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The art of persuasion

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Miguel Macalindong

on 26 April 2014

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Transcript of The art of persuasion

The Art of Persuasion
Ethos
Pathos
Logos
It is an appeal by using reasoning. It is like being straightforward.
The majority of advertisements use at least 2 types of persuasion.
Ethos (Article)
It is the ethical appeal. It includes credibility.
It is an appeal to emotions, often with positive connotation.
Ethos (Ad)
Pathos (Article)
Pathos (Ad)
Logos (Article)
Logos (Ad)
Citations
In this ad, the government is using logos through the text-based argument. (Duncan)
In the article,
the author is using
ethos by stating that
students have to work hard
to earn their grades, based on his
opinion on grade inflation. He "pushes his
students hard and holds high standards." He thinks
there more learning then to what grades measure. (Coplin)
Coplin, Bill. "Grade Inflation Works for Today’s Students."
USA Today.
21 April 2004. Web. Retrieved 16 November 2013, from http://usatoday30.usatoday.com/news/opinion/editorials/2004-04-21-coplin_x.htm
The Toms website explains that "in 2006, American traveler Blake Mycoskie befriended children and found they had no shoes to protect their feet. Wanting to help, he would create Toms Shoes, a company that would match every pair of shoes purchased with a new pair of shoes given to a child in need. One for One. " (Toms)
Blake Mycowskie.
Toms
. 2013. Web. Retrieved 16 November 2013, from http://www.toms.com/blakes-bio/
In Richard Nixon's speech, "I Am Not a Crook," he expresses his emotions in the speech as he resigns his presidency. (Nixon)
Nixon, Richard. Crook Speech, 23 September 1952. Web. Retrieved 16 November 2013, from http://www.famous-speeches--speech-topics.info/presidential-speeches/richandard-nixon-crook-speech.htm
Here is a happy family from
a McDonald's ad. McDonald's attempts
to get more profit and customers by intending
positive feelings and good things, such as "100%
beef." (McDonald's)
A Teenager’s Guide to the Media.
Teen Media Guide

Blogspot.
Retrieved November 17, 2013 from http://teenmediaguide.blogspot.com/
Duncan. "The Truth Singing Cowboy on Smoking."
The Inspiration Room.
11 August 2007. Web. Retrieved 15 November 2013 from http://theinspirationroom.com/daily/2007/truth-singing-cowboy/
Dorish, Joe. Justin Beiber vs. Lady Gaga: Which is more popular today?
Yahoo!
17 October 2010. Web. Retrieved 17 November 2013 from http://voices.yahoo.com/justin-beiber-vs-lady-gaga-which-one-more-popular-6929762.html
Logos is used by using
statistics and solid facts, like numbers and percentages with relevant claims. (Dorish)
Pathos
Here, in this text, Reagan uses
descriptions that arouse emotions
and feelings from readers.

"When one Ranger fell, another would take his place. When one rope was cut, a Ranger would grab another and begin his climb again. They climbed, shot back, and held their footing. Soon, one by one, the Rangers pulled themselves over the top, and in seizing the firm land at the top of these cliffs, they began to seize back the continent of Europe. ....These are the champions who helped free a continent. These are the heroes who helped end a war."(Reagan) His words make people feel amazed and just proud of them for what they did.
The Rangers looked up and saw the enemy soldiers -- at the edge of the cliffs shooting down at them with machine guns and throwing grenades. And the American Rangers began to climb. They shot rope ladders over the face of these cliffs and began to pull themselves up. When one Ranger fell, another would take his place. When one rope was cut, a Ranger would grab another and begin his climb again. They climbed, shot back, and held their footing. Soon, one by one, the Rangers pulled themselves over the top, and in seizing the firm land at the top of these cliffs, they began to seize back the continent of Europe. Two hundred and twenty-five came here. After two days of fighting, only 90 could still bear arms.
Behind me is a memorial that symbolizes the Ranger daggers that were thrust into the top of these cliffs. And before me are the men who put them there.

These are the boys of Pointe de Hoc. These are the men who took the cliffs. These are the champions who helped free a continent. These are the heroes who helped end a war.

Gentlemen, I look at you and I think of the words of Stephen Spender's poem. You are men who in your "lives fought for life...and left the vivid air

Ronald Reagan "The Boys of Point Du Hoc" Normandy France June 6th 1984

Logos
The major studies from the intelligence experts are using logic and reasoning by telling the military what will happen due to climate crisis and other threats .
Two major studies from military intelligence experts have warned our leaders about the dangerous national security implications of the climate crisis, including the possibility of hundreds of millions of climate refugees destabilizing nations around the world. Just two days ago, 27 senior statesmen and retired military leaders warned of the national security threat from an “energy tsunami” that would be triggered by a loss of our access to foreign oil. Meanwhile, the war in Iraq continues, and now the war in Afghanistan appears to be getting worse.

Al Gore "A Generational Challenge to Repower America" July 17th 2008



Ethos
Credibility - John F. Kennedy was the president and the citizens looked up to him for our nation's issue

"I have pledged myself and my colleagues in the cabinet to a continuous encouragement of initiative, responsibility and energy in serving the public interest. Let every public servant know, whether his post is high or low, that a man's rank and reputation in this Administration will be determined by the size of the job he does, and not by the size of his staff, his office or his budget. Let it be clear that this Administration recognizes the value of dissent and daring -- that we greet healthy controversy as the hallmark of healthy change. Let the public service be a proud and lively career. And let every man and woman who works in any area of our national government, in any branch, at any level, be able to say with pride and with honor in future years: 'I served the United States Government in that hour of our nation's need.'"

John F. Kennedy State of the Union Message, January 30, 1961

"PathosEthosLogos.com." . PathosEthosLogos.com, n.d. Web. 18 Nov 2013. <http://pathosethoslogos.com/index.php/examples>.
By Miguel C. Macalindong, Paola M. Segovia, and Leeanne L. Rentería
PAP English II- 3A
Mrs. Winterroth- Ramírez
November 18, 2013
Full transcript