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So what is a framework?

A structure used to help someone to better understand something.

What is Rhetoric?

Rhetoric is a technique of using language effectively and persuasively in spoken, written, or visual form.

The Advertisement

The Rhetorical Framework

Exigence:

Why does this (text, advertisement,

picture, speech, etc.) exist?

Ex: Cell phone bill call/email

The "deeper" reason something exists--

not to be confused with Purpose.

Purpose

Audience

Primary: Who was this first

created for? (most important)

Secondary: Everyone else

*To entertain

*To persuade

*To inform

*To move to action

(do something!)

The Appeals...

Logos

Pathos

Ethos

MOST IMPORTANT !!!!

*Appeals to our logic.

*Uses statistics and seemingly true

facts to make us believe.

*Appeal to ethics, morals, being "good",

truthful, or correct.

*Do we believe the person? Company?

Why do we believe him/her/it?

*Appeals to the emotions.

*All emotions--happiness, joy, sadness,

hunger, love, hate, jealousy,etc.

Organization/Structure/Form

How is the piece put together? Chronological? Image in the middle? Dialogue? Colors?

Syntax

Figurative Language

Imagery

Diction

*All of your regular lit devices: Similes,

metaphors, hyperbole, puns...

* Creates visualizations (in your mind). Appeals to the five senses: touching, seeing, smelling, tasting, hearing

*Sentence structure

*What kind of structures are used in the text?

Fragments? Complete sentences? Long sentences? Short sentences?

*Why use a certain kind? Form=function.

*Used to leave an impact on the reader

by making a powerful comparison and/or creating imagery.

*Very important with PATHOS.

*Word Choice

*You choose what words you will use based on

your audience.

**If you are creating rhetoric for

President Trump, Ms. Provost, or your friend,

you will use different diction. This is called changing your LANGUAGE REGISTER.

***Diction changes your tone--your attitude

toward your subject.

Formal vs Informal

So?

*What you just did with the Sketchers ad is what we will do with your own advertisement, either in pairs or alone.

*Lastly, let's watch this YouTube video and be ready to comment on the appeals.

The Rhetorical Framework

To understand how everyone is trying to persuade you...

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