1. The Rhetorical Appeals
Logos, Pathos, Ethos

2. Is it Persuasive?
Whenever you read an argument, you must ask yourself, “Is this persuasive? And if so, to whom?”
There are several ways to appeal to an audience. Among the ways to appeal to an audience are appealing to logos, ethos, and pathos.
These appeals are prevalent in almost all arguments.

3. Logos--the appeal to logic, which evokes a cognitive, rational response
Using theories (i.e., Theory of Relativity; Theory of Evolution)
Denotative meanings/reasons
Literal and historical analogies
Definitions
Factual data and statistics
Quotations
Citations from experts and authorities
Informed opinions

4. Ethos--developing the trustworthiness of the speaker/writer.
An effective persuasive strategy – we are willing to listen when we believe the speaker/writer won’t do us harm and shares our values.
Ex: When a doctor gives you medical advice, you may not understand all that he is talking about, but you listen and follow his advice because you believe he knows what he is talking about.

5. Ethos - How to establish - taken from Purdue Online Writing Lab
Use only credible, reliable sources to build your argument and cite those sources properly.
State the opposing position accurately.
Establish common ground with your audience. Acknowledge values and beliefs shared by those on both sides of the argument.
Disclose why you are interested in this topic or what personal experiences you have had with the topic.

6. Ethos - How to establish
Organize your argument in a logical, easy to follow manner.
Ex. chronological order, most general to most detailed example, earliest to most recent example, etc.
Proofread the argument.

7. Pathos--appeal to emotion
Related to the words – pathetic, sympathy, and empathy
When you accept a claim based on how it makes you feel without fully analyzing the rationale, you are acting on pathos.
Emotions: love, fear, patriotism, guilt, hate, or joy
Most arguments are heavily dependent upon pathos appeals.

8. Examples of Pathos
Vivid, concrete language
Emotionally loaded language
Connotative meanings
Emotional examples
Vivid descriptions
Narratives of emotional events
Emotional tone
Figurative language

9. The appeals work together--a good argument includes all three.
Too much logos--the audience may not feel connected to the speaker or the topic.
Too much ethos--the speaker risks appearing arrogant. The topic becomes secondary to the speaker or the shared values.
Too much pathos--the message may border on propaganda. Audience may disregard message that appears too emotional.