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PERSUASIVE APPEALS:

PERSUASIVE APPEALS:. Logos , Pathos , Ethos. bag o’ tricks. RHETORICAL STRATEGIES. DESCRIPTION NARRATION (anecdotes) ILLUSTRATION (examples) PROCESS-ANALYSIS DIVISION and CLASSIFICATION (roles, types) COMPARISON and CONTRAST (similarities, differ.) DEFINITION REFUTATION

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PERSUASIVE APPEALS:

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  1. PERSUASIVE APPEALS: Logos, Pathos, Ethos

  2. bag o’ tricks RHETORICAL STRATEGIES • DESCRIPTION • NARRATION (anecdotes) • ILLUSTRATION (examples) • PROCESS-ANALYSIS • DIVISION and CLASSIFICATION (roles, types) • COMPARISON and CONTRAST (similarities, differ.) • DEFINITION • REFUTATION • PARADOX • CAUSE and EFFECT • ANALOGY

  3. TYPES of EVIDENCE • FACTS • STATISTICS • FIGURES, NUMBERS, DATES • EXAMPLES • REASONS • DETAILS • ANECDOTES • EYE-WITNESS TESTIMONY • first-hand, primary • EXPERT TESTIMONY

  4. HOW TO EVALUATE EVIDENCE • TIMELINESS • relevance • INTENT • to entertain, to persuade • CREDIBILITY • sincerity, agendas • CONTEXT • circumstance, situation

  5. HOW TO EVALUATE EVIDENCE • LOGICAL: • reasons, examples, details, • facts, stats, figures • EMOTIONAL: • examples, anecdotes, eye-witness testimony • CREDIBLE: • details, facts, stats, figures, expert testimony

  6. LOGOS THE RhetoricalTRIANGLE PATHOS ETHOS

  7. Not to be confused with Alexandre Dumas’ Three Musketeers: • Athos • Porthos • Aramis • (and d'Artagnan )

  8. BACKGROUND: ARISTOTLE and the RHETORICAL TRIANGLE • In Rhetoric (350 BC), the Greek philosopher Aristotle (384-322 BC) suggests that the fundamental human characteristics include: • logic, reasoning • emotion, empathy, compassion • credibility, trust (perception of character)

  9. BACKGROUND: ARISTOTLE and the RHETORICAL TRIANGLE • Thus, he divided the persuasive appeals of rhetoric into 3 parts: • Logos • Pathos • Ethos

  10. LOGOS • “logic” • SUPPORT, PROOF, “GROUNDS”: • logic • reasons • examples • details • facts • “Just the facts, ma’am.” (Dragnet) • appeals to the Vulcan inside us (Star Trek)

  11. EVALUATING LOGOS • PURPOSE= • to stir readers’ thoughts • to offer readers different perspectives • to get readers to see something in a new way • THESIS= • reasonable

  12. EVALUATING LOGOS • EVIDENCE= • accurate • clear, convincing • relevant, appropriate • REASONS= • make sense • no fallacies

  13. LOGOS EXAMPLES SHAKESPEARE’S SONNET #18: Shall I compare thee to a summer's day?Thou art more lovely and more temperate:Rough winds do shake the darling buds of May,And summer's lease hath all too short a date:Sometime too hot the eye of heaven shines,And often is his gold complexion dimmed,And every fair from fair sometime declines,By chance, or nature's changing course untrimmed: But thy eternal summer shall not fade,Nor lose possession of that fair thou ow'st,Nor shall death brag thou wander'st in his shade,When in eternal lines to time thou grow'st,So long as men can breathe, or eyes can see,So long lives this, and this gives life to thee.

