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Warm Up

1.What is the product they are selling?

2.Who do you think they are selling the product to?

3.How does this advertisement convince the audience to buy the product?

Ethos, Pathos, and Logos

Persuasive techniques appear in a variety of media. From a commercial, to an ad on a mobile app, to a brightly lit billboard on a street. Regardless of the mode of communication, the goal often remains the same.

Goal: to convince the audience of your point of view.

Aristotle, a Greek philosopher, created these three categories 2000 years ago.

He divided the means of persuasion appeals, into three categories Ethos, Pathos, and logos.

Ethos (credibility)- an appeal relying on the speaker's credibility.

Ethos, Pathos, and Logos

  • Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer.
  • It is also the Greek word for character and it is used in rhetorical argument as a way of establishing the credibility of the speaker.

Ethos (credibility)- an appeal relying on the speaker's credibility.

Pathos (emotional) - an appeal to the reader's emotion.

Logos(logic)-an appeal relying on logic and reasoning.

Pathos(emotional) - an appeal to the reader's emotion.

Logos

Ethos

What are the writer's qualifications ?

  • Authors use pathos to invoke sympathy from an audience; to make the audience feel what the author wants them to feel.
  • A common use of pathos would be to draw pity from an audience.
  • trustworthiness
  • credibility
  • reliability
  • expert testimony
  • reliable sources
  • fairness

This is the most important technique we will study and Aristotle's favorite.

The logic we use to support a claim or argument. Effective arguments will include facts and other supporting details to back up the author's claim or position.

What points does the author offer to support this idea?

  • facts
  • case studies
  • statistics
  • experiments
  • logical reasoning

We can look at text ranging from classic essays to contemporary advertisements to see how pathos, logos, and emotional appeals are used to persuade.

Language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument.

Pathos in Speeches

Aristotle's Appeals of Argumentation and Persuasion.

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