Three Types of Persuasive Appeals

logos

pathosethos

3 Types of Persuasive Appeals

* Ethos - Ethical appeal (authority on the subject convinces you) … Credibility of speaker

*Pathos - Emotional appeal (convinces you based on emotion) … emotional connection to audience

* Logos - Logical appeal (gives facts to support the claim) … logical argument

Need to use all three types of appeal for the audience to accept your message

Do you agree?•People buy on emotion (pathos)

•People justify with fact (logos)

•People want to know it’s right (ethos)

How to develop ethos• Be a good person• Develop expertise in subject/topic• Market yourself• Analyze your audience and identify common traits,

mannerisms, and dress• Show up early• Reference people in audience• Tell personal stories• Use appropriate language, visuals, quotes, statistics

How to develop pathos• Tell stories• Choose emotional words• Use analogies, metaphors, and similes• Use humor• Vocal clues• Use vivid, sensory words• Use visuals• Eye contact

How to develop logos

•Use supporting facts•Use data•Provide evidence•Quote professionals on

subject/topic•Provide a logical order•Order must make sense

Ethos

•Does the audience believe you?•Does the audience view you as an authority on the subject/topic•Does the audience trust you?

Pathos

• Stories, analogies, similes, and metaphors are effective•Do words suggest love? Sympathy?

Fear?•Does the visual promote compassion?

Envy?•Does the characterization of the

competing emotion evoke a feeling of hate?

Logos

•Does the argument follow an understandable order?•Does the argument make sense?•Is the argument factual?

Class/Homework Assignment• Write a three Paragraph paper persuading your teacher why

you should not have homework. • Your argument should include all three appeals: ethical,

logical, and emotional. Please state your case with support and examples.

• Be original with ideas and presentation. • At the end, label/identify your appeals.