Transcript Rhetorical Strategies: Ethos, Logos, and Pathos

Rhetorical Strategies:
Ethos, Logos, and Pathos
“Rhetoric is the art of ruling the
minds of men”
-- Plato
What is Rhetoric?
• "the ability, in each particular case, to see
the available means of persuasion."
-- Aristotle
• "Rhetoric is the art of speaking well."
-- Quintillian
Logos, Pathos, Ethos
• Logos is appeal based on logic or reason.
Documents distributed by companies or
corporations are logos-driven. Scholarly
documents are also often logos-driven.
• Pathos is appeal based on emotion.
Advertisements tend to be pathos-driven.
• Ethos is appeal based on the character of the
speaker. An ethos-driven document
relies on the reputation of the author.
Ethos
• Greek for “character”
• Premise: we believe those whom we
respect
• Focuses on the speaker or writer, not the
audience
• The ethos triumvirate: character,
credibility, reliability
Ethos, continued
• Credibility: remind others of the author’s
illustrious past or qualifications
Examples:
-- Companies include “since 19—”
-- Colleges advertise famous/successful
alumnae
-- Can you think of some?
Ethos, continued
• Character: Are you a good person?
Example: “I am a husband, a father, and a
taxpayer. I’ve served faithfully for 20
years on the school board. I deserve your
vote for city council.”
Ethos, continued
• Ethical appeal is used to establish the writer as fair, open-minded,
honest, and knowledgeable about the subject matter.
The writer
• creates a sense of him or herself as trustworthy and credible.
When used correctly, the writer is seen as...
• Well-informed about the topic
• Confident in his or her position
• Sincere and honest
• Understanding of the reader's concerns and possible objections
• Humane and considerate
• When used incorrectly, the writer can be viewed as...
Ethos, continued
• When used incorrectly, the writer can
be viewed as...
• Unfair or dishonest
• Distorting or misrepresenting information
(biased)
• Insulting or dismissive of other viewpoints
• Advocating intolerant ideas
Logos
• Greek for “word”
• Focus on argument itself, not the person
making it
• Evidence (statistics, pictures, sources)
• Logic and Reasoning
-- avoid logical fallacies (more on this
later)
Logical Appeal (logos)
Logical appeal is the strategic use of logic, claims, and
evidence to convince an audience of a certain point.
When used correctly, logical appeal contains the
following elements...
• Stong, clear claims
• Reasonable qualifiers for claims
• Warrants that are valid
• Clear reasons for claims
• Strong evidence (facts, statistics, personal experience,
expert authority, interviews, observations,
anecdotes)
• Acknowledgement of the opposition
Logos, continued
When used poorly, logical appeals may
include...
• Over-generalized claims
• Reasons that are not fully explained or
supported
• Logical fallacies
• Evidence misused or ignored
• No recognition of opposing views
Pathos
• Greek for “suffering” or “experience”
• Appeals to emotions and values of the
audience
• Usually conveyed through narrative or
story (hot topics: children, animals, the
elderly, the disadvantaged)
• Think: Is the writer simply “playing me”?
Pathos, continued
When done well, emotional appeals...
• Reinforce logical arguments
• Use diction and imagery to create a bond
with the reader in a human way
• Appeal to idealism, beauty, humor,
nostalgia, or pity (or other emotions) in a
balanced way
• Are presented in a fair manner
Pathos, continued
When used improperly, emotional appeals...
• Become a substitute for logic and reason (TV and
magazine advertising often relies heavily on emotional
rather than logical appeal)
• Uses stereotypes to pit one group of people against
another (propaganda and some political advertising does
this)
• Offers a simple, unthinking reaction to a complex problem
• Takes advantage of emotions to manipulate (through fear,
hate, pity, prejudice, embarrassment, lust, or other
feelings) rather than convince credibly
Your Tasks:
1. Bring to class:
Print or cut out THREE advertisements illustrating each of the
rhetorical appeals. For each advertisement be prepared to discuss
the dominant appeal being utilized to sell the product. WRITE/TYPE
THIS on a separate document IN A PARAGRAPH. IF you would
like to create a slide show or use a video be prepared to share it
with the class on YOUR device (no iphone/cell phone).
–The Name of “product” being advertised
• A: Intended Audience
• B: Spoke person (if there is one)
• C: Purpose of advertisement
• D: Type of persuasive appeals-briefly explain
2. Ethos, Logos, Pathos 1-2 page response
Write a one page argument in which you use all
three rhetorical appeals to convince your
parents to:
• extend your curfew by one hour
• to buy you a car
• to pay for your trip to Hawaii with your best
friend over Christmas Vacation
• to let you go on a trip unsupervised
• Other?
Effectiveness vs. Credibility
• Credible (credibility) means an argument is
logically sound and well-supported with
strong evidence and reasoning.
• Effective (effectiveness) means an argument
works in convincing or persuading its
audience. Many arguments that are effective
are also credible. . . but there are also many
that aren't.
Summary
Ethos
Logos
Pathos
Speakercentered
Credibility or
Ethics
Argumentcentered
Logic or Facts
Audiencecentered
Emotions or
Values
Closing thought: A good argument will use an
effective combination of all three appeals. As a
reader and viewer, pay close attention to how
people are trying to persuade you.