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ARISTOTLE’S THREE MODES OF RHETORIC

Learn to identify and evaluate rhetorical strategies in commercials to understand the use of logos, pathos, and ethos for effective persuasion.

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ARISTOTLE’S THREE MODES OF RHETORIC

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  1. ARISTOTLE’S THREE MODES OF RHETORIC • Rhetoric – Using language to persuade • According to Aristotle, rhetoric is "the ability, in each particular case, to see the available means of persuasion." (1) Logos – Logical Appeal (2) Pathos – Emotional Appeal (3) Ethos – Ethical Appeal

  2. Logical Appeals (Logos) • Logic of reason • Even if you don’t have specific facts at hand, you can try to sway audiences with arguments that will make logical sense to them (i.e., speak to your readers’ minds and force them to be reasonable/use common sense).

  3. Emotional Appeals (Pathos) • Pathos : Greek for “suffering” or “experience” • You can also try to convince your audience by appealing to their emotions (e.g., sympathy, fear, hope, anger, desires, etc.). • These are helpful because emotional responses are often stronger than logical ones (especially when the facts are against you). • The danger in using these is that logical readers may recognize that their feelings and emotions are being manipulated.

  4. Ethical Appeals (Ethos) • Ethos : Greek for “character” • Another way to convince your audience is to appeal to your reader’s sense of ethics, or moral values. These appeals: • Rely on commonly accepted beliefs and values (e.g., honesty and fairness are values that most people accept as worthwhile) • Establish the credibility or trustworthiness of the source

  5. Pathos Example: • How does this advertisement appeal to emotion? Why?

  6. DIRECTIONS: • For each of the following commercials, look for: • The persuasive claim: What is the advertiser trying to convince you is true? • The reasons: Why does the advertiser suggest you should believe their argument? • The persuasive appeals: Does the advertiser primarily use logical (logos), emotional (pathos), or ethical (ethos) appeals? • A possible counterargument: What could someone argue that disproves the advertiser’s claim? • Record your answers in your notes

  7. COMMERCIAL 1: ALLSTATE – MAHEM IS COMING!

  8. COMMERCIAL 1: ALLSTATE – MAHEM IS COMING! • The persuasive claim? What is the advertiser trying to convince you is true? • The reasons: Why does the advertiser suggest you should believe their argument? • The persuasive appeals: Does the advertiser primarily use logical (logos), emotional (pathos), or ethical (ethos) appeals? • A possible counterargument: What could someone argue that disproves the advertiser’s claim?

  9. COMMERCIAL 2: ALLSTATE TV AD BACK TO BASICS

  10. COMMERCIAL 2: ALLSTATE TV AD BACK TO BASICS • The persuasive claim? What is the advertiser trying to convince you is true? • The reasons: Why does the advertiser suggest you should believe their argument? • The persuasive appeals: Does the advertiser primarily use logical (logos), emotional (pathos), or ethical (ethos) appeals? • A possible counterargument: What could someone argue that disproves the advertiser’s claim?

  11. COMMERCIAL 3: ALLSTATE – TROUBLE NEVER TAKES A HOLIDAY

  12. COMMERCIAL 3: ALLSTATE – TROUBLE NEVER TAKES A HOLIDAY • The persuasive claim? What is the advertiser trying to convince you is true? • The reasons: Why does the advertiser suggest you should believe their argument? • The persuasive appeals: Does the advertiser primarily use logical (logos), emotional (pathos), or ethical (ethos) appeals? • A possible counterargument: What could someone argue that disproves the advertiser’s claim?

  13. COMMERCIAL 4: GOOGLE CHROME - JESS TIME

  14. COMMERCIAL 4: GOOGLE CHROME - JESS TIME • The persuasive claim? What is the advertiser trying to convince you is true? • The reasons: Why does the advertiser suggest you should believe their argument? • The persuasive appeals: Does the advertiser primarily use logical (logos), emotional (pathos), or ethical (ethos) appeals? • A possible counterargument: What could someone argue that disproves the advertiser’s claim?

  15. COMMERCIAL 5: HALFTIME IN AMERICA –OFFICIAL CHRYSLER SUPER BOWL

  16. COMMERCIAL 5: HALFTIME IN AMERICA –OFFICIAL CHRYSLER SUPER BOWL • The persuasive claim? What is the advertiser trying to convince you is true? • The reasons: Why does the advertiser suggest you should believe their argument? • The persuasive appeals: Does the advertiser primarily use logical (logos), emotional (pathos), or ethical (ethos) appeals? • A possible counterargument: What could someone argue that disproves the advertiser’s claim?

  17. COMMERCIAL 6: MAC VS. PC WINDOWS VISTA

  18. COMMERCIAL 6: MAC VS. PC WINDOWS VISTA • The persuasive claim? What is the advertiser trying to convince you is true? • The reasons: Why does the advertiser suggest you should believe their argument? • The persuasive appeals: Does the advertiser primarily use logical (logos), emotional (pathos), or ethical (ethos) appeals? • A possible counterargument: What could someone argue that disproves the advertiser’s claim?

  19. COMMERCIAL 7: BACK TO THE START

  20. COMMERCIAL 7: BACK TO THE START • The persuasive claim? What is the advertiser trying to convince you is true? • The reasons: Why does the advertiser suggest you should believe their argument? • The persuasive appeals: Does the advertiser primarily use logical (logos), emotional (pathos), or ethical (ethos) appeals? • A possible counterargument: What could someone argue that disproves the advertiser’s claim?

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