Download
1 / 9
100 likes | 293 Views
Rhetorical Strategies. EQ: How do we use language to inform and persuade?. Logos. Pathos. Ethos. The Art of Rhetoric. Ethos: Character and Ethics.
E N D
Rhetorical Strategies EQ: How do we use language to inform and persuade? Logos Pathos Ethos
Ethos: Character and Ethics Effect on Audience:Reader sees the brand/author/speaker/product as reliable, trustworthy, competent, and credible. The reader might respect the brand/author/speaker/product or his/her views. An Ethos-based advertisement relies on credibility and trustworthiness by presenting morally and ethically likeable figures.
Logos: Logic and Reasoning A Logos-based advertisement relies on the argument itself; the reasoning the author uses; and logical evidence, including theories / scientific facts, indicated meanings or reasons (because…), literal or historical analogies, definitions, data and statistics, quotations, and citations from experts and authorities. Effect on Audience: Evokes a cognitive, rational response. Readers get a sense of, “Oh, that makes sense” or “Hmm, that really doesn’t prove anything.”
Pathos:Emotion A Pathos-based advertisement uses words, images, music, etc. to activate emotions. A Pathos-based appeal utilizes emotionally loaded language, vivid descriptions, emotional examples , anecdotes, testimonies, or narratives about emotional experiences or events and an emotional tone (humor, sarcasm, disappointment , excitement, etc.) for effect. Effect on Audience: Evokes an emotional response. Persuasion by emotion.(usually evoking fear, sympathy, empathy, anger,)
Print Ad #1 “The only difference between our ‘best friends’ and animals killed for their fur is how we treat them. Every year, millions of animals are gassed, electrocuted, trapped, drowned, poisoned, and skinned alive for their fur.”
