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Rhetoric: Ethos, Logos and Pathos

Learn how to effectively speak and write to persuade using ethos (credibility), logos (logic), and pathos (emotion). Explore examples and techniques to become a more persuasive communicator.

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Rhetoric: Ethos, Logos and Pathos

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  1. Rhetoric:Ethos, Logos and Pathos

  2. Rhetoric Rhetoric (n) – 1. the art of speaking or writing effectively 2. using speech or writing to persuade

  3. Aristotle Aristotle, the Greek philosopher, described three main forms of rhetoric: Ethos Logos Pathos

  4. Ethos Ethos is appeal based on the credibility of the speaker/writer. We tend to believe people… we like we respect we think are worth listening to

  5. Examples of Ethos • Endorsements • Celebrities • Public Figures • Institutions • Formal writing style, professional appearance • Uses words and symbols that promote trust, expertise and respect

  6. Wile E. Coyote ACME spokescoyote “I've used Acme products for years. Their slingshots, rocket launchers, crowbars and pogo sticks are the best around. And don't forget their dynamite! I buy everything from Acme.” Trust ACME for all your road-runner catching needs.

  7. Ethos in Commercials See U.S. Army Ad

  8. Logos Logos is appeal based on logic or reason. Strong arguments are based on… reasons evidence logic

  9. Examples of Logos • Official business documents • Textbooks and scholarly projects • Scientific studies • Uses facts, statistics, history, reasoning, “common sense”

  10. ACME’s new dihydro-cesium detonation process By combining cesium and dihydro-oxide in laboratory conditions, and capturing the released energy, ACME has promised to lead the way into the future. Our energy source is clean, safe, and powerful. No pollutants are released into the atmosphere. The world will soon have an excellent source of clean energy.

  11. Logos in Commercials See Colgate commercial

  12. Pathos Pathos is appeal based on emotion. Our decisions are often swayed by… emotion sympathy imagination

  13. Examples of Pathos • Almost all current advertisements • Political ads • Sensational news programs • Uses stories, beliefs, excitement, fear, envy, ridicule, joy, pain, sadness, pity, humor, anger, insecurity, etc.

  14. Boycott ACME! A baby turtle breaks free from its egg, catching its first glimpse of its first sunrise. It pauses a moment to rest, unaware of the danger that lies so close to it. As the tide comes in, approaching the nest, it also approaches a small pile of metal - cesium. The water draws closer and closer, the turtle unsuspecting of the danger. Finally, the water touches the cesium and it EXPLODES, destroying even more of an endangered species. Why does this happen? One name: Acme.

  15. Pathos in Commercials See NIKE commercial

  16. Review Ethos Credibility Logos  Logic Pathos  Emotion

  17. Which form? Ethos

  18. Logos

  19. Pathos

  20. Logos

  21. Ethos

  22. Pathos

  23. Works Cited Crewell, Dustin, Melissa Draper, and Colin Mitchell. "The Art of Rhetoric: Ethos, Logos, and Pathos." Rensselaer Polytechnic Institute. N.p., n.d. Web. 29 Jan. 2011. <http://www.rpi.edu/dept/llc/webclass/web/project1/group4/index.html>. "Ethos, Pathos, and Logos." Durham Technical Community College. N.p., n.d. Web. 29 Jan. 2011. <http://courses.durhamtech.edu/perkins/aris.html>.

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