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Aristotle's Appeals of Argumentation and Persuasion

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Sheryl Dalal

on 7 October 2013

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Transcript of Aristotle's Appeals of Argumentation and Persuasion

Aristotle's Appeals of Argumentation and Persuasion
Ethos
This example relies on the credibility of TOMS as a company. They are asking for you to buy shoes from them because they will then donate a pair to someone who needs them. The reliability of the company to follow through on this promise is the only reason a person would believe this advertisement. They are asking for you to rely on their trustworthy reputation and know that they will donate the pair of shoes they have promised to. The advertisement shows the company actually giving shoes to needy people. This establishes the truth behind their promises as well. They are, in effect, saying "we are a company that you can trust to follow through on our promise of generosity."
Advertisement
This advertisement for Coca Cola uses Santa Clause to sell its product. Especially for younger kids, if Santa approves of something then it must be good. Children will be drawn to a drink that has the seal of approval from someone they imagine to be so saintly and good. Thus this advertisement relies on Santa's credibility in the minds of so many children. If the image of Santa Clause was replaced with that of a random adult, it would not have the same effect on a kid.
Speech
This motivational speech by Will Smith is meant to convince the listener that they have greatness within them that they must discover. He is saying that the only way to achieve success is by pushing yourself to the limits of your abilities and working hard. By coming from Will Smith, this opinion is more believable because he has lived his life using the methods that he is preaching. So if he managed to become so successful, it seems much more likely that there is some merit to his words. Will Smith's success testifies that his opinion on greatness is something we should all adopt.
Logos
Commercial
This commercial recommends that the consumer switch to MasterCard. The spokesperson says that it is the logical choice because it has no annual fees and can be used globally. He tells the viewer that using any other card is illogical. This comparison relies on logic and reasoning to convince the viewer that MasterCard is the best. He implies that anyone reasonable would switch over to using MasterCard, an effective use of logos.
Advertisement
This advertisement is listing reasons for the consumer to buy Bounty over other paper towel brands. It is saying that Bounty paper towels are stronger and quicker when it comes to cleaning up messes than those of other brands. It is trying to convince the consumer that its brand is obviously a better choice. The ad is one sentence list of reasons for why Bounty paper towels are superior. Thus it is relying on reasoning and logic to convince us of it worth.
Speech
This speech by Atticus Finch relies on facts and reasoning to convince the court that they are accusing and innocent man of murder. Finch states that this case should never have been brought to court because no evidence has been brought forth to support the accusations against Tom Robinson. Finch then proceeds to give more reasons as to why Robinson was probably framed and unlawfully treated. His speech relies primarily on facts and reasons to convince the jury that they must acquit Robinson.
Pathos

Advertisement
This advertisement is written so as to play n the readers emotions and convince them to donate to the Pedigree Adoption Drive. Putting a picture of a cute dog on it and then stating the sad life he has to live makes the reader feel upset. When you feel that something going on is wrong, you will tend to put some effort into fixing it. The advertisement tells you that by donating you will help dogs like the one pictured to lead a better life. People will donate money out of pity.
Commercial
The purpose of the commercial is to get donations for the prevention of animal cruelty. Many images of mistreated animals are shown make the viewer feel upset and horrified. The commercial tries to evoke these feelings in order to convince you that your assistance is crucial in the fight to stop this cruel treatment of animals. People seeing these graphic images would be most likely be strongly affected, making it easier to convince the viewer to donate money. Sad music is played in the background to strengthen the feeling of sadness and desperation in the commercial.
Speech
Angelina Jolie's speech relies on pathos to reach the viewer. She uses anecdotes from her experiences in visiting refugees to draw attention to the poor conditions in which the refugees live. Jolie talks about how one single mother she met was so desperate to help her children that she was willing to give them away to people who could provide food for them. Jolie wants her listeners to understand the need for aiding these refugees. Her speech causes the listener to feel sympathy for the refugees. Jolie wants to create this feeling in the listener so that she can persuade them to do something about conditions of refugee camps.
Commercial
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