1. Speaking to Persuade The goal is to influence the attitudes, beliefs, or behavior of the listeners More difficult than speaking to inform

2. Three sources of persuasion Persuasion: a means by which one person can cause another to want to believe, to think, or to do. Aristotle stated that there are three primary sources by which people can be persuaded: Pathos Ethos Logos

3. Pathos A listener’s personal needs, drives, and desires Need to analyze the needs of the listeners Appeal to their emotions Example in advertising: Making us feel insecure about our attractiveness or social acceptability and then offering a solution in the form of a product

4. Pathos Sample videos using pathos: 40 Inspirational Speeches in 2 Minutes – YouTube 40 Inspirational Speeches in 2 Minutes – YouTube As Seen on TV - a tribute to doing it wrong - YouTube As Seen on TV - a tribute to doing it wrong - YouTube

5. Ethos The speaker’s character in the minds of the audience (including competence, sincerity, and good will) Ethos is established by: Showing that you are well prepared and competent By being sincere in what you say By appearing genuinely interested in your audience

6. Ethos-Preparation Frequent use of evidence and supporting materials Referring to your own experience with the topic

7. Ethos-Sincerity Sincerity: the speaker’s motives for advocating a particular attitude, belief, or behavior must originate from a genuine concern for the best interests of the audience rather than self-interest

8. Ethos-Genuine Interest in Audience Show interest and good will toward your audience Complimenting them on their sound judgment, or reasoning ability Common ground technique-identifying commonalities with listeners Humor

9. Ethos Sample videos using ethos: Michael Jordan 'Maybe It's My Fault' Commercial – YouTube Michael Jordan 'Maybe It's My Fault' Commercial – YouTube We are Better than That!!!!! – YouTube

10. Logos Thinking process that allows the listener to arrive at logical conclusions Need valid evidence and correct reasoning Evidence: raw material with which you prove or support statements Reasoning: the process of putting this raw material into a logical argument

11. Logos Building an argument is similar to how a river is formed Rivers begin in the mountains and hills in tiny rivulets and creeks (evidence) These creeks and rivulets flow together (the reasoning process) to form larger streams These larger streams then run together to form a mighty river (the conclusion)

12. Logos Sample video using logos: Dyson commercial - Root Cyclone(tm) technology - YouTube Dyson commercial - Root Cyclone(tm) technology - YouTube

13. Ethos, Pathos, and Logos Activity In groups, look through your ads. Decide whether each ad uses pathos, ethos, logos, or all three. On a separate piece of paper, list the appeal each ad uses, explain how it is used, and evaluate if it is effective. Attach your ads to your paper. Make sure you put the names of your group on your paper.