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Transcript of Rhetorical Appeals
First you must know two things:
The audience and the purpose.
Consider all forms
Watch the following commercial for the Ford Flex (car): Who do you think is the intended audience?
If you only think the audience is moms, think harder....
Three common kinds
Sometimes it is more than one of these.
Who do you think the intended audience is?
Watch the following commerical for the Ford Flex (car):
There are three main
appeals used in persuasion:
The appeal to logic and reason.
Now that you have a grasp of audience and purpose,
we can now move on to the three major elements of persuasion.
Logos commonly takes the form of:
Simply put, logos is the attempt to make something seem logical, rational, or just plain common sense.
that the reader is
supposed to feel.
The author/speaker could be attempting to make the audience feel:
This may or may not match the emotion of the author/speaker.
Example: A speaker could be sarcastic in order to make the audience angry.
The focus for pathos is on the
The writer's appeal.
Hierarchy of Ethos:
Top Level: Crediblity and Likeability
Middle Level: Credibility
Bottom Level: Likeability
A critical audience should value the expertise of the author/speaker the most.
Being likeable is helpful, but not most important when trying to persuade an intended audience.
Watch the following commercial for Gillette. How do the men in the commercial have ethos?
Now that you have a sense of how the appeals work...
Do the following activity to bring it all together.
Watch the following commericial for Weight Watchers.
This first time watching, think about who the audience is.
Remember to consider ALL aspects of identiy.
Now, watch it a second time with the three appeals in mind.
This commercial uses all three appeals (logos, pathos, and ethos). Try to find an example of all of them