1. Rhetoric: Ethos, Logos and Pathos

2. Rhetoric Rhetoric (n) – 1. the art of speaking or writing effectively
2. using speech or writing to persuade

3. Aristotle Ethos Logos Pathos
Aristotle, the Greek philosopher, described three main forms of rhetoric:
Ethos
Logos
Pathos

4. Ethos Ethos is appeal based on the credibility of the speaker/writer.
We tend to believe people…
we like
we respect
we think are worth listening to

5. Examples of Ethos Endorsements
Celebrities
Public Figures
Institutions
Formal writing style, professional appearance
Uses words and symbols that promote trust, expertise and respect

6. Wile E. Coyote ACME spokescoyote “I've used Acme products for years.
Their slingshots, rocket launchers,
crowbars and pogo sticks are the
best around. And don't forget their
dynamite! I buy everything from Acme.”
Trust ACME for all your road-runner catching needs.

7. Ethos in Commercials

8. Ethos is Advertising

9. Logos
Logos is appeal based on logic or reason. Strong arguments are based on… reasons evidence logic

10. Examples of Logos Official business documents
Textbooks and scholarly projects
Scientific studies
Uses facts, statistics, history, reasoning, “common sense”

11. ACME’s new dihydro-cesium detonation process
By combining cesium and dihydro-oxide in laboratory conditions, and capturing the released energy, ACME has promised to lead the way into the future. Our energy source is clean, safe, and powerful. No pollutants are released into the atmosphere. The world will soon have an excellent source of clean energy.

12. Logos in Commercials

13. Pathos
Pathos is appeal based on emotion. Our decisions are often swayed by… emotion sympathy imagination

14. Examples of Pathos Almost all current advertisements Political ads
Sensational news programs
Uses stories, beliefs, excitement, fear, envy, ridicule, joy, pain, sadness, pity, humor, anger, insecurity, etc.

15. Boycott ACME!
A baby turtle breaks free from its egg, catching its first glimpse of its first sunrise. It pauses a moment to rest, unaware of the danger that lies so close to it. As the tide comes in, approaching the nest, it also approaches a small pile of metal - cesium. The water draws closer and closer, the turtle unsuspecting of the danger. Finally, the water touches the cesium and it EXPLODES, destroying even more of an endangered species. Why does this happen? One name: Acme.

16. Pathos in Commercials
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17. Ethos  Credibility Logos  Logic Pathos  Emotion
Review
Ethos  Credibility Logos  Logic Pathos  Emotion

18. Ethos, Logos, or Pathos?