1. Rhetorical Appeals
ARISTOTLE & BEYOND

2. What is rhetoric?
Rhetoric – the art of using language effectively and persuasively

3. ARISTOTELIAN APPEALS
Ethos – relies on the credibility of the author Logos – relies on logic and evidence Pathos – relies on emotion Medium – text, speech, film, art, etc. Rhetorical Situation – context Exigence – the need or motivation that prompts the medium Purpose – the goal the speaker wants to achieve

4. Rhetorical Triangle Rhetorical Situation (Context) Ethos (Speaker)
Medium
(written text,
speech, film,
art, etc.)
Logos
(Message)
Pathos
(Audience)

5. examples in advertising: LOGOS relies on logic and evidence

6. examples in advertising: ethos relies on THE CREDIBILITY OF THE AUTHOR

7. examples in advertising: Pathos relies on emotion

8. Other appeals Appeal to the Body Appeal to Body (hygiene, sex appeal)
(physical strength)
Appeal to Body (hygiene, sex appeal)
Appeal to Gender (men AND women)
Appeal to Age,
Body, & Gender

9. Other appeals
Appeal to Place
Appeal to Narrative (telling a story)

10. Other appeals
Appeal to Time (urgency)
Appeal to Fear

11. Other appeals
Appeal to Time (past)
Appeal to Place (home)