1. Aristotle’s Appeals
A triad of persuasion…

3. Ethos Etymology: ethics; moral character,
Ethical appeal or credibility of author/designer/writer
Example: endorsements, testimonial, bandwagon

5. Pathos Etymology: emotion, feeling Appealing to emotions of audience
Examples: emotionally loaded language/images, vivid descriptions, figurative language

8. Logos Etymology: logic, reason
Persuade by use of reasoning; appealing to logic
Example: statistics, theories or scientific facts, informed opinions

10. Your turn…. Find a print, video or animated advertisement
Analyze the ad for it’s rhetorical appeal:
Which elements represent ethos, pathos, and/or logos?
Consider color, text/language, editing, composition
Present your ad and your analysis to class!