1. Appeals in Argument Spring 2017
Ethos, Pathos, and Logos
Appeals in Argument
Spring 2017

2. Persuasive writing
The goal of argumentative/persuasive writing is to persuade your audience that your ideas are valid, or more valid than someone else's.
The Greek philosopher Aristotle divided the means of persuasion, appeals, into three categories--Ethos, Pathos, Logos.

3. Aristotle taught there are 3 main strategies in an argument
Logos/Logical
Ethos/Ethics and Credibility
Pathos/Emotional

4. cartoonist/filmmaker/advertiser want the reader/listener/viewer to
Rhetorical Chart
The core of the rhetorical chart is purpose—What does the author/speaker
cartoonist/filmmaker/advertiser want the reader/listener/viewer to
Feel? Think? Do?

5. Ethos: Ethical Appeals the source's credibility, the speaker's/author's authority
How well the author appeals to the reader’s sense of ethics, morality, or conscience.
When writing using an ethos appeal you may:
Make your argument that your point of view is the “right thing to do or think”
Use morality or a sense of duty in your argument
Connect with the audience in a fair, sensible, and respectful way
Cite relevant and legitimate sources/authorities

6. Ethical Appeal Example
From JFK’s famous inaugural address in 1961:
And so, my fellow Americans: ask not what your country can do for you — ask what you can do for your country. My fellow citizens of the world: ask not what America will do for you, but what together we can do for the freedom of man.
This is an ethical argument because it appeals to an audience’s sense of right vs. wrong. The message is what they should do. Freedom is also an ethical concept important to America, that promotes certain rights for all citizens.

7. Pathos: Emotional Appeals
How well the author taps into the audience’s emotions, whether that is fear, a sense of well-being, or vanity.
When writing using an pathos appeal you may:
Use evidence that makes the audience feel a certain way
Use strong imagery in your writing, appeal to sympathy or sentimentality
Use figurative language to invoke beauty, danger, or fear
Carefully construct sentences to build a specific mood or tone

8. Pathos Appeal Example From FDR’s famous inaugural address in 1933:
This great Nation will endure as it has endured, will revive and will prosper. So, first of all, let me assert my firm belief that the only thing we have to fear is fear itself—nameless, unreasoning, unjustified terror which paralyzes needed efforts to convert retreat into advance.
This is a pathos argument because it directly appeals to the fear and tension that many people felt during that time period (The Great Depression), and attempts to make the audience feel confident and secure so they won’t be fearful going forward.

9. Logos: Logical Appeal
How well the author uses logic, data, sources, and evidence to support their own argument or claims.
When writing using a logos appeal you may:
Construct a logical, well organized and provable thesis
Use quotes, sources, and evidence that are factually true
Are ideas organized and presented logically?
Use cause and effect arguments
Use “if/then” statements

10. Logos Example From Ronald Regan’s famous speech in 1987:
“General Secretary Gorbachev, if you seek peace, if you seek prosperity for the Soviet Union and Eastern Europe, if you seek liberalization: Come here to this gate! Mr. Gorbachev, open this gate! Mr. Gorbachev, tear down this wall!”
This is a logos appeal because it uses an “if/then” logical statement which tells the audience that if he does “X”, “Y” will happen to persuade him to do what Regan wants.

11. Persuasive Essay Writing
General Tips:
Your thesis should take an authoritative stance. You not only have an opinion, but your opinion is valid because: fill in the blank here.
Decide what appeal(s) you’ll be focusing on to prove your point. You may use a combination of appeals (ethos, logos, and pathos) to prove your opinion.
Determine the tone and mood you want to use. Think about what you want your reader to feel while reading. Choose your words/language accordingly
End with a “call to action”. This is where you suggest the reader do something in light of your argument. It could be as simple as enticing your reader to think more critically about what you had to say.

12. Call to Action Example
From MLK Jr.’s Famous “I Have a Dream” speech in 1963
“Let freedom ring from Stone Mountain of Georgia.
Let freedom ring from Lookout Mountain of Tennessee.
Let freedom ring from every hill and molehill of Mississippi.
From every mountainside, let freedom ring.
And when this happens, and when we allow freedom ring, when we let it ring from every village and every hamlet, from every state and every city, we will be able to speed up that day when all of God's children, black men and white men, Jews and Gentiles, Protestants and Catholics, will be able to join hands and sing in the words of the old Negro spiritual:
Free at last! Free at last!
Thank God Almighty, we are free at last!”