Rhetoric:Ethos, Logos and Pathos

Rhetoric

Rhetoric (n) – 1. the art of speaking or writing effectively2. using speech or writing to persuade

AristotleAristotle, the Greek

philosopher, described three main forms of rhetoric:

EthosLogosPathos

Ethos

Ethos is appeal based on the credibility of the speaker/writer.

We tend to believe people…we likewe respectwe think are worth listening to

Examples of Ethos

• Endorsements–Celebrities–Public Figures– Institutions

• Formal writing style, professional appearance

• Uses words and symbols that promote trust, expertise and respect

“I've used Acme products for years. Their slingshots, rocket launchers, crowbars and pogo sticks are thebest around. And don't forget their

dynamite! I buy everything from Acme.”

Trust ACME for all your road-runner catching needs.

Wile E. CoyoteACME spokescoyote

Ethos in Commercials

Ethos is Advertising

Logos

Logos is appeal based on logic or reason.

Strong arguments are based on…reasonsevidencelogic

Examples of Logos

• Official business documents• Textbooks and scholarly projects• Scientific studies

• Uses facts, statistics, history, reasoning, “common sense”

ACME’s new dihydro-cesium detonation process

By combining cesium and dihydro-oxide in laboratory conditions, and capturing the released energy, ACME has promised to lead the way into the future.

Our energy source is clean, safe, and powerful.

No pollutants are released into the atmosphere. The world will soon have an excellent source of clean energy.

Logos in Commercials

http://www.bing.com/videos/search?q=nintendo+ds+braintraining+ad+english&view=detail&mid=A45EE9DF67589208326AA45EE9DF67589208326A&first=0&FORM=NVPFVR

Pathos

Pathos is appeal based on emotion.

Our decisions are often swayed by…emotionsympathyimagination

Examples of Pathos

• Almost all current advertisements• Political ads• Sensational news programs

• Uses stories, beliefs, excitement, fear, envy, ridicule, joy, pain, sadness, pity, humor, anger, insecurity, etc.

Boycott ACME!A baby turtle breaks free from its egg, catching its first glimpse of its first sunrise. It pauses a moment to rest, unaware of the danger that lies so close to it. As the tide comes in, approaching the nest, it also approaches a

small pile of metal - cesium. The water draws closer and closer, the turtle unsuspecting of the danger. Finally, the water touches the cesium and it EXPLODES, destroying even more of an endangered species. Why does this happen? One name: Acme.

Pathos in Commercials

http://www.youtube.com/watch?v=9gspElv1yvc

http://www.youtube.com/watch?v=QT-9-CVkVRg

Review

Ethos CredibilityLogos LogicPathos Emotion

Ethos, Logos, or Pathos?