PERSUASIVE APPEALS: Logos Pathos Ethos
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1 PERSUASIVE APPEALS: Logos Pathos Ethos
2 LOGOS THE Rhetorical TRIANGLE PATHOS ETHOS
3 BACKGROUND: ARISTOTLE and the RHETORICAL TRIANGLE O In Rhetoric (350 BC), the Greek philosopher Aristotle ( BC) suggests that the fundamental human characteristics include: logic, reasoning emotion, empathy, compassion credibility, trust (perception of character) 3
4 BACKGROUND: ARISTOTLE and the RHETORICAL TRIANGLE O Thus, he divided the persuasive appeals of rhetoric into 3 parts: LOGOS PATHOS ETHOS 4
5 LOGOS
6 LOGOS O LOGIC O SUPPORT, PROOF, GROUNDS : logic reasons examples details facts o Just the facts, ma am. (Dragnet) o appeals to the Vulcan inside us (Star Trek) 6
7 EVALUATING LOGOS O PURPOSE = to stir readers thoughts to offer readers different perspectives to get readers to see something in a new way O THESIS = reasonable 7
8 EVALUATING LOGOS O EVIDENCE = accurate clear, convincing relevant, appropriate O REASONS = make sense no fallacies 8
9 LOGOS in everyday life O to win an argument on any subject: receipts, ticket stubs photos, video text or phone or messages witnesses, quotes examples, instances, incidents, anecdotes weather, financial, medical, legal reports 9
10 LOGOS in everyday life FRIENDS: O to win an argument on sports (e.g.): use reasons supported by statistics, highlights (examples), details, facts, spectator (witness) SCHOOL: O to argue a grade: refer (rationally) to the syllabus, assignment sheet, textbook, test question, lecture notes, handouts 1 0
11 LOGOS in everyday life PARENTS: O to argue for a raise in allowance O to argue to borrow the car O to argue to extend curfew refer to record (stats) or make a bargain CAR: O to buy a car, to repair/keep vs. trade/sell/junk use a debit sheet, refer to an advertisement KBB, NADA, Edmunds.com, Lemon Law 1 1
12 LOGOS in everyday life WORK (with your boss): O to argue for a raise, day off employment file, service, dedication, time card, schedule WORK (with a customer): O refer to circular, advertisement, sign, computer, register WORK (as a customer): O with the cashier, customer service representative O refer to circular, ad, sign, register receipt 1 2
13 LOGOS in everyday life O Card Stacking present only one side of the issue failure in Iraq O Erroneous, faulty data WMD mistaken witness false credentials assumption, inference, implication (not fact) O Faulty reasoning poor induction or deduction BAD LOGOS 1 3
14 PATHOS
15 PATHOS O SYMPATHY, EMPATHY, PATHETIC O appeal to emotions (*fear, pity, guilt) O HUMAN EMOTIONS= affection, anger, contempt, delight, despair disgust, embarrassment, envy, excitement fear, guilt, hope, horror, humiliation, humor jealousy, joy, love, royalty, passion, pity pride, remorse, ridicule, sadness, shame shock, shyness, sorrow, vengeance *often stronger than LOGOS* 1 5
16 EVALUATING PATHOS O LEGITIMATE & APPROPRIATE NOT forced, NOT faked, NOT manipulative O With RESTRAINT NOT exaggerated, NOT overdone with wild hysterics O With a SENSE of AUDIENCE 1 6
17 EVALUATING PATHOS DANGERS: O manipulative: can lead readers from their better judgment mob mentality O often uses loaded language emotionally charged words or phrases words with strong connotations 1 7
18 PATHOS in everyday life FRIENDS: O peer pressure O teasing SCHOOL: O to argue a grade, to submit a late assignment appeal to your bad day, death in the family the evil computer ( the computer ate my homework ) your race/gender, the teacher s race/gender 1 8
19 PATHOS in everyday life PARENTS: O guilt-trips by/to your mother previous events or relationships other siblings playing one parent against the other RELATIONSHIPS: O guilt-trips by/to your significant other previous events or relationships other boy/girlfriends 1 9
20 PATHOS in everyday life CAR: O to buy or keep attraction, sentimentality, frustration O to try to get out of a speeding ticket appeal to your bad day, death in the family, race or gender, to the officer s race or gender flirt, act dumb or innocent 2 0
21 PATHOS in everyday life WORK: O to argue with your boss (to get a raise, promotion, break) use your family, dedication years of service, long shift 2 1
