Wednesday, October 23  Objective: I will understand the art of persuasion (rhetoric) by defining ethos, pathos and logos and identifying them in sample advertisements.  Standards: RI , RI  Journal Question: Define the word persuade. Have you ever persuaded someone to do something? What was it and how did you do it?

Rhetoric: The Art of Persuasion  The history of rhetoric and the concepts ofethos, pathos, and logos began in Greece.

Aristotle  Aristotle was a famous Greek philosopher who studied the art of persuasion. Literally translated from Greek, the word “philosopher” means one who loves wisdom  Aristotle taught Alexander the Great how to properly argue and perform a public speech.

The Art of Rhetoric  In approximately 300 B.C.E. Aristotle, who was a famous Greek philosopher, wrote a book entitled, “The Art of Rhetoric.”  In his book, Aristotle identified the three methods of persuasion. He called them ethos, pathos, and logos.

Logos  The use of logic, rationality, and critical reasoning to persuade. Logos appeals to the mind. Logos seeks to persuade the reader intellectually.  The Mac vs. PC ads use logos because they give specific reasons that people should own a Mac instead of a PC.  These ads are very logical in the way they approach their explanations of why a Mac is better than a PC.

Logos  How does this Cheerios box use logos?

Pathos  The use of emotion and affect to persuade. Pathos appeals to the heart and to one’s emotions. Pathos seeks to persuade the reader emotionally.  For example, this ad from WW2 shows evil hands from other countries reaching toward an American baby. It makes you react emotionally to the picture and therefore want to buy victory bonds.

Pathos  How does this ad affect you emotionally? What is it asking you to do?

Ethos  The use of moral or showing moral character. The speaker must show he or she has expertise in the subject matter and can be trusted.  For example, when a trusted doctor gives you advice, you may not understand all of the medical reasoning behind the advice, but you nonetheless follow the directions because you believe that the doctor knows what he/she is talking about.

Ethos  Why would you trust what a judge says?

Watch the following ads  Write down the name of the advertisement.  What are they selling?  What type of appeals are they using? (Ethos, pathos or logos?) and how do you know? Write the reasons why.

Ad #1: Colgate

Ad #2: Nikon

Ad #3: Feed The Children

Ad #4: Nike

Ad #5: Coca-Cola

Ad #6: Smart Car

Ethos, Pathos, Logos as Characters  How would Ethos, Pathos, and Logos look like as humans or creatures? What would they like? What would be some things that would be happening in their lives?  Fill out the Facebook pages for each.

Closure  On the index card, rewrite the definitions of Ethos, pathos and logos in your own words.

Revisit Objective  Today’s objective: I will understand the art of persuasion by defining ethos, pathos and logos and identifying them in sample advertisements.  Rate yourself and explain why.  Return your English binder to the shelf.