1. Aristotle’s Rhetorical Triangle
Learning how to appeal to your AUDIENCE

2. Who was Aristotle? Greek philosopher and scientist Lived 384-322 BC
Wrote extensively on a wide range of subjects, including physics, biology, zoology, metaphysics, logic, art and RHETORIC
His ideas have had far-reaching influence, even today
Read more about Aristotle here

3. The Rhetorical Triangle
Feeling/Emotion
(Pathos)
Trusting/Reputation
(Ethos)
Thinking/Reasoning
(Logos)

4. Feeling/Emotion (Pathos)
This appeal is about trying to evoke a feeling in your AUDIENCE. Through the strategies and arguments you choose, you are trying to make your AUDIENCE feel sad, angry, jealous, afraid...
The following advertisement is an example of this kind of appeal in advertising:
Apple

5. Trusting/Reputation (Ethos)
This appeal is about who is delivering the message; is the person an expert in their field (ex: a doctor)? You want the person (or the organization) delivering the message to be the right one for the AUDIENCE. They should inspire confidence, or be able to make a connection of some kind.
The following advertisement is an example of this appeal in advertising:
Subway

6. Thinking/Reasoning (Logos)
This appeal is about using logic and reasoning to persuade an AUDIENCE. Do your arguments make sense to the AUDIENCE?
The following advertisement is an example of this appeal in advertising:
Smart

7. Check for understanding...
Try identifying the Appeals in the following advertisements (be sure to justify your answers):
Apple
Coke
Save
Tim Hortons
Samsung
Cadena