The black and white ad that contains words with the animation of black balls lets viewers know what feelings Apple hopes to give when making their products.  The inventors and engineers of Apple are working on each product in the hopes of being able to perfect it. The idea of making those products comes from a question that the inventors all ask themselves: “What do we want people to feel?” The animation with the black balls helps connect the words being displayed with actions. This is shown when the advertisement states that Apple wants people to feel delight, surprise, love, and connection. The black ball bounces up and down for delight, pops out like fireworks for surprise, comes together for love, and shows two dots connected to one another like a line segment for connection. This shows that not only do they want to create an effective product,but that they also want it to leave a feeling of joy on consumers.The music that plays throughout the advertisement sets a calm relaxing tone as if it were being played by a piano. Not only does it help relax the viewer, it also helps show that the process that Apple goes through in making it’s products is not something that is rushed as it takes time.    

 The other advertisement that contains color and shows scenes with different people help convey the feelings of what  Apple products currently do for consumers. The products help fill people with a certain kind of joy as they can now do something that they could never do before or have something that works better than something they used to have. Compared to the black and white advertisement, the colored ad contains music in it. The only difference is that the music in the color ad seems slower like the piano keys are being pressed on one at a time instead of playing a song. A voice-over replaces the words that were displayed in the previous advertisement and it helps get the same point across about what Apple is trying to do. They are trying to enhance people’s lives with their products. This is why, they work at a slow pace to ensure that the products are perfected before introducing it to the public. The only thing is that the scenes with people using the Apple products helps show how there lives have been affected using those products. The scenes vary from children in school using iPads to learn something, a couple taking a picture with an iPhone, a woman enjoying listening to her iPod on the train, and a guy using a Macintosh to provide music for what seems to be a concert. These experiences help show all the different things that Apple products can do.Although these are just examples,options on how to use Apple products are unlimited.

Freddy's Body Paragraphs

Back in 2006, Apple decided to try a new ad campaign in order to get more people interested in their products. Their approach involved a Mac and a PC as humans. They showed their rivals to give the two sides of a coin. The commercials were pretty simple with a white background so, the main idea of the commercial was in the dialogue. The ad started with an introduction “Hey, I’m a PC” “And I’m a Mac” and it continue from there. According to adweek.com, there are 69 types of commercials in the campaign in a total of 4 years. For example, they covered things that Mac just started to have like having Time Machine (backup copies of your computer) or a Genius specialist (customer service). At the same time, they would also covered Windows having new systems like Windows Vista or Windows 7 yet, most of time; it was about the constant problems PC had like freezing and virus venerability. There was only one visual thing that set both of them apart. PC was dressed formal while on the other hand, Mac was wearing casual clothing. The image was showed that PC was a big company and all they want to do is business, while on the other hand, Mac showed that Apple are more laid back and love what they do. All the commercials at the end had one purpose: to show that PC would give you a hard time with all the problems it had and you're better of getting a Mac because they make your life easier and you get more out of it.

This ad was efficient, but it was also negative. This ad was still pretty efficient due to the things that were going on around that time it came out. Around 2006, people started to get more in computers and more households started to get them. Apple used this to their advantage by separating themselves from all the other computers. They targeted that audience by show that Mac was so much better than PC. As a result, the company was in a way boasting about their product claiming they would help you do things faster and their computers didn’t have any problems. These commercials were effective but in a way negative because instead about talking about things they offered, most of time, they talked about the rivals’ defects. Showing these bad sides like: how slow they were, how vulnerable they are, and the biggest of all: the fact that they had they had software upgrades and instead of fixing problems, they ended up with new ones. The biggest thing that made the ads look bad was that the fact that whole purpose of the ad to make PC look bad yet, the Mac guy in ad would ask pretty chill saying he didn’t mean to make the PC look bad; it just happened.

