Ethos, Kairos, Logos, & Pathos

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Presentation transcript:

Ethos, Kairos, Logos, & Pathos Rhetorical Appeals Ethos, Kairos, Logos, & Pathos

What are the rhetorical appeals? What are rhetorical appeals? What is… ethos? kairos? logos? pathos?

quick write Think of a time when you were trying to persuade your parents to let you do something new or risky—a request to which they were inclined to say ‘no’ initially. How did you go about persuading them to see things your way? You may describe your speech or write it out in dialogue form, but try to be convincing as possible. Consider carefully what sort of evidence works best with your parents.

rhetoric Rhetoric: The art of using language persuasively and effectively

Introduction to rhetorical appeals

Quick-write - 10 minutes Think of a time when you were trying to persuade your parents to let you do something new or risky—a request to which they were inclined to say ‘no’ initially. How did you go about persuading them to see things your way? You may describe your speech or write it out in dialogue form, but try to be convincing as possible. Consider carefully what sort of evidence works best with your parents.

Ethos Ethos = Ethics and Credibility The ongoing establishment of a writer’s or speaker’s authority, credibility, and believability as he/she speaks or writes. Ethos appeals to ethics and character. Ethos seeks to persuade the reader that the writer/speaker can be trusted and believed due to his/her noble character or ethical ways in which he/she is presenting ideas.

two kinds of ethos extrinsic (the character, expertise, education, and experience of the rhetor), and instrinsic (how the rhetor writes or speaks).

Examples of Ethos Appeal to the writer’s/speaker’s believability, qualifications, character; relevant biographical information Use of credible sources (experts, scholars) Accurate citation of sources: gives credit where credit is due Experience and authority: person knows the issues and has experience in the field Appropriate language: uses language of the discipline Appropriate tone: knows the audience and context of situation Humility: is not arrogant Uses tentative yet authoritative language; avoids sweeping

example of ethos "I will end this war in Iraq responsibly, and finish the fight against al Qaeda and the Taliban in Afghanistan. I will rebuild our military to meet future conflicts. But I will also renew the tough, direct diplomacy that can prevent Iran from obtaining nuclear weapons and curb Russian aggression. I will build new partnerships to defeat the threats of the 21st century: terrorism and nuclear proliferation; poverty and genocide; climate change and disease. And I will restore our moral standing, so that America is once again that last, best hope for all who are called to the cause of freedom, who long for lives of peace, and who yearn for a better future." Democratic Presidential Candidate Acceptance Speech by Barack Obama. August 28th, 2008.

ethos: mistakes to avoid Mistakes to avoid First, you should always remember that when you are engaged in rhetorical analysis, it's not your job to decide if you perceive the rhetor as credible or authoritative. Instead, you must evaluate how the audience is likely to perceive the rhetor. Second, do not confuse the strategy of "Testimony and Authority" (see below, under "Logos") with ethos. When a rhetor uses information from someone else as a source to support their argument, that's an example of logos: it's the strategy of "Testimony and Authority." Students sometimes confuse the two because in both cases, the credibility and authority of the person speaking (or writing) is important. However, there's an important difference. When the rhetor is known by the audience to be experienced and an expert on the topic, their extrinsic ethos is strong. When the rhetor cites someone else who is experienced and an expert, that's an example of logos, because the rhetor is using the strategy of testimony and authority.

Logos Logos = Logic The use of logic, rationality, and critical reasoning to persuade. Logos appeals to the mind. Logos seeks to persuade the reader intellectually.

Examples of Logos Appeal to the mind/intellect Draw from philosophy and logic Facts Statistics If, then… statements Definitions of terms Explanation of ideas Cause and effect Details that come from objective reporting Logical reasons and explanations

example of logos "However, although private final demand, output, and employment have indeed been growing for more than a year, the pace of that growth recently appears somewhat less vigorous than we expected. Notably, since stabilizing in mid-2009, real household spending in the United States has grown in the range of 1 to 2 percent at annual rates, a relatively modest pace. Households' caution is understandable. Importantly, the painfully slow recovery in the labor market has restrained growth in labor income, raised uncertainty about job security and prospects, and damped confidence. Also, although consumer credit shows some signs of thawing, responses to our Senior Loan Officer Opinion Survey on Bank Lending Practices suggest that lending standards to households generally remain tight." The Economic Outlook and Monetary Policy by Ben Bernanke. August 27th, 2010.

logos: mistakes to avoid Mistakes to avoid When you are engaged in rhetorical analysis, you are an observer of the interaction between the rhetor and the audience. So it's not your job to decide whether or not an argument is logical. Instead, it's your job to decide whether or not an argument will be perceived by the audience as logical.

