1. PERSUASIVE APPEALS:
Logos, Pathos, Ethos

2. RHETORICAL STRATEGIES
DESCRIPTION
NARRATION (anecdotes)
ILLUSTRATION (examples)
PROCESS-ANALYSIS
DIVISION and CLASSIFICATION (roles, types)
COMPARISON and CONTRAST (similarities, differ.)
DEFINITION
REFUTATION
PARADOX
CAUSE and EFFECT
ANALOGY
bag o’ tricks

3. TYPES of EVIDENCE FACTS STATISTICS FIGURES, NUMBERS, DATES EXAMPLES
REASONS
DETAILS
ANECDOTES
EYE-WITNESS TESTIMONY (first-hand, primary)
EXPERT TESTIMONY

4. HOW TO EVALUATE EVIDENCE
TIMELINESS (relevance)
INTENT (to entertain, to persuade)
CREDIBILITY (sincerity, agendas)
CONTEXT (circumstance, situation)

5. HOW TO EVALUATE EVIDENCE
LOGICAL:
reasons, examples, details, facts, stats, figures
EMOTIONAL:
examples, anecdotes, eye-witness testimony
CREDIBLE:
details, facts, stats, figures, expert testimony

6. Rhetorical TRIANGLE LOGOS ETHOS
THE
Rhetorical TRIANGLE
PATHOS
LOGOS
ETHOS

7. Not to be confused with Alexandre Dumas’ Three Musketeers:
Athos
Porthos
Aramis
(and d'Artagnan )

8. BACKGROUND: ARISTOTLE and the RHETORICAL TRIANGLE
In Rhetoric (350 BC), the Greek philosopher Aristotle ( BC) suggests that the fundamental human characteristics include:
logic, reasoning
emotion, empathy, compassion
credibility, trust (perception of character)
Thus, he divided the persuasive appeals of rhetoric into 3 parts:
Logos,
Pathos,
Ethos

9. LOGOS “logic” SUPPORT, PROOF, “GROUNDS”: logic, reasons, examples,
details,
facts
“Just the facts, ma’am.” (Dragnet)
appeals to the Vulcan inside us (Star Trek)

10. EVALUATING LOGOS
PURPOSE= to stir readers’ thoughts, to offer readers different perspectives, for readers to see something in a new way
THESIS= reasonable
EVIDENCE= accurate; clear, convincing; relevant, appropriate
REASONS= make sense, no fallacies

11. LOGOS EXAMPLES SHAKESPEARE’S SONNET #18:
Shall I compare thee to a summer's day? Thou art more lovely and more temperate: Rough winds do shake the darling buds of May, And summer's lease hath all too short a date: Sometime too hot the eye of heaven shines, And often is his gold complexion dimmed, And every fair from fair sometime declines, By chance, or nature's changing course untrimmed: But thy eternal summer shall not fade, Nor lose possession of that fair thou ow'st, Nor shall death brag thou wander'st in his shade, When in eternal lines to time thou grow'st, So long as men can breathe, or eyes can see, So long lives this, and this gives life to thee.

12. LOGOS EXAMPLES SONNET 18: LOGICAL CONSTRUCTION: ordered structure
3 quatrains + 1 couplet
evidence to support the point + concise statement of the point
RHYME SCHEME (ABAB, CDCD, EFEF, GG)
REGULAR RHYTHM
14 lines of rhymed iambic pentameter
LOGIC, REASONS
COMPARISONS and CONTRASTS

13. Other Examples of Logos in Shakespeare
Macbeth on regicide
Hamlet on anything (esp. suicide)
Brutus on Conspiracy
Jacques on the world stage
Jacques on the 7 ages of man
Ulysses on degree

14. LOGOS in everyday life to win an argument on any subject:
receipts, ticket stubs
photos, video
text or phone or messages
witnesses, quotes
examples, instances, incidents, anecdotes
weather, financial, medical, legal reports

15. LOGOS in everyday life FRIENDS: to win an argument on sports (e.g.):
use reasons supported by statistics, highlights (examples), details, facts, spectator (witness)
SCHOOL:
to argue a grade:
refer (rationally) to the syllabus, assignment sheet, textbook, test question, lecture notes, handouts

16. LOGOS in everyday life PARENTS: to argue for a raise in allowance
to argue to borrow the car
to argue to extend curfew
refer to “record” (stats) or make a bargain
CAR:
to buy a car, to repair/keep vs. trade/sell/junk
use a debit sheet, refer to an advertisement
Kelley Blue Book, NADA, Edmunds.com, Lemon Law

