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

2. 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

3. Rhetoric happens all around us every day.
Identify what each clip of rhetoric is trying to persuade the audience to do. What means are they using to persuade the audience?

4. 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.

5. 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

6. 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?

7. 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.”
Reliability: How does the audience know you’ll come through?
Example: On-Star commercials with “actual” recordings of distress calls

8. Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer. Ethos is an effective persuasive strategy because when we believe that the speaker does not intend to do us harm, we are more willing to listen to what s/he has to say. For example, when a trusted doctor gives you advice, you may not understand all of the medical reasoning behind the advice, but you nonetheless follow the directions because you believe that the doctor knows what s/he is talking about. Likewise, when a judge comments on legal precedent audiences tend to listen because it is the job of a judge to know the nature of past legal cases.

9. 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)

10. Logos refers to any attempt to appeal to the intellect, the general meaning of "logical argument." Everyday arguments rely heavily on ethos and pathos, but academic arguments rely more on logos. Yes, these arguments will call upon the writers' credibility and try to touch the
audience's emotions, but there will more often than not be logical chains of reasoning supporting all claims.

11. 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”?

12. Pathos is related to the words pathetic, sympathy and empathy
Pathos is related to the words pathetic, sympathy and empathy. Whenever you accept an claim based on how it makes you feel without fully analyzing the rationale behind the claim, you are acting on pathos. They may be any emotions: love, fear, patriotism, guilt, hate or joy. A majority of arguments in the popular press are heavily dependent on pathetic appeals. The more people react without full consideration for the WHY, the more effective an argument can be. Although the pathetic appeal can be manipulative, it is the cornerstone of moving people to action. Many arguments are able to persuade people logically, but the apathetic audience may not follow through on the call to action. Appeals to pathos touch a nerve and compel people to not only listen, but to also take the next step and act in the world.

13. Summary Ethos Logos Pathos Speaker-centered Argument-centered
Audience-centered
Credibility or
Ethics
Logic or Facts
Emotions 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.