Chapter 2 in Envision is about rhetorical strategies. They are the techniques used to move and sway an audience. Ads for example are small forms of arguments, which help us analyze rhetorical strategies. By analyzing advertisements, we can discover the rhetorical choices the authors and artists use to get their points across and sway their audiences to their point of view. Some strategies include: using compare contrast to get their consumer to buy their product as opposed to an opponents product, drawing drawings to show how their product is used, using process to demonstrate the way a product is used using cause and effect to demonstrate the positives of buying their product, clearly defining their products purpose or function, using analogy to help make a hard selling point more recognizable to the audience, having a description to show the specifications of a desktop computer or new car, classification and division to help the reader conceptualize hot the product fits into a larger scheme. To better understand rhetorical appeals we classify them as logos, pathos, or ethos. Logos is the appeal to rational thought and reason. Pathos is the appeal to the audience’s emotions. Ethos is the appeal to the audience’s character. Falsies are the misinterpretation of logos in which credibility is released. Post hoc is the thought that something happened first is the definite cause of the following event. Slippery slope works in the same way in regards to pathos. It says that if one event happens, it will lead to another event.
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