Learning Target:
I will write an essay to demonstrate that I can analyze persuasion for its appeals to audience (LOGOS, PATHOS, and ETHOS.)
Opening Activity: Return, review, and organize assignments in order to review LOGOS, PATHOS, and ETHOS.
Instruction: Teacher Model of Writing
I have a copy of this essay for you. We are going to mark it up and annotate it looking for my writing tips.
Writing Tips
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The Lipitor ad tries to persuade its audience to talk to their doctor about using Lipitor. It uses a variety of appeals to audience to persuade.
The Lipitor ad starts with an appeal to pathos. The advertisers try to make the audience feel the emotion of fear. First the ad features a man named John who suffered from a heart attack. Generally most people are afraid of heart attacks because they could lead to surgery and/or death. After introducing us to John, a man who now uses Lipitor, the ad makes an appeal to logos. It provides facts about the medicine. It is described as a "cholesterol-lowering medication" that will "reduce the risk of heart attack and stroke, and certain kinds of heart surgeries. These facts are a reason to buy Lipitor. While the ad makes the appeal to logos it also makes its appeal to ethos. They try to gain the trust of the audience in a few ways. The ad mentions that the drug is FDA approved. The FDA is the Federal Drug Administration. The FDA will only approve the drug if it was safe enough for Americans. The trust of the FDA is conferred to the makers of Lipitor. Second the ad states that the ad was "extensively studied with over sixteen years of research." This makes us trust the product and the company because they seem to take the time to make the product right. The ad concludes with a reminder of the initial appeal to pathos. We hear from John who says that he "learned the hard way" about Lipitor. The hard way is a heart attack. The ad reminds the audience of the heart attack so that they are reminded of their fear. That feeling of fear can motivate the audience to talk to their doctor about Lipitor. |
Your Turn in Groups: Analyze this ad in the form of an essay.
Brainstorming
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One person will be the tech leader. He/she will open a Google Doc, name it TRUTH ANALYSIS, share it with the other members of the group, share it with me, and email me the link for the document at the end of the period.
- Use my model writing to help you if you get stuck.
- Follow the writing tips.
- Be specific.
- Collaboratively outline your essay.
- Divide and conquer. Assign different paragraphs to members of your group.
- Use the website lessons and your notes to review.