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Rhetorical Appeals & The Argument

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Jordan Bullington

on 6 October 2014

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Transcript of Rhetorical Appeals & The Argument

Rhetorical Appeals & The Argument

What are they?
Appeal to the author's credibility
and trustworthiness
Ways to Develop ETHOS:
The goal of argumentative writing is to persuade your audience that your ideas are valid.

Aristotle broke down the means of persuasion into 3 appeals:
Author's background
Appearing fair-minded & knowledgeable
Specific language/vocabulary
Correct grammar
Professional format
Effect of Appealing
to the Audience using Ethos:
Helps reader to see the author as reliable, trustworthy, competent, and credible.

An Appeal to the Audience's Emotions
Ways to Develop Pathos:
Emotionally loaded language
Emotional examples
Testimonies, anecdotes, or narratives that evoke an emotional reaction
Figurative language
Emotional tone
Effect of Appealing to the Audience
Using Pathos:
Evokes an emotional response from the audience. Persuasion through emotion, i.e. fear, sympathy, guilt, empathy, anger, etc.
Appeal to logic and reasoning
Ways to Develop Logos:
Theories/scientific facts
Indication of specific meaning or reasons
Factual data & statistics
Citations from authorities in the field
Effect of Appealing to the Audience
Using Logos
Evokes a rational response from the audience. The audience's reaction is, more than likely, to accept facts as truth.
Advertisement Examples
1. What is the purpose of these ads?
2. How is this purpose achieved? (Ethos, Logos, Pathos)
*Text- With fewer carbs, fewer calories, and the same great Michelob taste, Michelob Ultra is the ultimate reward for an active lifestyle.
2.6 grams of carbohydrates. 95 calories.
Advertisement #2
What is the purpose of this ad?

How is this purpose achieved? (Ethos, Logos, Pathos)
*Text- PediaSure is now an excellent source of DHA Omega-3, an important nutrient that helps support brain and eye development.
Good source of 23 vitamins and minerals to help kids grow.
Advertisement # 3
What is the purpose of this ad?
How is this purpose achieved? (Ethos, Logos, Pathos)
Commercial Advertisement #1
Commercial Advertisement #2
Commercial #3
Full transcript