1. RHETORIC RHETORIC RHETORIC
“The ability, in either case, to see the available means of persuasion.”
--Aristotle, Greek philosopher

2. PATHOS
Pathos – probably more easily recognized since it relies on EMOTIONAL appeals. Usually lots of vivid sensory details to awaken the senses and manipulate emotions.
Politicians kissing babies or shaking hands of the elderly
PETA ads
Ally Bank Ad
Volvo Ad
Allstate “Mayhem” Ad

3. ETHOS
An ethical appeal by focusing on the qualifications of the speaker or character of the speaker.
The credibility of the speaker is supremely important with this appeal. Audiences tend to believe speakers who are intelligent, trustworthy, and honest. The speaker may appeal to principles of religion, patriotism, societal stands, and humanitarism
Examples may include:
Celebrity/expert endorsements
A teen’s argument that he should be allowed to do something because he is responsible.
Shell Oil Company’s print ad, “Cloud the Issue. .. Or Clear the Air?”
U.S. Marines ad
Farmer’s Insurance Ad
Bridgestone Ad

4. Logos
Uses logic, facts, reasons, statistics, data, and numbers to persuade.
The speaker uses logical appeals, so she will avoid inflammatory language and he will be sure to connect his claim to evidence.
Some examples – test results, research findings, eyewitness testimony, statistics, facts, cause-effect (keep in mind that ads may use “pseudo-scientific” results to sell a product)
L’Oreal Ad (pseudo-scientific)
The Truth PSA

5. Works Cited
Allstate. " Allstate TV Ad: Large Espresso Mayhem - YouTube ." YouTube - Broadcast Yourself. 9 July Web. 22 Aug <
" Ally Bank Pony Commercial - YouTube ." YouTube - Broadcast Yourself May Web. 22 Aug
" Bridgestone Global TV Commercial "Stay Focused" - YouTube ." YouTube - Broadcast Yourself. . N.p., 10 Feb Web. 22 Aug <
Effinger, Sandra . "Appealing to Your Audience." Ms Effie's LifeSavers. Web. 22 Aug <homepage.mac.com/mseffie/index.html>.
" Farmers Insurance - Slideshow: University of Farmers - YouTube ." YouTube - Broadcast Yourself. . N.p., 19 Jan Web. 22 Aug <
" Eva Longoria L'Oreal Paris Extra-Volume Collagene Mascara - YouTube ." YouTube - Broadcast Yourself. . N.p., 13 Oct Web. 23 Aug <
" Marine Corps Commercial: "A Path for Warriors" - YouTube ." YouTube - Broadcast Yourself. . 6 June Web. 22 Aug <
PETA. "Trollsen Twins" PETA Ad. 2007Unknown, Unknown. TV Crunch. Web. 19 Aug
" PSA: tobacco kills (from the truth) - YouTube ." YouTube - Broadcast Yourself. . 6 Feb Web. 22 Aug <
"Using Rhetoric and Persuading and Audience." Springboard. United States of America: The College Board, Print.
" Volvo Safety Commercial - YouTube ." YouTube - Broadcast Yourself. 22 Oct Web. 22 Aug <