1. Rhetoric

2. What is Rhetoric?
The ability to speak persuasively and effectively using figurative language
Has three main elements
Ethos- Credibility
Pathos- Emotion
Logos- Logic

3. Ethos This is the credibility of the author
Does the author have a degree in the field they are discussing?
Are they knowledgeable about their topic?
Would you trust them based on how they look?
Smart suit vs. shabby clothing.
Think about how advertisements get you to trust their medical medicine
Do they have people dressed in lab coats?
Do they have medical equipment near them?

4. Pathos Persuades the audience using emotional means
Does the author/ad use words and phrases that pull at the heartstrings?
Do they use personal experience to gain their affection?
Think about the animal shelter ads
Do they use healthy dogs with tails wagging? Or dogs that look sad and unhealthy to gain affection.
What about the starving children in Africa ads? What are they using to gain money from you?

5. Logos This is when the author uses logic to persuade his audience
The use of statistics, facts, charts
Think about the ads that use statistics, like medical ads, to get you to buy the product.
How many people go into remission with this drug?
How much more likely are you to live or live longer with this medicine?
Universities do this as well!
You can save (X%) if you go to this university!
If you go to this university you have a greater chance of graduating!
You save (X%) if you go to this university!