2. Claim
O States the main point
O Takes a stance
O Doesn’t move/waver
O Key words:
“I believe…..,”
“I think….”
3. Big Names
O Mentions experts and
important people to
support the argument
O Key words:
Oprah Winfrey (or any
famous person)
drinks diet Coke, so
should you. Or…
Oprah believes we
should vote for…..
4. Logos
O Uses logic, numbers, or
facts to support the
argument
O Often appeals to men
O Key words/phrases:
“Studies show…”
45% of the students…
3 out of 4 dentists agree…
5. Pathos
O Appeals to the audience’s
emotions
O Usually appeals to women
O (Pathos - the quality or power
in an actual life experience or
in literature, music, speech)
O Examples:
-Give money to our
charity in order to save
the dying puppies.
-Do it for the children!
6. Ethos
O Tries to build trust and
credibility
O (Ethos - the underlying
sentiment that informs the
beliefs, customs, or practices
of a group or society)
O Key words/phrases:
we, us, our
We will overcome!
Join us in the fight!
7. Kairos
O Builds a sense of
urgency
O (Kairos – the right or
opportune moment,
“the supreme
moment”)
O Key words: now,
urgent, hurry
8. Repetition
O Repeating key words or
phrases
O Example:
O “Yes we can! Yes
we can! Yes we
can!” – From
Obama’s
presidential
campaign.
