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The Art of Persuasion: Ethos, Pathos, and Logos

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on 6 November 2018

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Transcript of The Art of Persuasion: Ethos, Pathos, and Logos

Rhetoric
: The Art of Persuasion

Aristotle
Greek philosopher
Studied the art of persuasion
Three rhetorical appeals
Ethos
The credibility and ethics behind the argument
Credentials (fame)
Research
Must provide proof of credibility and reliability

1. "
What does this person know about the topic/issue?"

2.
"Why should I trust this person?"
Pathos
The emotional aspects of the issue
Focuses on the audience's passion
Compassion
is part of human nature
Language is very effective (emotional-charged vocabulary)
"Destroyed" vs. "Hurt"
"Madly in love" vs. "Like"
"Vivacious" vs. "Happy"
Logos
Which rhetorical appeal is implemented?
Ethos Example #1
Ethos Example #2
Pathos Example #1
Pathos Example #2
The logic and reason behind the argument
Rationality
Present evidence and support
Statistics
Trials
Logos Example #1
Logos Example #2
Two-minute Drill
With a partner, come up with an example of an advertisement that you have seen that uses ethos.
Two-minute Drill
With a partner, discuss the effectiveness of the McDonald's advertisement. How did you feel after watching it? Why? Are you more likely to support McDonald's after watching?
Two-minute Drill
With your table, compile a list of companies/industries that often include logos in their advertisements. Provide at least one specific example (one that you have seen).
Full transcript