LogosLogos

EthosEthos

PathosPathos

What is rhetoric?Rhetoric is the art

of persuasion.

The goal of persuasion is to change others’ point of view or to move others to take action.

Using logos, ethos, and pathos will help you to master the art of persuasion.

• Through language, you will be able to change the point of view of others!

• Through language, you will be able to motivate others to take action!

Logos, Ethos, Pathos

Logos = Logic

Ethos = Source Reliability/Credibility

Pathos = Emotions (Passion)

What is logos, ethos, and pathos?

Logos is an argument based on facts, evidence

and reason.

Using logos means appealing to the readers’ sense of what is logical.

Logos

Guns shouldn’t be allowed to be owned or

carried by citizens because they often times hurt people.

Why is this probably not a good example? Are there facts here? Is there evidence? Faulty assumption?

Logos Examples

Socrates is a man; therefore, Socrates is mortal… Assumption, but also fact.

In the 14th century the bubonic plague killed nearly three quarters of Europe’s population in 20 years. Kill the cats! Oh no! What have we done? Beware for faulty assumptions

Be Careful…Think! Logical assumptions are not FACTS…not

always.

The total number of citizens who use a gun for

their protection in a dangerous situation is approximately 68,000 per year. Therefore, guns are an effective way to prevent violent crime. Or

Even if guns were banned, criminals, who don’t follow the law, would still have them. Disarming the rest of the population would only leave them more vulnerable to crime than they already are.

Is this a good example?

Ethos is an argument based on character

or perceived relationship.

Using ethos means the writer or speaker appeals to the audience’s sense of ethical behavior. The writer or speaker presents him or herself to the audience as credible, trustworthy, honest or ethical, which makes them trustworthy.

You don’t have to know the person for this to be effective. Establishing credibility can be done rather quickly.

Ethos

Expert gives an opinion and you trust what

they say, because you trust there credentials.

A trusting friend gives you advice or their opinion. You trust it because you trust their guidance and character.

Someone you look up to or just like makes a statement; you buy it because hey, you like that person.

Ethos

Pathos = argument based on feelings

Using pathos means appealing to readers’ emotions and feelings. Emotions such as anger, pity, fear, and their opposites, powerfully influence our rational judgments.

Much of our political discourse and much of the advertising we experience is directed toward moving our emotions.

Pathos

When a gunman with an assault rifle shot up a

schoolyard full of children, people were suddenly interested in banning such weapons. In this case, several emotions are involved, but perhaps the strongest one is pity for the small children and their families. The logical arguments for banning or not banning assault rifles had not changed at all, but people were emotionally engaged with the issue after this event and wanted to do something.

Emotions Rule!

The following are written and visual examples

of Logos, Ethos, and Pathos in real world scenarios.

Examples

Lloyd Christmas HEB Cal and Ricky Mac Sara Cell Phones Lebron Allstate Ole Cyrus Trophies Smoking AT&T Soup Old Spice Colgate Nationwide

Which persuasive approach do you see?

Information from this slide was gathered in part from http://web.calstatela.edu/faculty/jgarret/3waypers.htm