RETORIK Logic, Argument, Persuasion Ethos • Speaker/Writer Purpose Logos • Message/Reason Pathos •Audience/Emotion Purpose: Intent • What is the writer’s goal? • Is the intent implied by the content or explicitly stated? • What does the writer hope to achieve by delivering this message? • How this purpose is achieved is through the application of rhetorical technique… Ethos • Speaker/Writer Purpose Logos • Message/Reason Pathos •Audience/Emotion Ethos: The Speaker/Writer (“moral or showing moral character) • Focus is on how the speaker’s credibility is established • Qualifications • How is the writer connected to the topic? • Is attention paid to multiple viewpoints? • Sources • Are they credible? • Are they documented appropriately? • Delivery • Is the tone suitable for audience/purpose? • Is the diction appropriate for audience/purpose? • Is the document polished and professional? Ethos • Speaker/Writer Purpose Logos • Message/Reason Pathos •Audience/Emotion Pathos: The Audience/Appeal (“suffering, experience”) • Focus is on how the audience’s emotions are engaged or manipulated Ethos • Are vivid examples, details and images used to engage the reader’s emotions and imagination? • Does the writer appeal to the values and beliefs of the reader by using relevant examples readers can relate to or care about? • Speaker/Writer Purpose Logos • Message/Reason Pathos •Audience/Emotion Logos: Logic and Reason (“to count, say, tell, speak) • Focus is on how the speaker presents logical evidence and argument to sway the audience Ethos • Speaker/Writer • Is the thesis clear and specific? • Is the thesis supported by strong reasons and credible evidence? • Is the argument logical and arranged in a well-reasoned order? Purpose Logos • Message/Reason Pathos •Audience/Emotion RHETORICAL CRITERIA • Intent • Logos • Purpose/Goal/Message • Argument’s Logic • Implied/Explicit • Appeal to Reason • Ethos • Pathos • Writer’s Role • Appeal to Emotion • Writer/Source Credibility • Audience’s Role
