1. The Three Appeals: How to reach your audience
Language and Composition

2. Ethos – The Ethical Appeal
based on the character of the speaker
relies on reputation of the author
convinces the reader of the author’s credibility or expertise concerning a particular topic
creates an image
uses doctors, athletes, actors, scientists, or professors to convince the audience

3. Pathos – The Emotional Appeal
Pathos – based on emotion (joy, pity, fear, anger, insecurity)
uses sensory detail to elicit a response
*common in advertisements

4. Logos – The Logical Appeal
based on reason
assumes certain truths
uses definition
uses analogies
uses comparisons
uses cause and effect (consequences)
* Scholarly documents are logos-driven

5. Okay, now it’s your turn…
Which appeal?
Which appeal?
Which appeal?