2. Everything Is an Argument

3. Whenever you read an argument, see an ad or commercial, you must ask yourself:  ” What is the author trying to get me to think or do?”

5. ETHOS  A speaker’s credibility with a given audience.  Sincerity, authority, trustworthy, expertise, faithfulness, or any adjective that describes someone you can trust to do the right thing.

6. Ethos:  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.  When a judge comments on legal precedent, audiences listen because it is the job of a judge to know the nature of past legal cases.

7. Example  George Foreman and his Grilling Machine  Boxer  Fitness  Preacher, too!

9. How to establish your credibility  Credibility- the quality of being believable; the audience can trust you  Appear competent- being well qualified. Comes from knowledge and preparation. Show that you know your topic thoroughly.  Sincerity- Being genuine/honest- Shown through your tomes of voice, and it’s hard to fake. Actually care about your topic and audience.  Dynamism- Being energetic and enthusiastic. Shown through tone of voice and appearance, eye contact, facial expression, and posture.

10. PATHOS- Emotional Appeal Pathos appeals rely on emotions and feelings to persuade the audience They are often direct, simple, and very powerful

11. How to develop emotional appeals  Citing specifics- Refer to details or examples that clearly illustrate a point you want to make.  Using vivid language- Descriptive words  Personal references- Relate the topic to the audience’s direct experience.

12. Pathos: Moving you to ACTION  Appeals to pathos touch an emotional nerve and often compel people to not only listen, but to also take the next step and act in the world.

14. Where do you notice PATHOS appeals? “America's older citizens have rightly been called the "greatest generation." It is morally unacceptable that the people that built this country -- our senior citizens -- should suffer hunger in a land of plenty, which they helped to create.” -from America’s Second Harvest program

15. What is the “call to action” which is implied? “America's older citizens have rightly been called the "greatest generation." It is morally unacceptable that the people that built this country -- our senior citizens -- should suffer hunger in a land of plenty, which they helped to create.” -from America’s Second Harvest program

16. LOGOS/ Logical Reasoning:  Appeals rely on the audience’s intelligence.  The more educated the audience, the more skeptical they are of emotional arguments --- they are more receptive to logos appeals

17. Logos:  Based on reasons supported by evidence.  Evidence is material that establishes the soundness of each reason. All reasons need evidence.  Reasons need to be relevant to the thesis and provide strong support.

18. Types of evidence  Personal experience- something you went through  Testimonial- experiences of others  Facts and statistics  Expert opinions- statement or belief about a subject by a knowledgeable person recognized as an authority in that subject

19. Where do you see a LOGOS appeal? NASA sees its mission to explore Mars as an endeavor to seek out the possibility of life on that planet. Knowing if water was on Mars is the first step in this research.

20. LOGOS: NASA sees its mission to explore Mars as an endeavor to seek out the possibility of life on that planet. Knowing if water was on Mars is the first step in this research.

21. Where do you notice PATHOS and LOGOS appeals? The Arctic National Wildlife Refuge provides a safe refuge for 180 species of migratory birds, serves as a birthing ground for one of the hemisphere's largest caribou herds and has been home to the Gwinch'in people for a thousand generations. Ninety-five percent (95%) of Alaska's North Slope is already available to Big Oil, but these companies want it all.

24. Ethos, Pathos, or Logos?

26. Ethos, Pathos, or Logos

27. Group Work In groups of 2-4 Think of an existing product, or create your own Decide which type of persuasive appeal- logos, ethos, or pathos Write a commercial script so that everyone has a speaking part. Use your persuasive appeal to sell your product. Make us want to buy it.