Neida Santiago

On the other hand, the second ad is very simple to understand, because it clearly states what it wants to communicate to the audience. The ad opens up with a woman, who is in the subway. She has her white earphones on and seems very happy. Probably she is listening to music because she is shaking her head. She is enjoying the moment and doesn’t care about what is going around her. Her eyes are close, as a sign that she is enjoying the music. There is a smile in her face. Next, we see kids who are in class, using their tablet from Apple instead of books; they seem very focus in their class. Then, the ad goes on with more happy moments, showing us that the products from Apple can make people to feel good at any time. Also we see that people can take pictures from any place and at the same time have fun with their tablet or IPhone no matter where they at. Throughout the video we hear a soft and slow voice along with a soft and easy melody. The voice and the melody go perfectly together with the images and each moment of the ad. The voice and melody make us to think about what is going on in the ad.  The ad ends with the image of a girl who is happily lying in her bed with her iPhone. Like in the beginning of the ad, this girl is also enjoying the time along with a smile in her face and finally the phrase “designed by Apple in California.”

Namita's Paragraphs

Through the advertisement "Designed by Apple in California," the company expresses how they think of people's feelings when creating their products. Reaching out to the public is a very effective strategy. At the same time, the black and white ad was simple and more elegant. All the dots, from the small ones to the big ones had a purpose. When the balls increased in size, the customers wanted the product more. They thought that it could be the next big thing in today’s market. The speed of the balls increased when they wanted to emphasize specific words like "feel" and "we." When the balls were bouncing, sparks of delight and excitement rush through the buyers mind. This is their way of trying to connect with the buyer's emotions. The lines that appeared between the balls showed unity between the dots. It was to show the unity between their products. The way the dots built figures described how engineers would relate to it. Engineers tend to think outside of the box, so they look at the new features in a product, whether than where they would use it. Websites and comments by other companies are the main sources to see the true potential of the product. The creators of this advertisement put a whole lot of thought into it when making them. For example, there was a specific reason for picking only black and white for this ad. It was to show sophistication and perfection, which they had in their apple products. Since “Designed by Apple in California” was more mechanical and to the point, the makers had their mind set to attract more technical and innovative people when making this particular advertisement.

Enjoyment and pleasure are two of the many reasons why the people buy new technological devices that come out these days in the market. They look at others perspectives when purchasing something. It’s basically human nature to do so. Since there was a targeted group of customers, the creators of thought of “Our Signature” made a separate advertisement with civilians to expose how people feel content with their products. This signified the variety of features in their products that can be adapted by anyone. They tried to focus on the customers and express how they would react to their products by using their electronics. The happiness and joy seen through the peoples’ faces in the ad was the main highlight. In the beginning of the ad, the woman enjoys the sound quality of the music from her IPhone. Her smile displays her true comfort with the product. The kids using IPads in the classroom are more eager to learn by the way they all find the answer so quickly. They also have the desire to share it with the teacher before anyone else. The man using the IPad mini from the Chinese restaurant presents how it excites him that he can look and talk to his relatives all the way across the world so easily. The old couple can express their pleasure by the MacBook in a moment of seconds. Apple definitely does not need to present enough how much their customers love their products.

Yolanda's Body Paragraphs

     In the advertisement that talks about what they as a company do to "perfect" an item, Apple talks about the process that they take in order to create a new product. The main focus of this advertisement is Apple itself. Because of the use of special effects such as graphics and sounds effects, Apple is able to emphasize words that show their dedication as a company. In the advertisement Apple says, "There are a thousand 'no's' in every 'yes', " thus stating that they are dedicated enough to not stop after a failed attempt at a product. Through the use of the colors black and white Apple goes on to show professionalism as a company, therefore, making it easier for customers to take the advertisement seriously. They try to further their connection with their audience by using emotional words that state what they want they think the customer will feel if a product is created a certain way. As a result of watching this type of advertisement, customers will get a focus on the process that it takes to create the products that they might end up buying, rather than what the product does for the customer.          

     In the next advertisement, Apple advertisers take a different approach when trying to get more people to buy Apple products. Rather than informing the audience of what it takes to create a specific product, in this advertisement Apple uses personal emotions to advertise the products. In this advertisement, Apple shows how its products improve the lives of people by making it easier to capture experiences such as: birthdays; concerts; dates; dinners, and much more. As a result of the use of diversity among the people in the advertisement, such as having people different ages and races portray Apple customers, Apple is able to connect to a broader audience. Similarly,  Apple is able to further connect to its audience by showing how people who use Apple products experience happiness as a result of the enhancement of their life by the Apple products. In this advertisement, Apple focuses on its customers and what their products would do for them. By seeing what the product would do for them, people will become more attentive to the advertisement, and will be captivated by the product that is said to give them more simplicity and happiness.

