HUM 180: Ethical and Critical ThinkingWestwood College

Prof. Wylie Tidwell, III

The Art of Rhetoric“the art of speaking or writing effectively”According to Aristotle, rhetoric is "the ability,

in each particular case, to see the available means of persuasion." Describes three types:

1. Ethos2. Logos3. Pathos

The Art of RhetoricEthos

appeal based on the character of the speaker. An ethos-driven document relies on the reputation of the author

The Art of RhetoricLogos

is appeal based on logic or reason. Documents distributed by companies or corporations are logos-driven. Scholarly documents are also often logos-driven.

The Art of RhetoricPathos

is appeal based on emotion. Advertisements tend to be pathos-driven.

The Art of Rhetoricappeals can be achieved through

Visual Information StructureColorGraphic Images

The Art of RhetoricVisual Information Structure

this includes how the text looks on the screen. This is achieved through the appearance of such things as the titles and the headings.

The Art of RhetoricColor

this includes the color of the text, the background, and the graphics. The contrast of the colors of each of these items is also important.

The Art of RhetoricGraphic Images

this includes the other information in the document aside from the text. This is achieved through such things as icons, buttons, and photos.

READING QUIZ 11.3: FALLACIES OF RELEVANCE

The following are the fallacies of relevance: appeal to authority, appeal to pity, appeal to fear, appeal to ignorance, and appeal to personal attack. For each of the following statements, identify the fallacy and briefly explain why the reasoning is faulty.

The president of Iraq says that the United States and Great Britain should remove their troops from Saudi Arabia because he is moving American and British women and children to the potential attack sites.Answer

Appeal to fear

Britney Spears says that Diet Pepsi tastes better than Diet Coke.Answer

Appeal to authority

A candidate for governor says that voters should not elect her opponent because he will not say whether he ever took illegal drugs.Answer

Appeal to personal attack

Ghosts do not exist. No one has ever proved scientifically that they do exist.Answer

Appeal to ignorance

Smile Toothpaste is used by more Americans than any other toothpaste.Answer

Appeal to authority

A magazine advertisement for a charity asks readers to sponsor or help a child in a foreign country. The appeal for money is accompanied by a picture of a sad child with a thin face and big, dark eyes.Answer

Appeal to pity

“I tried to get my paper done on time, but my aunt, who is ninety-seven years old, was in intensive care.”Answer

Appeal to pity

“Of course you should support the candidate of your choice in the coming election. You should remember, however, that the president of this firm—the guy who signs your paychecks—is the campaign manager of the opposing candidate.”Answer

Appeal to fear

“With me, abortion is not a problem of religion. It’s a problem of the Constitution. I believe that until and unless someone can establish that the unborn child is not a living human being, then that child is already protected by the Constitution, which guarantees life, liberty, and the pursuit of happiness to all of us.” Ronald Reagan, October 8, 1984Answer

Appeal to ignorance

Of course you support affirmative action. You’re African American.Answer

Appeal to personal attack