Rhetorical Appeals: The Art of Persuasion Ethos Pathos Logos

Rhetorical Triangle

Take Back your City with Paint Purpose: what your audience will do AUDIENCE: character traits/core beliefs of audience Argument: your message (thesis) Ethos: Pathos: Logos: Persona: character traits/core beliefs of author

Argument THESIS: main argument (topic + opinion + reasons). Why the writer makes the claim. Support a cause Promote a change Disprove a theory Win an argument Create interest

Three Forms of Persuasive Rhetoric

Ethos (Ethics) How an author builds credibility and trustworthiness by persuading the audience that you are have good CHARACTER and SUBJECT KNOWLEDGE. EVIDENCE: State profession, background, credible sources that agree with you or time put into research. Use 4-5 field-related terms. Show good reputation, morals, concern for the audience or compassionate voice.

Ethos Example Product: Tony Hawk for PS2 So… why buy his game?? Reputable Character: Transworld Skateboarding Magazine names him the 2nd most influential skater in history, 1st skater to complete the 900, and sponsored by Quicksilver. So… why buy his game??

Ethos Example Product: Toms Shoes Reputable Character: trustworthy

ETHOS: you decide As a doctor, trained at UCLA and managing my own practice for 45 years, I am qualified to tell you that this course of treatment will give you the best results. Or: Although I am a medical student with no prior experience, I am qualified to tell you that this course of treatment will give you the best results. I have studied this a lot.

Logos (Logics) Logical arguments; the reasoning the author uses; or logical evidence. Evidence: Theories or scientific facts Statistics Expert Quotes

Logos Example Argument: Students should be allowed to use cell phones during school hours. List three supporting facts and/or statistics that will support the claim. There are 1.5 million aps; 10% are educational. “Cell phones can be used to get answers quickly. Using smartphone provides quiet students support.” –Educational Technology Co. “We are preparing students for adult life.” –teacher “Students using phones in class will help the budget, because they won’t need iPads (spent $ on technology).” –Lisa Nelson (Principal)

Pathos (Emotions) Words or passages an author uses to activate the audience’s emotions: EVIDENCE: Emotionally loaded details (vivid sensory descriptions) or words with an emotional tone (humor, sarcasm, disappointment, excitement). Use figurative language like metaphors. Use personal experience as a hook.

Pathos Practice 1. What is the purpose (Hint: what is being sold. ). 2 Pathos Practice 1. What is the purpose (Hint: what is being sold?)? 2. What is the argument? Provide evidence. 3. Who is the audience? Provide evidence. 4. How does the personal experience connect to the audience. 5. Who is persona (person/group) behind the commercial? Provide evidence. 6. What emotion is being created? Provide evidence. 7. What emotionally loaded words are seen and what emotions do they create (evoke)? 8. What metaphors are present and what do they mean? Morethanmedicine.ca

Take Back Your City with Paint: Annotations 1. Circle important people- identify character traits. 2. Box unknown words- look up definitions to 5! 3. Underline the THESIS STATEMENT.  Highlight Logos: BLUE  Highlight Pathos: PINK  Highlight Ethos: GREEN 4. Star memorable expert quotes to use later. 5. Notes in the margins: How is the new environment changing culture?

Guerilla Gardener Complete a PAPA Square using this text. http://www.youtube.com/watch?v=EzZzZ_qpZ4w

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