Jennifer's Body Paragraphs

At the same time, the dark grey colors turned the advertisement boring, serious and cold. This signifies that society tells us how to look, how to act and who to listen. Therefore, if everyone obeys, there will be peace and they will be safe, but if anyone rebels, there will be consequences. The dark grey colors was cast on the marching men’s’ clothing, their face, the walls, and the screen. The strict society gives their world a dark color, meaning there is no joy or uniqueness between anyone.  Everyone is programmed to obey; therefore there is nothing that separates you from the rest. As a result, the dull colors reflect the men’s emotions, which is indifferent. These facial expressions along with the dark grey colors, causes a serious and cold feeling, which disconnects the audience. 

Nevertheless, there is a woman who is running, and she has a different look than the men. Noticing how she looks alive and real makes her stand out from her surroundings. She is also has on an iPod and its headphones. This demonstrates how the iPod is giving her this energy and this independence that makes her want to rebel against the strict government she lives in. This doesn’t work in this ad, despite the heroic effort Apple is giving itself. The woman is the one freeing the men from control, just because she is wearing the IPod it doesn’t have any purpose. In other words, Apple made the woman, the star of the ad, not the product. Apple tried too hard creating this ad to be different which caused the audience to not comprehend it the first time they saw it. In fact, I had to watch the ad more than twice to capture everything in it, not to mention first time viewers during the Super Bowl.

Ryan's Transition

The features associated with this product offer comfort and fun to the customer’s everyday life; which keeps the audience interested. You get to see the reactions people get off of using these Apple products. For example, the couple on a date in a memorable place looked joyful and grateful while taking pictures of themselves using the iPhone. It seems like because of this highly practicable form of technology, their lives' are made easier. This goes for all ages, personalities, and intentions of consumers as well. There is a wide diversity of consumers shown using the product and they all are pleased with these Apple inventions. Showing a wide spread of types of people helps the company’s advertisement because more people will relate to the video; therefore, increasing their chance of purchasing the product. Because you want to sell your product to as many people as possible, Apple Inc. chose a great way to connect with all different types of audiences.

            When Apple Inc. developed the idea and concept of the newer advertisement video, they wanted to get across a certain messages that would also connect to the viewers. They used certain sayings that they knew would interest us about the product; things we can relate to. The company explains that while they are creating new ideas for their product, the only thing that matters is us, the customer. They want the audience to know that their main focus while coming up with these new advancements in technology is pleasing the customer. Since there is now a wide variety of people that are a part of the Apple revolution, they need to develop new ideas that accommodate to every type of consumer. Because of all the different situations where you can use this product to help you, or just for the fun of it, the customers are genuinely pleased with the product. These types of messages are what helped in assisting the effectiveness of this advertisement.

Pascale's Body Paragraphs

“Designed by Apple in California” is a slow-paced, black and white ad that connects to the creators of Apple as an audience on an intellectual level. In other words, people who are interested in technology would be the targeted audience for this ad because it draws them to become fascinated with the great products Apple creates. With the use of words and graphics working together, this ad conveyed particularly to that kind of audience because the purpose of the ad to show how Apple builders put the company’s products together. With this in mind, it’ll inspire this particular audience to invest and support Apple as a company. For instance, the black balls interact with the words; particularly when an emotional word is emphasized, they both work together to convey a certain emotion to the viewer of this ad. One example of that is this line from the ad reads, “We started to confuse convenience / with joy,” ; and the black balls surrounded the phrase with the word, “convenience” in a circle and later the balls moved close to each other and bounce up and down when the word, “joy” appeared on the screen. Another example is with the word, “connection”. Two balls were separated, and then a line grew between two of them to show emphasis on that word. In addition to the visual graphics, the ad mentions the targeted audience directly with the words, “We’re engineers and artists. Craftsmen and inventors. We sign our work.”. These words can connect to technology-inspired people in order to make them think about their potential of working with Apple in the future

I thought “Designed by Apple in California” was interesting in terms of graphics and special effects; however, that was the only thing that truly appealed to me. The words didn’t say much to me as a potential customer. Instead, I thought of the words in the ad make Apple as a conceited company because of the constant references to the company and strong emphasis on “we” throughout the advertisement as opposed to mentioning the customers’ matters. Even the blog, “What’s Up With the New Apple Ads?” best described this particular ad with this line, “It’s all about them – we we we . . . And all this time we thought the customer meant everything.”. Even though this ad shows the purpose of the builders helping its customers, there isn’t much emphasis on the customers. Therefore, it defeats the meaning of what Apple as a company is about, which is taking care of the customers.

