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

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).

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.

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

PATHOS EXAMPLE:PATHOS EXAMPLE: How does this How does this

advertisement advertisement

appeal to emotion? appeal to emotion?

Why?Why?

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

COMMERCIAL 1: ALLSTATE – MAHEM IS COMING!

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?

COMMERCIAL 2: ALLSTATE TV AD BACK TO BASICS

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?

COMMERCIAL 3: ALLSTATE – TROUBLE NEVER TAKES A HOLIDAY

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?

COMMERCIAL 4: GOOGLE CHROME - JESS TIME

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?

COMMERCIAL 5: HALFTIME IN AMERICA –OFFICIAL CHRYSLER SUPER BOWL

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?

COMMERCIAL 6: MAC VS. PC WINDOWS VISTA

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?

COMMERCIAL 7: BACK TO THE START

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?