rhetoric: ethos, logos and pathos
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DESCRIPTIONRhetoric: Ethos, Logos and Pathos. Rhetoric. Rhetoric (n) 1. the art of speaking or writing effectively 2. using speech or writing to persuade. Aristotle. Aristotle, the Greek philosopher, described three main forms of rhetoric: Ethos Logos Pathos. Ethos. - PowerPoint PPT Presentation
Rhetoric:Ethos, Logos and Pathos
RhetoricRhetoric (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:
EthosEthos is appeal based on the credibility of the speaker/writer.
We tend to believe peoplewe likewe respectwe think are worth listening to
Examples of EthosEndorsementsCelebritiesPublic FiguresInstitutionsFormal writing style, professional appearanceUses 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
LogosLogos is appeal based on logic or reason.
Strong arguments are based onreasonsevidencelogic
Examples of LogosOfficial business documentsTextbooks and scholarly projectsScientific studies
Uses facts, statistics, history, reasoning, common sense
ACMEs 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 Commercialshttp://www.bing.com/videos/search?q=nintendo+ds+braintraining+ad+english&view=detail&mid=A45EE9DF67589208326AA45EE9DF67589208326A&first=0&FORM=NVPFVR
PathosPathos is appeal based on emotion.
Our decisions are often swayed byemotionsympathyimagination
Examples of PathosAlmost all current advertisementsPolitical adsSensational 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 Commercialshttp://www.youtube.com/watch?v=9gspElv1yvchttp://www.youtube.com/watch?v=QT-9-CVkVRg
ReviewEthos CredibilityLogos LogicPathos Emotion
Ethos, Logos, or Pathos?