22 PATHOS in everyday life WORK: O as a customer: to argue a price, repair work, warranty coverage use your years of customer loyalty, justifiable anger or indignation threaten to take your business elsewhere, to write or call the supervisor, to take your issue up the food chain 2 2
23 PATHOS in everyday life O Sentimentality: save the children commercials O Hatred: BAD PATHOS mobs, gangs, voters, anti-? demonstrations O Patriotism: rallies, parades, 9/11, commercials, commercialization (not just USA patriotism) O Love: Valentine s Day, ad/commercials, Web sites 2 3
24 PATHOS in everyday life O Sex: ad/commercials (cars, TAG) Web sites O Humor: stand-ups, cartoons late-night shows (hit&run) O Religiosity: guilt-trips, hell fire & brimstone, hypocrisy extremists, fundamentalists, cults BAD PATHOS 2 4
25 ETHOS
26 ETHOS O ETHICS O writer s credibility, character O CHARACTERISTICS of an ETHICAL PERSON: benevolence, courage, credibility, decency dedication, dignity, enthusiasm, good will honesty, honor, idealism, intelligence morality, nobility, patriotism, resolve, respect responsibility, seriousness, sincerity trustworthiness, valor, wisdom 2 6
27 EVALUATING ETHOS Is the writer? fair-minded trustworthy believable sincere honest well-prepared 2 7
28 EVALUATING ETHOS AN ETHICAL WRITER... O presents both sides of the issue AND FULLY, FAIRLY, OBJECTIVELY (Rogerian Method) O shows different points of view O appears well-versed on subject (accuracy) O gives biography (job, education, credentials) O uses data that s well-researched (*authority) O has displays of intellect/knowledge O exhibits a sense of right & wrong O is not manipulative (*with PATHOS) O uses the voice of a concerned citizen addressing a serious societal issue O perhaps is challenging givens/bullies O demonstrates good will & good intentions O appears dedicated to the truth 2 8
29 ETHOS TONE: (toward the subject and the audience) concerned caring, compassionate interested genuine, frank, earnest, honest NOT sarcastic NOT self-aggrandizing, self-righteous NOT condescending NOT arrogant NOT insincere 2 9
30 ETHOS DANGER: exploited to serve unethical ends: pretending to be moral, irresponsible/immoral persons presenting themselves as responsible/moral 3 0
31 ETHOS EXAMPLES O CLAUDIUS at PRAYER: My words fly up, my thoughts remain below. / Words without thoughts never to heaven go. (Hamlet ) BAD ETHOS = words without thoughts O insincerity, artificiality, dishonesty, duplicity, hypocrisy O heart vs. words 3 1
32 ETHOS in everyday life FRIENDS: your best interest, no ulterior motives advice from personal experiences POLITICS: political, religious, sports scandals o who do you believe?! voting for a politician (record, accountability) SCHOOL: O request for help or argue a grade factors: attendance, participation, preparedness, tone 3 2
33 ETHOS in everyday life PARENTS: advice from experience fair, consistent rulings (parents) honesty, reliability, responsibility, accountability (you) RELATIONSHIPS: trust honesty, best interests, morals, values, sincerity responsibility, accountability 3 3
34 ETHOS in everyday life CAR: reliable dealer, quality service, good reputation responsibility, accountability, dependability WORK: attempt to be fair-minded, understanding, calm, rational you, your boss, the customer 3 4
35 ETHOS in everyday life O false charm: proverbial wolf in sheep s clothing politician, serial killer, ex-boy/girlfriend O hypocrites: who say one thing but do another BAD ETHOS 3 5
36 ETHOS in everyday life O arguing a grade: disrespectful tone poor record O relationships: poor record, caught in a lie o lipstick, cig. smell faulty reasoning bullying limited sense of right & wrong BAD ETHOS 3 6
37 SO WHAT
38 RECAP O LOGOS = logical evidence O PATHOS = emotional evidence O ETHOS = credibility 3 8
39 SO WHAT?! O CRITICAL THINKING & READING & WRITING: Persuasive Appeals Analysis is a skill that assists our Source Evaluation o better scrutiny, better lexicon and hones our own Writing Skills o better evidence, more effective arguments 3 9
40 END
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