2. Definition of Rhetoric
Rhetoric (n.)- The art of speaking or writing effectively.
(In other words, HOW we give the impressions we give; HOW we say what we say, do what we do, write what we write.)
Rhetoric is all around us in conversation, in movies, in advertisements and books, in body language, and in art. We employ rhetoric whether we’re conscious of it or not. . .

3. The goal of persuasion is to change others’ point of view or to move others to take action.

4. . . .but becoming conscious of how rhetoric works can be transforming; this consciousness can alter our speaking, reading, and writing, making us more successful and able communicators and more discerning audiences.

5. Aristotle and The Art of Rhetoric:
Aristotle ( BC: Greece)
A student of Plato’s educational system
More than any other thinker, Aristotle determined the orientation and content of Western intellectual history.
Author of systems of thought
we still use today—both in
philosophy and science.

6. What is ethos, logos, and pathos?
Aristotle believed that to make convincing arguments, writers needed to look at three elements: the speaker’s persona, the audience, and the subject matter.
Ethos = Ethics, Image, Credibility
Logos = Logic, Reason, Facts
Pathos = (Passion), Emotions

7. Ethos, Logos, Pathos
Using ethos, logos, 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!

8. Ethos Ethos is an argument based on character.
Using ethos means the writer or speaker appeals to the audience’s sense of ethical behavior. The writer or speaker presents him or herself to the audience as credible, trustworthy, honest and ethical.

9. Ethos Example
“"He is a forensics and ballistics expert for the federal government – if anyone’s qualified to determine the murder weapon, it’s him."
"As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results.“
"Our expertise in roofing contracting is evidenced not only by our 100 years in the business and our staff of qualified technicians, but in the decades of satisfied customers who have come to expect nothing but the best."

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

11. Pathos Example
She stood before the class preparing to present her speech. She regretted not rehearsing the night before. Her knees shook, her breath grew shallow, and colored spots danced before her eyes. She gripped the podium and hoped she would not pass out in front of her classmates.

12. Additional Pathos Examples
“I’m not just invested in this community – I love every building, every business, every hard-working member of this town.”
"Don’t be the last person on the block to have their lawn treated – you don’t want to be the laughing stock of your community!"

13. Logos Logos is an argument based on facts, evidence and reason.
Using logos means appealing to the readers’ sense of what is logical.
Women’s Logic vs.
Men’s Logic:

14. Logos Example
Eighty percent of the writers interviewed said they write at least four rough drafts before they publish a piece of writing.
"The data is perfectly clear: this investment has consistently turned a profit year-over-year, even in spite of market declines in other areas.”
"You don’t need to jump off a bridge to know that it’s a bad idea. Why then would you need to try drugs to know if they’re damaging? That’s plain nonsense."

15. Rhetorical Appeals