1. How do you appeal to an audience? A. Lydigsen
Ethos, Pathos, Logos
How do you appeal to an audience?
A. Lydigsen

2. Ethos, Pathos, Logos
Whenever you read an argument you must ask yourself, “Is this persuasive? And if so, to whom?”
There are several ways to appeal to an audience.
Ethos, Pathos, Logos
These appeals are prevalent in almost all arguments

3. Logos 1 Appeal to Logic Theoretical or abstract language
Literal and historical analogies
Definitions
Factual Data and Statistics
Quotations
Citations from experts and authorities
Informed Opinions

4. Ethos 2 Credibility of source Appeal to Morals/Ethics
Language appropriate to audience and subject
Restrained, sincere, fair-minded presentation
Appropriate level of vocabulary

5. Pathos 3 Appeal to Emotions Vivid and concrete language
Emotionally loaded language
Emotional examples
Narratives of emotional events
Emotional tone
Figurative language

6. Effects of Ethos, Pathos, Logos 4
Logos evokes a cognitive, rationale response
Ethos demonstrates the author’s reliability, competence, and respect for the audience’s ideas and values through appropriate use of support
Pathos evokes an emotional response

7. Definition Logos 5 Logos:
This Greek word is the basis for the English word – Logic
Logos refers to any attempt to appeal to the intellect (academic arguments)
There will be logical chains of reasoning supporting ALL claims

8. Example Logos
The analogy given: if someone was pointing a gun at you, and you had a gun, would you not try to shoot first to defend yourself? So what is wrong with a pre-emptive strike?

9. Example Logos

10. Definition Ethos 6 Ethos:
Related to the English word ethics and refers to the trustworthiness of the speaker/writer
Effective persuasive strategy because when we believe that the speaker does not intend to do us harm, we are more willing to listen to what he/she has to say

11. Example Ethos
When the woman in the film who spoke about policy changes and cherry picking of information used to work in the pentagon
You might have expected someone of her background to support the government, instead even she is speaking out, did this make you side with her more than you would have naturally?

12. Example Ethos

13. Definition Pathos 7 Pathos:
Related to the words pathetic, sympathy, and empathy.
Whenever you accept a claim based on how it makes you feel without fully analyzing the rationale behind the claim, you are acting on pathos.

14. Definition Pathos 7 Pathos Continued
They may be any emotions: love, fear, patriotism, guilt, hate, or joy
A majority of arguments in the popular press are heavily dependent on pathetic appeals.
Appeals to pathos touch a nerve and compel people to not only listen, but also take the next step and act in the world

15. Example Pathos
When the man who lost his son in 9/11 was so hurt he wanted to get revenge on whoever did this – then realized he was duped by the American government
Did your emotions for this man and sympathy for what he went through make you angry at the government?

16. Example Pathos

17. It will be recorded that the distance of Hawaii from Japan makes it obvious that the attack was deliberately planned many days or even weeks ago. During the intervening time, the Japanese government has deliberately sought to deceive the United States by false statements and expressions of hope for continued peace. – President Roosevelt “Pearl Harbour Address”

18. Martin Luther King Jr – I Have a Dream
When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence, they were signing a promissory note to which every American was to fall heir. This note was a promise that all men, yes, black men as well as white men, would be guaranteed the "unalienable Rights" of "Life, Liberty and the pursuit of Happiness." It is obvious today that America has defaulted on this promissory note, insofar as her citizens of color are concerned.

19. I Have a Dream
But there is something that I must say to my people, who stand on the warm threshold which leads into the palace of justice: In the process of gaining our rightful place, we must not be guilty of wrongful deeds. Let us not seek to satisfy our thirst for freedom by drinking from the cup of bitterness and hatred. We must forever conduct our struggle on the high plane of dignity and discipline.

20. I Have a Dream
We can never be satisfied as long as the Negro is the victim of the unspeakable horrors of police brutality. We can never be satisfied as long as our bodies, heavy with the fatigue of travel, cannot gain lodging in the motels of the highways and the hotels of the cities. We cannot be satisfied as long as the negro's basic mobility is from a smaller ghetto to a larger one. We can never be satisfied as long as our children are stripped of their self-hood and robbed of their dignity by signs stating: "For Whites Only."

21. Acme
Acme Gizmotronics, the company that you've trusted for over 100 years, has recently entered the World Wide Web! Now you can purchase our fine products through the internet. Our quality gizmos, widgets, and thingamabobs can be shipped to you within minutes. All come with the famous lifetime guarantee that makes Acme the company that the world depends on for it's gizmo needs.

22. Acme
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.

23. Acme
A baby turtle breaks free from the leathery shell of 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.
The nest is torn to bits in the resulting explosion, destroying even more of an endangered species.
Why does this happen? One name: Acme.

24. Politics
If Barack Obama gives a speech on the Democratic National Convention, he would talk about enhancing the economy, anti-war, and how John McCain is old and pedantic. This is because Obama's followers, the Democrats , are young people who think the economy is weak and the war in Iraq is wrong. They share a common concern, so it would be smart if Obama point this out to win the voters' hearts.

25. Politics
If John McCain gives a speech on the Republic National Convention, he would say that Obama is a young radical with no experience. McCain would show he is experienced by telling people he was the one who fought in the Viet War. He would also point out that he would like to have young people working for him to serve the nation's new generation. That's why he chose Sarah Palin to run the campaign with him.

26. Politics
When Sarah Palin was doing her speech, she kept talking about how family was important to her and how being a mother of five made her happy. In this way, she could earn the supports not only from all the mothers, but also from people value the importance of family. She gave us an impression of a loving mother, so people might begin to believe she will be a loving mother-like vice president in the future. It really works for her!

27. Activity 1: Quickwrite
Think of something you tried to persuade a parent, boss, or a friend to do or believe. It could be to buy or pay for something, to left you go early from work, or to go somewhere, etc.
What type of persuasion did you use?
Write a short description of your efforts to persuade your audience and describe the type of persuasion that you used to convince your audience. Were you successful? If not, what could you have done to change the outcome?

28. Activity 2: Group Skits
In a group of four, you must write and perform a skit about trying to persuade someone about something you desire to do.
Each skit should employ logical, emotional, and ethical persuasion