AGENDA
Rhetorical Vocabulary (Word Play 3-5)
“Word Doctor” Dr. Frank Luntz
Rhetorical Vocabulary

Word Play

3-5
Dr. Frank Luntz

Frank Luntz an American political consultant, pollster,
and Republican Party strategist.[1] His most recent
work has been with the Fox News Channel as a
frequent commentator and analyst, as well as running
focus groups after presidential debates. Luntz's
specialty is “testing language and finding words that
will help his clients sell their product or turn public
opinion on an issue or a candidate.”[2] He is also an
author of business books dealing with communication
strategies and public opinion. Luntz's current
company, Luntz Global, LLC, specializes in message
creation and image management for commercial and
political clients.

Source: Wikipedia
“Not what you say, it’s what
people hear”
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What’s behind winning campaign slogans and career-ending
political blunders?
Why do some speeches and advertising campaigns resonate
and endure while others are so quickly forgotten?
The answers lie in the way words are used to influence and
motivate, the way they connect thought and emotion.
In his speeches, based on his New York Times bestselling book
“Words that Work,” Dr. Frank Luntz not only raises the curtain
on the art effective language, but also offers priceless insight
on how to find and use the right words to get what you want out
of life.
Luntz’s engaging, interactive and humorous presentation
shows you how to transform simple ideas into an effective
language arsenal for the war of perception we all wage each
and every day.
Focus Writing

“Imagine the day when…”

“I fear the day…”

“My dream is to…”
AGENDA
Review Synthesis Essay and
expectations for source gathering
 Compare/Contrast JFK and Obama
Inaugural Speeches

Synthesis Essay

Write an essay in which you develop a
position on how an individual’s values
impact their decision making.
JFK Inaugural Address


The inauguration of John F. Kennedy as the 35th President of the
United States was held on January 20, 1961 (51 years ago)The
inauguration of John F. Kennedy as the 35th President of the United
States was held on January 20, 1961. The inauguration marked the
commencement of the term of John F. Kennedy as President (which
lasted until his assassination two years, ten months, and two days later
on November 22, 1963) and Lyndon B. Johnson as Vice President.
In his campaign, Kennedy promised to “get the country moving again,” a
new ideal that comforted many Americans because they found a sense
of hope and optimism[neutrality is disputed]. In 1960, Kennedy gained
the Democratic Party’s nomination for President and millions watched
his televised debates with Richard M. Nixon, the Republican
candidate[citation needed]. Kennedy won by a narrow margin in the
popular vote and became the youngest man elected President and the
first Roman Catholic President. His inaugural address encompassed the
major themes of his campaign and his short presidency, which was
ended on November 22, 1963 by an assassin’s bullet.[2]
JFK Inaugural Address
Read and analyze
 Pair/share findings
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Obama’s Inaugural Address
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The inauguration of Barack Obama as the 44th President of the
United States took place on Tuesday, January 20, 2009. The
inauguration, which set a record attendance for any event held in
Washington, D.C., marked the commencement of the four-year term
of Barack Obama as President and Joe Biden as Vice President.
Based on the combined attendance numbers, television viewership,
and Internet traffic, it was among the most-observed events ever by
the global audience.
"A New Birth of Freedom", a phrase from the Gettysburg
Address, served as the inaugural theme to commemorate the
200th anniversary of the birth year of Abraham Lincoln. In his
speeches to the crowds, Obama referred to ideals expressed by
Lincoln about renewal, continuity and national unity. Obama
mentioned these ideals in his speech to stress the need for shared
sacrifice and a new sense of responsibility to answer America's
challenges at home and abroad.
~Wikipedia
Obama’s Inaugural Address
Watch and analyze
 Pair/Share with new partner

Compare/Contrast
Compare
Contrast
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Both presidents
used…:

Kennedy used… :
Obama used…:
CONSIDER EFFECTIVENESS OF RHETORICAL SCHEMES
AGENDA
Letters to the Troops!
 Pre-writing for “Eating Environment”
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Letters to the Troops!
Gratitude
 Comfort while away from family

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Cannot:
Be politically or religiously charged
 Use gel ink
 (Do Not) seal the envelope

Eating Environment
List a few of your “eating
environments”
 Describe setting (five senses)
 List typical company of people
 Describe those around
 Purpose of visit


Satisfy hunger, social, etc.
“Eating Environment”
Reflect upon on a certain “eating
environment” of which you are
familiar.
 Then, prepare a brief (no more than
one paper f  b) but purposeful essay
on the subject.

AGENDA
 Half
Day!
Analysis of “Eating Environment”
 Assign one-page analysis
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(in replacement of FQ #7)
SSR/SSW
“Coriatachan in Sky”
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Samuel Johnson’s essay “Coriatachan
in Sky” (18th century prose) features
the reflections and ruminations of an
Englishman in connection with his
1773 journey to remore Western
Islands of Scotland. Food and travel
are Johnson’s featured subjects.
Corriechatachan (Gaelic for “corrie of the wild cats”) is a farmstead (now ruined),
lying at the foot of Beinn na Caillich, near Broadford, Scotland. (Source: Wikipedia)
“Coriatachan in Sky” Analysis

Read the passage carefully, asking
yourself “what’s remarkable?” about it
as you annotate it. Then analyze how
18th century English author Samuel
Johnson develops his attitude
toward the inhabitants of
Coriatachan in Sky by representing
aspects of Scottish dining.
Writing Plan
1.
2.
Read and annotate text
Determine and provide:
1.
3.
his attitude toward the inhabitants
of Coriatachan in Sky
Support using rhetorical devices,
tone, purpose, etc. as to HOW these
support his attitude toward the
inhabitants of Coriatachan in Sky
Homework
Typed/ printed when coming to class
 MLA format
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Double-space, MLA heading
Attach rubric to front with name