1. Argument Ethos, Pathos, Logos
English B1A
Argument
Ethos, Pathos, Logos

2. Argument Structure
In its most basic form, an argument consists of a position or stance supported by reasons.
I think we should go out for dinner tonight (position, or claim) because I’m tired and don’t feel like cooking (support, or reasons).

3. The Power of Persuasion
In addition to supporting claims with reasons, we can make our arguments more convincing if we employ rhetorical appeals which will help us connect with our audience.
Ethos
Pathos
Logos

4. Ethos Definition
Using ethos is making an ethical appeal to your audience
When you establish ethos, you establish your credibility in the situation.

5. Ways to Establish Ethos
What ways might you try to establish your own credibility when making an argument?
Using a calm, rational tone
Using correct grammar and spelling
Citing references properly to showcase your academic honesty and integrity

6. Pathos
Pathos is a pathetic or emotional appeal. It helps your audience relate to you and your position.
Pathos can play on fears, tug on heartstrings, or incite anger. It appeals more to the heart of the audience than the head.

7. Pathos Examples
Can you think of any examples of pathos you’ve seen or read in an argument?

8. Logos
Logos is a logical appeal. It shows your audience the best information in support of your claim.
It appeals to the mind rather than the heart.
Statistics, facts, and figures are all good uses of Logos.
Since drunk drivers are involved in over 50% of traffic fatalities, we need harsher punishment for first time offenders.

9. Target Audience
Each successful argument has a specific audience in mind: a target audience.
The author, then, is able to tailor the argument to the audience for maximum persuasion.
Think about qualities like
Age
Gender
Race
Socio-economic status
Marital status
Education level
Political affiliation

10. Target Audience: Example
Who do you imagine is the target audience for this commercial?

11. Ad Activity
Get into groups of 3 or 4. Each group will get a magazine ad to analyze.
In your groups, you will need to
Identify target audience
Find all means of persuasion employed by the ad (ethos, pathos, and logos)
Decide whether the ad was effective; if you think a member of the target audience would likely buy the product due to the ad, then the ad was effective. Keep in mind that you may not be members of the target audience, so try to put yourself in their shoes, so to speak.
Your group will present your findings to the class.