2.  Rhetoric has been defined in many ways. The typical definition is “art of persuasion.”  For our purposes, think of it as “strategies for effective communication.”  A newborn baby’s crying would thus not be rhetoric, but an older child’s whining to a parent to be carried would be rhetoric.

3.  Some people seem to be “natural” as speaking or writing persuasively.  These people luckily stumbled upon some effective rhetorical techniques and may not have reflected on them.  If someone can “luckily stumble” upon an effective technique, someone else can learn and apply that techniques consciously.  In short, rhetoric is not an instinct, but a learned skill.

4.  Aristotle (a famous Greek philosopher) wrote a valuable book called On Rhetoric, also known as The Art of Rhetoric.  This book remains one of the best studies of rhetoric ever performed.  We will examine some of Aristotle’s concepts.

5.  Aristotle defines rhetoric as “the ability to discover all available means of persuasion.”  Successful persuasion requires knowledge of the audience and their expectations.  The three appeals available to rhetors are ◦ Pathos ◦ Logos ◦ Ethos

6.  Pathos is an emotional appeal.  Pathos attempts to persuade an audience by evoking strong emotions, such as guilt, fear, pity, or lust.

8.  Logos is a logical or rational appeal.  Logos attempts to persuade by presenting a sound argument or evidence.

10.  Ethos refers to the credibility of the speaker.  Ethos tries to persuade by convincing the audience that the speaker is competent, sincere, or reliable.

12. Is the following an example of ethos, pathos, or logos? Cesium-Based Reactor Kills! A baby turtle breaks free from the leathery shell of its egg, catching its first glimpse of its first sunrise. It pauses a moment to rest, unaware of the danger that lies so close to it. As the tide comes in, approaching the nest, it also approaches a small pile of metal - cesium. The water draws closer and closer, the turtle unsuspecting of the danger. Finally, the water touches the cesium. The nest is torn to bits in the resulting explosion, destroying even more of an endangered species. Why does this happen? One name: Acme. Acme Gizmotronics is supporting a dihydro-cesium reactor, trying, in their anthrocentrism, to squeeze energy out of such destructive explosions. And, they are dumping waste cesium onto the shores of their island, threatening the environment. Studies have shown that the dihydro-cesium reactor will destroy the island's ecosphere in less than four months! How can they get away with this?

13. Is the following an example of ethos, pathos or logos? ACME's new dihydro-cesium detonation process By combining cesium and dihydro-oxide in laboratory conditions, and capturing the released energy, ACME has promised to lead the way into the future. Our energy source is clean, safe, and powerful. No pollutants are released into the atmosphere.

14. Is the following an example of ethos, pathos, or logos? Our spokesperson, Mr. Coyote says "I'm not really a coyote, but I play one on tv. I've used Acme products for years. Their slingshots, rocket launchers, crowbars, pogo sticks, and power pills are the best around. And don't forget their high-powered dynamite! I buy everything from Acme. They are the company that I trust the most." Acme Gizmotronics, the company that you've trusted for over 100 years, has recently entered the World Wide Web! Now you can purchase our fine products through the internet. Our quality gizmos, widgets, and thingamabobs can be shipped to you within minutes. All come with the famous lifetime guarantee that makes Acme the company that the world depends on for it's gizmo needs.

15.  In your groups, construct an argument for your parents based on the following scenario: ◦ You want to go to a midnight movie with your friends, but your parents won’t let you. Create an argument using all three appeals. You will present in front of the class.