Transitions

Some Common English Transition Words and Phrases

Adding Information and not only . . . but also also moreover (more formal) furthermore (more formal) in addition (more formal)	Examples We have seen the movie twice, and now we want to see it again. Not only did my brother break his leg, but he also bruised his rib. My friend speaks Korean and English. She also speaks Chinese. Cheating is dishonest. Moreover, it hinders students from learning. Students should be on time. Furthermore, they must be prepared. You must complete this essay by 5 p.m. In addition, you must do the exercises on page 47.
Giving Examples for example for instance specifically in particular The first (second, another, etc.) example/reason is . . .	Examples I have been to many countries. For example, I have been to Russia, Canada, Mexico, and Spain. He often eats strange foods. For instance, he once ate cow brains. I like to travel. Specifically, I enjoy places with old cathedrals. I love fruit. In particular, I like bananas, pineapple, and berries. My friend hates skiing for several reasons. The first reason is that she dislikes being cold. Another reason is that she often falls.
Showing a Contrast but however on the other hand otherwise instead in contrast (more formal)	Examples Bill earned an A on his essay, but Susan got a B. We wanted to leave at 8:00. However, Mike arrived too late. She hates housecleaning. On the other hand, she doesn't mind cooking. Students should attend class. Otherwise, they may lose their status. I am not going out tonight. Instead, I will stay home and watch a video. Women usually enjoy shopping. In contrast, men often dislike it.
Showing a Concession yet nevertheless (more formal) even so however although even though despite the fact that . . . despite	Examples He knows that he should do his homework, yet he never does it. I need to wear reading glasses. Nevertheless, I hate how I look in them. I know you don't like to study. Even so, you must pass your exam. There are many benefits to exercising. However, you must take some precautions to avoid injury. Even though the book is difficult to read, it is very interesting. Although the book is difficult to read, it is very interesting. Despite the fact that Kate is good at tennis, she lost the match. Despite Kate's skill at tennis, she lost the match.
Showing a Similarity likewise (more formal) similarly (more formal) in the same way	Examples Math was hard for me in high school. Likewise, it is hard in college. Houseplants require much care and attention. Similarly, outdoor plants must be cared for properly. Rock climbing takes much practice and skill. In the same way, learning to write well requires a great deal of practice.
Showing a Result so as a result therefore thus (more formal) as a consequence consequently (more formal)	Examples Janet passed her exam, so she is very happy. Tim was late. As a result, we could not go to the concert. James is not feeling well. Therefore, he will not be here today. The committee voted against the proposal. Thus, we must consider another idea. I forgot that the cake was in the oven. As a consequence, it burned. Tina lost her keys. Consequently, she could not drive home.
Establishing Time Relation or Sequence first second finally in conclusion in summary meanwhile	Examples First, I think that she is studying hard. Second, I believe that she is a bright student. Finally, I know that she has great potential. In conclusion, I feel that she deserves to win the scholarship. In summary, we should offer her some financial help. Jeff was working hard to clean the house. Meanwhile, his brother was watching television.
Showing a Condition or whether . . . or if . . . (then)	Examples I must study hard, or I will fail my exam. Whether you are coming or not, I am still going to Amy's party. If you want to get good grades, then you must do your homework.
Explaining or Emphasizing in fact actually in other words namely (more formal)	Examples The bookstore sells cards. In fact, they have the best cards around. James is actually the first person I have known who has been to Africa. He was late to class again. In other words, he didn't wake up on time. The plan needed only two things to succeed—namely, time and money.
Giving an Alternative or either . . . or neither . . . nor (more formal)	Examples We can go to the beach, or we can go to the mountains. You can either ride the bus or walk to my apartment. I like neither that person nor his brother.

Punctuation Rules

1. Coordinating Conjunctions (and, but, or, yet, so):
   Put a comma before these conjunctions. (Don't use them at the beginning of a sentence in more formal writing.)
   example: The movie has already started, but my friend has not arrived yet.
   
   
2. Correlative Conjunctions (These have two parts: either . . . or):
   • Put a comma before the second part if it connects 2 clauses (complete sentences).
     example: Eric is not only an outstanding teacher, but he is also a gourmet cook.
     
