1. Persuasive Techniques
Ethos, Pathos, and Logos

2. The Appeals
Ethos, Pathos and Logos are modes/types of persuasion used to convince audiences that your point of view is more valid than others.
They are also referred to as…
three persuasive appeals
the rhetorical triangle

3. Ethos
Ethical Appeal
How well the author convinces a reader that they are qualified in order to speak on a certain subject
How well the author presents themselves as a trustworthy source
How well the writer shows that the issue is a matter of “right” and “wrong”

4. How To: Establish Your Ethos
Show your background knowledge (authority) on the subject.
Make it clear why you are qualified to talk about it
Establish a common ground between you and the reader.
Present information that will appeal to roles that many people play.
Establish your honesty and credibility.
Use balanced, even language and tone. Do not appear extreme in one way or another
Correct grammar, formal language
Admit any personal interest in your claim. Reveal your biases
Acknowledge your limitations. Show humility.
Concede to opposition

5. Why is this ethos?

6. And this?

7. Stop & Jot
When have you seen someone use the ethos appeal effectively?
Think about parents, teachers, friends…
Political or commercial advertisements…

8. Pathos Emotional Appeals Target the audience’s feelings
May be positive or negative
Usually the most effective because they touch our hearts, but should not be the only appeals used because may be seen as less reliable

9. How To: Establish Pathos
Include description and figurative language to create vivid images that the reader can imagine
Use anecdotes (or small stories) to share personal experiences
Strong emphasis on points (and their importance)
Humor to create ease with sensitive topics, admit mistakes, or call for change (satire)
Emotionally loaded language to show disappointment, excitement, shock, etc.

10. How is this an example of pathos?

11. How is this an example of pathos?
When California was voting on Proposition 8 (whether or not to ban gay marriage), this ad campaign came out.

12. Stop & Jot
When have you seen someone use the pathos appeal effectively?
Think about parents, teachers, friends…
Political or commercial advertisements…

13. Logos Logical Appeal How well you make your claims seem logical
How well you “make sense”
Most important because they link directly to your claim/argument

14. How To: Establish Logos
Use hard evidence
Facts, clues, statistics, testimonies, witnesses, surveys, polls, definitions
Use reason and common sense
Use comparisons
Acknowledge opposition
Discuss precedents

15. How is this an example of logos?

16. How is this an example of logos?

17. Stop & Jot
When have you seen someone use the logos appeal effectively?
Think about parents, teachers, friends…
Political or commercial advertisements…