Aristotle divided rhetorical appeals into three main categories:1.Ethos: Ethical appeals. Attempts to persuade by establishing the speaker as credible and trustworthy.2.Pathos: Emotional appeals. Attempts to persuade by appealing to the emotions, both positive and negative.3.Logos: Logical appeals. Attempts to persuade by using facts, claims, and statistics.

Very common in advertising A statement, not always true, stated in an

enthusiastic or energetic way and presented as fact. It is often implied that the assertion should be

accepted without questions. This can be a very dangerous form of propaganda,

because it often spreads falsehoods and lies Examples in advertising: Stating that a product is the

“best” without giving proof or evidence. Example in Animal Farm: Squealer often claims that

Napoleon is the best leader, or that Snowball is attacking the farm, without giving any real proof. Squealer also manipulates facts and figures and supplies “scientific proof” that production figures are up.

Common in political propaganda Uses words that are “linked to highly

valued concepts”. When used, they garner approval without the person even thinking.

Words like “honor”, “glory”, and “freedom” are commonly used.

Squealer will often use such terms when discussing the work the animals are doing.

Tries to convince people to accept an option because it is better than the alternative.

Often used during wartime to get people to make sacrifices and work harder.

Often sets blame on a common enemy In Animal Farm Squealer constantly plays

on the fear of Jones returning, and sets the animal’s hatred and dissatisfaction against him and Snowball, making Napoleon look like their savior

Simplifies a situation by pinpointing one specific enemy, or scapegoat

In Animal Farm, Snowball and Jones are used as a common enemy

Tries to make it sound like the propagandist is working for and with the common person.

Often used in conjunction with glittering generalities.

In Animal Farm, Squealer often says that Napoleon and the pigs take on the “business and brains” of the farm so the other animals don’t have to worry about such tasks.

Testimonials use a spokesperson to endorse a product.

Often used in advertising when celebrities or athletes endorse certain products.

In Animal Farm, Boxer is often used as a spokesperson for hard work.