1. RHETORICAL APPEALS Logos, Ethos, or Pathos
When you read or listen to an argument, determine what type of persuasive argument is being used:
Logos, Ethos, or Pathos

2. LOGOS Appeals to logic (The Mind)
Uses definitions, analogies, factual data, statistics, and quotations
Structure and layout
Repetition of words, phrases, or ideas
Uses citations from experts and authorities
Denotative meanings/reasons
Causes a cognitive, rational response
FAVORED IN ACADEMIC SETTING

3. ETHOS Appeals to values and ethics and credibility (Right and wrong)
Language appropriate to audience and subject
Restrained, sincere, fair minded presentation
Asks questions of right and wrong
Presents author or speaker as being reliable and respectful of audience
Asks audience to make a value judgment
OFTEN USED IN LAW

4. PATHOS Appeals to emotions
Vivid, concrete language
Emotionally loaded language
Emotional, personal examples
Figurative language
Evokes an emotional response
MOST POWERFUL APPEAL

5. Why I should have an extra hour past curfew: Identify the type of appeal
“Haven’t I always been trustworthy?”
Puppy-dog eyes
“Studies show that teens whose parents trust them have higher self esteem.”

6. Persuasive Techniques

7. More Techniques an author uses to persuade
Glittering generalities
Bandwagon
Testimonials
Citing statistics (logos)
Emotional or loaded words
Name calling
Plain folk
Snob appeal
Faulty cause

8. Bandwagon
Everybody else is buying this product. “Millions of people agree; [our product] really works!” –or- “[our candidate] will be the voice of the people!”
You don’t want to miss out.
Jump on the bandwagon by being like everyone else!

9. Testimonials A celebrity endorses a product.
The consumer believes “I can be just like him/her!” –or- “If it’s good enough for [Bob], it’s good enough for me!”

10. Citing Statistics
Uses numbers to prove their product is better. “1 our of 2 people agree that [our product] is better!” –or- “[Our product] is already used in over 1 million homes!” –or- “Research shows the air in our homes is 4 times more polluted!”

11. Emotional/Loaded Words
Positive words make you feel good- so, consumers buy the product. “Do you want your home smelling clean, fresh, and odor-free?”
Negative words make you feel bad- this plays on your heart. “[Our product] cleans even the dirtiest bathrooms!” –or- “Are you suffering from allergens and pollutants you cannot see?”

12. Name Calling Slamming the competition
Selected words give a negative impression of the product, person, or group of people. “We guarantee you customer satisfaction, unlike the other guys!”

13. Plain Folk
This is an appeal to the common person. “Anybody can use/benefit from [our product]!” –or- “It’s so easy to use, even a cavemen can do it.”
Everyday folk use [our product] or support [our candidate].

14. Snob Appeal Only the elite use this!
You are special! “I use this hair color because I’m worth it!” –or- “I send my kids to Flighty Magnet School because they’re worth it!” “[Our product] takes a lifetime to earn it.”

15. Faulty Cause
Promise of something it can’t deliver. “Do you want to eliminate fine lines and wrinkles? [Our product] will diminish the look of fine lines and wrinkles in less than six weeks!”