  14. LOGOS EXAMPLES SONNET 18: • LOGICAL CONSTRUCTION: • ordered structure • 3 quatrains + 1 couplet • evidence to support the point + concise statement of the point • RHYME SCHEME: • ABAB, CDCD, EFEF, GG • REGULAR RHYTHM: • 14 lines of rhymed iambic pentameter • LOGIC, REASONS: • COMPARISONS and CONTRASTS

  15. Other Examples of Logos in Shakespeare • Macbeth on regicide • Hamlet on anything (esp. suicide) • Brutus on Conspiracy • Jacques on the world stage • Jacques on the 7 ages of man • Ulysses on degree

  16. LOGOS ineveryday life • to win an argument on any subject: • receipts, ticket stubs • photos, video • text or phone or e-mail messages • witnesses, quotes • examples, instances, incidents, anecdotes • weather, financial, medical, legal reports

  17. LOGOS ineveryday life FRIENDS: • to win an argument on sports (e.g.): • use reasons supported by statistics, highlights (examples), details, facts, spectator (witness) SCHOOL: • to argue a grade: • refer (rationally) to the syllabus, assignment sheet, textbook, test question, lecture notes, handouts

  18. LOGOS ineveryday life PARENTS: • to argue for a raise in allowance • to argue to borrow the car • to argue to extend curfew • refer to “record” (stats) or make a bargain CAR: • to buy a car, to repair/keep vs. trade/sell/junk • use a debit sheet, refer to an advertisement • KBB, NADA, Edmunds.com, Lemon Law

  19. LOGOS ineveryday life WORK (with your boss): • to argue for a raise, day off • employment file, service, dedication, time card, schedule WORK (with a customer): • refer to circular, advertisement, sign, computer, register WORK (as a customer): • with the cashier, customer service representative • refer to circular, ad, sign, register receipt

  20. LOGOS ineveryday life • Card Stacking • present only one side of the issue • failure in Iraq • Erroneous, faulty data • WMD • mistaken witness • false credentials • assumption, inference, implication (not fact) • Faulty reasoning • poor induction or deduction BAD LOGOS

  21. PATHOS • “sympathy,” “empathy,” “pathetic” • appeal to emotions (*fear, pity, guilt) • human emotions= • affection, anger, contempt, delight, despair • disgust, embarrassment, envy, excitement • fear, guilt, hope, horror, humiliation, humor • jealousy, joy, love, royalty, passion, pity • pride, remorse, ridicule, sadness, shame • shock, shyness, sorrow, vengeance *often stronger than LOGOS*

  22. EVALUATING PATHOS • LEGITIMATE & APPROPRIATE • NOT forced, • NOT faked, • NOT manipulative • With RESTRAINT • NOT exaggerated, • NOT overdone with wild hysterics • With a SENSE of AUDIENCE

  23. EVALUATING PATHOS DANGERS: • manipulative: • can lead readers from their better judgment • mob mentality • often uses loaded language • emotionally charged words or phrases • words with strong connotations

  24. PATHOS EXAMPLES Shakespeare’s Sonnet #29: When in disgrace with fortune and men's eyesI all alone beweep my outcast state,And trouble deaf heaven with my bootless cries,And look upon myself, and curse my fate,Wishing me like to one more rich in hope,Featured like him, like him with friends possessed,Desiring this man's art, and that man's scope,With what I most enjoy contented least;Yet in these thoughts my self almost despising,Haply I think on thee, and then my state,Like to the lark at break of day arisingFrom sullen earth, sings hymns at heaven's gate;For thy sweet love remembered such wealth bringsThat then I scorn to change my state with kings.

