1. Aristotle’s Three Ways to Persuade
A Liberty PowerPoint in 2-D
Essential Question: How can I become a more persuasive speaker and writer?

2. Who is Aristotle?
Aristotle ( BCE) is the most notable product of the educational program devised by Plato. Aristotle wrote on an amazing range of subjects, from logic, philosophy, and ethics to physics, biology, psychology, politics, and rhetoric.

3. What is rhetoric? Rhetoric is the art of persuasion.
The goal of persuasion is to change others’ point of view or to move others to take action.

4. What is logos, ethos, and pathos?
Logos = Logic
Ethos = Ethics (Credibility, Trust)
Pathos = Emotions

5. Logos Logos is an argument based on facts, evidence and reason.
Using logos means appealing to the readers’ sense of what is logical.
Ex. You should buy me this laptop because it will help me with school.

6. Where is the Logos?

7. Pathos Pathos = argument based on feelings
Using pathos means appealing to readers’ emotions and feelings.
Ex. Mom, Dad, I love you . . .

8. Where is the Pathos?

9. Ethos Ethos is an argument based on character.
Using ethos means the writer or speaker appeals to the audience’s sense of ethical behavior. The writer or speaker presents him or herself to the audience as credible, trustworthy, honest and ethical.
Ex. That one friend you approve of will be there, so you should let me go to the party.

10. Where is the Ethos?

11. Three Branches of Ethos
phronesis - practical skills & wisdom
arete - virtue, goodness
eunoia - goodwill towards the audience

12. What Argument is This?

13. What Argument is This?

14. What Argument is This?

15. Assignment:
Part 1:
Write one statement for each of the three persuasive appeals for your favorite restaurant.  Convince your audience (the class) that your restaurant is the best restaurant. You need one statement for ethos, one for logos, and one for pathos.
Part 2: 
Create a written, visual, or recorded advertisement for your chosen restaurant using all of the persuasive or argumentative appeals to convince the class that your restaurant is the best.  You will present this to the class.  Be sure you can identify and explain which appeals you used and how they work.

16. Adapted from the following sources:

17. Purpose:
Purpose is the specific reason or reasons for the writing. It conveys what the readers have to gain by reading the essay. Purpose is the objective or the goal that the writer wishes to establish.

18. A writer’s purpose might be to:
Support a cause
Promote a change
Refute a theory
Stimulate interest
Win agreement
Arouse sympathy
Provoke anger

19. Audience:
The audience is the writer’s targeted reader or readers. The relationship between the writer and the audience is critical. Students should consider the kind of information, language, and overall approach that will appeal to a specific audience.

20. Who exactly is the audience? What do they know? What do they believe?
Here are some questions students can ask themselves during the prewriting stage of their argumentative essays:
Who exactly is the audience?
What do they know?
What do they believe?
What do they expect?
How will the audience disagree with me?

21. What will they want me to address or answer?
How can I-or should I-use jargon?
Should I use language that is formal, factual, and objective-or familiar, anecdotal, and personal?

22. Types of Logical Appeals (Logos)
Incorporate inductive reasoning.
Use deductive reasoning.
Create a syllogism.
Cite traditional culture.
Cite commonly held beliefs.
Allude to history, religious texts, great literature, or mythology.
Quote research.
Use facts.

23. More Types of Logical Appeals (Logos)
Manipulate the style.
Employ various modes of discourse for specific effects.
Provide testimony.
Draw analogies/ create metaphors.
Order chronologically.
Provide evidence.
Classify evidence.
Cite authorities.
Theorize about cause and effect.
Argue from precedent.

24. Emotional Appeals (Pathos)
Use language that involves the senses.
Include a bias or prejudice.
Include an anecdote.
Include connotative language.
Explore euphemisms.
Use description.
Use figurative language.
Develop tone.
Experiment with informal language.

25. Ethical Appeal (Ethos)
Show written voice in the argument.
Make the audience believe that the writer is trustworthy.
Demonstrate that the writer put in research time.
Support reasons with appropriate, logical evidence.
Present a carefully crafted and edited argument.
Demonstrate that the writer knows the audience and respects them.
Show concern about communicating with the audience.
Convince the audience that the writer is reliable and knowledgeable.

26. Additional Sources of Information about Ethos, Logos and Pathos:
umhs.eduhsd.k12.ca.us/Owl/classical_rhetoric.pdf