Name Date Section Propaganda and Free Will? Directions: Using the examples on the FRONT WHITE BOARD. There are no wrong answers; just think about how you read advertisements and understand marketing. You can talk to one another! No more than 5 minutes!! When you are done, go back to your seats because there is more!!! Save room for class notes!! Think about the following: What are you being asked to buy: what is the product/service? Who is the audience and how do you know? How does this advertisement appeal to you? What is the company/brand using to “sell” this product to you? How are the selling it to you? Example # ______ Product: Audience: Appeal: The Sell: Name Date Section Rhetoric and Rhetorical Strategies: Rhetoric (n) – The art of speaking or writing effectively According to Aristotle, rhetoric is “the ability, in each particular case, to see the available means of persuasion.” He described three main forms of Rhetoric: Kairos, Ethos, Pathos, Logos KAIROS: The perfect time to act, you need to act now; a favorable moment for decision or action. Basically, an audience’s situation is taken into consideration by the speaker and the speaker caters to the needs of the audience. Use the audience’s situation to get what you want. EXAMPLE: o Germany’s situation in WWII caused Hitler was successful not only because of his personal charisma and his mastery of delivery, but because he spoke at the right time: the German people wanted a way out of its economic distress and its cultural shame. Hitler provided them both; had Germany been doing better economically, Hitler's words would have bounced harmlessly off the air. ETHOS: The appeal is based on the character of the speaker. An ethos driven document relies on the reputation of the author: Connection to advertisement: the “speaker” could be the brand, like Nike or Chevy. Also, the “speaker” can also be the person endorsing the product, like a celebrity. EXAMPLE: o Something you have “trusted for over 30 years” or using a spokesperson to vouch for integrity like Tiger Woods for Gatorade or Match.com o Current examples: LOGOS: Appeal is driven based on logic or reason Documents distributed by companies or corporations are logos-drives, as are scholarly essays/documents Something that uses a statistic or convincing reasons, appeals to the reason of the people reading/viewing/hearing it EXAMPLE: o Four out of five dentists agree… o Lower your car insurance by 15% o Current examples: PATHOS: Appeal based on emotions or feelings Use your Latin! Think about: emPATHy or symPATHy Something playing on sympathy, fears, and desires (yes, SEX falls into this category most often) Meant to produce an emotional response from the people reading it. EXAMPLE: o MSPCA commercial. Done. o Current Examples: Name Date Section NOTE #_______ Finding Propaganda DIRECTIONS: Using this sheet for your answers, look around the room. There are numbered advertisements hanging on the walls. Choose ANY 4 and decide what product is being sold, the audience, and which rhetorical technique is being used. Think about how/why it works and is effective: Example # ______ Example # ______ Product: Product: Audience: Audience: Rhetorical technique(s): Rhetorical technique(s): Why/how it works Why/how it works Example # ______ Example # ______ Product: Product: Audience: Audience: Rhetorical technique(s): Rhetorical technique(s): Why/how it works Why/how it works