Rhetorical Appeals:
The Art of Persuasion
Ethos
Pathos
Logos
Rhetorical Triangle
Take Back your City
with Paint
Purpose: what your audience will do
Argument:
your message (thesis)
Ethos:
AUDIENCE:
character traits/core beliefs
of audience
Pathos:
Logos:
Persona: character traits/core beliefs of author
Argument
THESIS: main argument (topic +
opinion + reasons).
Why the writer makes the claim.
– Support a cause
– Promote a change
– Disprove a theory
– Win an argument
– Create interest
Three Forms of Persuasive Rhetoric
Ethos (Ethics)
How an author builds credibility and
trustworthiness by persuading the audience that
you are have good CHARACTER and SUBJECT
KNOWLEDGE.
EVIDENCE:
 State profession, background, credible sources
that agree with you or time put into research.
 Use 4-5 field-related terms.
 Show good reputation, morals, concern for the
audience or compassionate voice.
Ethos Example
Product: Tony Hawk for PS2
– Reputable Character: Transworld
Skateboarding Magazine names him the 2nd
most influential
skater in history,
1st skater to
complete the 900,
and sponsored by
Quicksilver.
So… why buy his game??
Ethos Example
Product: Toms Shoes
– Reputable Character: trustworthy
ETHOS: you decide
As a doctor, trained at UCLA and managing
my own practice for 45 years, I am qualified
to tell you that this course of treatment will
give you the best results.
Or:
Although I am a medical student with no
prior experience, I am qualified to tell you
that this course of treatment will give you the
best results. I have studied this a lot.
Logos (Logics)
Logical arguments; the reasoning the
author uses; or logical evidence.
Evidence:
– Theories or scientific facts
– Statistics
– Expert Quotes
Logos Example
Argument: Students should be allowed to use cell
phones during school hours.
List three supporting facts and/or statistics that will support the claim.
– There are 1.5 million aps; 10% are educational.
– “Cell phones can be used to get answers quickly. Using smartphone
provides quiet students support.” –Educational Technology Co.
– “We are preparing students for adult life.” –teacher
– “Students using phones in class will help the budget, because they
won’t need iPads (spent $ on technology).” –Lisa Nelson (Principal)
Pathos (Emotions)
Words or passages an author uses to activate the
audience’s emotions:
EVIDENCE:
– Emotionally loaded details (vivid sensory
descriptions) or words with an emotional tone
(humor, sarcasm, disappointment, excitement).
– Use figurative language like metaphors.
– Use personal experience as a hook.
Pathos Practice
1. What is the purpose (Hint: what is being sold?)?
2. What is the argument? Provide evidence.
3. Who is the audience? Provide evidence.
4. How does the personal experience connect to the
audience.
5. Who is persona (person/group) behind the
commercial? Provide evidence.
6. What emotion is being created? Provide evidence.
7. What emotionally loaded words are seen and what
emotions do they create (evoke)?
8. What metaphors are present and what do they
mean?
Take Back Your City with
Paint: Annotations
1. Circle important people- identify character
traits.
2. Box unknown words- look up definitions to 5!
3. Underline the THESIS STATEMENT.
 Highlight Logos: BLUE
 Highlight Pathos: PINK
 Highlight Ethos: GREEN
4. Star memorable expert quotes to use later.
5. Notes in the margins: How is the new
environment changing culture?
Guerilla Gardener
Complete a PAPA Square using this text.
http://www.youtube.com/watch?v=EzZzZ_qp
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POP QUIZ
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EPL QUIZ
1. E
2. P
3. L