RHETORICAL APPEALS

The Art of Persuasion

LOGOS

Rhetorical appeal (persuasion) based on logic and reason. It makes sense. EX) We do not have enough money to pay for team uniforms, but without uniforms, our team’s morale will suffer. Therefore, we need to raise money to buy uniforms.

LOOKS LIKE…Statistics, cause and effect, common

sense, reasoning.

Commercial Examples

http://www.youtube.com/watch?v=to_SZcKklyw ford challenge

http://www.youtube.com/watch?v=DGgeFY7LeeY&feature=autoplay&list=PL2156B005C7F6F596&lf=results_video&playnext=2 ford bolts

PATHOS

Persuasion based on affecting the audience emotionally. Using pathos persuades by making an audience feel something (fear, pity, guilt, anger, insecurity, etc.)

EX) “This candidate wants to hurt the elderly by cutting Medicare.”

Sounds like… “Buying this car might save your life.” “What will others think?” “The poor children need your help.”

Examples

http://www.youtube.com/watch?v=IO9d2PpP7tQ SPCA commercial

ETHOS

Persuasion based on the character and credibility of speaker. The audience is persuaded because they trust and respect the speaker.

EX) “I am a husband, father, and taxpayer who has served my position faithfully for 20 years. I deserve your vote.”

LOOKS LIKE…credentials, good reputation, using credible research, having a personal experience with the issue.

Examples

http://www.youtube.com/watch?v=JDXK1dFY_Pc army commercial