Aristotle’s Three Rhetorical Appeals Examining the Science of Persuasion through Advertising.

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Transcript of Aristotle’s Three Rhetorical Appeals Examining the Science of Persuasion through Advertising.

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  • Aristotles Three Rhetorical Appeals Examining the Science of Persuasion through Advertising
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  • Aristotles Rhetoric Rhetoric (n) - the art of speaking or writing effectively (Webster's Definition). According to Aristotle, rhetoric is "the ability, in each particular case, to see the available means of persuasion." He described three main forms of rhetoric: Ethos, Logos, and Pathos.
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  • Logos = Logical Pathos = Emotional Ethos = Ethical The persuader will use one or more of these techniques to persuade
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  • Ethos Ethical Appeal Depends primarily on the credibility of the rhetor (a master of rhetoric) The persuader needs credibility Stock tips = Mr. Waterman or seem to Underwear = Michael Jordan Speaker-centered
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  • Pathos Emotional Appeal Depends upon ability of the rhetor to create a profound, deeply personal connection between the listener and the topic of persuasion Positive Excitement Negative Outrage Reader-centered
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  • LOGOS
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  • Logos Logical Appeal Depends upon ability of the rhetor to present orderly and conclusive evidence in favor of his/her topic Argument-centered
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  • Some more ads Guess the appeal. Is it effective? Guess the appeal. Is it effective?
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  • Satirical Ad
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  • Persuasive essays & speeches Who else can use these appeals?
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  • Henrys Speech to the VA Convention ETHOS: No man thinks more highly than I do of the patriotism, as well as abilities, of the very worthy gentlemen who have just addressed the House
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  • Henrys Speech to the VA Convention PATHOS: give me liberty or give me death!
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  • Henrys Speech to the VA Convention LOGOS: Has Great Britain any enemy, in this quarter of the world, to call for this accumulation of navies and armies?