Pathos Pathos = Emotion The use of emotion and affect to persuade. Pathos appeals to the heart and to one’s emotions. Pathos seeks to persuade the reader emotionally.

Examples of Pathos Appeal to the heart/emotion Draw from spirituality or religious traditions Stories or testimonials Personal anecdotes or stories Personal connections Imagery and figurative language that provokes an emotional response Visual images or words that inspire you to empathize or have compassion towards the idea/topic Powerful words, phrases, or images that stir up emotion Details that come from subjective reporting

example of pathos "I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. And some of you have come from areas where your quest -- quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality. You have been the veterans of creative suffering. Continue to work with the faith that unearned suffering is redemptive. Go back to Mississippi, go back to Alabama, go back to South Carolina, go back to Georgia, go back to Louisiana, go back to the slums and ghettos of our northern cities, knowing that somehow this situation can and will be changed." I Have a Dream by Martin Luther King Jr. August 28th, 1963.

pathos: mistakes to avoid Mistakes to avoid The emotions we're talking about here are emotions that might be felt by the audience, not emotions felt by the rhetor. If a rhetor is clearly angry about the topic being addressed, for example, that should not be taken as a pathetic. However, if the rhetor is clearly trying to make the audience feel angry, then that should, in fact, be considered a pathetic appeal. And whether or not the audience does, in fact, feel the emotions in question, the observer can still recognize when the rhetor is using a pathetic appeal. Sometimes, the pathetic appeal is weak (meaning it probably won't succeed). Sometimes, the pathetic appeal is strong (meaning it probably will succeed).

Kairos "Kairos" is an ancient rhetorical concept that has gained importance in different disciplines over the centuries. So what is it? Kairos is knowing what is most appropriate in a given situation; for our purposes, let's think of it as saying (or writing) the right thing at the right time. Appeals to kairos in written form try to make use of the particular moment—attempting to capture in words what will be immediately applicable, appropriate, and engaging for a particular audience. Kairos is timeliness, appropriateness, decorum, symmetry, balance—awareness of the rhetorical situation or "the circumstances that open moments of opportunity" (Kinneavy; Sipiora; Vatz; Bitzer; Hill 217). Kairos is crafting serendipity, like when the sun comes out at the end of a romantic comedy after all the conflicts have been resolved.

Kairos Kairos refers to the opportune moment. People are often more persuaded at different moments in time than others. For example, people are often more likely to give to charitable organizations after they have seen firsthand or been involved in a disaster of their own. Think about when you were a child; did you ask your parents for things when you knew they were in a bad mood to begin with? Most likely, you waited for the right moment to ask. Kairos is all about finding the opportune time to persuade your audience. If you want to invite people to a party, but you invite them three months in advance, they may forget. If you invite them the day before, they may have other plans. As the saying goes, timing is everything.

Kairos in literature Consider, for example, Dr. Martin Luther King Jr.'s famous "I Have a Dream" speech. The speech was rhetorically powerful: it changed minds, persuaded people to support the civil rights movement, and served as a powerful rallying cry for a generation of reformers. But the speech was so powerful in part because of its kairotic moment: the timing and atmosphere of the speech lent themselves to powerful oratory. Together, the "where" (the steps of the Lincoln Memorial in Washington, D.C.), the "why" (the culmination of a march on Washington by thousands of members of the civil rights movement), and the "when" (during the centennial celebration of the Emancipation Proclamation, at a time of day when broadcast networks could carry the speech live, and during a march which had drawn more than 250,000 people to the capital) created the perfect moment for King's message to reach the largest number of receptive listeners.

using the rhetorical appeals & rhetorical triangle

Audience? Appeal? Evidence?

Rhetorical appeals - Review Ethos (believability): appeals to the credibility or trustworthiness of the writer and/or speaker. Ethos Example: Educators from all over the world have concluded this is the best course of action to increase reading skills. • Refer to experts and cite authority or endorsement. • Use specialized language. • Establish personal qualifications of reliability and knowledge. • Know the audience and respect them.

Rhetorical appeals - Review Logos (evidence): appeals to the logic or reason of the reader and/or audience. Logos Example: The results of the vote, 158 to 27, are clear; the bill must be moved forward for administration approval. • Provide and classify evidence. • Cite authorities and quote research. • Use facts, details, and/or statistics.

Rhetorical appeals - Review Pathos (emotion): appeals to the emotions of the reader and/or audience. Pathos Example: If the people of America don’t make drastic changes in spending habits, the economy is doomed to fail. • Use figurative language. • Include an anecdote with specific details. • Include connotative language.

Your turn Example #1: After twenty years of coaching at the same school, the football coach had yet to see poor officiating. Which appeal is being used? How do you know?