VAM: Value, Authority, Motivation
Proofs involving ethos and pathos
address these appeals to the audience
and can have great persuasive power
http://www.motorward.com/2013/02/jeep-super-bowl-adnarrated-by-oprah-video/
7min write-How does this commercial use ethos
and pathos to convince the consumer to buy?
Does this combo of famous voice(ethos) and
American Values (pathos) have great persuasive
power?
Sources and Types of Proof
Minnis
Primary Source
Straight
from the
horse’s
mouth!
 Present during
an experience
or time period
 Offer an inside
view of a
particular
event
Examples of Primary Sources
 Diary of Anne Frank
 WWII history
 The Constitution of Canada
 Canadian history
 A current scientific journal
article reporting NEW
research, discovery, or
findings
 Science
 Weavings and pottery
 Native American history
Secondary Source
Secondary sources provide
interpretation and
analysis of primary
sources.
Secondary sources are one
step removed from the
original event or "horse's
mouth."
Primary
Sources
Primary
Source
Primary
Source
Secondary
Source
Examples of Secondary Sources:
 Britannica Online
encyclopedia
 American National
Biography (database)
 Critic’s review analyzing a
play, poem, novel, or short
story
 Magazine or newspaper
article about events or
people
 Political commentary
about an election
Aristotle’s Categories of Proof
 Physical Evidence
 ‘Laid on the table’
 Thoughtful Persuasion
 Logos
 Ethos
 Pathos
Physical Evidence:
Can you lay it on the
table?
Ethos=Authority
 Opinions
 Judgments
 Impressions
Ethos:
• Reputation
• Credentials
• Respect for character
and experience
Pathos=Motivation
 Feelings
 Motives
 Values
Pathos: Emotion
• Ideals
• Beliefs
• Ethics and morals
Logos=Reason
 Common sense
 Logic
 Understanding
Logos: Objective Evidence
• Facts
• Statistics
• Real examples
How to test the PROOF1.
2.
3.
4.
Is the evidence relevant to the
claim?
Does your evidence reach the
conclusion correctly? Or are you
reaching?
Is the evidence up to date?
Is it slanted to work?
Tests of Validity-Activity
With your groups, you will…
 Finish Audience Analysis-Mon
 Finish Claim/Warrant/Support-Mon
 And….
Trade your annotated bibliography within your groups
2. Groups look for a source example of Logos, Ethos, and Pathos
a) Label on their Ann. Bib.
b) Explain-How does it support that it is Logos, Ethos, and Pathos? Next
to each source AND if they are missing one L/E/P suggest to them how
they can add it into their research!
Put your names at the top/type up your answers! Turn in!
Source/Cards Notecards due Monday=5 source cards/10 notecards
Paper Length=2,000-2,500 words (4-5 pages)
1.