1. Ethos…Pathos…Logos “Rhetoric may be defined as the faculty of observing in any given case the available means of persuasion” Aristotle

2. Aristotle believed Speakers can observe how communications happen
They can use that understanding to develop convincing arguments

3. A General Summary of Aristotle's Appeals to Reason…
Rhetorical Strategies:
any device that persuades the audience to agree with the author
Ethos (Credibility)
Pathos (Emotional)
Logos (Logical)

4. The Rhetorical Situation
Each point of the triangle work together to create persuasive communication.
Writer (ethos): Uses credibility to influence the audience.
Audience (pathos): Is influenced by beliefs and values.
Text (logos): The text will use data and give evidence to support its claims.

5. The Rhetorical Triangle

6. ETHOS
The communicator uses credibility to influence the audience. The communicator establishes credibility by having notable authority on a topic.
An example of ethos, is using celebrity endorsements.

7. PATHOS
An emotional appeal; draws upon the audiences feelings and sentimentality.
The pathetic appeal comes into play by the association of drinking milk with watching the waistline. Many people feel the need to lose weight and this ad suggests that drinking milk is the way to do it.

8. LOGOS
Logical appeal, draws upon the audiences sense of reason using facts, statistics, or evidence.
Logos is shown by the use of the American Heart Association’s endorsement at the bottom of the page. The text in the upper right hand corner also states that “recent studies suggest that including 24 ounces of low fat or fat free milk a day in a reduced calorie diet may help you burn more fat…”

9. Activity Find a partner
Choose one advertisement that is based on the appeals to reason (ethos, pathos, logos)
Take notes on the following questions: (one of the people in your group). Glue the ad and your answers on white paper. We will be displaying these so make them great!
Who do you think is the intended audience? Why?
Does the ad have credibility, emotional appeal, and logical appeal?
Write down what you think the central claim of the advertisement is and its reasons for this claim.
Be prepared to share when you are done.