1. Rhetorical Strategies
Ethos, Pathos, Logos
Rhetorical Strategies

2. Rhetoric
The art of using language to persuade others. (OED)

3. Ethos Ethos is appeal based on the character of the speaker.
An ethos-driven document relies on the reputation of the author.
You want to ask yourself if the person persuading you has authority or believability.
Believe them because they are a good person, that they are a trustworthy source.

4. Logos Logos is appeal based on logic or reason.
Arguing point by using factual and sometimes scientific reasons to persuade.
Statistics, numbers, surveys, charts as proof of evidence.
Concrete examples of experiences or evidence that have already been tested and tried.
Examples:
Documents distributed by companies or corporations.
Legal documents.

5. Pathos Pathos is appeal based on emotion.
Using human appeal--connecting to the audience to draw a response.
Example: Extreme Makeover Home Edition--uses stories of real life people that are heart wrenching. (Ms. Sit always cries when she watches this show!)