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ETHOS, PATHOS & LOGOS

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by

Sal Lopez

on 25 August 2015

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Transcript of ETHOS, PATHOS & LOGOS

ETHOS, PATHOS & LOGOS
The Art of Persuasion

ETHOS
Credibility
PATHOS
Emotional appeals present ideas and images that elicit strong feelings
MORE RHETORICAL DEVICES
Antithesis – a device in which contrasting ideas are expressed
HOMEWORK
Think about commercials you have seen on TV.
Give an example of each of the following:
Aristotle
Written in the 4th century B.C.E., the Greek philosopher Aristotle compiled his thoughts on the art of rhetoric into "On Rhetoric".
According to Aristotle, rhetoric is "the
ability, in each particular case, to see the
available means of persuasion."
His 3 Appeals were: Ethos, Pathos, & Logos

Ethos – Speaker Credibility
Pathos – Emotional Connection
Logos – Logical Argument
ARISTOTLE
Before you can convince an audience to accept anything you say, they have to accept YOU as credible
There are many aspects to building your credibility
Does the audience RESPECT you?
Does the audience believe you are of GOOD CHARACTER?
Does the audience believe you are generally TRUSTWORTHY?
Does the audience believe you are an AUTHORITY on this speech topic?

If you convince your audience that you are
CREDIBLE
,
they will take your words as
TRUTH
.
Emotions/Feelings
Pathos is the quality of a persuasive presentation which appeals to the emotions of the audience
Do your words evoke feelings of … love? … sympathy? … fear?
Do your visuals evoke feelings of compassion? … envy?
Does your characterization of the competition evoke feelings of hate? contempt?

If you can make your audience
FEEL FOR
your side, or
FEEL AGAINST
the other side, they will take your side.
What makes this commercial a good example of
Ethos
?
What makes this commercial a good example of
Pathos
?
LOGOS
Logical appeals rely on logic & facts to support a claim
Facts & Logic
Logos is synonymous with a logical argument
Does your message make sense?

Is your message based on facts, statistics, and evidence?

Will your call-to-action lead to the desired outcome that you promise?


If you give the audience
FACTS & LOGIC
to back up your claim, they will choose YOUR side.
What makes these commercials good examples of
LOGOS
?
Rhetorical Question – question that does not require a reply


EX: “Seriously? Do we have to go through this again?”

EX: “Good from far...but far from good.”

Repetition – use of the same word or phrase for emphasis


EX: “I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.
I have a dream today.”

- Ethos
- Pathos
- Logos
Explain
why
it is an example of each
TWO OPTIONS
1.) Write down the Descriptions and Explanations of each of the commercials on a piece of paper and turn in

2.) Find Links to the commercials and type up Explanations on a word document and e-mail it to Mr. Lopez
Full transcript