1. RHETORICAL APPEALS The Art of Persuasion

2. LOGOS  Rhetorical appeal (persuasion) based on logic and reason. It makes sense. EX) We do not have enough money to pay for team uniforms, but without uniforms, our team’s morale will suffer. Therefore, we need to raise money to buy uniforms. LOOKS LIKE… Statistics, cause and effect, common sense, reasoning.

3. Commercial Examples  http://www.youtube.com/watch?v=to_SZc Kklyw ford challenge http://www.youtube.com/watch?v=to_SZc Kklyw http://www.youtube.com/watch?v=to_SZc Kklyw  http://www.youtube.com/watch?v=DGgeF Y7LeeY&feature=autoplay&list=PL2156B 005C7F6F596&lf=results_video&playnext =2 ford bolts http://www.youtube.com/watch?v=DGgeF Y7LeeY&feature=autoplay&list=PL2156B 005C7F6F596&lf=results_video&playnext =2 http://www.youtube.com/watch?v=DGgeF Y7LeeY&feature=autoplay&list=PL2156B 005C7F6F596&lf=results_video&playnext =2

4. PATHOS  Persuasion based on affecting the audience emotionally. Using pathos persuades by making an audience feel something (fear, pity, guilt, anger, insecurity, etc.) EX) “This candidate wants to hurt the elderly by cutting Medicare.” Sounds like… “Buying this car might save your life.” “What will others think?” “The poor children need your help.”

5. Examples  http://www.youtube.com/watch?v=IO9d2 PpP7tQ SPCA commercial http://www.youtube.com/watch?v=IO9d2 PpP7tQ http://www.youtube.com/watch?v=IO9d2 PpP7tQ

6. ETHOS  Persuasion based on the character and credibility of speaker. The audience is persuaded because they trust and respect the speaker. EX) “I am a husband, father, and taxpayer who has served my position faithfully for 20 years. I deserve your vote.” LOOKS LIKE…credentials, good reputation, using credible research, having a personal experience with the issue.

7. Examples  http://www.youtube.com/watch?v=JDXK1 dFY_Pc army commercial http://www.youtube.com/watch?v=JDXK1 dFY_Pc http://www.youtube.com/watch?v=JDXK1 dFY_Pc