Download Rhetoric , Propaganda and Media Literacy - James Baker

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LOGOS, PATHOS AND ETHOS
Rhetoric - 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." He
described three main forms of rhetoric:
 Logos
(Logical) means persuading by
the use of reasoning. Logos (Greek for
'word') refers to the internal consistency
of the message--the clarity of the claim,
the logic of its reasons, and the
effectiveness of its supporting evidence.
The impact of logos on an audience is
sometimes called the argument's logical
appeal. Logos tends to be more
academic in nature.
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Pathos (Emotional) -Greek for 'suffering' or
'experience'-- means persuading by appealing to the
reader's emotions. We can look at texts ranging from
classic essays to contemporary advertisements to see
how pathos, emotional appeals, are used to persuade.
Language choice affects the audience's emotional
response, and emotional appeal can effectively be
used to enhance an argument. But a better equivalent
might be 'appeal to the audience's sympathies and
imagination.' An appeal to pathos causes an audience
not just to respond emotionally but to identify with the
writer's point of view--to feel what the writer feels.
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Ethos (Credibility), or ethical appeal, (Greek for
'character') refers to the trustworthiness or credibility
of the writer or speaker. Ethos is often conveyed
through tone and style of the message and through the
way the writer or speaker refers to differing views. It
can also be affected by the writer's reputation as it
exists independently from the message--his or her
expertise in the field, his or her previous record or
integrity, and so forth. The impact of ethos is often
called the argument's 'ethical appeal' or the 'appeal
from credibility.' Why do many advertisers use famous
people as their spokesperson?
Logos (Logic,
Consistency)
Pathos (Emotions,
Imagination)
 Techniques
used to influence opinions,
emotions, attitudes or behavior.
 The purpose is to benefit the sponsor.
 It appeals mostly to the emotions not the
intellect.
 It is not negative or positive.
 The purpose is to persuade.
 In
advertising the purpose is to claim
“superiority” in order to sell product.
 Misleading Language - modifiers that look
substantial but are meaningless.
• “Fluff”
 Makes
audience believe in something or want
to do something.
 Diversion: seems to tackle a problem or issue,
but then throws in a distraction
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It aims at persuading the people to do a certain
thing because many other people are doing it.
An example can be a soft drink advertisement
wherein a large group of people is shown
drinking the same soft drink. People feel
induced to opt for that soft drink as it is shown to
be consumed by many. Examples: an ad states
that “everyone is rushing down to their Ford
dealer”
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http://www.youtube.com/watch?v=0xAwKBywrE
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This poster was created by the
Y.W.C.A. on the behalf of America
specifically targeting the
unemployed women in America.
At this time period most of the
men were at war so many women
were needed to work. How else
would the men receive the
supplies necessary for war? I saw
this propaganda as a bandwagon
technique by the way that it calls
for a woman for every fighter and
that in the image shows a large
group of everybody doing it. This
ad really has nothing to hide, it’s
just asking for help so that
America as a whole can survive.
 Aims
to flatter
 is reverse of bandwagon. It indicates that
buying a certain product will make you
stand out from the rest, as the masses
won’t afford to buy it. Luxury car ads are
notorious for this.
 http://www.youtube.com/watch?v=ttRS1l
wZ2iw&feature=related
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Ethos Driven
This propaganda technique uses words of an
expert or a famous person to promote a
particular idea. For example, a sports person is
shown recommending a brand of sport shoes.
Generally, people identify themselves to some
celebrated figure. So celebrities are used to
advertise certain products. A testimonial has to
be reasonable. Advertisers are cautioned not to
use false testimonials, as they lack authenticity.
Examples: an athlete appears on the Wheaties box;
an actor speaks at a political rally
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This ‘Got Milk?’ ad of Superman was
created by an advertising agency
called Goodby Silverstein & Partners
for the California Milk Processor Board.
The targeted audience would be
anybody who is a fan of Superman
because an admirer of Superman will
think that if he drinks milk, then milk will
make them super or at the same level
as superman. This example shows the
technique of testimonial because the
ad is using a famous person to
promote there idea. The readers must
know that Superman is very strong, is a
hero and is famous otherwise they will
not understand that this is testimonial
propaganda. Superman is a fictional
hero in our society. The intended
message is that if you drink milk, then
you will be strong or have bones of
steel just like superman
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In this technique, qualities of a known person are
associated with a product to promote or demote it.
Linking an item to a respected person is positive
transfer. Creating an analogy between a disliked
person and a product is negative transfer. It is also
used during war times. Example: a political activist
closes her speech with a prayer
Positive feelings/desires are connected to a
product/user
Transfers positive feelings we have of something we
know to something we don’t.
http://www.youtube.com/watch?v=mambpzvJyYM
 It
is when the product name is repeated
many times during an advertisement.
This technique may use a jingle, which is
appealing to the masses and fits into their
minds. How many of you know Mr Gatti's
phone number?
 attempt
to convince the audience that a
prominent person and his ideas are “of
the people.” Examples: a prominent
politician eats at McDonald’s; an actress is
photographed shopping for groceries
 links
a person, or idea, to a negative
symbol. Examples: commie, fascist, yuppie
 plays
on deep-seated fears; warns the
audience that disaster will result if they
do not follow a particular course of
action. Example: an insurance company
pamphlet includes pictures of houses
destroyed floods, followed up by details
about home-owners’ insurance.