Chapter 2 Envision

Chapter 2 of Envision talks about the rhetorical strategies used when writing a paper. Rhetorical strategies and techniques used to move or convince an audience. Some popular ad strategies are narration, compare and contrast, example, cause and effect, definition, analogy, process, description, and classification and division. Advertisements are everywhere around us everyday, pressing us into wanting to buy or believe things. Advertisers look at three main approaches when trying to persuade someone.

Logos is using rational appeal. It is often demonstrated in written texts, such as essays. It is most commonly found in written works because they are essays with all facts and good supporting evidence. When using logos though, it is important to be careful to avoid using logical fallacies. Logical fallacies are misleading uses of logic such as staking the evidence, which is offering proof for only one side of the issue. Besides Staking the evidence there is other types of logical fallacies. Some are the red herring, begging the question, and the hasty generalization.

The next approach is Pathos, which is trying to put an audience in a certain mood. This is used commonly in television or radio advertisements. Pathos can be very daily over exaggerated though with the scare tactic, the slippery slop fallacy, the false need, or by over-sentimentalization. The scare tactic is when the advertiser will scare you into feeling like you need that brand or item over any others. Very common to the scare tactic is the slippery slope fallacy which is when the advertiser will convince you that because you purchased that item a certain chain of events will occur. The false need is convincing the consumer they need a certain item by amplifying a need they already need or by crated a new need. Lastly, the over-sentimentalization is distracting the audience from evidence or relevant issues.

The last strategy is ethos. Ethos is your character and how well you can voice your opinions in a educated way. Ethos is commonly used in conversations that are face to face to the other person can hear your tone of voice, how you present yourself, and how well you can back up your topic.

When preparing to persuade someone, you should go in with all three of these strategies in mind and analyze the situation carefully. Also make sure to think about kairos, which is knowing the right place and time to present an argument.

`kairos-attention to the right time and place for an argument

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