ARISTOTELIAN APPEALS: LOGOS, ETHOS, AND PATHOS To Appeal to LOGOS (logic, reasoning) the argument itself; the reasoning the author uses; logical evidence To Develop or Appeal to ETHOS (character, ethics) how an author builds credibility & trustworthiness To Appeal to PATHOS (emotion)words or passages an author uses to activate emotions

LOGOS/LOGIC Types of LOGOS Appeals  Theories / scientific facts  Literal or historical analogies  Definitions/Quotations  Factual data & statistics  Citations from experts & authorities  Examples (real life examples)  Personal anecdotes

ETHOS/AUTHORITY Ways to Develop ETHOS  Author’s profession /background/publication  Appearing sincere, fair minded, knowledgeable  Morally /ethically likeable  Appropriate language for audience and subject  Appropriate vocabulary  Correct grammar  Professional format

PATHOS/EMOTION Types of PATHOS Appeals  Emotionally loaded language  Vivid descriptions  Emotional examples  Anecdotes, testimonies, or narratives about emotional experiences  Figurative language  Emotional tone (humor, sarcasm, disappointment, excitement, etc.)

PERSUASIVE RHETORIC Advertising on Television Video Clip

TARGETED COMMERCIALS Top Ten Super Bowl Commercials of the Decade Use your targeted commercials handout. What might the demographics be for these commercials? What TV shows might sponsor these ads?

UNDERSTATEMENT  DEFINITION: the deliberate expression of an ideas as less important than it actually is  EXAMPLE: One passenger described the plane crash as “rather upsetting.”

OVERSTATEMENT/HYPERB OLE  DEFINITION: a deliberate exaggeration for emphasis or effect  EXAMPLE: With a Herculean effort, straining every muscle in her young form, Jane answered the phone.

REPETITION  DEFINITION: occurs when words are repeated in order to make a stronger impact on the reader  EXAMPLE: The people of this city deserve a mayor they can trust, a mayor they can respect, a mayor they can count on.

CAUSE & EFFECT  DEFINITION: This technique demonstrates that two or more things are connected by stating that one causes another.  EXAMPLE: Many studies show that eating 200 carrots a day causes a person to become smarter.

ANALOGY  DEFINITION: a comparison of similar ideas, often used to explain a complex situation by showing how it is like a simple one  EXAMPLE: Boot camp is like one long piano lesson: grueling, but ultimately rewarding.

NAME THAT TECHNIQUE Studies show that watching the History Channel will positively impact a student ’ s grade in World Studies.

NAME THAT TECHNIQUE We can learn from TV in the morning; we can learn from TV in the afternoon; we learn from TV in the evening.

NAME THAT TECHNIQUE Watching too much TV will fry every cell in your brain.

NAME THAT TECHNIQUE Watching TV all the time is like becoming a vegetable, namely a potato.

NAME THAT TECHNIQUE Americans view too much television; 50% watch at least three hours every day.

NAME THAT TECHNIQUE Watching your very favorite TV show with all of your friends can be mildly entertaining.

NAME THAT TECHNIQUE Every elementary school principal in the state of Arizona agrees that watching too much television is detrimental to their students.

NAME THAT TECHNIQUE Parents, if you truly love your children and care about their futures, you will turn off the TV and take them for a walk.