ETHOS =

LOGOS =

PATHOS =

The name used by Aristotle for what we now refer to as credibility.

The name used by Aristotle for the logical appeal of a speaker; two major elements are evidence and reasoning.

The name used by Aristotle for what we now refer to as emotional appeal.

CREDIBILITY (ETHOS)The audience's perception of whether a speaker is qualified to speak on a

given topic.

Factors in Credibility Competence

How an audience regards a speaker’s intelligence, expertise, and knowledge of the subject.

CharacterHow an audience regards a speaker’s

sincerity, trustworthiness, and concern for the well-being of the audience.

TYPES OF CREDIBILITY Initial

The credibility of a speaker before she or hestarts to speak.

Derived The credibility of a speaker produced by

everything she or he says and does during the speech.

TerminalThe credibility of a speaker at the end of

the speech.

SOOOOO………….

Explain your competence

Establish common ground with your audience

Deliver your speeches fluently, expressively, and with conviction

How Do I Enhance My Credibility?

Reasoning

The process of drawing a conclusion on the basis of evidence.

Evidence

Supporting materials used to prove or disprove something.

LOGICAL APPEALS (LOGOS)

EvaluatingEvidence

RELIABLE Objective . . . Competent to judge or comment

 RECENT Up-to-date . . . Current COMPLETE Comprehensive view, by virtue of the

number of sources consulted ACCURATE Redundant . . . Verifiable . . . Can be found

in a variety of sources

FROM SPECIFIC INSTANCE (INDUCTIVE)(hint: starts with individual instance)Reasoning that moves from specific facts to a general conclusion.

My cat is a good hunter. My friend’s cat Is a good hunter. Therefore, all cats are good hunters.

FROM PRINCIPLE (DEDUCTIVE)Reasoning that moves from a general principle to a specific conclusion.

All men are mortal. Socrates is a man. Therefore, Socrates is mortal.

 

Four Types of Reasoning

FROM CAUSE TO EFFECT (CAUSAL)Reasoning that seeks to establish the relationship between causes and effects.

A storm hit just before my dog started to howl. Therefore, the storm caused my dog to howl.

BY ANALOGY (ANALOGICAL)Reasoning in which a speaker compares two similar cases and infers that what is true for the first case is also true for the second.

If you like spicy Mexican food, you’ll love spicy Chinese Szechuan food .

 

Four Types of Reasoning

REASONING GUIDELINESINDUCTIVE REASONING

Avoid hasty generalizations If your evidence does not justify a sweeping

conclusion, qualify your argument Reinforce your argument with statistics or testimony

DEDUCTIVE REASONING Make sure listeners will accept your general principle Provide evidence to support your minor premise

CAUSAL REASONING Avoid the fallacy of false cause Do not assume that events have only a single cause

ANALOGICAL REASONING make sure the two cases being compared are

essentially alike

• HASTY GENERALIZATIONJumping to conclusions on insufficient evidenceLast year alone three members of our state legislature were convicted of corruption. We can conclude, then, that all of our state's politicians are corrupt.

• POST HOC (Ergo, Propter Hoc)…AKA FALSE CAUSE

If one event happens after another, the 2nd event was caused by the 1st

Susan got a headache right after she ate the shrimp salad; therefore, it stands to reason the shrimp was bad.

 • INVALID CAUSE When the two cases being compared are not really alike.Of course Ming-Lao can prepare great Italian food; his Chinese cooking is fabulous.

• SLIPPERY SLOPEA presumption that once something begins, nothing can be done to stop it

Passing federal laws to control the amount of violence on television is the first step in a process that will result in absolute government control of the media and total censorship over all forms of artistic expression.

• RED HERRINGIntroduces an irrelevant issue to divert attention from the subject under discussion.

Why should we worry about endangered animal species when thousands of people are killed in automobile accidents each year?

• AD HOMINEMAttacking the person, not the argument/issue

The governor has a number of interesting economic proposals, but don’t forget that he used to be a hippie.

• EITHER-OR THINKINGForces listeners to choose between two alternatives when more than two alternatives exist.

The government must either raise taxes or reduce services for the poor

• CONFUSING FACT AND OPINIONBecause I (or someone else) believe it, it must be true

Obviously, most if not all male ballet dancers are homosexuals.

• BANDWAGON EFFECTAssumes that because something is popular, it is therefore good, correct, or desirable.

The President must be correct in his approach to domestic policy; after all, polls show that 60 percent of the people support him.

EMOTIONAL APPEALS (PATHOS)

Appeals that are intended to make listeners feel emotional about the issue: sad, angry, guilty, afraid, happy, proud, sympathetic, reverent, etc.

HOW TO USE EMOTIONAL APPEALS Use emotional language Develop vivid examples Speak with sincerity and conviction

Using Emotional Appeals Ethically Make sure the emotional appeal is

appropriate to the speech topic Do not substitute emotional appeal

for evidence and reasoning