Year 8 Media and Advertising

• English
• Secondary Education

Year 8 Media and Advertising

Assessment Task 2

Mid-Course Exam in Week 3-4 

Mid-Course exam format

The exam will have 3 parts:

1. Multiple Choice - Visual, Literary and Persuasive techniques

2. Short Answer - Reading and Viewing

3. Extended Response - Critical Thinking

Advertisements can use 3 different angles to persuade their audience. One of them is Ethos, what are the other 2?

Pathos

Ethos

Logos

Appeal to emotion

Appeal to logic

Appeal to ethics/

credibility

Pathos

Logos

Ethos

A celebrity tells you a new face cream works miracles for them.

Studying helps you get better grades.

In the following questions you will see print advertisements. 

Look closely at the ad, and answer the question if the ad uses either Logos, Ethos or Pathos. 

Which of the three persuasive angles?

1. Pathos
2. Ethos
3. Logos

Which of the 3 persuasive angles?

1. Pathos
2. Ethos
3. Logos

After they've chosen an persuasive angle for their ad, advertisers think of which techniques they can use. 

1. Attacks: Dismisses the competitor.

2. Language: Colloquial Language (Slang), Formal Language, Emotive Language, 

Inclusive language (e.g. you, our, we, us)

3. Rhetorical questioning: e.g. Why wouldn't you want a dog?

4. Exaggeration (Hyperbola): e.g. You NEED a dog

5. Emphasis; Repetition, listing, alliteration

6. Evidence; Anecdotal (personal experience), Expert opinion, statistics

In the following, you are going to view some ads. Look at them closely, then answer the multiple choice question. 

A few years ago, American fast food restaurant Burger King waged a war with another fast food chain, Wendy's, by promoting people's tweets complaining about Wendy's.
Which persuasive technique is used?

1. Rhetorical Question
2. Attack of the competitor
3. Alliteration
4. Inclusive language

Which persuasive techniques are used?

1. Formal language
2. Evidence
3. Hyperbole (exaggeration)
4. Attack of the competitor

Which persuasive technique is used?

1. Anecdotal evidence
2. Colloquial language
3. Rhetorical question
4. Repetition

Drag the techniques to the correct persuasive angle

LOGOS

ETHOS

PATHOS

Any three of them

Attack of the competitor

Formal language

Rhetorical question

Statistics

High modality

Emotive language

Repetition

Expert opinion

Hyberbole

Inclusive language

Alliteration

 Modality

• Modality refers to the level of certainty in the language choices of a text. 
• Modality is a range from high (e.g. I will) to low (e.g I may).
• Using language with high modality impact the audience's response to an argument. 

I may go to the basketball game tomorrow.

1. High
2. Medium
3. Low

We must act now to prevent further global warming.

1. High
2. Medium
3. Low

Perhaps we could promote recycling by putting up posters.

1. High
2. Medium
3. Low

It will definitely support local wildlife if we reduce rubbish in parks.

1. High
2. Medium
3. Low

Recycling is said to be one of the most powerful actions households can take to combat global warming.

1. High
2. Medium
3. Low

Year 8 Media and Advertising.

Now you are able to:

• know the difference between pathos, ethos and logos.
  
• identify pathos, ethos and logos in ads
  
• identify persuasive techniques in ads
  
• connect the techniques with the persuasive angles.