  25. Other Examples of Pathos in Shakespeare • Macbeth’s “Tomorrow” (self-pity) • Lear on ingratitude (self-pity) • Lear with “Mad Tom” • Lear with dead Cordelia • Ophelia’s madness, Gertrude at Ophelia’s, Horatio at Hamlet’s death • Mark Antony with Julius Caesar’s wounds (manipulative) • Timon’s or Coriolanus’ vitriol • Romeo and Juliet’s death

  26. PATHOS ineveryday life FRIENDS: • peer pressure • teasing SCHOOL: • to argue a grade, to submit a late assignment • appeal to your bad day, death in the family • the evil computer (“the computer ate my homework”) • your race/gender, the teacher’s race/gender

  27. PATHOS ineveryday life PARENTS: • guilt-trips by/to your mother • previous events or relationships • other siblings • playing one parent against the other RELATIONSHIPS: • guilt-trips by/to your significant other • previous events or relationships • other boy/girlfriends

  28. PATHOS ineveryday life CAR: • to buy or keep • attraction, sentimentality, frustration • to try to get out of a speeding ticket • appeal to your bad day, death in the family, race or gender, to the officer’s race or gender • flirt, act dumb or innocent

  29. PATHOS ineveryday life WORK: • to argue with your boss • (to get a raise, promotion, break) • use your family, dedication • years of service, long shift

  30. PATHOS ineveryday life WORK: • as a customer: • to argue a price, repair work, warranty coverage • use your years of customer loyalty, justifiable anger or indignation • threaten to take your business elsewhere, to write or call the supervisor, to take your issue up the “food chain”

  31. PATHOS ineveryday life • Sentimentality: • save the children commercials • Hatred: • mobs, gangs, • voters, anti-? demonstrations • Patriotism: • rallies, parades, 9/11, commercials, commercialization (not just USA patriotism) • Love: • Valentine’s Day, ad/commercials, Web sites BAD PATHOS

  32. PATHOS ineveryday life • Sex: • ad/commercials (cars, TAG) • Web sites • Humor: • stand-ups, cartoons • late-night shows (hit&run) • Religiosity: • guilt-trips, hell fire & brimstone, hypocrisy • extremists, fundamentalists, cults BAD PATHOS

  33. ETHOS • “ethics” • writer’s credibility, character • characteristics of an ethical person: • benevolence, courage, credibility, decency • dedication, dignity, enthusiasm, good will • honesty, honor, idealism, intelligence • morality, nobility, patriotism, resolve, respect • responsibility, seriousness, sincerity • trustworthiness, valor, wisdom

  34. EVALUATING ETHOS Is the writer… ? • fair-minded • trustworthy • believable • sincere • honest • well-prepared

  35. EVALUATING ETHOS AN ETHICAL WRITER ... • presents both sides of the issue AND • is fair to both sides (Rogerian Method) • shows different points of view • appears well-versed on subject (accuracy) • gives biography (job, education, credentials) • uses data that’s well-researched (*authority) • has displays of intellect/knowledge • exhibits a sense of right & wrong • is not manipulative (*with PATHOS) • uses the voice of a concerned citizen addressing a serious societal issue • perhaps is challenging givens/bullies • demonstrates good will & good intentions • appears dedicated to the truth

  36. ETHOS TONE: (toward the subject and the audience) • concerned • caring, compassionate • interested • genuine, frank, earnest, honest • NOT sarcastic, • NOT self-aggrandizing, self-righteous • NOT condescending • NOT arrogant • NOT insincere

  37. ETHOS DANGER: • exploited to serve unethical ends: • pretending to be moral, • irresponsible/immoral persons presenting themselves as responsible/moral

  38. ETHOS EXAMPLES SHAKESPEARE’S SONNET #130: My mistress' eyes are nothing like the sun;Coral is far more red, than her lips red:If snow be white, why then her breasts are dun;If hairs be wires, black wires grow on her head.I have seen roses damasked, red and white,But no such roses see I in her cheeks;And in some perfumes is there more delightThan in the breath that from my mistress reeks.I love to hear her speak, yet well I knowThat music hath a far more pleasing sound:I grant I never saw a goddess go, My mistress, when she walks, treads on the ground:And yet by heaven, I think my love as rare,As any she belied with false compare.

