1. RHETORICAL APPEALS AN INTRODUCTION

2. ARISTOTELIAN APPEALS Ethos – relies on the credibility of the author Logos – relies on logic and evidence Pathos – relies on emotion Medium – written text, speech, TV, film, art, internet, etc. Rhetorical Situation – context

3. RHETORICAL TRIANGLE Ethos (Speaker) Logos (Message) Pathos (Audience) Medium (written text, speech, TV, film, art, internet, etc.) Rhetorical Situation (Context)

4. EXAMPLES IN ADVERTISING: LOGOS RELIES ON LOGIC AND EVIDENCE

5. EXAMPLES IN ADVERTISING: ETHOS RELIES ON THE CREDIBILITY OF THE AUTHOR

6. EXAMPLES IN ADVERTISING: PATHOS RELIES ON EMOTION

7. OTHER APPEALS Appeal to the Body (physical strength) Appeal to Body (hygiene, sex appeal) Appeal to Gender (men AND women) Appeal to Age, Body, & Gender

8. OTHER APPEALS Appeal to Place Appeal to Narrative (telling a story)

9. OTHER APPEALS Appeal to Time (the past), Appeal to Place (home) Appeal to Time (urgency, Appeal to Fear

10. RHETORICAL ANALYSIS: WHAT TO LOOK FOR…  Rhetorical Triangle  Author/Speaker  Audience  Message  Rhetorical Situation  Appeals