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Looking at Aristotle’s Rhetorical appeals Ethos/Pathos/Logos How can I tell the difference? Ethos/Pathos/Logos How can I tell the difference?
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Aristotle’s means of persuasion The Greek philosopher Aristotle divided the means of persuasion (rhetorical appeals) into three categories--Ethos, Pathos, Logos.
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Ethos (Greek for 'character') Credibility Ethos is often conveyed through tone and style of the message It can also be affected by the writer's reputation, expertise in the field, his or her previous record or integrity How does it work? We tend to believe people whom we respect. Ethos is often conveyed through tone and style of the message It can also be affected by the writer's reputation, expertise in the field, his or her previous record or integrity How does it work? We tend to believe people whom we respect.
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Nike CommercialCommercial Nike CommercialCommercial
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Pathos (Greek for 'suffering' or 'experience') Emotion Language choice affects the audience's emotional response appealing to the audience's sympathies and imagination. to identify with the writer's point of view-- to feel what the writer feels Language choice affects the audience's emotional response appealing to the audience's sympathies and imagination. to identify with the writer's point of view-- to feel what the writer feels
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McDonalds CommercialCommercial State Farm CommercialCommercial McDonalds CommercialCommercial State Farm CommercialCommercial
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Logos (Greek for 'word') Reasoning the logic of the reasons, and the effectiveness of its supporting evidence persuading by the use of reasoning the logic of the reasons, and the effectiveness of its supporting evidence persuading by the use of reasoning
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Progressive Insurance Commercial Commercial Progressive Insurance Commercial Commercial
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3 Ways The rhetorical appeals are made through: Language Visual Elements Ideology The rhetorical appeals are made through: Language Visual Elements Ideology
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Language The words authors use to connect with the audience and represent their ideas as reasonable and compelling
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Visual Elements The drawings, photographs, graphs, and other images that are used to enhance, support, and extend rhetorical appeals
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Ideology The worldview or set of values and beliefs used to change the readers’ minds about something. The writers ability to make themselves credible The worldview or set of values and beliefs used to change the readers’ minds about something. The writers ability to make themselves credible
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Advertisement Challenge Read advertisements in newspapers and magazine and identify if they are using ethos, pathos, logos
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