The advertisement would use ethos by highlighting the long history and reputation of the ice cream company to build trust. It would use pathos by showing images of happy families enjoying the ice cream to appeal to emotions of togetherness and joy. Logos would be employed by listing the nutritional benefits of vanilla ice cream such as calcium to provide a logical reason for customers to choose this product.

1. Rhetoric
and its
Elements
Rhetorical Analysis Unit
English Lang. & Comp.
Grade 11
Ms. Lee
Source: Stock Image

2. Objective: Define and analyze
rhetorical choices
 Rhetoric is the art of language that is used
to persuade, inform, and motivate!
 You will be able to understand an author’s
intended audience, claim, and rhetorical
elements used to create an effective
argument.

3. CA Standards for Unit
 Determine an author’s point of view or purpose in a text in
which the rhetoric is particularly effective, analyzing how style
and content contribute to the power, persuasiveness, or beauty
of the text (CCSS.ELA.RI.11.12.6)
 Use specific rhetorical devices to support assertions (e.g.,
appeal to logic through reasoning; appeal to emotion or ethical
belief; relate a personal anecdote, case study, or analogy). CA
(CCSS.ELA.W.11.12.1.f)
 Evaluate a speaker’s point of view, reasoning, and use of
evidence and rhetoric, assessing the stance, premises, links
among ideas, word choice, points of emphasis, and tone used.
(CCSS.ELA.SL.11.12.3)

4. How many advertisements do you think
you come across everyday?
 Rhetoric is used in every aspect of our lives!
 When we try to convince a friend to agree with our
ideas
 Ads we see on social media
 Our local news stories
 Speeches
 Religion
Source: Stock Image

5.  How many ads do you think you come across every
day?
a. Between 1,000 to 3,000
b. Between 10,000 and 15,000
c. Between 6,000 and 10,000
d. Between 4,000 and 8,000
 The answer is C! The average American
comes across 6,000 to 10,000 ads in a single
day.
Source: https://lunio.ai/blog/strategy/how-many-ads-do-we-see-a-day

7. Ethos – appeal assuring the audience of the
credibility of the speaker
 Why should I trust this speaker or writer?
 How did the speaker or writer show they are credible,
trustworthy, and honest?
 Your counselor gives you advice on what classes to take next year and
you sign up for those courses because you trust they know what they
are talking about because of their position and education.
 Their education and position speaks for themselves without you
needing to confirm their validity.

8. Ethos techniques
 Citing credible sources who align
with their message
 Allusions
 Delivery confidence:
 Diction
 Strong, assertive tone
 Personal brand, reputation,
standing, role, position
Source: Stock Image

9. Organize your work as we determine the
three appeals:
Example #1 Example #2
Ethos in Colgate Ad
Pathos in BMW Ad
Logos in Verizon Ad

10. What is the Ethos appeal in this ad?
Source: Youtube Colgate Dentist DRTV

11. Pathos – appeal to the emotions and
values of the audience
 What kind of emotion is the author/speaker trying to
inspire?
 What kind of values, beliefs, or ideas did they manage to
validate?
 “And so even though we face the difficulties of today and tomorrow, I
still have a dream. It is a dream deeply rooted in the American
dream”
Martin Luther King in I Have a Dream
 King appeals to the idea of the American Dream to an American
audience.
 The American Dream values freedom and equality.

12. Pathos techniques
 Quotes
 Stories
 Anecdotes
 Vivid language
 Imagery
 Symbolism
 Repetition Source: Stock Image

13. What is the pathos appeal in this ad?
Source: https://samanthaalfaro.wordpress.com/2015/05/07/visual-analysis-bmw-drinking-and-driving-advertisement/

14. Logos – an appeal using logic, reasoning,
facts, and data
 How does the author/speaker support their
argument/claim using facts?
 How does the author/speaker get the audience to think?
 I assert that the job market is wider for those with a bachelor’s
degree.
 According to the National Center for Education Statistics, “in 2021, the
employment rate was higher for 25- to 34-year-olds at higher levels of
educational attainment. For example, the employment rate was highest
for those with a bachelor's or higher degree (86 percent)” Source:
https://nces.ed.gov/fastfacts/display.asp?id=561
 Since I state a source directly from an established center dedicated to
studying education trends, my assertion is stronger.

15. Logos techniques
 Statistics, case studies
 Comparing and contrasting
 Analogy
 Metaphor
 Simile
 Style of the speech/text
 Introduction
 Conclusion
 Organization Source: Stock Image

16. What is the logos appeal in this map?
Source: https://www.deadcellzones.com/verizon.html

17. Let’s pretend you are advertising vanilla
ice cream..
 How would you utilize all
three rhetorical appeals?
Pathos: Create a catchy slogan
and appetizing image
Logos: What is so great about
vanilla ice cream?
Ethos: Why your company?
Source: Stock Image