Rhetoric Ethos Logos and Pathos Rhetoric n

Rhetoric: Ethos, Logos and Pathos

Rhetoric (n) – 1. the art of speaking or writing effectively 2. using speech or writing to persuade

Aristotle, the Greek philosopher, described three main forms of rhetoric: Ethos Logos Pathos

Ethos is appeal based on the credibility of the speaker/writer. We tend to believe people… we like we respect we think are worth listening to

Examples of Ethos • Endorsements – Celebrities – Public Figures – Institutions • Formal writing style, professional appearance • Uses words and symbols that promote trust, expertise and respect

Wile E. Coyote ACME spokescoyote “I've used Acme products for years. Their slingshots, rocket launchers, crowbars and pogo sticks are the best around. And don't forget their dynamite! I buy everything from Acme. ” Trust ACME for all your road-runner catching needs.

Ethos in Commercials

Ethos is Advertising

Logos is appeal based on logic or reason. Strong arguments are based on… reasons evidence logic

Examples of Logos • Official business documents • Textbooks and scholarly projects • Scientific studies • Uses facts, statistics, history, reasoning, “common sense”

ACME’s new dihydro-cesium detonation process By combining cesium and dihydrooxide in laboratory conditions, and capturing the released energy, ACME has promised to lead the way into the future. Our energy source is clean, safe, and powerful. No pollutants are released into the atmosphere. The world will soon have an excellent source of clean energy.

Logos in Commercials http: //www. bing. com/videos/search? q=ni ntendo+ds+braintraining+ad+english&vie w=detail&mid=A 45 EE 9 DF 67589208326 A&first=0&FORM =NVPFVR

Pathos is appeal based on emotion. Our decisions are often swayed by… emotion sympathy imagination

Examples of Pathos • Almost all current advertisements • Political ads • Sensational news programs • Uses stories, beliefs, excitement, fear, envy, ridicule, joy, pain, sadness, pity, humor, anger, insecurity, etc.

Boycott ACME! A baby turtle breaks free from its egg, catching its first glimpse of its first sunrise. It pauses a moment to rest, unaware of the danger that lies so close to it. As the tide comes in, approaching the nest, it also approaches a small pile of metal - cesium. The water draws closer and closer, the turtle unsuspecting of the danger. Finally, the water touches the cesium and it EXPLODES, destroying even more of an endangered species. Why does this happen? One name: Acme.

Pathos in Commercials http: //www. youtube. com/watch? v=9 gsp. Elv 1 y vc http: //www. youtube. com/watch? v=QT-9 -C Vk. VRg

Review Ethos Credibility Logos Logic Pathos Emotion

Ethos, Logos, or Pathos?