IB Framework
Connection to Statement of Inquiry: Connection to Learner Profile Attribute(s):
An authors purpose affects the audiences perspective so a Thinkers: Today scholars must study word choice and tone
critical thinker analyzes the text to understand its message being used in advertisements to consider what type of appeal
and the context that caused the writer to write. is being used to persuade them to act.
ELPS:
2I Demonstrate listening comprehension by responding to their peers with evidence to support comments in a class
discussion.
3G Express opinions, ideas and feelings about debatable topics.
Assessment:
1. Which appeal uses a readers values to get the reader to trust the speaker?
A. Logos
B. Pathos
C. Ethos
2. Which appeal uses emotions to influence the reader to act?
A. Logos
B. Pathos
C. Ethos
Directions: Look at the ads below. Answer the questions that follow.
The author of the advertisement includes the lines above MOST likely to
The author of the advertisement includes the lines above MOST likely to
Directions: Read the excerpt below and answer the questions that follow. The questions that follow are testing your
ability to use basic reading skills: using context clues and finding the main idea of a paragraph.
People are using cell phones everywhere, even in schools, leading some school systems to ban them during the
academic day. Cell phones dont contribute to learning and are potentially a distraction, says Thomas Sherman,
Virginia Tech professor of education. There are already enough distractions; theres no need to add another.
Sherman, who researches how children learn, explains that cell phones may inhibit younger children from learning
the full range of communication.
Cell phones mediate or stand between people, he says. The words are sent but the non-verbal information is not.
Some consider voice tone, facial expression, and physical gestures as important to the meaning of a message as the
words. When communication is not frequently mediated, it is possible children will not learn these subtle aspects of
communicating well. Today much communication is mediated with telephones, computer e-mail, and video. It is
appropriate to limit this mediated communication with young children.
8. Read the following dictionary entry. Which definition most closely matches the meaning of inhibit as it is
used in paragraph 2?
A. Definition 1
B. Definition 2
C. Definition 3
Students will only be responsible for knowing the definition of logos, ethos, pathos
Accommodations:
Students will be able to use Spanish - English dictionaries. Allowing students to use Spanish - English dictionaries
allows students to translate from their native language to English with a better understanding.
ELL and SPED students will have fill in the blank powerpoints to help increase the speed of their notetaking.
ELL students will have access to iPhones for Google Translation. Students will be able to speak into the phone in
their native language and have Google provide them with their English Translation.
The use of Youtube allows ELL students to have access to captions as they are watching the commercial videos.
Materials Teacher Needs: iPhone 6 Commercial, Samsung Commercial
Materials Scholars Need: Vocabulary Do Now Packet, Notebook, Pen or Pencil
Vocabulary This Week: Analyze, Depict, Emphasize, Imply, Infer
1. Who is the speaker behind this advertisement? What inference can be reasonably
made about the speaker and do you think this? The speaker is a customer of Chick-Fil
A who is probably a Christian. I think this because the cows are holding signs that say,
One Man, One Woman and God Luvs Marriage.
2. What audience do you believe the speaker is targeting? Why? I think the speaker is
targeting other Christians. I think this because of the statement at the bottom of the
ad, We didnt create traditional marriage, God Did. So we not only serve The Chicken
Sandwich, but God.
3. What is the most likely reason the author created this advertisement? I think the
purpose of the advertisement is to convince the audience to continue to support
Chick-Fil-A by buying chicken sandwiches from them.
4. What evidence does t he speaker use to convince the audience to do what he or she
wants? The speaker persuades the audience by using their loyalty to God (God Luvs
Marriage, We didnt create traditional marriage, God did) to get them to support
Chick-Fil A.
Scholars have 5 minutes to discuss the purpose of the advertisement full group.
I set timer.
What do you think is the purpose of this ad? Why do you think that?
Show on slide:
Show on slide:
Key Point #2
There are three types of appeals writers use to get readers to make a decision
or judgment. Those appeals are called logos, ethos and pathos.
The first type of an appeal is called logos.
Directions: Copy down this definition into your notebook. You have 45
seconds.
Logos uses FACTS to persuade a person to act or judge something the way the writer
wants.
Scholars copy above definition down and then I will show them these examples on a
slide:
Discuss your answer to the following question with the person sitting across from
you:
CFU (1 min): What evidence in this example is factual? What type of factual evidence is
this?
Ill cold call to have one of the people in the pairing to share out what they thought
was factual evidence and why.
Exemplar Response: One hundred peer reviewed studies have been conducted over
the past decade = statistical (numerical) evidence that can be proven through
research.
"Ladies and gentlemen of the jury: we have not only the fingerprints, the lack
of an alibi, a clear motive, and an expressed desire to commit the robbery
We also have video of the suspect breaking in. The case could not be more
open and shut."
Discuss your answer to the following question with the person sitting across from
you:
CFU (1 min): What evidence in this example is factual? What type of factual evidence is
this?
Ill cold call to have one of the people in the pairing to share out what they thought
was factual evidence and why.
Pathos uses EMOTIONS to influence the audiences feelings so that the audience will
act or think the writer wants.
Scholars copy above definition down and then I will show them these examples on a
slide:
"Youll make the right decision because you have something that not many
people do: you have heart."
Ethos taps into peoples VALUES and MORALS to get them to believe the persuader is
trustworthy. Believing the persuader is trustworthy, the audience acts or thinks the
way the persuader wants them to.
