Rhetorical Strategies: Ethos, Logos, and Pathos “Rhetoric is the art of ruling the minds of men” -- Plato

What is Rhetoric? "the ability, in each particular case, to see the available means of persuasion." -- Aristotle "Rhetoric is the art of speaking well." -- Quintillian

Logos, Pathos, Ethos Logos is appeal based on logic or reason. Documents distributed by companies or corporations are logos-driven. Scholarly documents are also often logos-driven. Pathos is appeal based on emotion. Advertisements tend to be pathos-driven. Ethos is appeal based on the character of the speaker. An ethos-driven document relies on the reputation of the author.

Ethos Greek for “character” Premise: we believe those whom we respect Focuses on the speaker or writer, not the audience The ethos triumvirate: character, credibility, reliability

Ethos, continued Credibility: remind others of the author’s illustrious past or qualifications Examples: -- Companies include “since 19—” -- Colleges advertise famous/successful alumnae -- Can you think of some?

Ethos, continued Character: Are you a good person? Example: “I am a husband, a father, and a taxpayer. I’ve served faithfully for 20 years on the school board. I deserve your vote for city council.”

Ethos, continued Ethical appeal is used to establish the writer as fair, open-minded, honest, and knowledgeable about the subject matter. The writer creates a sense of him or herself as trustworthy and credible. When used correctly, the writer is seen as... Well-informed about the topic Confident in his or her position Sincere and honest Understanding of the reader's concerns and possible objections Humane and considerate When used incorrectly, the writer can be viewed as...

Ethos, continued When used incorrectly, the writer can be viewed as... Unfair or dishonest Distorting or misrepresenting information (biased) Insulting or dismissive of other viewpoints Advocating intolerant ideas

Logos Greek for “word” Focus on argument itself, not the person making it Evidence (statistics, pictures, sources) Logic and Reasoning -- avoid logical fallacies (more on this later)

Logical Appeal (logos) Logical appeal is the strategic use of logic, claims, and evidence to convince an audience of a certain point. When used correctly, logical appeal contains the following elements... Stong, clear claims Reasonable qualifiers for claims Warrants that are valid Clear reasons for claims Strong evidence (facts, statistics, personal experience, expert authority, interviews, observations, anecdotes) Acknowledgement of the opposition

Logos, continued When used poorly, logical appeals may include... Over-generalized claims Reasons that are not fully explained or supported Logical fallacies Evidence misused or ignored No recognition of opposing views

Pathos Greek for “suffering” or “experience” Appeals to emotions and values of the audience Usually conveyed through narrative or story (hot topics: children, animals, the elderly, the disadvantaged) Think: Is the writer simply “playing me”?

Pathos, continued When done well, emotional appeals... Reinforce logical arguments Use diction and imagery to create a bond with the reader in a human way Appeal to idealism, beauty, humor, nostalgia, or pity (or other emotions) in a balanced way Are presented in a fair manner

Pathos, continued When used improperly, emotional appeals... Become a substitute for logic and reason (TV and magazine advertising often relies heavily on emotional rather than logical appeal) Uses stereotypes to pit one group of people against another (propaganda and some political advertising does this) Offers a simple, unthinking reaction to a complex problem Takes advantage of emotions to manipulate (through fear, hate, pity, prejudice, embarrassment, lust, or other feelings) rather than convince credibly

Your Tasks: 1. Bring to class: Print or cut out THREE advertisements illustrating each of the rhetorical appeals. For each advertisement be prepared to discuss the dominant appeal being utilized to sell the product. WRITE/TYPE THIS on a separate document IN A PARAGRAPH. IF you would like to create a slide show or use a video be prepared to share it with the class on YOUR device (no iphone/cell phone). –The Name of “product” being advertised A: Intended Audience B: Spoke person (if there is one) C: Purpose of advertisement D: Type of persuasive appeals-briefly explain

2. Ethos, Logos, Pathos 1-2 page response Write a one page argument in which you use all three rhetorical appeals to convince your parents to: extend your curfew by one hour to buy you a car to pay for your trip to Hawaii with your best friend over Christmas Vacation to let you go on a trip unsupervised Other?

Effectiveness vs. Credibility Credible (credibility) means an argument is logically sound and well-supported with strong evidence and reasoning. Effective (effectiveness) means an argument works in convincing or persuading its audience. Many arguments that are effective are also credible... but there are also many that aren't.

Summary EthosLogosPathos Speaker- centered Argument- centered Audience- centered Credibility or Ethics Logic or FactsEmotions or Values Closing thought: A good argument will use an effective combination of all three appeals. As a reader and viewer, pay close attention to how people are trying to persuade you.