Name: ___________________
RHETORIC
Period: ______
NOTES: RHETORICAL APPEALS
 Rhetoric has been defined in many ways. The typical definition is “_________________________.”
 For our purposes, think of it as “strategies for ____________ _________________.”
 A newborn baby’s crying would thus not be rhetoric, but an older child’s whining to a parent to be
carried would be rhetoric.
ARISTOTLE’S INFLUENCE
 Aristotle (a famous Greek philosopher) wrote a valuable book called ________________________.
 This book is also known as ____________________________.
 This book remains one of the best studies of rhetoric ever performed.
 We will examine some of Aristotle’s concepts. Aristotle defines rhetoric as:
 Successful persuasion requires knowledge of the _______________ and their _______________.
 The three appeals available to rhetoricians are:
1. ____________________.
2. ____________________.
3. ____________________.
LOGOS
ETHOS, LOGOS, PATHOS
LOGOS (logic), or a logical appeal, means the author is trying to persuade his or her audience through the
use of reasoning. This can be the most important persuasive technique. Giving reasons is the heart of
argumentation, and it cannot be emphasized enough.
ETHOS
ETHOS (credibility), or an ethical appeal, means an author is convincing because of his or her character.
We tend to believe people whom we respect. One of the central goals of persuasion is to project the
impression that you are someone worth listening to. In other words, as an author, you want to make
yourself into an authority on your subject, as well as someone who is likable, trustworthy, and deserving
of respect.
PATHOS
PATHOS (emotion), or an emotional appeal, means an author is trying to persuade his or her audience by
appealing to their emotions. We can look at texts ranging from classic essays to contemporary
advertisements to see how emotional appeals are used to persuade. Language choice affects the
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audience's emotional response. Consequently, emotional appeals use loaded language to enhance an
argument effectively.
MAKING CONNECTIONS TO ADVERTISING TECHNIQUES
 Bandwagon: intends to make the target audience feel left out
Associated rhetorical appeals:

Avant-garde: intends to make the target audience feel “hip”
Associated rhetorical appeals:

Testimonials: uses a specific spokesperson to endorse product
Associated rhetorical appeals:

Facts and Figures: statistics, percentages, and numbers
Associated rhetorical appeals:

Transfer: associates good feelings with the product
Associated rhetorical appeals:
LOGICAL APPEALS
(LOGOS)
 Theoretical, abstract language
 Denotative meanings/reasons
 Literal and historical analogies
 Definitions
 Factual data and statistics
 Quotations
 Citations from experts and
authorities
 Informed opinions
ETHICAL APPEALS
(ETHOS)
 Language appropriate to
audience and subject
 Restrained, sincere, fair
minded presentation
 Appropriate vocabulary
 Correct grammar
 Presents balanced views.
 Establishes credibility as
narrator.
EMOTIONAL APPEALS
(PATHOS)
 Vivid, concrete language
 Emotionally loaded language
 Connotative meanings
 Emotional examples
 Vivid descriptions
 Narratives of emotional events
 Emotional tone
 Figurative language
EFFECTS
Evokes a cognitive, rationale
response
Demonstrates author's reliability,
competence, and respect for the
audience's ideas and values
through reliable and appropriate
use of support and general
accuracy
Evokes an emotional response
EXAMPLES
“The fashion industry has drawn
“I think it’s outrageous; they
“Eating disorders have the highest
criticism for hyping the super-thin want to set this tone of healthy,
mortality rate or any mental
look, which critics say promotes beautiful women, but what about
illness.”
eating disorders among women.” discrimination…[and] freedom…”
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