3. Ethos = ethics, character
I. Ethos
Ethos = ethics, character
Refers to the trustworthiness of the speaker/writer
If you trust, you are more likely to listen/believe
Based on a writer’s tone & presentation

4. Ethos Example Tom’s Shoes
 “In 2006, American traveler Blake Mycoskie befriended children in Argentina and found they had no shoes to protect their feet. Wanting to help, he created TOMS Shoes, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need. One for One. Blake returned to Argentina with a group of family, friends and staff later that year with 10,000 pairs of shoes made possible by TOMS customers”
The company is trustworthy.  We know they honor their commitment to “One for One” because of Blake Mycoskie’s story and track record.  On their website, TOMS keeps track of their mission: “And thanks to our amazing customers, as of September 2010, TOMS has given over one million pairs of new shoes to children in need around the world”

5. Pathos = emotions Related to pathetic, sympathy, and empathy.
II. Pathos
Pathos = emotions
Related to pathetic, sympathy, and empathy. 
Accepting a claim because of how it makes you feel, rather than thinking 
Vivid, emotional language, sensory details

6. Pathos Example
“Meet Otis. Otis lives in a shelter. He sleeps a lot. There isn’t much else to do. When people walk by, Otis opens his eyes and wags his tail. Then they leave. So he eats. And waits. And remembers. The smell of home, scratches from his owner, a squirrel he used to chase. Then he gets tired. And sleeps again. When you buy PEDIGREE, we make a donation to help dogs like Otis find loving homes. Help us help dogs.”

7. Logos = logic Academic arguments rely more on logos. Why?
III. Logos
Logos = logic
Appeal to the intellect
“You’re a smart person, so I know you’ll want to buy my product”
Academic arguments rely more on logos. Why?
Facts and statistics used to persuade

8. Logos Example
“When you get a cavity, you know there’s no second chance. That’s why it’s important that you know that more dentists recommend Crest for fighting cavities than all other toothpastes combined…there are, of course, no sure things in your battle against cavities. But at least Crest puts the odds in your favor.”

9. Appeals Quickwrite #1—do underneath your notes
Kids under the age of 18 should not be allowed to get a driver’s license.
Agree or disagree
Share your opinion and then attempt to persuade your audience to agree with you using one form of persuasion. In other words, either ethos, pathos, or logos.