1. Rhetorical Appeals
Ethos, Pathos and Logos

2. Aristotle’s Appeals. . .
When writing an argumentative piece the goal is to persuade your audience that your ideas are valid, or more valid than someone else’s.
The Greek Philosopher divided the means of persuasion into three categories; Ethos, Pathos and Logos.

3. Rhetorical appeal is used to strengthen an argument.
Rhetorical appeal (Ethos, Pathos and Logos) are the tools used to build the structure or basis of a piece of writing, a speech, an argument, ect.

4. Ethos (ethical appeal)
Ethos speakers appeal to ethos (Greek for “character”) to demonstrate that they are credible or trustworthy.
Aristotle believed that we tend to side with people that we respect and who are likable, as well as those who share our values.

5. Ethos (ethical appeal)
Ethos is often conveyed by explaining their credentials or background or by emphasizing shared values and beliefs. Even using certain pronouns like “we” vs. “you” establishes ethos.
The writers reputation–his or her expertise in the field, previous record, title or status–can have just as great an impact as the actual message.This is called “automatic ethos (i.e. as a king, the President), yet these speakers may emphasize shared values to unite everyone.

6. Pathos (emotional appeal)
Pathos means persuading by appealing to the reader’s emotions, values desires, and hopes, as well as fears and prejudices.
Language choice affects the audience’s emotional response (i.e. figurative language, personal anecdotes, vivid images, and strong connotative diction).

7. Logos (logical appeal)
Logos (Greek for “embodied thought”) is persuading by the use of reasoning, or by offering clear, rational ideas.
Appealing to logos means thinking logically—having a clear main idea and using specific details, examples, facts, statistics, or expert testimony to back it up.

8. Logos (logical appeal)
A Logos argument is based on the clarity of the claim, the logic of its reasons, and the effectiveness of its supporting evidence.
Logos arguments are STRONGLY based on reason and facts.