This document discusses the three artistic proofs of persuasion outlined by Aristotle: ethos, pathos, and logos. [1] Ethos refers to establishing credibility or trust with an audience. [2] Pathos involves appealing to an audience's emotions. [3] Logos uses facts, data, and logical reasoning to support an argument. The document provides examples of each and notes that effective arguments employ all three techniques.

1. Ethos, Pathos, and Logos.
By Matthew.Curiel
Speech 104
LAVC11

2. Artistic Proofs
 The goal of argumentative writing
is to persuade your audience that
your ideas are valid, or more valid
than someone else's.
 The Greek philosopher
Aristotle divided the means of
persuasion into three categories:
Ethos, Pathos, and Logos.
Aristotle calls these "artistic“
proofs.
 Ethos: The source's credibility,
the speaker's or author's
authority.
 Logos: The logic used to
support a claim, and the facts
and statistics used to help
support an argument.
 Pathos: the emotional or
motivational appeals, vivid
language, emotional language
and numerous sensory details
that supports a decision.

3. ETHOS well the presenter convinces an
 It is how
audience that he or she is qualified to present
or speak on a particular subject.
 Ethos  Ethics - The difference between right
and wrong. We go through life having to make
the "right" decisions.
 Example #1 - 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 they
are talking about. Ethos shows people that
the doctor is trustworthy and qualified.

4.  ETHOS EXAMPLE # 2 : Martin
Ethos cont. Luther King incorporated his
own experience in the famous
speech “I have a dream..” to
build his ethos and pathos
appeals. He tells of his dream
that his “four little children will
one day live in a nation where
they will not be judged by the
color of their skin but by the
content of their character." MLK
divulges this tidbit about his
own life so that the audience
can connect. Not only might the
audience empathize with his
position, but they will also gain
respect for Martin Luther King
because he possesses the title
of “father”.

5. 2 ways to obtain credibility
 1. Initial Ethos: The type of ethos that is based on the arguer’s credentials, status, or
reputation.
 2. Derived Ethos: The type of ethos(credibility) that results from what the speaker says in
a message.
 We listen and learn from professors because of their credentials such as a college degree and
experience in a certain educational subject.
 President Obama applys derived ethos when he states the country about national security or
the economy. The people of the U.S consider him trustworthy and listen to his message.

6. PATHOS
 Pathos is directed to the wishes, desires,
goals, and needs of a person whose
acceptance is desired.
 Whenever a person accepts a claim based on
how it makes them “feel” without fully
analyzing the rationale behind the claim, you
are acting on PATHOS.

7. Advertisements tend to be pathos
driven. Basically it draws out
emotions.


8. LOGOS
 Logos is an argument based on facts, evidence and
reason. Using logos means appealing to the
readers sense of what is logical.
 Example: A person may want to convince an
audience that online schools are better than
traditional schools. They say traveling to school
costs money and sitting in class is boring. Then he
provides information to convince people that those
premises are true. At the end of his logos appeal,
their audience will agree that online schools are
better than traditional schools.

9. 2 types of Logical(Logos)
Reasoning
 INDUCTIVE REASONING- Arguments based on
experience or observation are best expressed inductively.
 Inductive reasoning is all about arriving at a conclusion on
the basis of facts which guides people towards the
conclusion.
 Inductive reasoning example- The women in the
neighboring apartment has a shrill voice. I can hear a shrill
voice from outside, therefore the women in the neighboring
apartment is shouting.
 DEDUCTIVE REASONING- Arguments based on laws,
rules, or other widely accepted principle are best expressed
deductively.
 Deductive Reasoning example- Gravity makes things
fall. The apple that hit my head was due to gravity.

10. Logos is applied on arguments of
global warming, obesity, and
crime through statistics and facts.