   • You don't need a comma if it only connects words or phrases.
     example: Eric is not only an outstanding teacher but also a gourmet cook.
   
   
3. Transitional Words and Phrases:
   • Put a comma after these if they are at the beginning of a sentence.
     example: I like to travel. Specifically, I enjoy places with old cathedrals.
     
   • Use a semicolon to connect the two sentences.
     example: I like to travel; specifically, I enjoy places with old cathedrals.
     
   • Use a comma before and after the transitional word/phrase in the middle of a clause.
     example: I like to travel, and, specifically, I enjoy places with old cathedrals.

Reference: http://www.elc.byu.edu/classes/buck/w_garden/classes/buck/transitions.html

Jennifer's Paragraph

The men marching are obeying orders of a superior. They all looked the same, probably even acted the same. The fact that men are marching in an orderly fashion means there are strict rules involving their government. The men are forced to obey, if you rebel, there can be serious consequences. Strict rules, means no freedom, and everyone wants freedom. Americans don’t want to face with strict laws,and their personal freedom taken away from them. It's a fear that no one wants to face. This is very intimidating because people never want to experienced dictation, especially in America. Freedom means happiness, individuality and self expression. If that is taken from them, no one can express their opinion or live in peace and hapiness. The fact that this commercial presents their ad like this automatically pulls back the audience instead of drawing them close. 

Namita's Paragraph

There are many reasons why the people buy all the new technological devices that come out these days in the market. They look at others perspectives when purchasing something. It’s basically human nature to do so. Anyways, there was a targeted group of people the creators thought of when making an advertisement with individuals of all ages. This signified the variety of features in their products that can be adapted by anyone. They tried to focus on the customers and express how they would react to their products by using their electronics. The happiness and joy seen through the peoples’ faces in the ad was the main highlight. From the IPhone to the IPad, all the Apple products were the reason of their satisfaction. The different situations show how Apple products can be useful in every stance. From the concert to the restaurant to the old couple, the advertisers showed how age is never a barrier when using Apple creations. The voice over in this ad was the main reason of how the customers would understand the actual experience. As the music increased gradually the want for the products increased as well. More buyers are prone to become attracted this way.

Ryan's Paragraph

When Apple Inc. developed the idea and concept of this specific advertisement video, they wanted to get across a certain message to the viewers. They used certain sayings that they knew would interest us about the product. The company explains that while they are creating new ideas for their product, the only thing that matters is us, the customer. They want the audience to know that their main focus while coming up with these new advancements in technology is pleasing the customer. These types of messages are what helped in assisting the effectiveness of this advertisement. 

Developing Focused Paragraphs

1. Identify the purpose of the paragraph: are you focused on ONE kind of example, or are you making a comparison?

2. Write a topic sentence that clearly articulates your main point. If your paragraph is focused on one example, write a sentence that explains the point YOU want to make with that example. If your paragraph is making a comparison, write WHAT the comparison is and the point YOU want to make about it.

Here is an example of a topic sentence:

The "Our Signature" advertisement is appealing to people of all ages. (This is a CLAIM--you are ARGUING that the ad is appealing to people of all ages)

3. Underline ALL of the details in your paragraph that PROVE your point.

4. Put two lines under any sentences that include your ANALYSIS--explaining WHY you think the details in the ad that you have included are supporting the topic sentence above.

5. Cross out any other details in your paragraph for now. You might be able to use them later in another paragraph.

6. REVISE your body paragraphs. Check to make sure you have these elements:

Main Point/Topic Sentence
Introduce the example
Provide the example
Analyze the example
Connect back to your thesis
Concluding sentence

Annmarie's paragraph

The black and white ad that contains words with the animation of black balls lets viewers know what the process is that Apple goes through when making their products.  The inventors and engineers of Apple are working on each product in the hopes of being able to perfect it. The idea of making those products comes from a question that the inventors all ask themselves: “What do we want people to feel?” The animation with the black balls helps connect the words being displayed with actions. This is shown when the advertisement states that Apple wants people to feel delight, surprise, love, and connection. The black ball bounces up and down for delight, pops out like fireworks for surprise, comes together for love, and shows two dots connected to one another like a line segment for connection. This shows that not only do they want to create an effective product,but that they also want it to leave a feeling of joy on consumers.The music that plays throughout the advertisement sets a calm relaxing tone as if it were being played by a piano. Not only does it help relax the viewer, it also helps show that the process that Apple goes through in making it’s products is not something that is rushed as it takes time.     

