1. Rhetorical Strategies

2. Logos
Appeal to Reason/Logic
Facts and statistics
Definitions
Steps in reasoning (if…then)
Audience persuaded because it makes sense

5. Pathos
Appeal to Emotion
Emotional tone
Vivid and descriptive language
Tugs at your heart

8. Ethos
Appeal of one’s character
Good and moral person
Knowledgeable on subject
Respectable
Audience persuaded because they trust speaker

11. Which one?
For the following ads, you choose which appeal is used:
Ethos
Pathos
or Logos?

14. Key Rhetorical Strategies
Anecdote
Personal stories used to elicit feelings of warmth or sympathy
Antithesis
Direct contrast of two ideas; opposition

15. Euphemism
A more acceptable or pleasant way of saying an often offensive term
Example: “He went to his final reward” or “passed away” instead of “he died”
Forceful Phrases
Phrases which urge in a coercive manner
Humor
Anything that causes laughter or amusement

16. Hyperbole
Obvious and deliberate exaggeration
Repetition
words, sounds, or ideas are used more than once to create emphasis

17. Rhetorical Question
One that does not expect an explicit answer. The idea should just be considered by the audience
Sympathy
The speaker attempts to elicit feelings of guilt or sympathy with stories or images