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How do I use ethos, pathos, logos, and kairos

every single day?

I don't even know what these things are!

If an advertisement or a commercial succeeds in making a person buy something, it has been PERSUASIVE.

English words:

ethical, ethics

  • The author or creator's credibility, believability, and/or likeability
  • Can come from inside the text (intrinsic) or outside the text (extrinsic)
  • The speaker or writer must demonstrate credibility to the audience to be persuasive.

... when a trusted doctor gives you advice, you may not understand all the medical reasoning behind the advice, but you follow it any way because you believe the doctor knows what s/he is talking about. You trust him or her!

English Words:

empathy, sympathy, pathetic, antipathy

  • Stories, scenarios, or statements designed to create an emotional response.

  • When you are persuaded by pathos, you accept a claim based on how it makes you feel, without fully analyzing how valid the claim is.

  • You may be persuaded by fear, love, patriotism, hatred, joy, humor, guilt.

  • The use of pathos can be extremely

effective--and also manipulative.

English words: logic, logical

  • Logos refers to any attempt to appeal to the intellect.

  • Logos appeals to the left side of our brain. We find certain patterns, conventions, and methods of reasoning to be convincing and persuasive.

  • Numbers, polls, facts and statistics are also examples of the persuasive use of logic.

Which advertisement was more effective? The video or this picture?

Pathos = Feeling

How is pathos used in this video?

Logos = Logic or Reason

Ethos = Ethical or Moral

How does this World War II poster use pathos?

What emotion are they trying to draw out?

Appeals to Pathos:

Who can say no to these faces?

Both words and pictures can achieve this appeal.

Pathos is the use of emotional appeal.

What strategies are used to create ethos with the product OxyClean?

How is Logos Used Here?

For example ...

Pretend that you are sick, go to the doctor, and she gives you a prescription for a pill that would make you feel better. Would you take the pill?

She has ethos!

How would the situation change if you were at the mall with your friends, felt sick, and were offered a pill by a stranger?

Terrible idea!

No ethos!

What fact is emphasized?

Why do people trust these men when they talk about basketball?

Kairos = Timeliness, Urgency

  • Builds a sense of urgency

  • Audience will think something

must be done now

  • How does this Walmart ad use

Kairos?

  • What words or phrases indicate

urgency?

How is Kairos used here?

Powers of Persuasion:

Ethos, Pathos, Logos

and Kairos

Rhetorical strategies that all of us use ...

every single day.

Who was Aristotle?

Rhetoric: The Art of Persuasion

Argument and Persuasion:

Warm-up

"Now the proofs furnished by the speech are of three kinds. The first depends upon the moral character of the speaker, the second upon putting the hearer into a certain frame of mind, the third upon the speech itself, in so far as it proves or seems to prove."

--Aristotle, Art of Rhetoric

The history of rhetoric and the concepts of ethos, pathos, logos, and kairos began in Greece.

Think about a really persuasive commercial.

How does that company get you to buy what they're selling?

He was a famous Greek philosopher who studied the art of persuasion.

Check for Understanding

Effective persuasion uses multiple kinds of appeals.

Logos

Are the following examples of ethos, pathos, or logos?

Kairos

1. "My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition, make me the ideal candidate for your mayor."

2. "They’ve worked against everything we’ve worked so hard to build, and they don’t care who gets hurt in the process. Make no mistake, they’re the enemy, and they won’t stop until we’re all destroyed."

3. "More than one hundred peer-reviewed studies have been conducted over the past decade, and none of them suggests that this is an effective treatment for hair loss."

4. "Don’t be the last person on the block to have their lawn treated – you don’t want to be the laughing stock of your community!"

5. Using ethos, pathos, and logos, write a small paragraph convincing your parents to take away your curfew.

Ethos

Pathos

Kairos, Ethos, Pathos, and Logos!

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