • Ethical appeals can also rely on the reader to have similar beliefs about right and wrong.

5. Pathos Appeal • Derived from emotional state. • Pieces that use this appeal address needs, desires, fears, and other emotional states for the reader. • The most common appeal used in advertising. • Emotion is a powerful appeal, but works best when combined with logic.

6. Ex: Using the Appeals in Advertisements • Many ads use all three appeals in order to meet a wide audience base. • Ads use the formula: • Attention – bright colors, loud noises, shocking statements • Interest - after getting attention, it must keep the interest of the target audience • Desire - once the ad has interest, the ad develops in the viewer a desire to buy • Action - once the viewer desires the product, action is needed and the product is purchased

7. Sample Process Using an Ad • Analyze the ad in terms of its rhetorical structure. • Identify the audience for the ad • Isolate the central claim of the ad and show its argumentative purpose • Include a clear claim/thesis which argues the effectiveness of the advertisement’s rhetorical strategies.

8. Sample Outline • Introduce advertisement or company • Don’t discuss advertising in general – focus specifically on your ad from the outset • Show clear thesis/claim which argues for or against the ad’s strategy, not agreement with the content • Make an argument about the ad • Sample thesis: “Virginia Slims uses a combination of warm colors, gender stereotyping related to power, and sexual associations to recruit minority women smokers.” • Note how the thesis does not state whether you agree with the ad or not. • Body • Describe the ad so the reader knows what it looks like without seeing the ad; don’t assume the reader is looking at it right then • Describe the ad’s target audience –characteristics, fears, concerns, wants, and so forth

9. Sample Outline Cont’d. • Body Cont’d. • Describe the strategies used in the ad – color, words, images • Explain how the strategies appeal to the ad’s audience • Use the following questions for analysis: • What is the ad trying to sell? • Who is the intended audience? • What strategies are used to sell the product? • What does the ad reveal or conceal about the company or the product? • What emotions are evoked by the ad?

10. Sample Outline Cont’d. • Body Cont’d. • Back claims with specific facts drawn from the ad • Conclusion • Tie the analysis together • Restate thesis/claim about the ad • Summary of main points • Leave the reader thinking about the product or about the ad’s implications for society – what does it tell us about ourselves?