M3 L12

M3 L12

Argument Analysis

Co-Host

Lesson Questions

• Essential Question What is the power of language? 

• Focusing Question How and why does language inspire? 

• Content Framing Question Reveal: What does a deeper exploration of persuasive techniques reveal in the advertisements? 

Learning Goals

Analyze the argument of an article to determine its claim(s), reason(s), and evidence. (RI.7.8)

✓  Complete Handout 14A.

Definitions:

• Manipulative- Able to change facts/numbers/belief/situations to benefit oneself (scheming, sneaky, devious)

• Deceptive- being able or attempting to make someone believe something that is not true. (misleading, false)

• Persuasive- being able to lead another person to act in a certain way or believe in a particular way. ( convincing)

What have you discovered about the relationship between the words persuasive, manipulative, and deceptive?

Claim

A debatable statement that can be proven by evidence and reasoning.

Read the article again:

How Advertising Targets Our Children

Now we will answer 3 questions from handout 14A

Open Ended

What claim is the author making regarding the effects of advertising?

Open Ended

What reasons does she offer to support her claim?

Open Ended

What evidence does she offer to support her reasons?

Poll

Based on your analysis, is the author’s argument convincing? Why?

• Yes

• No

Three Appeals

Pathos, Logos, Ethos

There are three appeals writers of persuasive texts, such as a speech or advertisement, use to try to change their audience’s beliefs or behaviors.

Poll

Serena Williams- Rise

• Pathos: An appeal to emotion.

• Logos: An appeal to logic or reason.

• Ethos: An appeal to character or credibility.

Poll

Car Add- Ford

• Pathos: An appeal to emotion.

• Logos: An appeal to logic or reason.

• Ethos: An appeal to character or credibility.

Small Groups

3 groups

Group Expectations

• Watch the advertisement

• Decide what they are claiming or persuading you to buy.

• Decide if it its Pathos, Logos, or Ethos.

• Group 1- Drake Group 2- Travel Group 3- Toothpaste

What did you notice and wonder about your ads?

Open Ended

What do you think your ad was? Pathos, Logos, or Ethos

Group Expectations

• Drake- Ethos

• Travel Insurance- Pathos

• Crest Toothpaste - Logos

Misleading Words or Evidence:

The ad appears to present facts or evidence, but those facts are either false or meaningless, or the ad omits key facts.

Transfer:

The ad tries to make consumers think of positive words or images when they think of the product. 

;Plain Folks

The message the ad sends is that the product is popular with ordinary, trustworthy people like the viewer.

Bandwagon:

The message is that everyone else is buying or using this product, so the people watching the ad better hurry and get on the bandwagon and buy the product themselves!

Meaningless Slogan:

The advertisement has a catchy phrase or slogan that is repeated many times and sticks with consumers.

Celebrity Testimonial or Endorsement:

A famous person or expert says she or he uses the product or recommends it.

Poll

Which of the techniques listed before might lead advertisers to be manipulative or deceptive?

• Misleading words

• Transfer

• Plain Folks

• Bandwagon

• Meaningless Slogan