1. Rhetoric

2. Rhetoric The art of argumentation and discourse
3 Basic approaches to rhetoric:
Logos
Pathos
Ethos

3. Logos Using logical arguments such as induction and deduction
Induction: inference of a generalized conclusion from particular instances
i.e. : "I have just tasted this lemon. It is sour. Therefore, all lemons are probably sour."

4. Logos Continued
Deduction: the act or process of using logic or reason to form a conclusion or opinion about something
i.e. : a general or universal rule accepted by most people ("all lemons are sour") and then applies that claim to a specific example. ("That is a lemon. Therefore, it too must be sour.")

5. Pathos creating an emotional reaction in the audience
use of language, examples, diction, or images
i.e. Using the word "heartbroken" instead of sad

6. Ethos projecting a trustworthy, authoritative, or charismatic image
i.e. the traits such as honest, competent and open-minded

8. Purpose of Rhetoric
How and why you say and do things: How and why it affects others?
All 3 pieces, logos, pathos, and ethos must be used together to create the greatest effect on the audience

9. What about in Advertising?!