EM SC 470
Applied Sustainability in Contemporary Culture



The purpose of this lesson is for you to review key concepts from Lesson 5 (Rhetorical Analysis) in EM SC 240N. I strongly encourage you to at least browse through Lesson 5 of EM SC 240N, though that is not required.

Learning Outcomes

By the end of this lesson, you should be able to:

  • define rhetoric, ethos, pathos, and logos;
  • analyze claims made in speech, writing, and imagery through the lens of the rhetorical triangle;
  • define greenwashing;
  • identify the greenwashing content of advertising claims;
  • identify lies of commission, lies of omission, and character lies;
  • define the term homo economicus; and
  • analyze principles of Behavioral Economics.

Lesson Roadmap

Lesson Roadmap
To Read Lesson 5 Online Content You're here!
To Do
  • Lesson 5 Quiz
  • Lesson 5 Discussion Board
  • OPTIONAL Lesson 5 Journal Entry
  • Canvas Modules > Lesson 5
  • Canvas Modules > Lesson 5
  • Canvas Modules > Lesson 5


If you have any general course questions, please post them to our HAVE A QUESTION discussion forum located under the Discussions tab in Canvas. I will check that discussion forum regularly to respond as appropriate. While you are there, feel free to post your own responses and comments if you are able to help out a classmate. If you have a question but would like to remain anonymous to the other students, email me through Canvas.

If you have something related to the material that you'd like to share, feel free to post to the Coffee Shop forum, also under the Discussions tab in Canvas.