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RHETORICAL APPEALS

RHETORICAL APPEALS. When you read or listen to an argument, determine what type of persuasive argument is being used: Logos, Ethos, or Pathos. LOGOS Appeals to logic (The Mind). Uses definitions, analogies, factual data, statistics, and quotations Structure and layout

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RHETORICAL APPEALS

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  1. RHETORICAL APPEALS When you read or listen to an argument, determine what type of persuasive argument is being used: Logos, Ethos, or Pathos

  2. LOGOS Appeals to logic (The Mind) • Uses definitions, analogies, factual data, statistics, and quotations • Structure and layout • Repetition of words, phrases, or ideas • Uses citations from experts and authorities • Denotative meanings/reasons • Causes a cognitive, rational response FAVORED IN ACADEMIC SETTING

  3. ETHOS Appeals to values and ethics and credibility (Right and wrong) • Language appropriate to audience and subject • Restrained, sincere, fair minded presentation • Asks questions of right and wrong • Presents author or speaker as being reliable and respectful of audience • Asks audience to make a value judgment OFTEN USED IN LAW

  4. PATHOS Appeals to emotions • Vivid, concrete language • Emotionally loaded language • Emotional, personal examples • Figurative language • Evokes an emotional response MOST POWERFUL APPEAL

  5. Why I should have an extra hour past curfew: Identify the type of appeal • “Haven’t I always been trustworthy?” • Puppy-dog eyes • “Studies show that teens whose parents trust them have higher self esteem.”

  6. Persuasive Techniques

  7. More Techniques an author uses to persuade • Glittering generalities • Bandwagon • Testimonials • Citing statistics (logos) • Emotional or loaded words • Name calling • Plain folk • Snob appeal • Faulty cause

  8. Bandwagon Everybody else is buying this product. “Millions of people agree; [our product] really works!” –or- “[our candidate] will be the voice of the people!” • You don’t want to miss out. • Jump on the bandwagon by being like everyone else!

  9. Testimonials • A celebrity endorses a product. • The consumer believes “I can be just like him/her!” –or- “If it’s good enough for [Bob], it’s good enough for me!”

  10. Citing Statistics • Uses numbers to prove their product is better. “1 our of 2 people agree that [our product] is better!” –or- “[Our product] is already used in over 1 million homes!” –or- “Research shows the air in our homes is 4 times more polluted!”

  11. Emotional/Loaded Words Positive words make you feel good- so, consumers buy the product. “Do you want your home smelling clean, fresh, and odor-free?” • Negative words make you feel bad- this plays on your heart. “[Our product] cleans even the dirtiest bathrooms!” –or- “Are you suffering from allergens and pollutants you cannot see?”

  12. Name Calling • Slamming the competition • Selected words give a negative impression of the product, person, or group of people. “We guarantee you customer satisfaction, unlike the other guys!”

  13. Plain Folk • This is an appeal to the common person. “Anybody can use/benefit from [our product]!” –or- “It’s so easy to use, even a cavemen can do it.” • Everyday folk use [our product] or support [our candidate].

  14. Snob Appeal • Only the elite use this! • You are special! “I use this hair color because I’m worth it!” –or- “I send my kids to Flighty Magnet School because they’re worth it!” “[Our product] takes a lifetime to earn it.”

  15. Faulty Cause • Promise of something it can’t deliver. “Do you want to eliminate fine lines and wrinkles? [Our product] will diminish the look of fine lines and wrinkles in less than six weeks!”

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