Practicing with Persuasion

Rhetoric – What is it? The art of persuasive speaking or writing The Greek philosopher Aristotle said that there are three “pillars” (branches) of persuasion. Basically, these are three different techniques a speaker or writer can use to try to appeal to their audience and persuade them to agree with the argument the speaker/writer is making.

The Three Pillars of Rhetoric Pathos: an appeal to emotion. An attempt to provoke an emotional response (positive or negative). Logos: an appeal to logic or reasoning. Evidence, statistics, reasoning. Ethos: an appeal to credibility or character. An attempt to use authority, reliable experts.

What do these statements have in common? "More than one hundred peer-reviewed studies have been conducted, and none of them suggests that this is an effective treatment for hair loss.” "History has shown time and again that absolute power corrupts absolutely.“ "You don’t need to jump off a bridge to know that it’s a bad idea. Why then would you need to try drugs to know if they’re damaging? That’s plain nonsense."

Logos Logos = Greek for “word” Logos = the part of a speech/article that appeals to the audience’s logic or reasoning. It is meant to convince you that something makes sense! Logos = logic/reason Common uses of logos: Evidence, statistics, reasoning, facts.

Logos vs. Logo Helpful hint: Logos (in rhetoric) and a logo (a picture used in advertising to represent a company) are NOT the same thing. LOGOS LOGO “7 in 10 people lose weight with this product. You could too!”

What do they have in common? "If we don’t move soon, we’re all going to die! Can’t you see how dangerous it would be to stay?“ “Only you can help these sad, abused animals with your monthly donation of $10.” “If you don’t use our shampoo, you will never be beautiful!”

Pathos Pathos = Greek word for “suffering” Pathos = an appeal to the audience’s emotions. The speaker/author wants to make you feel emotions that will persuade you to agree with them. The emotions can be good or bad emotions. Pathos = emotion Common uses of pathos: Making audience feel guilty, hopeful, empowered

What do they have in common? “As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results.“ "If my age doesn’t convince you that my opinion matters, at least consider that I am your grandfather and I love you dearly.“ "If you’re still unsure, please consider that my advanced degree and field work speak for themselves."

Ethos Ethos = Greek word for “character” Ethos = an appeal to the audience’s character OR an attempt to show that the speaker/author has character and should be trusted. Ethos = credibility/character Common uses of ethos: Expert opinions, persuading the audience that the speaker/author is a good person

CHALLENGE! In the three following Proactiv ads, identify whether the ads are using logos, pathos, or ethos to appeal to you and persuade you to buy the product. Look for words, images, and people – what do they show? Reason? Credibility? Or do they provoke an emotional response?