Persuading through Rhetoric: Ethos, Pathos,Logos

http://www.youtube.com/watch?v=jaGJNxCxB-s

What is Rhetoric?

Rhetoric (n) -the art of speaking or writing effectively as a means of communication or persuasion.– According to Aristotle, rhetoric is "the ability, in each

particular case, to see the available means of persuasion." He described three main forms of rhetoric: Ethos, Logos, and Pathos.

In order to be a more effective writer, you must understand these three terms.

You will better understand their meanings which will make your writing more persuasive.

Three Forms of Rhetoric…

Ethos Logos Pathos

ETHOS, PATHOS, and LOGOS

Ethos: Is it Ethical? Pathos: Does it make you feel a strong

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

reason?

Ethos

Ethos: Ethics To make the audience decide right or

wrong about what is being presented to it Political issues, national beliefs, religious

issues, etc… Typically has contrasting colors symbolizing

the difference between good and evil.

Ethos can also refer to credibility.

Ethos (Credibility)Ethos (Credibility)

Ethos:Ethos: the source's credibility, the the source's credibility, the speaker's/author's authority speaker's/author's authority

We tend to believe people whom we respect. One of We tend to believe people whom we respect. One of the central problems of argumentation is to project an the central problems of argumentation is to project an impression to the reader that you are someone worth impression to the reader that you are someone worth listening to, in other words making yourself as author listening to, in other words making yourself as author into an authority on the subject of the paper, as well into an authority on the subject of the paper, as well as someone who is likable and worthy of respect. as someone who is likable and worthy of respect.

Ethos Example:Ethos Example:

Product: George Foreman and his Grilling Product: George Foreman and his Grilling MachineMachine

Repertoire: Boxing Champ and a PreacherRepertoire: Boxing Champ and a Preacher

Why is George Foreman credible?Why is George Foreman credible?

Pathos

Pathos: Emotion To make the audience feel something

about what is presented to it Children, animals, illness, memories,

etc… “Tugs at your heart strings”

Pathos Example:

How does this advertisement appeal to emotion? Why?

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 very scientific, factual approach.

Logos Example

Few of our children Few of our children breath fresh air in their breath fresh air in their schools, which are schools, which are being sprayed, inside being sprayed, inside and out, with millions of and out, with millions of pounds of deadly, pounds of deadly, nervous system nervous system destroying pesticides. destroying pesticides.

What are the details What are the details provided in this claim?provided in this claim?

Can some advertisements have more than one appeal?

Yes! The more appeals used in an ad 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 onto your sheet.

Objective:

As you view each advertisement that comes up on the screen, decide if it’s appealing to your sense of 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?

The End!

Your homework is to bring in to class a print advertisement (school appropriate…when in doubt don’t do it).

Ad Analysis

Leave your ad on your desk. You and one other person will analyze 10 ads. Complete the following for each:

– The # & Name of “product” being advertised A: Intended Audience

B: Spokesperson (if there is one)

C: Purpose of advertisement

D: Type of persuasive appeals-briefly explain

FOR EXAMPLE: Ad Analysis

– #1: Michelin Tires– Little Baby– Don’t skimp on the

important stuff, we need good tires our families depend on it.

– Pathos (little babies are cute and we want them to live)