1. Rhetoric: The Art of Persuasion Rhetorical Appeals Ethos Pathos Logos

2. Argument CLAIM: main argument (topic + opinion + reasons).
Why the writer makes the claim.
Support a cause
Promote a change
Disprove a theory
Win an argument
Create interest

3. Three Forms of Persuasive Rhetoric

4. Ethos (Ethics)
A way of convincing an audience by building ethics and credibility (trustworthiness) and by persuading the audience that you are have good CHARACTER and SUBJECT KNOWLEDGE.
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.
EVIDENCE:
State profession, background, credible sources that agree with you or time put into research.
Use 4-5 field-related terminology.
Show good reputation, strong morals/character, concern for the audience, or compassionate voice.

5. Ethos Example Product: Tony Hawk for PS2 So… why buy his game??
Reputable Character: Transworld Skateboarding Magazine names him the 2nd most influential
skater in history,
1st skater to
complete the 900,
and sponsored by
Quicksilver.
So… why buy his game??

6. Ethos Example
Product: Toms Shoes
Reputable Character: trustworthy

7. ETHOS: you decide
As a doctor, trained at UCLA and managing my own practice for 45 years, I am qualified to tell you that this course of treatment will give you the best results. Or: Although I am a medical student with no prior experience, I am qualified to tell you that this course of treatment will give you the best results. I have studied this a lot.

8. Pathos (Emotions)
A way of convincing an audience by activating the audience’s emotions.
Such an appeal attempts to persuade by stirring up the emotions of the audience and attempts to create any number of emotions, including: fear, sadness, contentment, joy, and pride.
Example: “Feed the Children” television commercials use pathetic appeal by showcasing images of deprived, starving children in order to get you to contribute monetary donations.
EVIDENCE:
Emotionally loaded details (vivid sensory descriptions) or words with an emotional tone (humor, sarcasm, disappointment, excitement).
Use figurative language like metaphors.
Use personal experience as a hook.

9. Pathos Practice – Meet Otis
1. What is the purpose (Hint: what is being sold?)? 2. Who is the audience? Provide evidence. 3. What emotion is being created? Provide evidence. 4. What imagery is used? What mood is created? 5. What do you notice about the sentence structure? Bonus: How does this advertisement use Ethos?

10. Logos (Logics)
A way of convincing an audience using scientific facts, statistics, and expert quotes.
Example: A Chevrolet advertisement that provides performance data on the vehicle being marketed is making a logical appeal.
Evidence:
Theories or scientific facts
Statistics
Expert Quotes

11. More Practice! We will watch a few commercials
First time, you will just watch
Second time, you will write the rhetorical appeals and how they were used
Ex: Ethos – The veterinarian is a credible source to recommend Pedigree dog food

15. Logos Example
Argument: Students should be allowed to use cell phones during school hours.
List three supporting facts and/or statistics that will support the claim.
There are 1.5 million aps; 10% are educational.
“Cell phones can be used to get answers quickly. Using smartphone provides quiet students support.” –Educational Technology Co.
“We are preparing students for adult life.” –teacher
“Students using phones in class will help the budget, because they won’t need iPads (spent $ on technology).” –Lisa Nelson (Principal)

16. Exit Ticket
Define Rhetoric: Define Ethos: Define Pathos: Define Logos:

17. “Prisons can help inmates lead a meaningful life”
Annotations
1. Circle important people- identify character traits. 2. Box unknown words- look up definitions to 5! 3. Underline the THESIS STATEMENT.  Highlight Logos: BLUE  Highlight Pathos: PINK  Highlight Ethos: GREEN 4. Star memorable expert quotes to use later. 5. Notes in the margins What is needed to makes inmates lives meaningful?

18. Review Ethos, Pathos, Logos

19. Name Period EPL QUIZ E P L