1. PERSUADING AN AUDIENCE
Rhetoric:
PERSUADING AN AUDIENCE

2. Think about it….
If you were trying to persuade a student to get to class on time, you might say, “It is HCHS policy that students serve detention after three tardies.” What makes this statement effective?

3. Ethos, Pathos, Logos
Greek philosopher Aristotle argued that there are three basic ways to persuade an audience.

4. More on the rhetorical triangle…
ETHOS: Credibility or character of speaker/writer; tone/style/voice/presence; illustrates your personal investment in your claim; establishes reputation/honesty/expertise; ethical appeal
PATHOS: Appeal to audience’s emotions and values; turn from abstractions of logic to tangible stories; “pathetic” (emotional) appeal; engages the reader’s imagination, moving the audience to a deeper appreciation of the argument’s significance.
LOGOS: Clarity and structure of message; logic of main supporting evidence; logical appeal
More on the rhetorical triangle…

5. Ethos: the source's credibility, the speaker's/author's authority
Ethos (Credibility)
Ethos: the source's credibility, the speaker's/author's authority
We tend to believe people whom we respect. One of the central problems of argumentation is to project an impression to the reader that you are someone worth listening to, in other words making yourself as author into an authority on the subject of the paper, as well as someone who is likable and worthy of respect.

6. Ethos Example: Product: Crest Toothpaste
Ethos Personality: Famous Dentist, Kevin Sands
Why is Kevin Sands credible
when it comes to telling me
which toothpaste to use?

7. Logos (Logical)
Logos: the logic used to support a claim (induction and deduction); can also be the facts and statistics used to help support the argument.
Persuading by the use of reasoning.
An effective and persuasive reason that supports your ideas.

8. Logos Example:
Idea: Students should be allowed to use cell phones during school hours.
Use your device for research! List three supporting facts and/or statistics that will support the aforementioned idea.

9. Logos Example continued…
Few of our children breath fresh air in their schools, which are being sprayed, inside and out, with millions of pounds of deadly, nervous system destroying pesticides. What are the details provided in this claim?

10. Logos Example continued…
Few of our children breath fresh air in their schools, which are being sprayed, inside and out, with millions of pounds of deadly, nervous system destroying pesticides. What are the details provided in this claim?

11. Pathos (Emotional)
Pathos: persuading by using your emotions to appeal to the reader's emotions. Emotional appeals, are used to persuade. Language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument.
How? Anecdotal writing or narratives within persuasive writing.

12. Pathos Example:
How does this advertisement appeal to emotion? Why?

13. Let’s Practice! Look at the following advertisements and
determine if the rhetorical strategy is:
Logos
Pathos
Ethos
A combination of 2 or 3 strategies

14. Advertisement 1: Logos, Pathos, Ethos?
Katy Perry is a famous singer; people look at her as a credible source because they trust her (even though most don’t even know her). Her testimonial that Proactiv works makes her somewhat of an expert and will help convince buyers that they should try it as well. If it worked for Katy Perry, why wouldn’t it work for you, too?

15. Advertisement 2: Logos, Pathos, Ethos?
The pathos is obvious: sad music, pitiful animals who need a home or even your money to help save them. These images tug on the heartstrings of viewers in order to compel them to send money to ASPCA.
There is also some ethos present because Sarah McLachlan is a famous singer; even if some viewers are not compelled to donate because of the animals, they may donate because the cause is important to McLachlan, making it important to them as well. Again, there is credibility because viewers trust her.

16. Advertisement 3: Logos, Pathos, Ethos?
The pathos here is a different kind; it’s not the typical sadness that is evoked but excitement. The music and graphics make the viewer pumped up about wanting to buy and play this game. There is ethos as well because of all the celebrities present in the commercial; if Kobe Bryant plays Black Ops, most basketball fans will want to play as well. There are also more everyday celebrities like Jimmy Kimmel, who appeal to a different audience than Bryant.

17. Advertisement 4: Logos, Pathos, Ethos?
Logos is present because there are facts and statistics supporting why viewers who suffer from dry eyes should purchase the medication.
Ethos is present because a credible source, a doctor, is endorsing the product; not only is she endorsing it as a physician but also as someone who has used the product.

18. Advertisement 5: Logos, Pathos, Ethos?
Logos is present through the use of logical thinking-one vote counts (especially the example of the # of votes that determined the 2008 election); it’s your duty as a citizen to vote.
Pathos is present through the everyday citizens who describe why they are voting-banks closing, wanting a friend to come home from war alive, etc.
Ethos is present through the many celebrities who urge the nation to vote.

19. How does my audience determine my use of rhetoric?
Consider the following scenarios; based on the population of your audience, determine which form of rhetoric would be most effective and WHY. You must be able to explain your choice(s)!

20. Scenario 1
You are a medical sales executive at a national medical conference; you want to persuade an audience of physicians that the new technology that your company has developed is going to help save patients’ lives and make their jobs as doctors easier. Ethos, Pathos, Logos? Explain.
Students should choose Logos and Ethos; Logos would be effective because doctors want to hear facts and research to back up how/why this product is so beneficial. Ethos would also be appropriate; if the company has a track record of success, the doctors will be more willing to listen and likely to believe that the product will be helpful.

21. Scenario 2
You are trying to raise funds for an orphanage in Rwanda. The audience is a mix of people, ranging from highly educated CEOs (with deep pockets) to everyday citizens who are interested in charitable giving. Logos, Pathos, Ethos? Explain.
Pathos and ethos would be most effective. Pathos would be appropriate because of the nature of the cause; needy children will tug on the heartstrings of the audience. Ethos would also be appropriate because it would be important to most givers that they know that their money is going directly to the cause; the organization’s reputation would be critical for the audience to freely give.

22. Scenario 3
You want to persuade a group of young people (ages 10-18) that the tennis shoes your company has just created are the hot new item on the market. Logos, Pathos, Ethos? Explain.
Ethos and pathos would be most effective. A famous celebrity endorsement would persuade young people because young people often look up to celebrities and want to mimic them. Pathos would also be effective if the emotional appeal is getting young people excited about buying or wearing the shoes.

23. Scenario 4
You are a campaign manager for a mayoral candidate. Your main objective is to persuade voters (18 & up) that your candidate is the best person for the job. Logos, Pathos, Ethos? Explain.
Logos and ethos would be most effective. Logos would explain to voting citizens why your candidate is logically the most qualified person for the position of mayor; a track record of success, for example would prove to people why he/she is worthy of votes. This proof of a track record also leads to ethos, credibility of the candidate.