RHETORICAL APPEALS
The Art of Persuasion
LOGOS
• Rhetorical appeal (persuasion) based
on logic and reason. It makes sense.
EX) We do not have enough money to pay
for team uniforms, but without uniforms,
our team’s morale will suffer. Therefore,
we need to raise money to buy uniforms.
LOOKS LIKE…
Stats, cause and effect, common sense,
reasoning.
PATHOS
• Persuasion based on affecting the audience
emotionally. Using pathos persuades by
making an audience feel something (fear,
pity, guilt, anger, insecurity, etc.)
EX) “This candidate wants to hurt the elderly by
cutting Medicare.”
Sounds like… “Buying this car might save your
life.” “What will others think?” “The poor children
need your help.”
ETHOS
• Persuasion based on the character and
credibility of speaker. The audience is
persuaded because they trust and respect
the speaker.
EX) “I am a husband, father, and taxpayer who
has served my position faithfully for 20 years. I
deserve your vote.”
LOOKS LIKE…credentials, good reputation, using
credible research, having a personal experience
with the issue.
AUDIENCE and PURPOSE
• Audience: Those toward whom your work
is targeted; your anticipated readers.
• Purpose: Your reason for speaking (to
persuade ______ to do _______.)
IN COMMUNICATION, YOUR
AUDIENCE AND PURPOSE
HAS A DIRECT IMPACT On
WHAT LANGUAGE IS
APPROPRIATE!!!!!
EX: Would you speak the same way at a job
interview that you would to your friends?
How are the audience and purpose
different?
Would you write the same way in a paper
that you do in an email to a friend?? How
have the audience and purpose changed?
CLARITY
• When you speak to persuade, you NEED your
message to get through. Therefore, you must
keep the needs of your audience in mind.
• Remember:
– People have short attention spans
– People need to be interested to read what
you’re saying
– People are affected by logic, emotions,
and reputation (logos, pathos, ethos)
– People don’t have unlimited knowledge of
vocabulary
THEREFORE…
• You MUST keep your audience in mind
and make sure your writing is readable!
• This means…
– Explanation of unfamiliar terms
– Inclusion of a REASON for listening. WHY should the
audience even care??
– Thinking about what might “get” your particular audience.
Crafting a Persuasive Speech
I.
II.
III.
The Intro.
A. Purpose – Grab the reader’s attention
B. Inform the reader about the issue
C. Clearly state your intended purpose
The Body
A. Three clear and focused supports for your
claim
B. Specific examples to prove your insights
C. Recognition of the opposing viewpoint
The Conclusion
A. Restatement of purpose and points
B. Final Revelation or call to action
The Attention Getter!
Possible “Grabbers”
1. A brief anecdote to make your reader
part of the issue
2. A case study / scenario
3. A shocking fact
4. A revealing or thought provoking
statement
The Ps of Persuasive Delivery
• 1. Persistent Eye Contact connects you to
those you are persuading
• 2. Pacing! Pauses after important insights
allow your audience to process the idea.
• 3. PASSION! You must be passionate
about your topic - What does this mean?
• 4. Profound Thoughts – Your insights must
make the audience think and open their
minds.
Practice!
• Outline a persuasive argument:
Purpose – To persuade Mr. Hynes to
eliminate 9th period.
Logos: ______________________
Pathos: _____________________
Ethos: _______________________
Attention Getter: _____________________
Closing Thought: _____________________