Download Ethos, Pathos, Logos

Ethos, Pathos, Logos
Rhetorical Strategies
Rhetoric
• Rhetoric—the art of speaking or writing
effectively (Webster's)
• The art of using language to persuade others
(OED)
• According to Aristotle, rhetoric is "the ability, in
each particular case, to see the available means
of persuasion." He described three main forms of
rhetoric: Logos, Ethos and Pathos.
Logos
• Logos is appeal based on logic or
reason.
• Arguing a point by using factual and
sometimes scientific reasons to
persuade.
• Statistics, numbers, surveys, charts as
proof of evidence.
• Concrete examples of experiences or
evidence that have already been tested
and tried.
Logos
• How is logos
being used
here?
Ethos
• Ethos is appeal based on the
character of the speaker.
• An ethos-driven argument relies on
the reputation of the author or
speaker, whether or not the person
has authority or believability.
Ethos
• For an Ethos appeal to be effective, the
ethos, or ethical standing, of the
author/speaker must be aligned with
the values, morals, and beliefs of the
targeted audience.
Ethos
• How is ethos being used here?
http://www.youtube.com/watch?v=6HNKqffU3Cc
Pathos
• Pathos is appeal based on emotion.
• Using language to connect with the
audience emotionally or to elicit an
emotional response from the audience.
• Common pathos-driven appeals play
on the emotions love, fear, hate, joy,
or guilt.
Pathos
• How is
pathos being
used here?
Logos, Ethos, Pathos
• The most successful appeals utilize all
three of these rhetorical strategies.
Logos, Ethos, Pathos
• Let’s see if we can spot them in the
editorial.