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Rhetorical Strategies: Ethos, Logos, and Pathos “Rhetoric is the art of ruling the minds of men” -- Plato What is Rhetoric? • "the ability, in each particular case, to see the available means of persuasion." -- Aristotle • "Rhetoric is the art of speaking well." -- Quintillian Logos, Pathos, Ethos • Logos is appeal based on logic or reason. Documents distributed by companies or corporations are logos-driven. Scholarly documents are also often logos-driven. • Pathos is appeal based on emotion. Advertisements tend to be pathos-driven. • Ethos is appeal based on the character of the speaker. An ethos-driven document relies on the reputation of the author. Ethos • Greek for “character” • Premise: we believe those whom we respect • Focuses on the speaker or writer, not the audience • The ethos triumvirate: character, credibility, reliability Ethos, continued • Credibility: remind others of the author’s illustrious past or qualifications Examples: -- Companies include “since 19—” -- Colleges advertise famous/successful alumnae -- Can you think of some? Ethos, continued • Character: Are you a good person? Example: “I am a husband, a father, and a taxpayer. I’ve served faithfully for 20 years on the school board. I deserve your vote for city council.” Ethos, continued • Ethical appeal is used to establish the writer as fair, open-minded, honest, and knowledgeable about the subject matter. The writer • creates a sense of him or herself as trustworthy and credible. When used correctly, the writer is seen as... • Well-informed about the topic • Confident in his or her position • Sincere and honest • Understanding of the reader's concerns and possible objections • Humane and considerate • When used incorrectly, the writer can be viewed as... Ethos, continued • When used incorrectly, the writer can be viewed as... • Unfair or dishonest • Distorting or misrepresenting information (biased) • Insulting or dismissive of other viewpoints • Advocating intolerant ideas Logos • Greek for “word” • Focus on argument itself, not the person making it • Evidence (statistics, pictures, sources) • Logic and Reasoning -- avoid logical fallacies (more on this later) Logical Appeal (logos) Logical appeal is the strategic use of logic, claims, and evidence to convince an audience of a certain point. When used correctly, logical appeal contains the following elements... • Stong, clear claims • Reasonable qualifiers for claims • Warrants that are valid • Clear reasons for claims • Strong evidence (facts, statistics, personal experience, expert authority, interviews, observations, anecdotes) • Acknowledgement of the opposition Logos, continued When used poorly, logical appeals may include... • Over-generalized claims • Reasons that are not fully explained or supported • Logical fallacies • Evidence misused or ignored • No recognition of opposing views Pathos • Greek for “suffering” or “experience” • Appeals to emotions and values of the audience • Usually conveyed through narrative or story (hot topics: children, animals, the elderly, the disadvantaged) • Think: Is the writer simply “playing me”? Pathos, continued When done well, emotional appeals... • Reinforce logical arguments • Use diction and imagery to create a bond with the reader in a human way • Appeal to idealism, beauty, humor, nostalgia, or pity (or other emotions) in a balanced way • Are presented in a fair manner Pathos, continued When used improperly, emotional appeals... • Become a substitute for logic and reason (TV and magazine advertising often relies heavily on emotional rather than logical appeal) • Uses stereotypes to pit one group of people against another (propaganda and some political advertising does this) • Offers a simple, unthinking reaction to a complex problem • Takes advantage of emotions to manipulate (through fear, hate, pity, prejudice, embarrassment, lust, or other feelings) rather than convince credibly Your Tasks: 1. Bring to class: Print or cut out THREE advertisements illustrating each of the rhetorical appeals. For each advertisement be prepared to discuss the dominant appeal being utilized to sell the product. WRITE/TYPE THIS on a separate document IN A PARAGRAPH. IF you would like to create a slide show or use a video be prepared to share it with the class on YOUR device (no iphone/cell phone). –The Name of “product” being advertised • A: Intended Audience • B: Spoke person (if there is one) • C: Purpose of advertisement • D: Type of persuasive appeals-briefly explain 2. Ethos, Logos, Pathos 1-2 page response Write a one page argument in which you use all three rhetorical appeals to convince your parents to: • extend your curfew by one hour • to buy you a car • to pay for your trip to Hawaii with your best friend over Christmas Vacation • to let you go on a trip unsupervised • Other? Effectiveness vs. Credibility • Credible (credibility) means an argument is logically sound and well-supported with strong evidence and reasoning. • Effective (effectiveness) means an argument works in convincing or persuading its audience. Many arguments that are effective are also credible. . . but there are also many that aren't. Summary Ethos Logos Pathos Speakercentered Credibility or Ethics Argumentcentered Logic or Facts Audiencecentered Emotions or Values Closing thought: A good argument will use an effective combination of all three appeals. As a reader and viewer, pay close attention to how people are trying to persuade you.
