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Kairos, Ethos, Pathos, & Logos

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Tina Christiansen

on 9 April 2018

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Transcript of Kairos, Ethos, Pathos, & Logos

Powers of Persuasion:
Ethos, Pathos, Logos
Rhetorical strategies that all of us use ...
every single day.
Pathos = Feeling
Logos = Logic or Reason
Ethos = Ethical or Moral
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
to the audience to be persuasive.
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
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
Logos refers to any attempt to appeal to the

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

Numbers, polls, facts and statistics
are also examples of the persuasive use of logic.
For example ...
... 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!
She has ethos!
English Words:
y, sym
etic, anti
How does this World War II poster use pathos?
Appeals to Pathos:
English words:
English words:
How is Logos Used Here?
Think about a really persuasive commercial.
How does that company get you to buy what they're selling?
Rhetoric: The Art of Persuasion
The history of rhetoric and the concepts of ethos, pathos, logos, and kairos began in Greece.
Argument and Persuasion:
Who was Aristotle?
If an advertisement or a commercial succeeds in making a person buy something, it has been PERSUASIVE.
Check for Understanding
Why do people trust these men when they talk about basketball?
Effective persuasion uses multiple kinds of appeals
Are the following examples of ethos, pathos, or logos?

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

"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
Who can say no to these faces?
Both words and pictures can achieve this appeal.
Pathos is the use of emotional appeal.
What fact is emphasized?
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.
Kairos, Ethos, Pathos, and Logos!
How do I use ethos, pathos, logos, and kairos
every single day?

I don't even know what these things are!
What strategies are used to create ethos with the product OxyClean?
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?
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!
How is pathos used in this video?
What emotion are they trying to draw out?
Which advertisement was more effective? The video or this picture?
Kairos = Timeliness, Urgency
Builds a sense of urgency

Audience will think
must be done now
How is Kairos used here?
How does this Walmart ad use

What words or phrases indicate
and Kairos
Full transcript