1. Rhetoric
Ethos pathos and logos

2. Power
Real power resides not in those who make money…
Real power does not reside in those who buy things. …
Real power does not reside in those who hate…
Real power does not reside in those who fight…
Real power to act resides in us…
…But in those who convince people to make money for them.
… But in those who convince others to buy things.
… But in those who convince others to hate.
… But in those who convince others to fight.
… But the power to convince others to act is a different kind of power all together.
That is the power of language.

3. When was the last time you had a lengthy, significant argument?
Write it up
When was the last time you had a lengthy, significant argument?
1.With whom did you argue?
2.What did you argue about?
3.What was each side’s position?
4.What was used to support each side of the argument?
•Did you try to convince the other side that you were right by trying to convince them that you knew more than they did about the subject?
•Did you try to get them to emotionally connect with your argument?
•Did you present specific, factual, and verifiable evidence to prove your position?

4. Ethos Pathos and Logos
Rhetoric: The art of speaking or writing effectively. Aristotle says rhetoric is "the ability, in each particular case, to see the available means of persuasion." He described three main rhetorical strategies: Ethos – Speaker Perceived credibility or reputation of the speaker. Level of respect and honor given to the speaker by the audience. Pathos – Audience. Appeals to the audience’s emotions. Logos – Words. An appeal to logic. A demonstration of proof

7. Ethos Pathos or Logos?
Logos: Verizon Wireless is trying to persuade you using facts on the graph. They have better coverage than AT&T. It is simply logical that if you care about 3G (it is an old ad) that you would use Verizon.

8. Ethos Pathos or Logos?
Ethos: Jessica Simpson is using her credibility to sell a skin care product. You trust her (as someone who is in the limelight) to have beautiful skin.)

9. Ethos pathos or logos?
Pathos. Before you identify pathos, you must identify the emotion the ad is trying to illicit in you! If you can’t identify the emotion, it is not pathos. This ad is trying to illicit sympathy and charity. Can you see the dog behind the jail in the background? The contrasting colors even work here to play on your emotions.

10. Ethos Pathos or Logos
Pathos: Unfortunately not all of our human emotions are good ones. Some of persuasive ads and speeches play off of human beings worst emotions: sex, jealousy, fear and the desperate desire to fit in. In addition, not all pathos ads are for charities. This axe ad is a perfect example of both of those things mentioned above.