1. Rhetoric: Ethos, Logos and Pathos

2. Rhetoric Rhetoric (n) – 1. the art of speaking or writing effectively 2. using speech or writing to persuade

3. Aristotle Aristotle, the Greek philosopher, described three main forms of rhetoric: Ethos Logos Pathos

4. Ethos Ethos is appeal based on the credibility of the speaker/writer. Establishing Credibility: Writing- facts, opinions, bias, prejudice Author- credentials, qualifications, reliability, trustworthiness, expertise, purpose Sources- reliability, accurateness, up-to-date, organization Publisher- quality control, affiliates, aesthetics

5. Ethos ctd. We tend to believe people… we like we respect we think are worth listening to Endorsements – Celebrities – Public Figures – Institutions

6. I've used Acme products for years. Their slingshots, rocket launchers, crowbars and pogo sticks are the best around. And don't forget their dynamite! I buy everything from Acme.” Wile E. Coyote ACME spokescoyote Trust ACME for all your road-runner catching needs.

7. Ethos in Commercials Subway

8. Logos Logos is appeal based on logic or reason. Strong arguments are based on… ReasonsStatistics EvidenceHistory Logic Reasoning Facts Common Sense

9. Examples of Logos Official business documents Textbooks and scholarly projects Scientific studies Nintendo DS

10. Example of Logos: ACME’s 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.

11. Pathos Pathos is appeal based on emotion. Our decisions are often swayed by… insecurityexcitementpain sympathyfearsadness envypityimagination storiesridiculehumor beliefsjoyanger

12. Examples of Pathos Almost all current advertisements Political ads Sensational news programs Animal Cruelty

13. Examples of Pathos: 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.

14. Review Ethos  Credibility Logos  Logic Pathos  Emotion

15. Ethos, Logos, or Pathos?