Start by reading and following these instructions: 1. Quickly skim the questions or assignments below and the assignment rubric to help you focus. 2. Read the required chapter(s) of the textbook and a

dow n to the choice of w ords or, in an im age, the shapes and colors. The m odest, tentative

tone that B urke uses in his blog is an exam ple of the kind of choice that can shape an

audience’s perception of ethos. B ut these details need your interpretation. Language that’s

hot and extrem e can m ark a w riter as either passionate or loony. W ork that’s sober and

carefully organized can paint an institution as com petent or overly cautious. Technical term s and abstract phrases can m ake a w riter seem either know ledgeable or pom pous.