Rhetoric of…

Rhetoric of…

LOGOS – reason

Rhetorical question

Comparison

Contrast

Juxtaposition

Antithesis– contrasting ideas sharpened by the use of opposite or noticeably different meanings.

Paradox

Irony

Specific detail

Jargon

Listing

Instruction

Exaggeration

Hyperbole

Understatement

Bathos

The big lie

Reference

·  Quote

·  Allusion (Biblical, Classical, Literary, Historical)

·  Intertextuality

Repetition

      Of words

      Of phrases or patterns

·      Anaphora – the repetition of a word or group of words at the beginning of a succession of clauses

·      Epistrophe – a figure of speech in which each sentence or clause ends with the same word

PATHOS – Emotion

Desire

Empathy

Insult

Patriotism

Loaded language

Naming

Belonging

Fear

Hate

Indignation (righteous anger)

Bathos

ETHOS – Ethics, Religion, that guy

Morality

Ideology

Faith

transference......

United Ad

Porsche advertisement

Advertising checklist

Advertising checklist

AIDA - go through it in detail

What is the big idea/theme of the campaign/ad?

What is the slogan?

What power words are used?

What imagery is used?

What emotion is inspired? How?

What figurative language is used?

What rhetorical devices are used?

Based on the above, who are the target audience and why.

Consider the demographics: age, education, wealth, 

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