  39. ETHOS EXAMPLES SONNET #130: • Same LOGOS as #18 • 14 lines of rhymed iambic pentameter • 3 quatrains + couplet, contrasts BUT… • What is the Speaker’s tone? • Down-to-earth honesty, wit (anti-Petrarchan) • Mean-spirited sarcasm • “dun,” “black wires,” “reek” • “rare” = • (1) precious, special (2) unusual, freakish

  40. POLONIUS to LAERTES: Yet here, Laertes? Aboard, aboard, for shame!  The wind sits in the shoulder of your sail  And you are stayed for. There, my blessing with thee.  And these few precepts in thy memory  Look thou character. Give thy thoughts no tongue, Nor any unproportioned thought his act.  Be thou familiar but by no means vulgar.  Those friends thou hast, and their adoption tried,  Grapple them unto thy soul with hoops of steel,  But do not dull thy palm with entertainment Of each new-hatched, unfledged comrade. Beware  Of entrance to a quarrel, but being in,  Bear 't that th' opposèd may beware of thee.  Give every man thy ear but few thy voice.  Take each man's censure but reserve thy judgment. Costly thy habit as thy purse can buy,  But not expressed in fancy—rich, not gaudy,  For the apparel oft proclaims the man,  And they in France of the best rank and station  Are of a most select and generous chief in that. Neither a borrower nor a lender be,  For loan oft loses both itself and friend,  And borrowing dulls the edge of husbandry.  This above all: to thine own self be true,  And it must follow, as the night the day, Thou canst not then be false to any man.  Farewell. My blessing season this in thee. ETHOS EXAMPLES

  41. ETHOS EXAMPLES • Polonius’ LOGOS: • practical information • aphorisms, maxims, clichés • Polonius’ ETHOS: • rambling, meddling old man • fathering at last minute (and the ship’s waiting!) • not practical, but selfish, self-serving • opposite of Jesus: Beatitudes & faith, hope, love/charity • making Laertes into a “mini-Polonius” • Polonius’ TONE? • loving, tough love, thoughtful • rambling, babbling, long-winded • crude, manipulative, sinister, worldly

  42. ETHOS EXAMPLES • CLAUDIUS at PRAYER: “My words fly up, my thoughts remain below. / Words without thoughts never to heaven go.” (3.3.98-99) • insincerity, artificiality, dishonesty, duplicity, hypocrisy • heart vs. words BAD ETHOS = “words without thoughts”

  43. Other Examples of Ethos in Shakespeare • Claudius on death • Claudius at prayer • Lady Macbeth attacking her husband’s manliness to convince him to murder Duncan • Decius’ re-interpretation of Julius Caesar’s dream to get him to go to the capital • Mark Antony’s eulogy of Julius Caesar to sway the mob against the Conspirators

  44. ETHOS ineveryday life FRIENDS: • your best interest, no ulterior motives • advice from personal experiences POLITICS: • political, religious, sports scandals • who do you believe?! • voting for a politician (record, accountability) SCHOOL: • request for help or argue a grade • factors: attendance, participation, preparedness, tone

  45. ETHOS ineveryday life PARENTS: • advice from experience • fair, consistent rulings (parents) • honesty, reliability, responsibility, accountability (you) RELATIONSHIPS: • trust • honesty, best interests, morals, values, sincerity • responsibility, accountability

  46. ETHOS ineveryday life CAR: • reliable dealer, quality service, good reputation • responsibility, accountability, dependability WORK: • attempt to be fair-minded, understanding, calm, rational • you, your boss, the customer

  47. ETHOS ineveryday life • false charm: • proverbial wolf in sheep’s clothing • politician, serial killer, ex-boy/girlfriend • hypocrites: • who say one thing but do another BAD ETHOS

  48. ETHOS ineveryday life • arguing a grade: • disrespectful tone • poor record • relationships: • poor record, caught in a lie • lipstick, cig. smell • faulty reasoning • bullying • limited sense of right & wrong BAD ETHOS

  49. THEPERSUASIVE APPEALSin everyday life:A CASE STUDY

  50. The STEROID Era BASEBALL & STEROIDS

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