Rhetoric The art of speaking or writing effectively

Aristotle According to Aristotle, a Greek philosopher, rhetoric is “the ability, in each particular case, to see the available means of persuasion.”

3 Main Forms of Rhetoric Ethos Ethos Logos Logos Pathos Pathos

Ethos Greek word for “Character” Greek word for “Character” Refers to the trustworthiness or credibility of the writer or speaker Refers to the trustworthiness or credibility of the writer or speaker Persuasion may come from the writer’s reputation alone, as it may exist independently from the message Persuasion may come from the writer’s reputation alone, as it may exist independently from the message

Examples of Ethos 9 out of 10 dentists recommend… (dentists are experts in their field- shows credibility) 9 out of 10 dentists recommend… (dentists are experts in their field- shows credibility) Michael Jordan is a spokesperson for Nike (reputation) Michael Jordan is a spokesperson for Nike (reputation) Backing from a credible teacher, police officer, fire fighter etc… (credible sources that may have previous records of integrity) Backing from a credible teacher, police officer, fire fighter etc… (credible sources that may have previous records of integrity)

Examples of Ethos Business Letter “ I am an ‘A’ student, with a reputation of following the rules on this campus…” “ I am an ‘A’ student, with a reputation of following the rules on this campus…” “I am involved in several activities on campus and understand what we need for _________________ first-hand” “I am involved in several activities on campus and understand what we need for _________________ first-hand”

Truth is… You can’t expect people to agree with your opinion(s) or be persuaded by your ideas, unless that person is sure you know what you’re talking about! You need to be an expert on the topic of your choice!

Logos Greek word for “word” Greek word for “word” Refers to the clarity of the claim Refers to the clarity of the claim Your opinion is supported with evidence, logic and reason! Your opinion is supported with evidence, logic and reason! Your argument, above all, is logical. Your argument, above all, is logical.

Examples of Logos 98% of the consumers experienced some kind of relief from pain…(statistics) 98% of the consumers experienced some kind of relief from pain…(statistics) Out of 100 people surveyed, 90 were in agreement that… (again, hard facts!) Out of 100 people surveyed, 90 were in agreement that… (again, hard facts!) We all want a clean environment… (appeal to logic) We all want a clean environment… (appeal to logic)

Examples of Logos Business Letter “Tackle football should be at AJHS because it is played at all of the Chandler high schools and we need to be prepared.” “Tackle football should be at AJHS because it is played at all of the Chandler high schools and we need to be prepared.” “The cafeteria should lower the price for a slice of pizza because I can purchase an entire large pizza from Little Cesar’s for $5.00, which is less than the cost of three slices at AJHS.” “The cafeteria should lower the price for a slice of pizza because I can purchase an entire large pizza from Little Cesar’s for $5.00, which is less than the cost of three slices at AJHS.”

Truth is… It is difficult to argue with facts, statistics, and reason!

Pathos Greek word for suffering and experience Greek word for suffering and experience An emotional appeal An emotional appeal The reader or audience can identify with the writer’s point of view The reader or audience can identify with the writer’s point of view Usually persuaded by a story Usually persuaded by a story

Examples of Pathos Weight loss infomercials (stories) Weight loss infomercials (stories) Motivational speakers Motivational speakers State of the Union Address or Presidential speeches State of the Union Address or Presidential speeches Editorials (Opinions) Editorials (Opinions) The Press- Newspaper and T.V. The Press- Newspaper and T.V.

Examples of Pathos Business Letter Describe a story about something you’ve seen on campus Describe a story about something you’ve seen on campus Include a short narrative about something that has happened to you personally Include a short narrative about something that has happened to you personally Ask Mr. Anderson, Ms. Cordasco or Mrs. Ramos to look at the situation from your point of view Ask Mr. Anderson, Ms. Cordasco or Mrs. Ramos to look at the situation from your point of view

Truth is… Many of us pass judgment or make decisions based on our emotions, rather than logic and evidence. If we feel passionately about a message, we will be compelled to take the next step and actually do something about it.