RHETORIC
RHETORIC
RHETORIC
“The ability, in either case, to see the
available means of persuasion.”
--Aristotle, Greek philosopher
PATHOS
O Pathos – probably more easily
recognized since it relies on
EMOTIONAL appeals. Usually
lots of vivid sensory details to
awaken the senses and
manipulate emotions.
 Politicians kissing babies or




shaking hands of the elderly
PETA ads
Ally Bank Ad
Volvo Ad
Allstate “Mayhem” Ad
ETHOS
O An ethical appeal by focusing on the
qualifications of the speaker or character of
the speaker.
O The credibility of the speaker is supremely
important with this appeal. Audiences tend
to believe speakers who are intelligent,
trustworthy, and honest. The speaker may
appeal to principles of religion, patriotism,
societal stands, and humanitarism
O Examples may include:
O Celebrity/expert endorsements
O A teen’s argument that he should be allowed
O
O
O
O
to do something because he is responsible.
Shell Oil Company’s print ad, “Cloud the
Issue. .. Or Clear the Air?”
U.S. Marines ad
Farmer’s Insurance Ad
Bridgestone Ad
Logos
O Uses logic, facts, reasons, statistics,
O
O
O
O
data, and numbers to persuade.
The speaker uses logical appeals, so
she will avoid inflammatory language
and he will be sure to connect his
claim to evidence.
Some examples – test results,
research findings, eyewitness
testimony, statistics, facts, causeeffect (keep in mind that ads may use
“pseudo-scientific” results to sell a
product)
L’Oreal Ad (pseudo-scientific)
The Truth PSA
Works Cited
Allstate. " Allstate TV Ad: Large Espresso Mayhem - YouTube ." YouTube Broadcast Yourself. 9 July 2010. Web. 22 Aug.
2011. <http://www.youtube.com/watch?v=jL9duLVeFRM&feature=relmfu>.
" Ally Bank Pony Commercial - YouTube ." YouTube - Broadcast Yourself. . 22 May 2009. Web. 22 Aug.
2011.http://www.youtube.com/watch?v=7qb0vquRcys>.
" Bridgestone Global TV Commercial "Stay Focused" - YouTube ." YouTube - Broadcast Yourself. . N.p., 10 Feb. 2010. Web. 22
<http://www.youtube.com/watch?v=0gLlVRfCssI>.
Aug. 2011.
Effinger, Sandra . "Appealing to Your Audience." Ms Effie's LifeSavers. Web. 22 Aug. 2011.
<homepage.mac.com/mseffie/index.html>.
" Farmers Insurance - Slideshow: University of Farmers - YouTube ." YouTube - Broadcast Yourself. . N.p., 19 Jan. 2011. Web. 22
<http://www.youtube.com/watch?v=SPDoGvvAcMk>.
Aug. 2011.
" Eva Longoria L'Oreal Paris Extra-Volume Collagene Mascara - YouTube ." YouTube - Broadcast Yourself. . N.p., 13 Oct. 2008.
Aug. 2011. <http://www.youtube.com/watch?v=493OXWW06Yc>.
Web. 23
" Marine Corps Commercial: "A Path for Warriors" - YouTube ." YouTube - Broadcast Yourself. . 6 June 2011. Web. 22 Aug.
<http://www.youtube.com/watch?v=S_nApy9VVlk>.
2011.
PETA. "Trollsen Twins" PETA Ad. 2007Unknown, Unknown. TV Crunch. Web. 19 Aug. 2011.
" PSA: tobacco kills (from the truth) - YouTube ." YouTube - Broadcast Yourself. . 6 Feb. 2008. Web. 22 Aug. 2011.
<http://www.youtube.com/watch?v=Y_56BQmY_e8>.
"Using Rhetoric and Persuading and Audience." Springboard. United States of America: The College Board, 2011. 73. Print.
" Volvo Safety Commercial - YouTube ." YouTube - Broadcast Yourself. 22 Oct. 2009. Web. 22 Aug. 2011.
<http://www.youtube.com/watch?v=1G_y8g8Mpso>.