1. The Three Pillars of Persuasion
PERSUASIVE
APPEALS
Ethos, Pathos, Logos-
The Three Pillars of Persuasion

2. Information that makes so much sense you MUST believe/buy it.
Ethos/Pathos/Logos?
Logic/Reasoning
Information that makes so much sense you MUST believe/buy it.
Emotional Appeal
Character/Credibility

3. Logos Logos--the appeal to reason relies on logic or reason.
Often depends on the use of inductive or deductive reasoning.
Inductive reasoning takes a specific case/situation/ facts and then draws generalizations or conclusions from them.
Deductive reasoning begins with a generalization and then applies it to a specific case.

4. Deductive/ Inductive Reasoning (Logos)
Deductive: Top Down Approach. Start with a large generalization, then prove this through evidence and reasoning. PEE method.
Inductive: Start with the facts and reasoning ‘EE’ --THEN end with your ‘P’- point, claim, argument.

5. Examples:
In deductive reasoning, you might say, “all animals need oxygen.” Because this is true of every animal, it is true of each animal as well. Therefore, you can truthfully conclude that a specific animal, like your pet gerbil, needs oxygen.
In inductive reasoning, you might say:
My bicycle has a flat tire.
My bicycle is silver.
Therefore, all silver bicycles have flat tires.
If you think this line of reasoning seems slightly off, give yourself a pat on the back. Inductive reasoning is rarely as sound as deductive reasoning because it leaps from limited experience to sweeping generalities.

6. Logos- A How To: Logical appeal – LOGOS Order chronologically
Provide testimony
Cite commonly held beliefs
Use inductive and deductive reasoning
Inductive: reasoning from detailed facts to big ideas
Deductive: a conclusion that has no more information that what was used to make the conclusion (i.e. All dogs are animals; this is a dog; therefore this is an animal.)
Logical appeal – LOGOS
Provide evidence
Classify evidence
Cite authorities
Quote research
Use facts
Theorize about cause and effect

7. Ethos
Ethos--ethical appeal is based on the character, credibility, or reliability of the writer.
There are many ways to establish good character and credibility as an author:
Use only credible, reliable sources to build your argument and cite those sources properly.
Respect the reader by stating the opposing position accurately.
Establish common ground with your audience. Most of the time, this can be done by acknowledging values and beliefs shared by those on both sides of the argument.
If appropriate for the assignment, disclose why you are interested in this topic or what personal experiences you have had with the topic.

8. Ethos- A How To: Strong voice
Make the audience believe the writer is trustworthy
Demonstrate that the writer put in research time
Support reasons with appropriate, logical evidence
Present a carefully crafted and edited argument
Demonstrate that the writer knows the audience and respond them
Show concern about communicating with the audience
Convince the audience that the writer is reliable and knowledgeable

9. Pathos
Pathos, or emotional appeal, appeals to an audience's needs, values, and emotional sensibilities.
Argument emphasizes reason, but used properly there is often a place for emotion as well.
Can use sources such as interviews and individual stories to paint a more legitimate and moving picture of reality or illuminate the truth.
Only use an emotional appeal if it truly supports the claim you are making, not as a way to distract from the real issues of debate.
An argument should never use emotion to misrepresent the topic or frighten people.

10. Pathos- A How To: Use language that involves the senses
Include bias or prejudice
Include an anecdote (personal experience)
Include connotative language (words that carry strong emotion)
Guarantee makes us feel a degree of trust. If someone guarantees something, we believe that we will get what we were promised.
Use description
Use figurative language
Develop tone (feeling of the speaker)

11. Ethos/
Pathos/
Logos?
Quiz Yourself

12. Ethos/Pathos/Logos?
“As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results.”
_________________

13. Ethos/Pathos/Logos?
“As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results.”
____Ethos___
Ethos is persuasion related to the credibility of the persuader. In this case a doctor (a person we trust) is the persuader.

14. Ethos/Pathos/Logos?
“My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition, make me the ideal candidate for your mayor.”
____________________________
“You should consider another route, I heard that that street is far more dangerous and minous at night than during the daytime.”
___________________________

15. Ethos/Pathos/Logos?
“My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition, make me the ideal candidate for your mayor.”
_____Ethos______
“You should consider another route, I heard that that street is far more dangerous and minous at night than during the daytime.”
_______Pathos______

16. Ethos/Pathos/Logos?
“Don’t be the last person on the block to have their lawn treated- you don’t want to be the laughing stock of your community.”
____________________________
“Ladies and gentlemen of the jury: we have not only the fingerprints, the lack of an alibi, a clear motive, and an expressed desire to commit the robbery… We also have video of the suspect breaking in. The case could not be more open and shut.”
___________________________

17. Ethos/Pathos/Logos?
“Don’t be the last person on the block to have their lawn treated- you don’t want to be the laughing stock of your community.”
Pathos
“Ladies and gentlemen of the jury: we have not only the fingerprints, the lack of an alibi, a clear motive, and an expressed desire to commit the robbery… We also have video of the suspect breaking in. The case could not be more open and shut.”
Logos

18. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:

19. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:
Ethos- We trust that we will
look glamorous, because Katy Perry does. We trust her credibility.

20. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:

21. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:
Pathos- we feel sympathy and sorrow for those that are poor in La Vereda.
Logos- This factual information inspires action to help.

22. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:

23. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:
Pathos- we feel fear of the violence/death (guns are scary) this implies that smoking is as deadly as a gun.
Logos- This factual information persuades us not to smoke.

24. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:

25. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:
Logos- This factual information persuades us to have good mobile etiquette.

26. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:

27. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:
Pathos- This is a very sad. We sympathize with this mother holding her dying son. It persuades us to act, not to just hit like on Facebook

28. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:

29. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:
Pathos- Look at those sad eyes. This poor creature pulls at our heartstrings. This makes us want to go adopt him NOW!

30. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:
Logos- This factual information would have encouraged smart shoppers in the ‘60s

31. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:
Pathos- This woman was talking to her husband when he died in a car accident. The blood through the phone is both shocking and convincing. If you don’t want your loved ones to die, don’t talk to them while they drive.

32. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Ethos- This cool, suave James Bond wears the watch, I need to as well.

33. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos
Pathos
Logos
Explain:
Pathos- This disturbing image will scare us into not doing Meth. It plays upon our emotions of fear and disgust.

34. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos Pathos Logos
Pathos- This disturbing image will scare us into not smoking. It speaks to parents who care about their children- by smoking they strangle their own child.
Logos- This factual information continues to alarm and persuade parents to not smoke around their children.

35. Preamble: Ethos/Pathos/Logos?
Circle all that apply:
Ethos Pathos Logos
Ethos- If this many dentists approve, then this is the toothpaste I must have. I trust in my dentist to give me sound advice for my teeth.

36. How Will I Show What I know About Persuasive Techniques?
Find yourself a partner you trust will work hard
Choose or Create a product that that you would like to sell. (Yes, you can make one up; for example, I might create a fake spray called “Bully Off” that is a bully repellant)
Create an advertisement that uses all 3 appeals but focuses heavily on one of the persuasive appeals to SELL IT (Ethos, Pathos, Logos)
This should be thoughtful, inventive, colorful, interesting, detailed, AND MOST IMPORTANTLY, this should be PERSUASIVE.
At the bottom of your ad, explain how you incorporated each of the appeals and evaluate how effective each appeal is!