1. Think about the following:
Think about the following question:
What does someone have to do to convince you s/he is right?
Think about the following:
What does someone have to say to persuade you to believe his/her argument?

2. The Three Appeals
Ethos, Pathos, and Logos

3. The Definition of Rhetoric:
Aristotle
The Father of Rhetoric
The Definition of Rhetoric:
the ability to see what is potentially persuasive in every given case-- having a command of language.

4. What does being skilled at Rhetoric mean?
Being able to write good speeches and write good papers.
Having the ability to read people’s compositions with a discerning eye and a critical ear.
Being able to analyze
the ability to examine issues...

5. The Three Appeals
Ethos, Pathos, Logos

6. Effective argument relies on all three elements

7. Ethos = Credibility
Before you can convince an audience to accept anything you say, they have to accept you as credible. The speaker must:
know and use relevant information
have the readers’ or listeners’ best interest in mind.
Use the language appropriate for the subject matter.
Speak with confidence.

8. How is Credibility Built?
This is often achieved before writing or speaking begins.
Using credible sources: citing dates, citing sources
Knowledgeable about the topic...do you know all aspects of the argument?

9. Determining Ethos in Written Text: (How can you use this for the SAT?)
Remember: it is not your job to decide if you perceive the speaker as credible or authoritative—you must determine how the audience is likely to perceive the speaker.
Ethos is flexible throughout the speech/article. Intrinsic ethos can increase the perception of ethos in an audience.
Testimony and Authority: When a speaker uses information from someone else as a source to support their argument, that is logos.
When the speaker cites someone else who is experienced and an expert, he/she is using logos because the author’s argument is enhanced with someone else’s information.

10. Ethos = One Part Authority + One Part Reputation
The greater a person’s authority, whether formal (e.g. an elected official) or moral (e.g. the Pope), the more likely an audience is inclined to listen and be persuaded.
Authority comes from the relationship between the speaker and the audience and is, in most cases, fairly easy to recognize. Several types of authority include:
Organizational authority e.g. CEO, manager, supervisor
Political authority e.g. president, political leader

11. Religious authority e.g. priest, pastor, nun, imam
Educational authority e.g. principal, teacher, professor
Elder authority e.g. anyone who is older than us
In addition to these, every speaker has authority just from being the speaker. When you speak, you are the one at the front of the room, often on an elevated platform, sometimes with a microphone or spotlight. You control the moment and thus, have temporary authority.

12. Examples of Ethos

13. Pathos

14. Pathos = Emotion
The quality of a persuasive presentation that appeals to the emotions and interests of the audience.
Appeals to an audience’s sense of identity, self- interest, and their emotions.

15. How does one make emotional appeals?
Using imagery that evokes feelings of compassion, anger, sympathy, etc..
Word choice (diction) that evokes strong feelings.
Use humor; tell stories
Use analogies and metaphors
Evoke curiosity

16. Determining Pathos in Written Text: (How can you use this for the SAT
Even if the audience does not feel the emotions in question, the appeal can still be recognized.
The pathos appeal can be weak or strong, but is present either way.
Concentrate on the emotions that might be felt by the audience, not by the speaker.
If the writer/speaker is trying to make the audience feel a certain way, he/she is using pathos.

17. Pathos Examples

18. That’s right...it involves logic
Logos

19. Logos = Logic
Logos is essentially a logical argument.

20. Establishing a Logical Argument...
The message makes sense.
The evidence is based on facts, statistics, and when necessary use an anecdote (personal story)
Use comparisons and analogies
Emphasize the most important details.
Address opposing view and refute it.
Ask questions to get audience thinking
Trace sequences in order
Establishing a Logical Argument...

21. Determining Logos in Written Text: (How can you use this for the SAT?)
Common strategies used by authors to establish logos:
Cause or consequence
Analogy
Testimony and authority
Definition
Generalization supported with examples
It is not your job to decide whether or not an argument is logical. Instead, it is your job to decide whether or not an argument will be perceived by the audience as logical.

22. Logos Examples