neida santiago

If I was to choose which ad is doing the best work at promoting the products of  apple, I will definitely choose the second ad.  The second ad is very brief because it only last sixty seconds. In this sixty seconds it mentions all the things that a customer would like to hear. For example we see that that  people seems very happy when using the Apple electronics devices, such as a iphone, a table or a mac. I think this is what customers are looking for. Also this ad is very easy to understand compare to the first one. it has images,sound and  music, which creates positive feelings and emotions. The ad is memorable and it catches the viewers attention. It is clear  that ads can be short in time but in it content it describes  many things that catches the audience attention.

Freddy's Paragraph

Back in 2006, Apple decided to try a new ad campaign in order to get more people interested in their products. Their approach involved a Mac and a PC as humans. They showed their rivals to give the two sides of a coin. The campaign was pretty simple with a white background so, the main idea of the commercials was in the dialogue. The ad started with an introduction “Hey, I’m a PC” “And I’m a Mac” and it continue from there. According to adweek.com, there are 69 different commercials in that campaign in a total of 4 years. They covered things that Mac just started to have like having Time Machine (backup copies of your computer) or a Genius specialist(customer service). At the same time, they also covered Windows having new systems like Windows Vista or Windows 7 yet, most of time it was about the constant problems PC had like freezing. There was only one visual things that set both of them apart. PC was dressed formal while Mac was wearing casual clothing. The image was showed that PC was a big company and all they want to do is business, while on the other hand, Mac showed that Apple are more laid back and love what they do. All the commercials at the end had one purpose: to show that PC would give you a hard time with all the problems it had and you're better of getting a Mac because they make your life easier and you get more out of it.

Jean Pierre's Paragraph

The main idea in between both the ideas in the Apple Ads from 2013 and 1984, is that there has been a different though and evolution in perspectives between both ads. In the 1984, there is a sense of Apple using the thought that everyone matters instead of them, and that they should not keep going towards a bad direction but instead take the other direction that will be the best one for them to choose. And this is being portrayed by us the human race as a group of people under chains, and without any kind of reaction to whatever the leader or commander was saying. Then Apple portrays themselves as the women throwing the hammer towards the screen and making a big impact that surprise us. At that moment they begin to say the day when the Macintosh will be revealed and put to sale in the United States, also saying that this new experience will move us forwards and begin the new world around us. In contrast there is a huge difference from the nowadays ad from the same company, that has now centered around themselves, just them, and nothing but them. This is being shown in the comment and also the response being given from Dr. Ads. The idea being shown in the comment is that Apple, even though it has been plagued by young and energetic minds has been getting antiquate, and now is trying to get away from probably one of the worst problems around for them, new minds coming and nothing in our mind, and in conclusion we have to get a grip and show our excellent products and nothing else more than ours.

Yolanda's Paragraph

In the next advertisement, Apple shows how their products improve the lives of people by making it easier to capture experiences such as: birthdays; concerts; dates; dinners, and several other events. Rather than informing the audience of what it takes to create a specific product, in this advertisement Apple uses personal emotions to advertise its products. The advertisement goes on to show how people who use Apple products experience happiness as a result of the enhancement of their life by such products. In order to make this advertisement more effective, Apple advertisers use the idea of diversity among the people in the advertisement, such as having people of different ages and races portray Apple customers, in order to express the effects of Apple products to a broader audience. By making a deeper connection with its customers, Apple is able to further reach out to them when illustrating that life becomes much more simple if you are using an Apple device. Through the demonstration of everyday events that anybody may take part in, Apple makes it easier for people to take consideration into buying an Apple product. Throughout this advertisement, Apple focuses on its customers and what their products would do for them. By seeing what the product would do for them, people will become more attentive to the advertisement and will be captivated by the product that is said to give them more simplicity and joy. 

Link to a sample analysis essay

Below is a link to a sample analysis essay: http://www.public.iastate.edu/~drrussel/rhet_analy_105/analy/exapple.htm

The analysis is focused on an Apple advertisement, so it might help you to think through your own writing.

