1. Pathos, Ethos, and Logos

2. Logos
Logos: (LOGIC) Logos refers to any attempt to appeal to the intellect: the "logical argument."  Yes, these arguments will call upon the writers' credibility and try to touch the audience's emotions, but there will more often than not be logical chains of reasoning supporting all claims.

3. Ethos
Ethos:  (Trustworthiness/Credibility)Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer.  When we believe that the speaker does not intend to do us harm, we are more willing to listen to what s/he has to say.  For example, when a trusted doctor gives you advice, you may not understand all of the medical reasoning behind the advice, but you nonetheless follow the directions because you believe that the doctor knows what s/he is talking about. 

4. ♥ Pathos ♥
Pathos: (EMOTIONS) Pathos is related to the words pathetic, sympathy and empathy.  Whenever you accept a claim based on how it makes you feel without fully analyzing the rationale behind the claim, you are acting on pathos.  Appeals to pathos touch a nerve and compel people to not only listen, but to also take the next step and act in the world.

5. To Appeal to Logic
(LOGOS)
To develop ETHOS
To Appeal to Emotions
(PATHOS)
*Theoretical/Abstract Language
*Denotative Meanings
*Definitions
*Literal/Historical Analogies
*Facts/Statistics
*Quotations
*Citations from Experts
*Informed Opinions
*Language Appropriate to Audience & Subject
*Restrained, Sincere, Fair-Minded Presentation
*Appropriate Level of Vocabulary
*Correct Grammar
*Vivid, Concrete Language
*Emotionally Loaded Language
*Connotative Meanings
*Emotional Examples
*Vivid Descriptions
*Narratives of Emotional Events
*Emotional Tone
*Figurative Language
EFFECT
Evokes a Cognitive, Rationale Response
Demonstrates Author’s Reliability, Competence, and Respect for the Audiences’ Ideas and Values through Reliable, Appropriate Support and General Accuracy
Evokes an Emotional Response

6. The Purpose
We will be analyzing advertisements for their use of the rhetorical appeals.
Once we can effectively identify the use of the rhetorical appeals in visuals, we will move to analyzing the use of the rhetorical appeals in persuasive texts.
Once we can effectively identify the use of the rhetorical appeals in persuasive texts, we will move to creating our own persuasive responses that incorporate the rhetorical appeals.

7. Questions to consider:
Who is the specific target audience (gender, age group, socioeconomic status) for this advertisement?
How successful is this advertisement in reaching its specific target audience?
Is this advertisement utilizing one or more of the rhetorical appeals: pathos, ethos or logos?

9. Questions for Image One
1. Make a claim: Who is the specific target audience (gender, age group, socioeconomic status) for this advertisement?
2. Complete a C.R.E.W. statement. Is this advertisement utilizing the rhetorical appeal of pathos?

10. Answers
The specific target audience for this Slim Fast advertisement is year old females who are engaged.
C- This Slim Fast advertisement is utilizing pathos to reach its target audience.
R- Our society places immense pressure on women to achieve a slim body type.
E- In this advertisement the female cake topper has sunk into the cake and it states "Need to lose a little weight before your wedding?"
W- As a result of our society placing immense pressure on women to achieve a slender body type this Slim Fast advertisement utilizes pathos to appeal to the target audience's fear of being overweight.

12. "We don't have enough donors
"We don't have enough donors." Published by National Association For Organ Transplant.

13. "The average smoker needs over five thousand cigarettes a year
"The average smoker needs over five thousand cigarettes a year. Get unhooked." - Published by NHS.

16. Published by Humane Cosmetics

17. Make a claim: Who is the specific target audience (gender, age group, socioeconomic status) for this advertisement?
Complete a C.R.E.W. statement. Is this advertisement utilizing the persuasive appeal of pathos?

18. Answers
The specific target audience for this Humane Cosmetics advertisement is female animal lovers who routinely use makeup.
C- This Humane Cosmetics advertisement is utilizing pathos to reach its target audience.
R- Many people have a deep affection for small animals and feel they need to be protected.
E- In this advertisement a young woman is using a small Yorkie dog as a spray bottle and thus abusing it.
W- As a result of a small dog being abused this Humane Cosmetics advertisement is appealing to pathos or people's emotions.

19. Published by the Drive Safe Campaign

20. Questions for Image Two
5. Make a claim: Who is the specific target audience (gender, age group, socioeconomic status) for this advertisement?
6. Complete a C.R.E.W. statement. Is this advertisement utilizing one or more of the rhetorical appeals: pathos, ethos or logos?

21. Published by Climate Advocates of Europe

22. Questions for Image Three
7. Make a claim: Who is the specific target audience (gender, age group, socioeconomic status) for this advertisement?
8. Complete a C.R.E.W. statement. Is this advertisement utilizing one or more of the rhetorical appeals: pathos, ethos or logos?

23. Published by Work Safe

24. Questions for Image Three
9. This advertisement is effectively utilizing pathos. Please analyze this advertisement and explain what the publisher Work Safe could do to incorporate a stronger appeal to logos? Provide sound reasoning to support your claim. Conclude your statement with a warrant. (C.R.W.)