1. Discuss at your Table
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Think of your favorite commercial.
What do you like about it?
What makes it your favorite?
Who is in it?
What is said or shown?
Does it make you want to buy that
product?
5. Who was Aristotle?
Aristotle was a famous Greek
philosopher who studied the
art of persuasion.
Plato, another
famous Greek
philosopher, was his
teacher.
Aristotle taught Alexander the
Great how to properly argue and
perform a public speech.
6. Ethos, Pathos, and Logos
In approximately 300 B.C.E. Aristotle, who was a famous Greek philosopher,
wrote a book entitled, “The Art of Rhetoric.” In his book, Aristotle identified the
three methods of persuasion. He called them ethos, pathos, and logos.
Plato
Aristotle
The Book
7. Ethos, Pathos, & Logos
There are several ways to appeal to an audience.
Among them are appealing to ethos, pathos, and
logos. These appeals are prevalent in almost all
arguments.
8. Ethos
• Greek word ETHIKOS meaning moral or
showing moral character
• Speaker must establish moral credibility in
the minds of audience, must show he/she
has expertise in the subject matter
For example, when a trusted doctor gives
you advice, you may not understand all
of the medical reasoning behind the
advice, but you nonetheless follow the
directions because you believe that the
doctor knows what he/she is talking
about.
9. Ethos - cont’d
• Ethos = Ethics: refers to the trustworthiness of the
speaker/writer.
• Ethos is an effective persuasive strategy because 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.
• We base our opinion on the reputation of the speaker.
When a judge comments on legal
precedent audiences tend to listen
because it is the job of a judge to
know the nature of past legal cases.
12. Pathos
• Pathos: related to the words pathetic,
sympathy, and empathy.
• Accept a claim based on how it makes you
feel without fully analyzing the rationale
behind the claim
• May persuade you with fear, love,
patriotism, guilt, hate or joy.
• Society should not react to emotional
arguments without fully considering all of
the facts.
• The use of pathos can be manipulative
• It is the cornerstone of moving people to
action and it will continue to be used again
and again.
• Appeals to pathos touch a nerve and
compel people to not only listen, but to
also take the next step and act in the
world.
15. Logos
• Logos = logical appeal
• Logos refers to any attempt to
appeal to the intellect.
• Logos appeals to the left side
of the audience's brain. The
audience finds certain
patterns, conventions and
modes of reasoning to be
convincing and persuasive.
• The audience relies on
reasoning and facts to make
its decision. Numbers, polls
and statistics are also
examples of the persuasive
use of logic.
16. Logos
• The Mac vs. PC ads use logos
• The type of logos that these ads use
is deductive reasoning.
• These ads are very logical in the way
they approach their explanations of
why a Mac is better than a PC.
19. REVIEW
Ethos, Pathos, & Logos
1.
Ethos = an ethical or moral argument
2.
Pathos = an emotional argument
3.
Logos = a logical argument
20. Now you identify which rhetorical device…
Ethos, Pathos, & Logos
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Handy Peel Infomercial
Gatorade Commercial
SPAC Commercial
Allen Iverson Commercial
Editor's Notes
The word "ethos" came from the Greek word ethikos meaning moral or showing moral character. Aristotle contends that a speaker must establish moral credibility in the minds of the audience at the beginning of his or her speech. In order to do so, the speaker must show that he or she has expertise in the subject matter of the speech and that he or she is disconnected from topic (i.e., the speaker does not and will not have a direct interest or an ulterior motive for convincing their audience).
Ethos: Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer.
Ethos is an effective persuasive strategy because 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.
Likewise,
Ethos: Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer.
Ethos is an effective persuasive strategy because 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.
Likewise,
Ethos: Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer.
Ethos is an effective persuasive strategy because 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.
Likewise,
