ARGUMENTATIVE APPEALS

Which appeal are advertisers using to get you to buy their product?

ETHOS, PATHOS, and LOGOS

– AS YOU ANALYZE THE ADVERTISMENTS:• Ethos: Is it Ethical? Do you trust its sources?• Pathos: Does it make you feel a strong

emotion?• Logos: Does it make you use your sense of

reason? Is it logical?

Ethos• Ethos: Ethics• To make the audience

decide if what they see or hear is right or wrong

• Political issues, national beliefs, religious issues, etc…

Pathos• Pathos: Emotion• To make the audience

feel something about what it sees or hears

• Children, animals, illness, memories, etc…

• “Tugs at your heart strings”

Logos• Logos: Logic• To make the audience

think about what is presented to it

• Statistics, facts, authorities, etc…

• Very straightforward, and not “fluff.” It has a scientific approach.

Can some advertisements have more than one appeal?

• Yes! The more appeals used in an ad/speech the more likely the consumer is to connect with it.

• For the case of this lesson, pick the MOST emphasized appeal used in each ad to write down.

Ms. Long, I’m confused. What am I supposed to write down?

• The most important appeal it’s making (pick from ethos, pathos, or logos)• A short “why.” Why did you pick (ethos, pathos, or logos)?

Ethos, Pathos, or Logos?

Ethos, Pathos, or

Logos?

Ethos, Pathos,

or Logos?

Ethos, Pathos, or Logos?

Ethos, Pathos, or Logos?

Ethos, Pathos, or Logos?

Ethos, Pathos,

or Logos?

Ethos, Pathos, or Logos?

Ethos, Pathos, Logos?

Ethos, Pathos,

or Logos?

Good job!

Now let’s go back and see how

Ethos, Pathos, and Logos fit into Cassius’ speech to

Brutus.

Claim Statements, Part II

• Arguable statement that can be supported with evidence.–Claim of Fact: Says something is true or not.–Claim of Value: Says something is good or bad.–Claim of Policy: Says it’s better to do one thing

than a different thing.

• DIRECTIONS: Read the rest of Cassius’ speech to Brutus looking for claim statements. Underline each claim.

• Ask yourself:– Is he saying something is true or untrue?– Is he saying something is good or bad?– Is he saying it’s better to do one thing than

another thing?