17. LOGOS in everyday life WORK (with your boss):
to argue for a raise, day off
employment file, service, dedication, time card, schedule
WORK (with a customer):
refer to circular, advertisement, sign, computer, register
WORK (as a customer):
with the cashier, customer service representative
refer to circular, advertisement, sign, register receipt

18. LOGOS in everyday life BAD LOGOS Card Stacking
present only one side of the issue
failure in Iraq
Erroneous, faulty data
WMD
mistaken witness
false credentials
assumption, inference, implication (not fact)
Faulty reasoning
poor induction or deduction
BAD LOGOS

19. PATHOS “sympathy,” “empathy,” “pathetic”
appeal to emotions (*fear, pity, guilt)
human emotions= affection, anger, contempt, delight, despair, disgust, embarrassment, envy, excitement, fear, guilt, hope, horror, humiliation, humor, jealousy, joy, love, royalty, passion, pity, pride, remorse, ridicule, sadness, shame, shock, shyness, sorrow, vengeance
*often stronger than LOGOS

20. EVALUATING PATHOS LEGITIMATE & APPROPRIATE NOT forced, NOT faked,
NOT manipulative
With RESTRAINT
NOT exaggerated,
NOT overdone with wild hysterics
With a SENSE of AUDIENCE

21. EVALUATING PATHOS DANGERS: manipulative:
can lead readers from their better judgment
mob mentality
often uses loaded language
emotionally charged words or phrases
words with strong connotations

22. PATHOS EXAMPLES Shakespeare’s Sonnet #29:
When in disgrace with fortune and men's eyes I all alone beweep my outcast state, And trouble deaf heaven with my bootless cries, And look upon myself, and curse my fate, Wishing me like to one more rich in hope, Featured like him, like him with friends possessed, Desiring this man's art, and that man's scope, With what I most enjoy contented least; Yet in these thoughts my self almost despising, Haply I think on thee, and then my state, Like to the lark at break of day arising From sullen earth, sings hymns at heaven's gate; For thy sweet love remembered such wealth brings That then I scorn to change my state with kings.

23. Other Examples of Pathos in Shakespeare
Macbeth’s “Tomorrow” (self-pity)
Lear on ingratitude (self-pity)
Lear with “Mad Tom”
Lear with dead Cordelia
Ophelia’s madness, Gertrude at Ophelia’s, Horatio at Hamlet’s death
Mark Antony with Julius Caesar’s wounds (manipulative)
Timon’s or Coriolanus’ vitriol
Romeo and Juliet’s death

24. PATHOS in everyday life
FRIENDS:
peer pressure
teasing
SCHOOL:
to argue a grade, to submit a late assignment
appeal to your bad day, death in the family
the evil computer (“the computer ate my homework”)
your race or gender, the teacher’s race or gender

25. PATHOS in everyday life
PARENTS:
guilt-trips by/to your mother
previous events or relationships
other siblings
playing one parent against the other
RELATIONSHIPS:
guilt-trips by/to your significant other
other boy/girlfriends

26. PATHOS in everyday life
CAR:
to buy or keep
attraction, sentimentality, frustration
to try to get out of a speeding ticket
appeal to your bad day, death in the family, race or gender, to the officer’s race or gender
flirt, act dumb or innocent

27. PATHOS in everyday life
WORK:
to argue with your boss (raise, promotion, break)
use your family, dedication, years of service, long shift
as a customer:
to argue a price, repair work, warranty coverage
use your years of customer loyalty, justifiable anger or indignation
threaten to take your business elsewhere, to write or call the supervisor, to take your issue up the “food chain”

28. PATHOS in everyday life
Sentimentality: save the children commercials
Hatred: mobs, gangs, voters, anti-? demonstrations
Patriotism: rallies, parades, 9/11, commercials, commercialization (not just USA patriotism)
Love: Valentine’s Day, ad/commercials, Web sites
Sex: ad/commercials (cars, TAG), Web sites
Humor: stand-ups, late-night shows, cartoons (hit&run)
Religiosity: guilt-trips, hell fire & brimstone, hypocrisy, extremists, fundamentalists, cults
BAD PATHOS

29. ETHOS “ethics” writer’s credibility, character
characteristics of an ethical person: benevolence, courage, credibility, decency, dedication, dignity, enthusiasm, good will, honesty, honor, idealism, intelligence, morality, nobility, patriotism, resolve, respect, responsibility, seriousness, sincerity, trustworthiness, valor, wisdom

