1. Aristotle’s Three Ways to Persuade
Logos
Ethos
Pathos

2. Who is Aristotle?
Aristotle ( BCE) is the most notable product of the educational program devised by Plato. Aristotle wrote on an amazing range of subjects, from logic, philosophy, and ethics to physics, biology, psychology, politics, and rhetoric.

3. What is rhetoric? Rhetoric is the art of persuasion.
The goal of persuasion is to change others’ point of view or to move others to take action.

4. Invention
Aristotle thought there were basically three ways into good rhetoric: Ethos Pathos Logos

5. Logos, Ethos, Pathos
Using logos, ethos, and pathos will help you to master the art of persuasion.
• Through language, you will be able to change the point of view of others!
• Through language, you will be able to motivate others to take action!

6. Ethos Appeals from character
Basically establishes why you’re an authority worth listening to from the start
Ethos works best by establishing trust “My interests are your interests”
For logos and pathos to work ethos must be firmly in place

7. Ethos
Let’s take a look at how Troy McClure attempts to establish ethos
Would you be likely to take Mr. McClure seriously after these attempts? Why or why not?

8. Logos Logos = Logic? Well…Not exactly
Pure logic is more the territory of philosophy whereas rhetoric deals in what we might call “fuzzy logic”
Consider this example: “High taxes hurt jobs.” What do you think about the “logic of this statement?

9. Logos Syllogism : Philosophy :: Enthymeme : Rhetoric
Syllogism: Socrates is a man. All men are mortal. Socrates is mortal.
You don’t get logic much more solid than that!

10. Logos
Enthymeme examples: “With a name like Smuckers, it has to be good” “Does this place look like I’m married? The toilet seat’s up man!” from The Big Lebowski “Mark’d ye his words? He did not take the crown. Therefore ‘tis certain he was not ambitious” from Julius Caesar

11. Logos
If logos in terms of rhetoric isn’t pure logic, we might say instead that logos is SOUNDING reasonable
Analogy is one popular tool that’s used in logos: “Leaving Hussein in power would be like ignoring Hitler.”
While this isn’t necessarily the soundest logic, it sure SOUNDS convincing doesn’t it

12. Logos
In the American court system certainty is not required, but instead “proof beyond a reasonable doubt”
That makes it a perfect home for rhetoric and enthymemes

13. Logos
A man is on trial for murdering his wife and the evidence is STACKED against him
His lawyer acknowledges this, but says that the man is no murderer; in fact his wife will walk through the courtroom door at noon.
Everyone waits patiently and at noon all eyes are on the door
His wife never shows up

14. Logos
The lawyer argues that the fact that the jury was watching the door shows that they believe the possibility of the wife being alive and therefore cannot convict the defendant
The judge however notices that the only person NOT looking at the door and therefore he must be guilty
Two arguments based on enthymemes, but neither constitute definite philosophical proof.

15. Logos
Aristotle argues that logos should be based off of culturally accepted commonplaces
A commonplace is basically common sense or what a culture considers virtuous, but these can vary from culture to culture and era to era
At one time a flat earth was a commonplace

16. Logos
A few typical western commonplaces -Prevention is better than the cure -Hard work deserves reward -No means no -You are innocent until proven guilty -All men are created equal
However, in some cultures it’s a commonplace to say that the opinions of women or minorities are irrelevant

17. Pathos An appeal to emotion
Often associated with sadness or pity (think of those adopt a pet or save a child commercials)
But Pathos can refer to any emotion: happiness, anger, fear, etc.
It’s easy to think of Pathos as “cheating” because it caters to the heart rather than the mind…

18. Pathos
But…is love any less valid than knowledge? Emotions are at least as important to us as knowledge is
“By the time you throw this flyer in the recycling bin 30 children will have died”
“This is Sarah. She may not live to be two.”
Military ads that focus on triumph
Prescription drug ads that show happy people cavorting through fields of daisies

19. Review Ethos: “Buy my car because I’m Tom Magliozzi.”
Logos: “Buy my old car because yours is broken and mine is the only one for sale.”
Pathos: “Buy my old car or this cute little kitten, afflicted with a rare degenerative disease, will expire in agony, for my car is the last asset I have in the world, and I am selling it to pay for kitty’s medical treatment.”

20. Logos

21. Logos

22. Ethos

23. Ethos

24. Ethos

25. Pathos

26. Pathos

27. Pathos

28. Logos Example
In the following example, note how Ian Ayres uses evidence from experience (her work environment, Delta Airlines, the University of Chicago). This evidence establishes the precedent that Ayres uses to compare to the current situation that she argues should be changed.

29. Logos Example
We don’t have single-sex toilets at home, and we don’t need them at the office. Then there’s also the small question of efficiency. I see my male colleagues waiting in line to use the men’s room, when the women’s toilet is unoccupied. Which is precisely why Delta Airlines doesn’t label those two bathrooms at the back of the plane as being solely for men and women. It just wouldn’t fly.

30. Logos Example
The University of Chicago just got the 10 single-use restrooms on campus designated gender neutral. It’s time Yale followed suit. And this is not just an academic problem. There are tens of thousands of single-use toilets at workplaces and public spaces throughout the nation that are wrong-headedly designated for a single-sex. All these single-use toilets should stop discriminating. They should be open to all on a first-come, first-lock basis.
—Ian Ayres, “Looking Out for No. 2”

31. Ethos Example
In the following example, note how Nancy Mairs establishes her credibility and trustworthiness and authority to write about this subject by being honest. Mairs admits she is uncertain about her own motives and shows she understands the discomfort others’ have with this subject.

32. Ethos Example
First, the matter of semantics. I am a cripple. I choose this word to name me. I choose from among several possibilities, the most common of which are “handicapped” and “disabled.” I made the choice a number of years ago, without thinking, unaware of my motives for doing so. Even now, I am not sure what those motives are, but I recognize that they are complex and not entirely flattering.

33. Ethos Examples
People—crippled or not—wince at the word “cripple,” as they do not at “handicapped” or “disabled.” Perhaps I want them to wince. I want them to see me as a tough customer, one to whom the fates/gods/viruses have not been kind, but who can face the brutal truth of her existence squarely. As a cripple, I swagger.
—Nancy Mairs, “On Being a Cripple”

34. Pathos Example
In the following example from a speech by Winston Churchill, note the use of anaphora (repetition of a word or group of words at the beginning of items in a series).
This repetition emphasizes the point and expresses passion and emotion. Moreover, the repetition affects the audience emotionally.

35. Pathos Example
We shall not flag or fail. We shall go on to the end. We shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our island, whatever the cost may be, we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills. We shall never surrender.
—Winston Churchill, speech to the House of Commons, June 4, 1940

36. Review
Logos = logic
Logos is an argument based on facts, evidence and reason.
Using logos means appealing to the readers’ sense of what is logical.

37. Review Ethos = Ethics / Image Ethos is an argument based on character.
The writer or speaker presents him or herself to the reader as credible, trustworthy, honest and ethical.

38. Review Pathos = argument based on feelings
Using pathos means appealing to readers’ emotions and feelings.

39. Pathos, Ethos, Logos