THE MODES OF

PERSUASION

Of the modes of persuasion furnished by the spoken word there are three kinds. The first kind depends on the personal character of the speaker; the second on putting the audience into a certain frame of mind; the third on the proof, or apparent proof, provided by the words of the speech itself.

---- ARISTOTLE, "Rhetoric", 350 BCE

The Modes of PersuasionIn classical rhetoric, there are three modes of persuasion used to convince an audience:

Ethos Pathos Logos

They are also referred to as the three artistic proofs.

ETHOS• The appeal to the speaker or writer’s character, reputation, or authority credible

"Our expertise in roofing contracting is evidenced not only by our 100 years in the business and our staff of qualified technicians, but in the decades of satisfied customers who have come to expect nothing but the best."

Using Ethos

• Referring to expertise on the subject

• Awards and recognition

• Establish credibility and rapport

• Referring to someone liked and well-respected

PATHOSemotional• The appeal to the

audience’s emotions

“There’s no price that can be placed on peace of mind. Our advanced security systems will protect the well-being of your family so that you can sleep soundly at night."

Using Pathos

• Invoke sympathy from an audience

• Inspire anger from an audience

• Draw an emotional response from reader/listener/viewer

The appeal to logic, convincing an audience by using reason

LOGOSlogical

“Research compiled by analysts from NASA, as well as organizations from five other nations with space programs, suggests that a moon colony is viable with international support."

Using Logos

• Cite facts and statistics

• Cite historical and literal analogies

• Citing authorities on the subject

NAME THAT MODE!

http://www.youtube.com/watch?v=6eXfvRcllV8ASPCA Sarah McLachlan commercial

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