A & M

Author & Audience

• Author: Who is the author and what is their purpose? What are the speaker’s guiding beliefs or ideals (ETHOS)?
• Audience: Am I the target audience? What values and beliefs do I have about this topic?

Message & Meanings

• Message: Why these facts and stats? Do these examples support a coordinated argument that appeals to logic (LOGOS)?
• Meanings: What production techniques (words, images, and sounds) build an emotional appeal (PATHOS) that affects people’s knowledge, attitudes and behaviors?