Aristotle’s Three Rhetorical Appeals Examining the Science of Persuasion through Advertising

Aristotle’s Rhetoric ► Rhetoric (n) - the art of speaking or writing effectively (Webster's Definition).  According to Aristotle, rhetoric is "the ability, in each particular case, to see the available means of persuasion."  He described three main forms of rhetoric: Ethos, Logos, and Pathos.

Logos = Logical Pathos = Emotional Ethos = Ethical The persuader will use one or more of these techniques to persuade

Ethos  Ethical Appeal  Depends primarily on the credibility of the rhetor (a master of rhetoric)  The persuader needs credibility  Stock tips = Mr. Waterman  or seem to  Underwear = Michael Jordan  Speaker-centered

Pathos  Emotional Appeal  Depends upon ability of the rhetor to create a profound, deeply personal connection between the listener and the topic of persuasion  Positive  Excitement  Negative  Outrage  Reader-centered

LOGOS

Logos  Logical Appeal  Depends upon ability of the rhetor to present orderly and conclusive evidence in favor of his/her topic  Argument-centered

Some more ads Guess the appeal. Is it effective? Guess the appeal. Is it effective?

Satirical Ad

Persuasive essays & speeches ► Who else can use these appeals?

Henry’s Speech to the VA Convention ► ETHOS: “No man thinks more highly than I do of the patriotism, as well as abilities, of the very worthy gentlemen who have just addressed the House”

Henry’s Speech to the VA Convention ► PATHOS: “…give me liberty or give me death!”

Henry’s Speech to the VA Convention ► LOGOS: “Has Great Britain any enemy, in this quarter of the world, to call for this accumulation of navies and armies?”