30. EVALUATING ETHOS Is the writer… ? fair-minded, trustworthy,
believable,
sincere,
honest,
well-prepared

31. EVALUATING ETHOS AN ETHICAL WRITER ...
presents both sides of the issue AND
is fair to both sides (Rogerian Method)
shows different points of view
appears well-versed on subject (accuracy)
gives biography (job, education, credentials)
uses data that’s well-researched (*authority)
has displays of intellect/knowledge
exhibits a sense of right & wrong
is not manipulative (*with PATHOS)
uses the voice of a concerned citizen addressing a serious societal issue
perhaps is challenging givens/bullies
demonstrates good will & good intentions
appears dedicated to the truth

32. ETHOS TONE: (toward the subject and the audience) concerned,
caring, compassionate
interested
genuine, frank, earnest, honest
NOT sarcastic,
NOT self-aggrandizing, self-righteous
NOT condescending,
NOT arrogant,
NOT insincere

33. ETHOS DANGER: exploited to serve unethical ends:
pretending to be moral,
irresponsible/immoral persons presenting themselves as responsible/moral

34. ETHOS EXAMPLES SHAKESPEARE’S SONNET #130:
My mistress' eyes are nothing like the sun; Coral is far more red, than her lips red: If snow be white, why then her breasts are dun; If hairs be wires, black wires grow on her head. I have seen roses damasked, red and white, But no such roses see I in her cheeks; And in some perfumes is there more delight Than in the breath that from my mistress reeks. I love to hear her speak, yet well I know That music hath a far more pleasing sound: I grant I never saw a goddess go, My mistress, when she walks, treads on the ground: And yet by heaven, I think my love as rare, As any she belied with false compare.

35. ETHOS EXAMPLES SONNET #130:
Same LOGOS as #18 (14 lines of rhymed iambic pentameter, 3 quatrains + couplet, contrasts)
BUT…
What is the Speaker’s tone?
Down-to-earth honesty, wit (anti-Petrarchan)
Mean-spirited sarcasm
“dun,” “black wires,” “reek”
“rare” = 1) precious, special, 2) unusual, freakish

36. ETHOS EXAMPLES POLONIUS to LAERTES:
Yet here, Laertes? Aboard, aboard, for shame! 
The wind sits in the shoulder of your sail 
And you are stayed for. There, my blessing with thee. 
And these few precepts in thy memory 
Look thou character. Give thy thoughts no tongue,
Nor any unproportioned thought his act. 
Be thou familiar but by no means vulgar. 
Those friends thou hast, and their adoption tried, 
Grapple them unto thy soul with hoops of steel, 
But do not dull thy palm with entertainment
Of each new-hatched, unfledged comrade. Beware 
Of entrance to a quarrel, but being in, 
Bear 't that th' opposèd may beware of thee. 
Give every man thy ear but few thy voice. 
Take each man's censure but reserve thy judgment.
Costly thy habit as thy purse can buy, 
But not expressed in fancy—rich, not gaudy, 
For the apparel oft proclaims the man, 
And they in France of the best rank and station 
Are of a most select and generous chief in that.
Neither a borrower nor a lender be, 
For loan oft loses both itself and friend, 
And borrowing dulls the edge of husbandry. 
This above all: to thine own self be true, 
And it must follow, as the night the day,
Thou canst not then be false to any man. 
Farewell. My blessing season this in thee.

37. ETHOS EXAMPLES Polonius’ LOGOS: practical information
aphorisms, maxims, clichés
Polonius’ ETHOS:
rambling, meddling old man
fathering at last minute (and the ship’s waiting!)
not practical, but selfish, self-serving
opposite of Jesus: Beatitudes & faith, hope, love/charity
making Laertes into a “mini-Polonius”
Polonius’ TONE?
loving, tough love, thoughtful
rambling, babbling, long-winded
crude, manipulative, sinister, worldly

38. BAD ETHOS = “words without thoughts”
ETHOS EXAMPLES
CLAUDIUS at PRAYER:
“My words fly up, my thoughts remain below. / Words without thoughts never to heaven go.” ( )
insincerity, artificiality, dishonesty, duplicity, hypocrisy
heart vs. words
BAD ETHOS = “words without thoughts”

39. Other Examples of Ethos in Shakespeare
Claudius on death
Claudius at prayer
Lady Macbeth attacking her husband’s manliness to convince him to murder Duncan
Decius’ re-interpretation of Julius Caesar’s dream to get him to go to the capital
Mark Antony’s eulogy of Julius Caesar to sway the mob against the Conspirators

