Identifying and using rhetorical appeals

Is it ethical to allow children to starve, when we can spend so little and make a difference? Ethos Ethos is an ethical or credibility appeal. It relies on one’s credibility in presenting a message, or appeals to the reader/listener’s moral compass. Who do you trust when they tell you to do something? Doctors? Athletes?

Pathos Pathos is an emotional appeal. It uses strong images or ideas in order to evoke a reaction from the reader/listener, which causes the consumer to want to act. This could be a feeling of happiness/contentment, anger, sadness, etc. Evokes sadness Evokes anger Evokes peacefulness

Logos Logos is an appeal to logic, or reasoning. If something reasonably makes sense, or is based in facts, it is easier to trust. (Research, statistics)

Kairos Kairos is an appeal to the relevancy of an argument. This is all about whether a topic is relevant to the reader/listener at that time. It relates to timeliness. 30% off, but this is the last chance for these deals! They are time sensitive. Limited time only, or limited edition! You can only get it at certain times. Using current events or fears in order to create a response, such as anti-terrorism bills after 9/11.

Which rhetorical appeal(s) are used?

Which rhetorical appeal(s) are used?

What rhetorical appeal(s) are used?

Which rhetorical appeal(s) are used?