1. Rhetoric: Ethos, Logos and Pathos

2. Rhetoric Rhetoric (n) – 1. the art of speaking or writing effectively 2. using speech or writing to persuade

3. Aristotle Aristotle, the Greek philosopher, described three main forms of rhetoric: Ethos Logos Pathos

4. Ethos Ethos is appeal based on the credibility of the speaker/writer. We tend to believe people… we like we respect we think are worth listening to

5. Examples of Ethos Endorsements – Celebrities – Public Figures – Institutions Formal writing style, professional appearance Uses words and symbols that promote trust, expertise and respect

6. “I've used Acme products for years. Their slingshots, rocket launchers, crowbars and pogo sticks are the best around. And don't forget their dynamite! I buy everything from Acme.” Trust ACME for all your road-runner catching needs. Wile E. Coyote ACME spokescoyote

7. Ethos in Commercials See Demand a Plan to End Gun ViolenceDemand a Plan to End Gun Violence

8. Logos Logos is appeal based on logic or reason. Strong arguments are based on… reasons evidence logic

9. Examples of Logos Official business documents Textbooks and scholarly projects Scientific studies Uses facts, statistics, history, reasoning, “common sense”

10. ACME’s new dihydro-cesium detonation process By combining cesium and dihydro- oxide in laboratory conditions, and capturing the released energy, ACME has promised to lead the way into the future. Our energy source is clean, safe, and powerful. No pollutants are released into the atmosphere. The world will soon have an excellent source of clean energy.

11. Logos in Commercials See Fluoride: The Superhero of Cavity FightingFluoride: The Superhero of Cavity Fighting

12. Pathos Pathos is appeal based on emotion. Our decisions are often swayed by… emotion sympathy imagination

13. Examples of Pathos Almost all current advertisements Political ads Sensational news programs Uses stories, beliefs, excitement, fear, envy, ridicule, joy, pain, sadness, pity, humor, anger, insecurity, etc.

14. Boycott ACME! A baby turtle breaks free from its egg, catching its first glimpse of its first sunrise. It pauses a moment to rest, unaware of the danger that lies so close to it. As the tide comes in, approaching the nest, it also approaches a small pile of metal - cesium. The water draws closer and closer, the turtle unsuspecting of the danger. Finally, the water touches the cesium and it EXPLODES, destroying even more of an endangered species. Why does this happen? One name: Acme.

15. Pathos in Commercials See 2014 Chevy Commercial-Maddie2014 Chevy Commercial-Maddie

16. Review Ethos  Credibility Logos  Logic Pathos  Emotion

17. Which form? Ethos

18. Logos

19. Pathos

20. Logos

21. Ethos

22. Pathos

23. Works Cited Crewell, Dustin, Melissa Draper, and Colin Mitchell. "The Art of Rhetoric: Ethos, Logos, and Pathos." Rensselaer Polytechnic Institute. N.p., n.d. Web. 29 Jan. 2011.. "Ethos, Pathos, and Logos." Durham Technical Community College. N.p., n.d. Web. 29 Jan. 2011..