1. The art of writing and speaking effectively and persuasively
The Art of rhetoric
The art of writing and speaking effectively and persuasively
Mrs. Zoratti

2. According to Aristotle…
There are three main forms of rhetoric:
Ethos: The persuasive appeal of one's character.
Logos: The appeal to reason or logic.
Pathos: The appeal to emotion.
In order to be a more effective reader and writer, you must understand these three terms.
For the purposes of this PowerPoint, I will primarily use advertisements to demonstrate these appeals.

3. Ethos
Ethos is appeal based on the character of the speaker. An ethos-driven document relies on the authority or reputation of the author or speaker.

4. More Ethos- Based Ads

5. logos
Logos is appeal based on logic or reason. Corporate documents and advertisements are often logos- driven.

6. Logos-based ads often include data as a persuasive appeal.

7. Pathos
Pathos is appeal based on emotion. Many advertisements are pathos-driven, including those for fashion (desire to fit in), for toothpaste (fear of stained teeth), and for beauty products (feel better about yourself), to name a few. Oftentimes pathos-driven ads simply invoke an “awwww” feeling.

8. Pathos can play on our fears
Pathos can play on our desire to look a
certain way or to fit in.

9. Review: Identify the appeals

10. Review: Identify the appeal

11. Review: Identify the appeal

12. Review: Identify the appeal

13. Team Assignment
Develop a two minute sales pitch for one product (use all three types of rhetorical appeals: Ethos, Logos, & Pathos).
Dandruff shampoo
Eyelash curler
Basketball
Apple juice
Car
Flashlight
Jeans
Sandals
T-shirt
Sunscreen