The art of writing and speaking effectively and persuasively The Art of rhetoric The art of writing and speaking effectively and persuasively Mrs. Zoratti

According to Aristotle… There are three main forms of rhetoric: Ethos: The persuasive appeal of one's character. Logos: The appeal to reason or logic. Pathos: The appeal to emotion. In order to be a more effective reader and writer, you must understand these three terms. For the purposes of this PowerPoint, I will primarily use advertisements to demonstrate these appeals.

Ethos Ethos is appeal based on the character of the speaker. An ethos-driven document relies on the authority or reputation of the author or speaker.

More Ethos- Based Ads

logos Logos is appeal based on logic or reason. Corporate documents and advertisements are often logos- driven.

Logos-based ads often include data as a persuasive appeal.

Pathos Pathos is appeal based on emotion. Many advertisements are pathos-driven, including those for fashion (desire to fit in), for toothpaste (fear of stained teeth), and for beauty products (feel better about yourself), to name a few. Oftentimes pathos-driven ads simply invoke an “awwww” feeling.

Pathos can play on our fears Pathos can play on our desire to look a certain way or to fit in.

Review: Identify the appeals

Review: Identify the appeal

Review: Identify the appeal

Review: Identify the appeal

Team Assignment Develop a two minute sales pitch for one product (use all three types of rhetorical appeals: Ethos, Logos, & Pathos). Dandruff shampoo Eyelash curler Basketball Apple juice Car Flashlight Jeans Sandals T-shirt Sunscreen