1. Aristotle’s Three Ways to Persuade
Ethos
Pathos
Logos

2. Who is Aristotle?
Aristotle ( BCE) is the most notable product of the educational program devised by Plato. Aristotle wrote on an amazing range of subjects, from logic, philosophy, and ethics to physics, biology, psychology, politics, and rhetoric.

3. What is rhetoric? Rhetoric is the art of persuasion.
The goal of persuasion is to change others’ point of view or to move others to take action.

4. Ethos Ethos = ethics (moral principles)
An argument based on character.
Using ethos means the writer or speaker appeals to the audience’s sense of ethical behavior. The writer or speaker presents him or herself to the audience as credible, trustworthy, honest and ethical.

5. Ethos
To make the audience decide right or wrong about what is being presented to it
Convinces the audience with a role-model
Political issues, national beliefs, religious issues, etc…

6. Ethos

7. Pathos Pathos = argument based on feelings
Using pathos means appealing to the readers’ emotions and feelings.

8. Pathos
Children, animals, illness, memories, sadness, happiness, desire, humor
“Tugs at your heart strings”

9. Pathos

10. Logos Logos = Logic Argument based on facts, evidence, and reason.
Using logos means appealing to the readers’ sense of what is logical.

11. Logos Statistics, facts, authorities, etc…
Very straightforward, and not “fluff”. It has a very scientific, factual approach.

12. Logos

13. Review
Ethos = Ethics / Image Ethos is an argument based on character. The writer or speaker presents him or herself to the reader as credible, trustworthy, honest and ethical.

14. Review
Pathos = argument based on feelings Using pathos means appealing to readers’ emotions and feelings.

15. Review
Logos = logic Logos is an argument based on facts, evidence and reason. Using logos means appealing to the readers’ sense of what is logical.

16. Persuasion in Ads
As you watch the advertisements, write down what persuasion technique is being used. (ethos, pathos, logos).
Think about:
Who is the intended audience?
Is there a spokesperson (role model, someone who is credible)
What is the purpose of the advertisement?

17. Ethos, Pathos, or Logos?

18. Ad Analysis Complete the following for each:
The product or idea being advertised
A: Describe what the ad looks like
B: Who is the intended Audience
C: Spokesperson (if there is one)
D: Purpose of advertisement
E: Type of persuasive appeals-briefly explain

19. FOR EXAMPLE: Ad Analysis
Michelin Tires
Little Baby
Don’t skimp on the important stuff, we need good tires our families depend on it.
Pathos (little babies are cute and we want them to live)

20. Ethos, Pathos, or Logos?

22. Ethos, Pathos, or Logos?

23. Ethos, Pathos, or Logos?

24. Ethos, Pathos, or Logos?

25. Ethos, Pathos, or Logos?