rhetorical appeals - mrs. lee's...
TRANSCRIPT
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RHETORICAL
APPEALS
ARISTOTLE & BEYOND
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Rhetoric – the art of using language effectively
and persuasively
WHAT IS RHETORIC?
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Ethos – relies on the credibility of the author
Logos – relies on logic and evidence
Pathos – relies on emotion
Medium – text, speech, film, art, etc.
Rhetorical Situation – context
Exigence – the need or motivation that prompts
the medium
Purpose – the goal the speaker wants to achieve
ARISTOTELIAN APPEALS
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RHETORICAL TRIANGLE
Ethos
(Speaker)
Pathos
(Audience)
Logos
(Subject)
Medium
(written text,
speech, film,
art, etc.)
Rhetorical Situation
(Context)
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EXAMPLES IN ADVERTISING:
LOGOS RELIES ON LOGIC AND EVIDENCE
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EXAMPLES IN ADVERTISING:
ETHOS RELIES ON THE CREDIBILITY OF THE AUTHOR
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EXAMPLES IN ADVERTISING:
PATHOS RELIES ON EMOTION
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OTHER APPEALS
Appeal to the Body
(physical strength)
Appeal to Body (hygiene, sex appeal)
Appeal to Gender (men AND women)
Appeal to Age,
Body, & Gender
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OTHER APPEALS
Appeal to Place Appeal to Narrative (telling a story)
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OTHER APPEALS
Appeal to Time (urgency)
Appeal to Fear
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OTHER APPEALS
Appeal to Time (past)
Appeal to Place (home)