1. Ethos, Pathos, Logos and
Rhetoric

2. Rhetoric
 Rhetoric (n) - the art of speaking or writing
effectively (Webster's Definition).
 According to Aristotle, rhetoric is "the ability, in each
particular case, to see the available means of
persuasion." He described three main forms of
rhetoric: Ethos, Logos, and Pathos.
 In order to be a more effective writer and
speaker, you must understand these three terms.

3. The Three Ways We Persuade
1.
2.
3.
Ethos (hand)
Logos (head)
Pathos (heart)

4. ETHOS
 Ethos is a person’s
credibility with a given
audience. It can mean
sincerity, authority, experti
se, faithfulness, or any
adjective that describes
someone you can trust to
do the right thing. It will
usually have famous
people trying to sell you
something.
What is Michael Jordan’s
expertise? What about
Kobe Bryant?

5. Ethos:



Ethos is related to the English word ethics and
refers to the trustworthiness of the
speaker/writer.
Ethos is an effective persuasive strategy because
when we believe that the speaker does not intend
to do us harm, we are more willing to listen to
what s/he has to say.
When a judge comments on legal precedent
audiences tend to listen because it is the job of a
judge to know the nature of past legal cases.

6. Example
 Michael Phelps endorsing




Subway
Elite athlete
Most decorated Olympian
Excellent physical
conditi0n
Ethos will often rely on
celebrities to help them
lend credibility to a
product

7. PATHOS
•Pathos appeals rely on
emotions and feelings to
persuade the audience
•They are often
direct, simple, and very
powerful

8. Pathos:


Pathos is related to the words pathetic, sympathy and
empathy.
Whenever you accept a claim based on how it makes
you feel without fully analyzing the rationale behind
the claim, you are acting on pathos- emotions:
love, fear, patriotism, guilt, hate, joy etc.

9.  Appeals
to pathos touch a nerve and
compel people to not only listen, but
to also take the next step and act in
the world.
 Also, if a commercial makes you feel
like you want to do the “cool”
thing, then that’s pathos. It appeals
to your sense of excitement/joy.

10. Where do you notice PATHOS appeals?
“America's older citizens
have rightly been called
the "greatest
generation." It is morally
unacceptable that the
people that built this
country -- our senior
citizens -- should suffer
hunger in a land of
plenty, which they
helped to create.”
-from America’s Second Harvest program

11. “America's older citizens
have rightly been called
the "greatest
generation." It is morally
unacceptable that the
people that built this
country -- our senior
citizens -- should suffer
hunger in a land of
plenty, which they
helped to create.”
-from America’s Second Harvest program

12. SPCA Commercials
HAVE YOU EVER SEEN THESE SAD DOG
COMMERCIALS ON TV?
HTTP://WWW.YOUTUBE.COM/WATCH?V=IDC
WZY7VNRQ

13. LOGOS
 Logos appeals rely on
the audience’s
intelligence to
persuade them.
 Education causes
audiences to be more
skeptical of emotional
arguments and more
receptive to logos

14. Logos:




The Greek word logos is the basis for the
English word logic.
Logos refers to any attempt to appeal to the
intellect, the general meaning of "logical
argument."
Everyday arguments rely heavily on ethos
and pathos, but academic arguments rely
more on logos: there will be logical chains of
reasoning supporting all claims.
If you see appeals to your intelligence, a list of facts, statistics, etc, it’s
probably logos.

15. Where do you see a LOGOS appeal?
NASA sees its mission
to explore Mars as
an endeavor to seek
out the possibility of
life on that planet.
Knowing if water
was on Mars is the
first step in this
research.

16. NASA sees its mission
to explore Mars as
an endeavor to seek
out the possibility of
life on that planet.
Knowing if water
was on Mars is the
first step in this
research.

17. Where do you notice PATHOS and LOGOS appeals?
The Arctic National Wildlife Refuge
provides a safe refuge for 180 species of
migratory birds, serves as a birthing
ground for one of the hemisphere's
largest caribou herds and has been
home to the Gwinch'in people for a
thousand generations. Ninety-five
percent (95%) of Alaska's North Slope
is already available to Big Oil, but these
companies want it all.

18. The Arctic National Wildlife Refuge
provides a safe refuge for 180 species of
migratory birds, serves as a birthing
ground for one of the hemisphere's
largest caribou herds and has been
home to the Gwinch'in people for a
thousand generations. Ninety-five
percent (95%) of Alaska's North Slope
is already available to Big Oil, but these
companies want it all.

19. These appeals are prevalent in almost
all
arguments, advertisements, speeches
and some essays and
articles, depending on the type.
Usually, they are not mutually
exclusive—ads and speeches tend to
use a combination of at least two of
the rhetorical appeals.

20. Ethos, Pathos, or Logos?

21. Ethos, Pathos, or Logos?

23. Ethos, Pat
hos, or
Logos?

25. Ethos, Pathos
, or Logos?

26. Ethos, Pathos, or Logos?

27. Ethos, Pathos, or Logos?

28. Ethos, P
athos, or
Logos?

30. Ethos, Pathos, or Logos?

31. Ethos, Path
os, Logos?

32. Ethos, Pat
hos, or
Logos?

33. RECAP VIDEO
 http://www.youtube.com/watch?v=BpTb2RjbMn4

34. The End!
 Your homework is to bring a print advertisement
to class (school appropriate…when in doubt don’t do
it) and write about which appeal(s) the
advertisement most heavily relies on, and if it did so
convincingly. Cut the ad from a
newspaper, magazine, etc, or print it from an
internet ad.
---The advertisement is worth 25 points.
---Identifying the appeals correctly is 25 points.
---At least one paragraph per rhetorical technique
explaining why it was used effectively is worth 50
points. The paragraph must use correct grammar.

35. Additional Links
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http://www.youtube.com/watch?v=pTjHCCU2E4c – Google Chrome “Coffee” Commercial
http://www.youtube.com/watch?v=idfd0g2oCrE– Nike “Counts” commercial
http://adsoftheworld.com/media/tv/axe_susan_glenn Axe “Susan Glenn”
http://www.youtube.com/watch?v=vOxwhIPPJSE&feature=player_embedded “Don’t Text
and Drive” (Logos, Pathos)
http://www.tobaccofreeca.com/ads/print/ - “Smoking Facts”
http://thedesigninspiration.com/articles/top-45-creative-anti-smoking-advertisements/ Logos Smoking, Cont.
http://www.youtube.com/watch?v=_ciGVx1qhb4 – Weight Watchers “Believe” With
Jennifer Hudson
http://www.youtube.com/watch?v=tRwzkY5GQpY– Christian Dior “Natalie Portman”
commercial
http://www.youtube.com/watch?v=B3aqajRVi3U – “Don’t Vote”
http://adsoftheworld.com/media/print/fundacion_padre_hurtado_drunk?size=original –
Tone/ Mood? What appeal?
 http://adsoftheworld.com/media/dm/science_world_balloon -- Tone/Mood ? What
appeal?
 http://adsoftheworld.com/media/print/unicef_switzerland_world_food_day?size=original
-- Tone/Mood ? What appeal?