1. PERSUASIVE
SPEAKING– ETHOS &
PATHOS
Chapter 13

2.  VI. Ethos
 Character
 Competence
 VII. Pathos
 Emotions
 Incentives

3. Ethos
 Character
 Competence

4. Ethos
 Character = Goodwill
 Audiences want speaker who:
 Understands
 Empathizes
 Responds

5. Ethos / Goodwill
 Understands: Knowledge of the audience

6. Ethos / Goodwill
 Empathizes:
 What is Empathy?
 Ability to see the world through the eyes of
someone else
 “Perspective”

7. Ethos / Goodwill
 Empathy
 College students today are 40% less
empathetic than previous generations
 Study: University of Michigan
 (Tested 13,737 students over 30 years)

8. Ethos / Goodwill
 Responsive: Acknowledges audience
feedcback in speech

9. Ethos / Competence
 Competence = Credibility
 Explain your credibility
 Use reliable sources & cite in speech
 Nonverbal credibility

10. Pathos
 Emotional Appeals
 Negative emotions
 Positive emotions

11. Pathos
 Negative Emotions  Positive Emotions
 Fear  Happiness / Joy
 Guilt  Pride
 Shame  Relief
 Anger  Hope
 Sadness  Compassion

12. Incentives to Motivate
 Incentives: Reward promised if particular
action is taken or goal is reached
 Costs: Expenditures we incur; physical,
psychological, social
 Incentives should outweigh the costs

13. Ethics in Persuasion
 Audience has choice
 Evidence is reliable
 Emotional appeals do not substitute for
argument or evidence