ENGL 102 Lesson 4

ENGL 102 Lesson 4 - Joseph Walter Clark 3 April 2007...

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Joseph Walter Clark 3 April 2007 English 102 Lesson 4 Argument: 1. Discussion Questions 1. Bostongas is trying to sell their product, natural gas, by stressing its benefits over other fossil fuels and how their programs can reduce your natural gas consumption by almost a third. They are working on promoting their product as “good for the environment” and so they use butterflies as an ethos appeal because the advertisers feel that their audience will find them to be beautiful and therefore worth saving. Butterflies are used because they are aesthetically appealing and provoke an emotional response conducive to their advertisement. 2. The assumption that Bostongas utilizes is that the butterflies have connotations which a person would find sentimental and delicate. In effect, they assume that butterflies represent to their target audience a perfect example of the environment, which is what the caption says their product will be good for. 3. The advertisement on page 188 is one that plays on fear and pathos rather than the straightforward logic embodied by Bostongas’ appeal to protecting the environment. At first glance I find The Metropolitan Energy Council’s argument to be stronger because it presents a choice between the lesser of two evils, attacking their competitors rather than providing support for themselves. However, upon consideration the advertisement for oil heat has a false warrant which has nothing to do with the claim. It says that a gas 1
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company won’t respond unless you say you are in danger and that gas is too dangerous to be used, but this does not automatically mean oil heat is the better choice. 2. Exercises
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ENGL 102 Lesson 4 - Joseph Walter Clark 3 April 2007...

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