1. The Rhetorical Triangle ETHOS (form, manner) Credibility of the writer/speaker PATHOS (force, emotion) Values, belief/audience LOGOS (idea, message)

2. The Power of Persuasion When trying to persuade someone to see things your way, there are 3 ways to appeal to them: Ethos: credibility, or character, of the speaker Pathos: emotional connection to the audience Logos: logical argument a simple explanation

3. Ethos Before you can convince an audience to accept anything you say, they have to accept you as credible. There are many aspects to building your credibility: Does the audience respect you? Does the audience believe you are of good character? Does the audience believe you are generally trustworthy? Does the audience believe you are an authority on this speech topic? Keep in mind that it isn’t enough for you to know that you are a credible source. (This isn’t about your confidence, experience, or expertise.) Your audience must know this. Ethos is your level of credibility as perceived by your audience.

4. Pathos Pathos is the quality of a persuasive presentation which appeals to the emotions of the audience. Do your words evoke feelings of … love? … sympathy? … fear? Do your visuals evoke feelings of compassion? … envy? Does your characterization of the competition evoke feelings of hate? contempt? Emotional connection can be created in many ways by a speaker, most notably by stories. The goal of a story, anecdote, analogy, simile, or metaphor is often to link an aspect of our primary message with a triggered emotional response from the audience.

5. Logos Logos is synonymous with a logical argument. Does your message make sense? Is your message based on facts, statistics, and evidence? Will your call-to-action lead to the desired outcome that you promise?

6. Logical Fallacies: common errors in reasoning that undermine the logic of an argument. Fallacies can be either illegitimate arguments or irrelevant points, and are often identified because they lack evidence that supports their claim. There are many different kinds of logical fallacies: 1. Name-calling is an attack on a person instead of an issue. 2. Bandwagon tries to persuade the reader to do, think or buy something because it is popular or because “everyone” is doing it. 3. Red herring is an attempt to distract the reader with details not relevant to the argument. 4. Emotional appeal tries to persuade the reader by using words that appeal to the reader’s emotions instead of to logic or reason. 5. Testimonial attempts to persuade the reader by using a famous person to endorse a product or idea (for instance, the celebrity endorsement). 6. Repetition attempts to persuade the reader by repeating a message over and over again. 7. Sweeping generalization (stereotyping) makes an oversimplified statement about a group based on limited information. 8. Circular argument states a conclusion as part of the proof of the argument. 9. Appeal to numbers, facts, or statistics attempts to persuade the reader by showing how many people think something is true.

7. 1.Ad Hominem Video – A Time To Kill Doctor's TestimonyA Time To Kill Doctor's Testimony 2. Bandwagon-Peer Pressure. Video – P Diddy in a Diet Pepsi Truck http://youtu.be/zPBs5_ZYTrg 3. Glittering Generalities Video – Brother of the Bride – Hallmark Video http://youtu.be/7ZdIjnkDpMo http://youtu.be/7ZdIjnkDpMo 4. Plain Folks – Video – Kelly Ripa Electrolux commercialKelly Ripa Electrolux commercial (Unrelated testimonial also works here) 5. Red Herring Video – Second Obama- Romney Debate http://youtu.be/D6VmYOFGpbM http://youtu.be/D6VmYOFGpbM Examples of logical fallacies

8. Homework Due TOMORROW - bring in 1 print advertisement: Identify propaganda techniques. Identify persuasion (ethos, logos, pathos) in any story we’ve read so far this year.