Persuasion Word Parts: per - thoroughly, very Other words that begin with per? Write them on your paper. suadere - to advise, urge (Latin) ion - the act of Other words with -ion? Write them on your paper.

Persuasive Strategies Unit 2: Non-Fiction

Four Major Forms Logos - appeal to logic Ethos - appeal to ethics Pathos - appeal to emotions Kairos - sense of urgency Aristotle

Logos Logos is the root of “logical” Logical means dealing with reason or facts Examples: Statistics, Charts, Graphs Facts Numbers If ___, then ___ (formal logic)

Logos

Ethos Ethos is the root of “ethical” Ethical means dealing with right or wrong, good vs. evil, etc. Ethos can also mean dealing with image or a person’s character

Ethos

Aristotle says that if we believe that a speaker has "good sense, good moral character, and goodwill," we are inclined to believe what that speaker says to us. In our society sports heroes, popular actors and actresses, and rock stars are often seen as authorities on matters completely unrelated to their talents. This is an instance of the power of image. Can you think of some examples?

Ethos A writer's ethos is created largely by word choice and style. Big words, Thesaurus, etc.? Sometimes a writer or speaker will use what is called an ad hominem argument, an argument "against the man." In this strategy, you attack the character or personality of the speaker instead of attacking his or her position.

Pathos Pathos is the root of words like sympathy and empathy Pathos means an appeal to passion or emotion Many advertisements for consumer goods aim at making us insecure about our attractiveness or social acceptability, and then offer a remedy. Examples? Write one in your notes now.

Pathos Aristotle points out that emotions such as anger, pity and fear, and their opposites, powerfully influence our rational judgments. Due to this fact, much of our political discourse and much of the advertising we experience is directed toward moving our emotions.

Pathos

Kairos Kairos is a Greek word for time, but to us it means urgency Example: We are now faced with the fact that tomorrow is today. We are confronted with the fierce urgency of now. In this unfolding conundrum of life and history, there is such a thing as being too late. Procrastination is still the thief of time. Life often leaves us standing bare, naked and dejected with a lost opportunity. The 'tide in the affairs of men' does not remain at the flood; it ebbs. We may cry out desperately for time to pause in her passage, but time is deaf to every plea and rushes on. Over the bleached bones and jumbled residue of numerous civilizations are written the pathetic words: 'Too late' (MLK, 1967).