Rhetoric the art of using language effectively and persuasively
WHAT IS RHETORIC?
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Ethos relies on the credibility of the author Logos relies on
logic and evidence Pathos relies on emotion Medium text, speech,
film, art, etc. Rhetorical Situation context Exigence the need or
motivation that prompts the medium Purpose the goal the speaker
wants to achieve ARISTOTELIAN APPEALS
EXAMPLES IN ADVERTISING: LOGOS RELIES ON LOGIC AND
EVIDENCE
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EXAMPLES IN ADVERTISING: ETHOS RELIES ON THE CREDIBILITY OF THE
AUTHOR
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EXAMPLES IN ADVERTISING: PATHOS RELIES ON EMOTION
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OTHER APPEALS Appeal to the Body (physical strength) Appeal to
Body (hygiene, sex appeal) Appeal to Gender (men AND women) Appeal
to Age, Body, & Gender
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OTHER APPEALS Appeal to Place Appeal to Narrative (telling a
story)
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OTHER APPEALS Appeal to Time (urgency) Appeal to Fear
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OTHER APPEALS Appeal to Time (past) Appeal to Place (home)
