Rhetorical Appeals ARISTOTLE & BEYOND

What is rhetoric? Rhetoric – the art of using language effectively and persuasively

ARISTOTELIAN APPEALS 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

Rhetorical Triangle Rhetorical Situation (Context) Ethos (Speaker) Medium (written text, speech, film, art, etc.) Logos (Message) Pathos (Audience)

examples in advertising: LOGOS relies on logic and evidence

examples in advertising: ethos relies on THE CREDIBILITY OF THE AUTHOR

examples in advertising: Pathos relies on emotion

Other appeals Appeal to the Body Appeal to Body (hygiene, sex appeal) (physical strength) Appeal to Body (hygiene, sex appeal) Appeal to Gender (men AND women) Appeal to Age, Body, & Gender

Other appeals Appeal to Place Appeal to Narrative (telling a story)

Other appeals Appeal to Time (urgency) Appeal to Fear

Other appeals Appeal to Time (past) Appeal to Place (home)