1. Understanding Rhetoric Ethos Logos Pathos

2. Aristotle and Rhetoric Rhetoric (n) - the art of speaking or writing effectively. According to Aristotle, rhetoric is "the ability, in each particular case, to see the available means of persuasion.” Rhetoric is the art of persuasion, and Aristotle identified three different types.

3. Ethos Ethos is appeal based on the character of the speaker and his or her expertise on the topic. Some believe that an ethos-driven document relies on the reputation of the author. When examining an argument based on ethos, one should ask if the source is credible.

4. Logos Logos is appeal based on logic or reason. Documents distributed by companies or corporations are logos-driven. Scholarly documents are also often logos- driven. When examining an argument based on logos one should ask if the logic flows and if statistics are skewed.

5. Pathos Pathos is appeal based on emotion. Advertisements tend to be pathos-driven. When examining an argument based on pathos one should ask if the writer or speaker is “playing” or manipulating the audience.

6. Commercial Examples: I’m Going to Disney World http://www.youtube.com/watch?v=_bY75hnNzyk http://www.youtube.com/watch?v=_bY75hnNzyk Nivea http://www.youtube.com/watch?v=k5QE7KV6gQY Animal Cruelty http://www.youtube.com/watch?v=9gspElv1yvc Pepsi http://www.youtube.com/watch?v=XXdLhTNBHbA Geiko http://www.youtube.com/watch?v=7OIEFo2axGE http://www.youtube.com/watch?v=9gspElv1yvc http://www.youtube.com/watch?v=XXdLhTNBHbA http://www.youtube.com/watch?v=7OIEFo2axGE McDonalds http://www.youtube.com/watch?v=_oACRt-Qp-s http://www.youtube.com/watch?v=PmrTDZy3f2M&NR=1 ProActive http://www.youtube.com/watch?v=7eqUClCSdGw Trident http://www.youtube.com/watch?v=Gf_Jk1zLisg