2. DEFINITIONS COMMUNICATION (Contemporary Definition) : “The process of informing, persuading or entertaining.” RHETORIC (Classical Definition) : “The art of speaking or writing effectively.”, According to the ancient Greek philosopher Artistotle, rhetoric is “the ability, in each particular case, to see the available means of persuasion.” PERSUASION = The act of convincing an audience to think, believe, feel or act based upon information, arguments, inducements and pleas. According to Aristotle, there are 3 main forms/elements of persuasion: Ethos, Pathos and Logos

3. The three elements of persuasion: Ethos – Appeal based on the character of the speaker/author; relies on reputation and integrity Pathos – Appeal based on emotion; plays on sympathy, fears and desires Logos – Appeal based on logic or reason; often uses statistics, data, research and other documented evidence

4. ETHOS – Ethical Appeal Ethos is a person’s credibility with a given audience. It can mean sincerity, authority, expertise, faithfulness, or any adjective that describes someone you can trust to do the right thing.

5. Ethos:  Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer.  Ethos is an effective persuasive strategy because when we believe that the speaker does not intend to do us harm, we are more willing to listen to what/she has to say.  When a judge comments on legal precedents, audiences tend to listen because it is the job of a judge to know the nature of past legal cases.

6. ETHOS: George Foreman and his Grilling Machine –Champion –Fitness expert –Preacher, too! “9 out of 10 doctors agree” ABC Company – serving this community over 100 years The Good Housekeeping seal of approval

7. PATHOS – Emotional Appeal: Pathos appeals rely on emotions and feelings to persuade the audience They are often direct, simple, and very powerful Babies, animals, senior citizens, beautiful scenery, music, etc. are often used

8. PATHOS: –Pathos is related to the words pathetic, sympathy and empathy. –Whenever you accept a claim based on how it makes you feel without fully analyzing the rationale behind the claim, you are acting on pathos- emotions: love, fear, patriotism, guilt, hate, joy etc. The literary device of symbolism also often contributes to pathos.

9. Pathos: –Appeals to pathos touch a nerve and compel people to not only listen, but to also take the next step and act in the world –“For the better good”

10. Recognizing PATHOS: “America's older citizens have rightly been called the "greatest generation." It is morally unacceptable that the people that built this country -- our senior citizens -- should suffer hunger in a land of plenty, which they helped to create.” -from America’s Second Harvest program

11. Recognizing PATHOS: “America's older citizens have rightly been called the "greatest generation." It is morally unacceptable that the people that built this country -- our senior citizens -- should suffer hunger in a land of plenty, which they helped to create.” -from America’s Second Harvest program

12. LOGOS – Logical Appeal: Logos appeals rely on the audience’s intelligence and use of reason Education causes audiences to be more skeptical of emotional arguments and more receptive to logic

13. LOGOS: –The Greek word logos is the basis for the English word logic. –Logos refers to any attempt to appeal to the intellect, the general meaning of "logical argument” – “It just makes sense.” –Everyday arguments rely heavily on ethos and pathos, but academic arguments rely more on logos; there will be logical chains of reasoning supporting all claims. –Logic is often based on facts and figures; scientific or technical writing is often based on logos

14. Recognizing LOGOS: NASA sees its mission to explore Mars as an endeavor to seek out the possibility of life on that planet. Knowing if water was on Mars is the first step in this research.

15. LOGOS: NASA sees its mission to explore Mars as an endeavor to seek out the possibility of life on that planet. Knowing if water was on Mars is the first step in this research.

16. Recognizing ETHOS, PATHOS and LOGOS: The Arctic National Wildlife Refuge, recognized by the Department of the Interior for decades, provides a safe refuge for 180 species of migratory birds, serves as a birthing ground for one of the northern hemisphere's largest caribou herds and has been home to native Americans for a thousand generations. Ninety-five percent (95%) of Alaska's North Slope is already available to Big Oil, but ABC Oil Co. still wants to take over and drill oil in the refuge. They want it all.

17. Ethos, Pathos and Logos Appeals: The Arctic National Wildlife Refuge, recognized by the Department of the Interior for decades, provides a safe refuge for 180 species of migratory birds, serves as a birthing ground for one of the northern hemisphere's largest caribou herds and has been home to Native Americans for a thousand generations. Ninety-five percent (95%) of Alaska's North Slope is already available to Big Oil, but ABC Oil Co. still wants to take over and drill oil in the refuge. They want it all.

18. The art of persuasion: ETHOS PATHOS LOGOS