40. ETHOS in everyday life FRIENDS:
your best interest, no ulterior motives
advice from personal experiences
POLITICS:
political, religious, sports scandals (who do you believe)
voting for a politician (record, accountability)
SCHOOL:
request for help or argue a grade
factors: attendance, participation, preparedness, tone

41. ETHOS in everyday life PARENTS: advice from experience
fair, consistent rulings (parents)
honesty, reliability, responsibility, accountability (you)
RELATIONSHIPS:
trust
honesty, best interests, morals, values, sincerity
responsibility, accountability

42. ETHOS in everyday life CAR:
reliable dealer, quality service, good reputation
responsibility, accountability, dependability
WORK:
attempt to be fair-minded, understanding, calm, rational
you, your boss, the customer

43. ETHOS in everyday life BAD ETHOS false charm:
proverbial wolf in sheep’s clothing
politician, serial killer, ex-boy/girlfriend
hypocrites:
who say one thing but do another
arguing a grade:
disrespectful tone, poor record
relationships:
poor record, caught in a lie (lipstick, cig. smell), faulty reasoning, limited sense of right & wrong, bullying
BAD ETHOS

44. THE PERSUASIVE APPEALS in everyday life: A CASE STUDY

45. BASEBALL & STEROIDS
The STEROID Era

46. MITCHELL REPORT

47. DRAMATIS PERSONAE Kirk Radomski Barry Bonds Brian McNamee
Sen. George Mitchell, union leader Donald Fehr, commissioner Bud Selig
Sammy Sosa, Jason Giambi, Rafael Palmeiro, Mark McGwire, Jose Canseco, Miguel Tejada

48. HE SAID-HE SAID

49. CREDIBILITY? MITCHELL REPORT:
George Mitchell, former Senate Majority leader, Maine Democrat (retired 1995)
20-month investigation & report has no legal standing
relied on McNamee and Radomski (limited contact)
only 2 active players involved (Giambi, Frank Thomas)
only 5 approached to be interviewed
only 68 of 500 former players interviewed
remainder of the 700 = current or former club officials, managers, coaches, team physicians, athletic trainers, or resident security agents
failure to release most of the evidence from his probe on doping in baseball
(50+ documents referenced in footnotes )
Conflict of interest:
Mitchell is on the board of directors for the Boston Red Sox; no BRS prime player was named, but prime NY Yankees players were
leaked information prior to Game 7 of ALCS Paul Byrd’s (Indians pitcher) alleged steroids use
chairman of the board of the Walt Disney Co., parent of ESPN, which has an eight-year, $2.4 billion contract to televise MLB games & is currently producing a reality show with Barry Bonds
Mitchell was hired by the Commissioner’s Office and then suggests in the report that the CO have more testing power, rather than outside, independent testing
players were named, but not team officials (who steroid use, traded players when they quit)

50. CREDIBILITY? RADOMSKI:
a former New York Mets clubhouse attendant (11 yrs.)
became the chief supplier of drugs for baseball players after the 2003 federal shut-down of BALCO
after a December 2005 federal raid on his NY home (operation base)
pleaded guilty last year (April 2007 ) in SF to money laundering & to the illegal distribution of anabolic steroids, human growth hormone, Clenbuterol, amphetamines, & other drugs to McNamee and current & former MLB players
cooperated (17+ months) with the federal authorities and Mitchell’s investigators in exchange for leniency (plea deal)
17+ months of cooperation
“undercover” distribution of steroids (wire)
his own distribution of steroids
his witnessing of steroid usage among Mets players
knowledge of steroids in general
Sentence: five years' probation & an $18,575 fine
faced up to 25 years in prison & $500,000 in fine

51. CREDIBILITY? McNAMEE: a prior sexual assault allegation against him
prior public denials about giving steroids to ballplayers
cooperated with federal authorities & Mitchell as part of a plea agreement on steroids-dealing charges
“drug dealer”
kept “blackmail” evidence
brought in Clemens’ wife
RC was not at the 1998 J. Canseco party in Miami

52. CREDIBILITY?
CLEMENS:
Andy Pettitte’s recollection of a 1999 conversation w/RC
Clemens’ wife Debbie used HGH, from McNamee, in 2003
McNamee was Pettitte and Knoblauch
Mitchell Office’s notification to MLBPU in July
only B-12 and Lidocaine injections from McNamee
Clemens had a "palpable mass" on his buttocks that was, according to Toronto Blue Jays' doctors & trainers, unlike anything they had ever seen caused by such injections
Why would McNamee Clemens but AP, CK?

