Logos, Ethos, Pathos Appeals

Logos Logos refers to the use of logic, reason, facts, statistics, data, and numbers. Logical appeals are aimed at the mind of the audience (their thinking side)

Ethos Ethical appeals depend on the credibility or the training of the author. Audiences tend to believe writers who seem honest, wise, and trustworthy. Speaker impresses an audience when he/she is a person of intelligence, high moral character, and good will.

Pathos Pathos is emotional appeal; arguments from the heart Emotions can direct people in powerful ways to think more carefully about what they do When considering emotional appeal, ask yourself: 1) How is the speaker appealing to the audience’s emotions; 2) Why?; 3) Always try to name the emotions being appealed to (love, sympathy, anger, fear, hate, patriotism, compassion)

What kind of appeal is the following advertisement slogan appealing to? Easy Stick Duct Tape is a quality product manufactured in the U.S.A. by Wellcraft, the maker of dependable industrial products for over 50 years. What kind of appeal is this?

What kind of appeal is the following advertisement slogan appealing to? Only Easy Stick Duct Tape has the exclusive “Stick On” adhesive system, shown to hold 49% better than the next leading brand. What kind of appeal is this?

What kind of appeal is the following advertisement slogan appealing to? Buy Easy Stick Duct Tape today! Easy Stick is the homeowner’s best friend! What kind of appeal is this?

Various Emotional Appeals Appeal to Fear: “Gosh, officer, I know I made an illegal left turn, but if you start to give me a ticket, I’m going to shoot you with this gun.” Appeal to Loyalty: “Gosh, officer, I know I made an illegal left turn, but we cops have to stick together.” Appeal to Pity: “Gosh, officer, I know I made an illegal left turn, but please don’t give me a ticket. If you do, they’ll suspend my license, I’ll lose my insurance, I won’t be able to work, and my kids will go hungry.”

More Emotional Appeals Appeal to Prejudice: “Gosh, officer, I know I made an illegal turn, but there ought to be special laws for those of us proud to be American and driving American cars on American streets, instead of making us follow the same rules as those foreign-made cars that have ruined the economy and put so many of us good Americans out of work.” Appeal to Vanity: “Gosh, officer, I know I made an illegal left turn, but you certainly look handsome in your uniform.”

Final Emotional Appeal Appeal to Spite/Hatred: “Gosh, officer, I know I made an illegal left turn, but you know how it feels when you are unappreciated and your work is ignored, while someone else is given the rewards that should really be yours! It seems like there are signs saying ‘No this’ and ‘No that’ everywhere – but just for you – and at some point you just have to end that cycle of mistreatment and show the world you can’t be pushed around anymore.”

Appeals & To Kill a Mockingbird As Atticus presents his closing argument to the court, identify what appeals (logos, ethos, pathos) he uses and be prepared to discuss them.