Link to student blog for rhetorical analysis exercise

Below is the link to a blog created by a CCNY student in Fall 2009 for a FIQWS class:

http://refugeeprotection.blogspot.com/2009/12/introduction-silent-crisis.html

Ethos, Logos, and Pathos

Here are the definitions and examples of Ethos, Logos, and Pathos that come from the following website: http://www.mesacc.edu/~paoih30491/ArgumentsBestFriends.html

Back Student Learning Tools The Argument's Best Friends: Ethos, Logos, and Pathos & Appropriate Connotative Words

Ethos, logos, and pathos are persuasional tools that can help writers make their argument appeal to readers; this is why they're known as the argumentativeappeals. Using a combination of appeals is recommended in each essay. Make sure to consider carefully your audience and to stress the kind(s) of appeal that will be the most effective with each audience.

	Ethos (think ETHICAL Appeal of the Writer)
	This appeal involves convincing your audience that you are intelligent and can be trusted. Writers cannot simply say to their audience "I can be trusted because I'm smart and a good person." This appeal is perhaps the most difficult to establish; you have to prove yourself by demonstrating that you understand what you are arguing because: you are providing personal experience or know someone else who has personal experience, you are using expert support through extensive research, through up-to-date research through recognized authorities in the field (this will also help to prevent your appeal from seeming too personal), you are using appropriate writing style by means of professional and strong words that carry appropriate connotations; be sure that you don't sound overly emotional, by using mostly 3rd person. Only use 1st person when providing a specific personal experience you are treating your audience with respect by establishing some common ground in a refutation section. Find some mutual ground for both sides of the argument by acknowledging that your opinion and the opinion of the opposite side agree on at least one aspect. This is essential in establishing your ethos (or credibility) and your ability to treat the topic fairly. However, be careful not to over-do this; remember which side you are supporting.
	Logos (think LOGICAL Appeal)
	You appeal to logic when you rely on your audience’s intelligence and when you offer credible evidence to support your argument. That evidence includes: FACTS- These are valuable because they are not debatable; they represent the truth EXAMPLES- These include events or circumstances that your audience can relate to their life PRECEDENTS- These are specific examples (historical and personal) from the past AUTHORITY- The authority must be timely (not out-dated), and it must be qualified to judge the topic DEDUCTIVE/INDUCTIVE- Deductive reasoning is when you pick apart evidence to reach conclusions, and inductive reasoning is when you add logical pieces to the evidence to reach conclusions.
	Pathos (think PASSIONATE or emotional Appeal)
	This kind of appeal can be very effective if it’s not over-done, especially if your topic is an emotional one. Because your audience has emotions as well as intellect, your argument must seek to engage the audience emotionally. However, using emotional appeal alone is not as effective as when it is used in conjunction with logical and/or ethical appeals. The BEST way to incorporate pathos (or emotional) appeals is by using words that carry appropriate connotations.
	Denotative vs. Connotative Words
	Denotation refers to the dictionary definition of a word. Connotation on the other hand refers to words that carry secondary meanings, undertones, and implications. For example, if you were to ask a woman how she'd like to be described from the following list of words, what do you think her answer would be? Slender................................Thin................................Scrawny The answer to this is most likely the word slender. While all the words carry the same denotation (they all mean lean, and not fat), the word slender carries more positive undertones. A slender woman is graceful, elegant, and perhaps even sexy.Thin on the other hand is a fairly neutral word, and it leads women to prefer the word "slender" as it carries the more positive connotation. Finally, the word scrawny brings an unhealthy, overly thin, or bony person to mind, and women generally do not want to be described in this manner. Over time, words shift in their connotative meanings, and writers should be up-to-date on the current connotations of a word. The BEST way to incorporate pathos (or emotional) appeals is by using words that carry appropriate connotations. Think back to the sample piece for the claims about fact/definition titled "A Case of Severe Bias"; the following is part of the first statement of that piece: "I am not a crack addict. I am not a welfare mother. I am not illiterate..." The words crack addict, welfare mother, and illiterate carry strong connotations. It makes the above statement (while already logical) more powerful. Imagine if the writer used words that carried weaker connotations: "I am not a person who abuses substances. I am not a parent who needs government assistance. I can read." Notice how the emotional appeal is weakened. Even though the logical appeal is present, the statement no longer carries the same strength.