The Three Appeals of Argument

 Approximately 2300 years ago Aristotle wrote a piece, On Rhetoric, in which he laid out the three elements of persuasion: ethos, logos and pathos.  Rhetoric is defined as the art of persuasion, and Aristotle’s writing on it is considered a seminal work for other how-to guides through the years.

 Ethical appeal

 Definition: In rhetoric, ethos refers to the values, credibility, and/or background of the speaker  (e.g. shows that the person making the argument has a certain degree of credibility, is of good character and sound sense, and is qualified to be making the argument)  Environmental issues: Al Gore’s ethos vs. Brad Pitt  Guiding Questions: Are you someone worth listening to? Do you know what you’re talking about?

 Be your best self…act in such as way as to gain your audience’s trust.  Be(come) an expert on your topic.  Give yourself props…let your audience know how your past experiences have made you a credible source.  Talk to your audience. Know who you’re talking to and speak in terms and with examples they can understand.  Quote reliable sources.

 Emotional appeal

 Definition: In rhetoric, pathos refers to emotions/feelings  It is appropriate to use emotional appeal in your argument  Trouble occurs when you make this the sole or primary basis of your argument  Guiding Question: Can the reader connect with you on an emotional level? Can you make them care about what you are saying?

 Use in conjunction with logos to reach your audience  Emotions appeal to audience more powerfully than reason alone  Can be used effectively in anecdotal evidence  Use humor  Use analogies (joblessness is a disease infecting our nation)  Use words, tones, expressions, gestures, etc that convey emotion  Know your audience…universal human emotions and particular groups’ concerns

 Rational appeal

 Definition: In rhetoric, logos refers to logic/reasoning.  Based on logical argument & appropriate evidence  Logical arguments commonly of two types:  Deductive  Inductive  Guiding Question: Does what you are saying make sense? Does your evidence add up to your conclusion?

 Be crystal clear….use plain terms and break everything down  Go through sequences and processes (if a=b and b=c, then a=c)  Use data and details  Use analogies that they know and understand  Look at the opposing side’s views and counter them  Use real life examples  Cite research

 Ethos: Are you a credible source? An expert? Have you done your research?  Pathos: Are you connecting to your audience on an emotional level?  Logos: Are your points rational? Have you thought this through? Does your evidence support your thesis?

Logical Appeal (Logos) Persuasive arguments that speak to readers’ common sense and logic. Drink Coca-Cola because it will quench your thirst. Ethical Appeal (Ethos) Persuasive arguments that address the readers’ sense of right and wrong. They also rely on the reader’s belief that the writer is ethical. Drink Coca-Cola because the corporation donates many of its profits to local charities. Emotional Appeal (Pathos) Persuasive arguments aimed at the readers’ hearts. Emotional appeals speak to emotions such as fear, love, sympathy, and pride. On the negative side, these appeals often appeal to readers’ fears based on stereotypes. Drink Coca-Cola because its flavor will leave you feeling happy and refreshed.

PERSUASIVE APPEALS LOGICALETHICALEMOTIONAL

1. An argument based on evidence 2. An argument based on feelings 3. An argument based on morality 4. An argument based on statistics 5. An argument based on reasoning 6. An argument based on sympathies 7. An argument based on facts 8. An argument based on laws 9. An argument based on human needs 10. An argument based on religious beliefs 11. An argument based on justice and fairness 12. An argument based on shocking anecdotes.

PERSUASIVE APPEALS LOGICAL An argument based on evidence An argument based on statistics An argument based on reasoning An argument based on facts ETHICAL An argument based on morality An argument based on laws An argument based on religious beliefs An argument based on justice and fairness EMOTIONAL An argument based on feelings An argument based on sympathies An argument based on human needs An argument based on shocking anecdotes.

 Three types of appeals:  Logical Appeal (Logos) – Does the author’s proposal make sense?   Ethical Appeal (Ethos) – Is the author’s proposal the right thing to do?   Emotional Appeal (Pathos) – Will accepting the author’s proposal make me feel better? 

 Persuasive techniques applied by politicians, journalists, television personalities, and others to accomplish their desired ends.  These techniques persuade us not through the give-and-take of argument and debate, but through manipulating symbols and basic human emotions.

Propaganda WHAT? A message used to persuade you to believe something or do something WHO? Corporations Government Individuals HOW? There are 7 propaganda techniques we will learn WHERE? Commercials Packaging Speeches Stores Billboards Internet Newspapers Everywhere! WHY? To persuade you to buy something, think something, or do something.

Persuading people to do something by letting them know others are doing it. All the cool kids are doing it Everybody has one!

Using words and images of a famous person or an expert to persuade.

Links a person, idea, or product to a negative symbol.