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Rhetorical Appeals: Ethos, Pathos, & Logos

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by

Sarah Davis

on 3 October 2013

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Transcript of Rhetorical Appeals: Ethos, Pathos, & Logos

Rhetorical Appeals: Ethos, Pathos, & Logos
Ethos
Appeal to author's credibility & trustworthiness
Ways to develop ethos
profession/education/background
publication
appearance of sincerity, knowledge
concession to opposition when appropriate
morals/ethics
appropriate language/vocabulary for audience & purpose
correct grammar
professional formatting
Effect on audience: portrays author and views as reliable, competent, credible, respectable
Pathos
Appeal to audience's emotions
Ways to develop pathos
emotionally-loaded language, examples
vivid descriptions
anecdotes, testimonials, stories about emotional experiences
figurative language
emotional tone (sarcasm, humor, excitement, etc.)
Effect on audience: evokes emotional response, persuades through emotion
Logos
Appeal to logic, reason
Ways to develop logos
theories, scientific facts
indicated meanings or reasons
literal or historical analogies
definitions, quotations, informed opinions
data & statistics
citations from experts, scholars
personal anecdotes
Effect on audience: evokes cognitive, rational response; "That makes sense" or "That doesn't prove anything"
Explanation of Rhetorical Appeals
Watch the following video, taking notes on important points or examples. You will need the information for the rest of the assignment.


Commercial Analysis
Watch the commercial clips below and write down the strategies that are used to develop pathos, logos, and ethos. Also, explain why the creator of the ad decided to use the appeal(s). What is the purpose of the ad? What is the intended effect? How is the purpose achieve?
Your turn!
1) Find a commercial or commercials that develop ethos, logos, and pathos. You need to cover all three appeals, so you may need more than one commercial
2) Insert the commercial(s) or links into a word document, along with your analysis of the commercial(s). Analyze the purpose of the ad(s) and determine how ethos, logos, and pathos contribute to that purpose. Use specific details or quotes from the ad(s).
3) Finally, think about how pathos, logos, and ethos may be used outside of advertisements. Give at least two examples of genres that use rhetorical appeals, and explain why/how each appeal may be used within the genre.
Note: All written work - including the commercial analysis from earlier - and digital links should be in the same word document. Make sure to include your name for credit.
Full transcript