ARISTOTLE’S THREE MEANS OF PERSUASIONEthos, Logos, Pathos

ARI-WHO???ARI-WHO???Aristotle According to Wikipedia Aristotle=a famous Greek philosopher

(thinker, academic, dreamer) Very, very dead—died almost 2500 years

ago… but still famous! Famous for science-related concepts

Metaphysics, scientific method, optics, biology and medicine

WHY DO WE CARE ABOUT WHY DO WE CARE ABOUT ARISTOTLE?ARISTOTLE?

Aristotle also identified 3 techniques people use to persuade

They stand the test of time Required to USE these in your speech Logos—logical Ethos—ethical Pathos—passionate

LOGOSLOGOSEssential Characteristics Appeals to listener’s thinking process (logic) Uses facts, statistics, evidence to persuade

Nonessential Characteristics Companies/Corporations use this technique

often Research papers—cite scientific studies

LOGOSLOGOSExamples: Gatorade commercial—shows the lab at U of

FL, athletes being studied while working out Progressive Car Insurance—Flo helps

customers pick out an insurance plan that is less $$ than competition AND it’s easy to do

Nonexamples: If you wear Axe body spray, women will want

you If you eat Wheaties cereal, you will be an

Olympic champion

ETHOSETHOSEssential Characteristics: Persuades audience by creating

trustworthiness Proves credibility of product or person

Nonessential Characteristics: Uses tone and attitude to reveal character Being a qualified person in the field of

medicine, dentistry, beauty, etc… Personal experience with product

ETHOSETHOSExamples: Walgreens—Your trusted pharmacy for over

75 years. Proactiv—created by dermatologists

Nonexamples: Celebrity endorsements Snuggles—the fabric softening teddy bear??

PATHOSPATHOSEssential Characteristics Passion in the delivery of the message Persuades by creating an emotional response

Happines, fear, anger, sadness, pity, etc… Uses personal stories or examples about

other peopleNonessential Characteristics Emotion can be positive or negative

Power or powerlessness, pleasure or displeasure Usually a serious emotion (not humorous) Many ads are pathos driven!

PATHOSPATHOSExamples: Emotion arousing words like: mother,

freedom, slavery, patriotism Army of One commercials Applebee’s commercials

Nonexamples: Statistics, studies Research based information Reputable sources

LET’S REVIEW…

HOMEWORK FOR TOMORROW

Find ONE example of a print advertisement that uses at least one of Aristotle’s three appeals.

Be prepared to show us the ad, identify the appeal and explain how the ad uses it.