Chapter 8: Rhetorical Analysis

Inst. Heri J. Albertorio

University of Puerto Rico, Mayaguez
INGL 3103 (083)


Pathos
Logos
Ethos
Understanding your Audience
A rhetorical analysis- explores the
rhetoricians 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.
Youre 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
Improving a Rhetorical Analysis:
Examples
"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."
Finding and Developing Materials
Before you analyze a text, do some background
research
Author
Creator
Publisher
Sponsor
Finding and Developing Materials
Consider the topic or subject matter of the text
What is striking about the topic?
Could it be clearer?
Is it controversial?
Does the piece make a point?

Finding and Developing Materials
Consider the audience of the text
To whom is the piece addressed?
How is the text adapted to its audience?
What does the text offer its audience?
Information
Controversy
Entertainment



Finding and Developing Materials
Consider the author
What does the author hope to accomplish?

Consider its medium or language
What is the medium or genre of the text?
What is the level of the language?
What is the tone of the context?
How do the various elements of design work in the
text?
In class Discussion
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 Grad
http://www.youtube.com/watch?v=SeChAbQYSOU
Listerine Mouth vs. Life: The TV Ad
http://www.youtube.com/watch?v=fDfYye4Z7RI&feat
ure=related
Finding and Developing Materials
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

Ethos
Appeals to writers or speakers 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
Examples of the use of Ethos
Welcome back!
http://youtu.be/Ewv5BWHjdqw?t=9s

What are other example of the use of ethos you
know of?
Proactive:
http://www.youtube.com/watch?v=HqL9MjPnxBA
Pathos
Emotional Appeal
Ways a text generates strong feelings to:
Support its points
Gain acceptance and approval for the ideas expressed

Farming:
http://www.youtube.com/watch?v=aMfSGt6rHos
Animal Cruelty
http://www.youtube.com/watch?v=9gspElv1yvc
Cheese
http://www.youtube.com/watch?v=6tCtM8UEQv8&featur
e=related

Logos
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

Homework
Questions? Comments?
Homework:
Find a commercial and examine it using rhetorical
analysis. Explore its purpose, its audience, what
product are they advertising. Identify their use of
Ethos, Logos, and Pathos
For Tuesday
350-400 words. Provide video!