53. CREDIBILITY? CONGRESS: divided on party lines
Republicans = supported Clemens
Democrats = supported McNamee
Why? Clemens is from Texas and is a friend of the Bush family.
off-topic: supposed to be on the credibility of the Mitchell Report and not on individual culpability
race: Barry Bonds = black, Roger Clemens = white; in order not to appear to have shown any bias, Congress wants to pursue Clemens with the same zeal it did Bonds

54. MINORITY (Republicans)
CREDIBILITY?
MAJORITY (Democrats)
Henry Waxman, Chairman, California
Ed Towns, New York
Paul E. Kanjorski, Pennsylvania
Carolyn B. Maloney, New York
Elijah Cummings, Maryland
Dennis J. Kucinich, Ohio
Danny K. Davis, Illinois
John F. Tierney, Massachusetts
William Clay, Missouri
Diane Watson, California
Stephen Lynch, Massachusetts
Brian Higgins, New York
John Yarmuth, Kentucky
Bruce Braley, Iowa
Eleanor Holmes Norton, District of Columbia
Betty McCollum, Minnesota
Jim Cooper, Tennessee
Chris Van Hollen, Maryland
Paul Hodes, New Hampshire
Chris Murphy, Connecticut
John Sarbanes, Maryland
Peter Welch, Vermont
MINORITY (Republicans)
Tom Davis, Ranking Member, Virginia
Dan Burton, Indiana
Christopher Shays, Connecticut
John M. McHugh, New York
John Mica, Florida
Mark Souder, Indiana
Todd Russell Platts, Pennsylvania
Chris Cannon, Utah
John James Duncan, Jr., Tennessee
Michael R. Turner, Ohio
Darrell Issa, California
Kenny Marchant, Texas
Lynn Westmoreland, Georgia
Patrick McHenry, North Carolina
Virginia Foxx, North Carolina
Brian Bilbray, California
Bill Sali, Idaho
Jim Jordan, Ohio

55. CREDIBILITY? Committee Jurisdiction
Legislative Responsibilities The legislative jurisdiction of the Committee on Oversight and Government Reform includes the following areas, as set forth in House Rule X, clause 1:
Federal civil service, including intergovernmental personnel; and the status of officers and employees of the United States, including their compensation, classification, and retirement;
Municipal affairs of the District of Columbia in general (other than appropriations);
Federal paperwork reduction;
Government management and accounting measures generally;
Holidays and celebrations;
Overall economy, efficiency, and management of government operations and activities, including federal procurement;
National archives;
Population and demography generally, including the Census;
Postal service generally, including transportation of the mails;
Public information and records;
Relationship of the federal government to the states and municipalities generally; and
Reorganizations in the executive branch of the government.

56. CREDIBILITY? Oversight Responsibilities
The oversight responsibilities of the Committee are set forth in House Rule X, clauses 2, 3, and 4.
House Rule X, clause 2(b), provides that the Committee shall review and study on a continuing basis—
(A) the application, administration, execution, and effectiveness of laws and programs addressing subjects within its jurisdiction;
(B) the organization and operation of Federal agencies and entities having responsibilities for the administration and execution of laws and programs addressing subjects within its jurisdiction;
(C) any conditions or circumstances that may indicate the necessity or desirability of enacting new or additional legislation addressing subjects within its jurisdiction (whether or not a bill or resolution has been introduced with respect thereto); and
(D) future research and forecasting on subjects within its jurisdiction.
House Rule X, clause 3(i), provides that the Committee shall “review and study on a continuing basis the operation of Government activities at all levels with a view to determining their economy and efficiency.”
House Rule X, clause 4(c)(1), provides that the Committee shall:
(A) receive and examine reports of the Comptroller General of the United States and submit to the House such recommendations as it considers necessary or desirable in connection with the subject matter of the reports;
(B) evaluate the effects of laws enacted to reorganize the legislative and executive branches of the Government; and
(C) study intergovernmental relationships between the States and municipalities and between the United States and international organizations of which the United States is a member.
And House Rule X, clause 4(c)(2), provides that the Committee “may at any time conduct investigations of any matter without regard to clause 1, 2, 3, or this clause [of House Rule X] conferring jurisdiction over the matter to another standing committee.”
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57. RECORD BOOK