Scholars copy above definition down for 1 min 30 seconds and then I will show them
these examples on a slide:
Directions: Copy this down into your notebook. You have 30 seconds.
Values and morals are beliefs about life that influence our character and behavior.
So when authors use ethos they tap into our beliefs about life to get us to
act.
Scholars receive 1 minute to decide which appeal Chick-Fil-A was using to get us to
support their product.
Directions: Stand up and push your chair in.
Directions: Go stick your post it note on the back wall. (10 seconds)
Scholars go stick post its on the easel in the front of the room. I pay attention to see if
any scholar sticks a post it onto the easel that has Logos on it. I plan to call on them
to ask why they made that decision. I want most students to choose Ethos. The ad is
primarily trying to tap into the viewers morals/values to get them to remain loyal to
the company. However, I can also see an argument for Pathos. A student could argue
that Chick-Fil-A is using emotion to tap into pride Christians have in religion.
Scholars raise their hands, I call on one of the students that I want to target to share
their reasoning for choosing pathos. (1 minute)
Scholars raise their hands, I call on a student to share their reasoning for choosing
ethos. (1 minute)
Ask: After hearing ________ response, are you still convinced that Chick-Fil-A is using
pathos or do you now believe Chick-Fil-A is using ethos?
Ask to the class: Can a speaker use more than one type of an appeal in an
advertisement? Tell your group what you think.
Students discuss in groups if this is possible for 1 minute. Voiceover: Explain WHY you
think what you think!
CFU to scholar I want to target: Can a speaker use more than one type of an appeal in
an advertisement?
Say: For the purposes of our lesson today we are going to focus on the PRIMARY
(MAIN) appeal being used in an advertisement to persuade us.
1) Be clear of expectations Say: You are about to see a series of advertisements. Some will be
work in pairs or in commercials. Some will be print ads. Your task is to figure out which type of
table groups
2) Ensure ALL scholars appeal is the advertiser using to influence you to ACT or THINK a certain way.
practice
3) Scholars practice
multiple times together
Remember! It is possible to use more than one type of appeal to get an
4) Monitor/correct audience to act or think a certain way.
scholars
5) GP should be aligned to
objective Say: When you see these commercials and advertisements I want you to
6) Remind scholars of CHOOSE the PRIMARY (MAIN) appeal being used to get you to ACT or THINK a
objective certain way.
Directions: Write down LOGOS BIG on one sheet of paper in your notebook.
Write down PATHOS BIG on another sheet of paper in your notebook. Write
down ETHOS BIG on another sheet of paper in your notebook.
Scholars write this largely on sheets in their notebook. I show them a visual of
what I want them to do in my own notebook. They have 1 minute.
Scholars: Yes!
https://www.youtube.com/watch?v=93KTpF9JDWo (1:00)
Ask: Which type of appeal do you think was being used in the commercial you just
saw?
Directions: Put your notebook in the air to show me which type of appeal you think is
being used.
Scholars put notebooks in the air. I call on a scholar that chose Pathos.
Ask: Why did you choose pathos as the appeal being used?
Scholars show thinking. Call on scholar that disagrees. Scholar explains why.
If necessary I will show the commercial again and see if the class can come to a
consensus.
Say: I am about to show you a different ad. Your task is to decide which appeal
is PRIMARILY used to cause you to think or act a certain way.
Directions: Read this ad for 1 minute silently. When I say go, put your notebook up in
the air to show me which type of appeal you think is being used.
Exemplar Response: Scholars notebooks should be turned to the page with Pathos
on it.
Ask: In groups students will discuss which type of appeal they think is being used and
write it on their notebook. Why did you choose pathos as the appeal being used?
Scholars show thinking. Call on scholar that disagrees. Scholar explains why.
Pathos is primarily being used to get the audience to continue purchasing Coca-Cola
products.
Say: I am about to show you one more advertisement. Decide which appeal is
primarily being used to persuade the audience to ACT or THINK.
This commercial is going to make scholars struggle (in a productive way of course!)
Ask: Which type of appeal do you think was being used in the commercial you just
saw?
Directions: In groups students will discuss which type of appeal they think is being
used and write it on their notebook. Then students will put their notebook in the air to
show me which type of appeal they think is being used.
Scholars put notebooks in the air. I call on a scholar that chose Pathos.
Ask: Why did you choose pathos as the appeal being used?
Scholars show thinking. Call on scholar that disagrees. Scholar explains why.
If necessary I will show the commercial again and see if the class can come to a
consensus.
is primarily getting used to get the audience to vote for Hillary Clinton for president.
Independent Practice (You Scholars practice identifying types of appeals in print advertisements independently.
Do) Scholars will receive a packet with print ads. They will write the appeal they think the
Time: 15 minutes advertisement is primarily using and cite evidence from the advertisement to support
their choice.
1) Ensure every scholar
practices solo
2) Provide feedback to
scholars monitor
scholars, check
answers
3) Provide opportunities Checks for Understanding, Exemplar Student Responses, Potential Misconceptions
for extension
(Strugglers/Students
who easily achieve
objective) HW or
Extension
4) Solo practice must be
aligned to objective
Closure and Exit Ticket Closure (2 min)
Time: 18 minutes
Homework/Extension Read Martin Luther Kings I Have a Dream speech and answer the questions.