RHETORICAL DEVICES:
Everything Is an
Argument
Whenever you read an
argument, see an ad or
commercial, you must ask
yourself:
 ” What is the author trying to
get me to think or do?”
THERE ARE SEVERAL
WAYS TO APPEAL TO AN
AUDIENCE, AKA
RHETORICAL
STRATEGIES.
AMONG THEM ARE
APPEALS TO ETHOS,
PATHOS AND LOGOS.
ETHOS
 A speaker’s credibility
with a given audience.
 Sincerity, authority,
trustworthy,
expertise, faithfulness,
or any adjective that
describes someone
you can trust to do the
right thing.
Ethos:
 Ethos is related to the English
word “ethics” and refers to the
trustworthiness of the
speaker/writer.
 When we believe that the speaker
does not intend to do us harm,
we are more willing to listen to
what s/he has to say.
 When a judge comments on legal
precedent, audiences listen
because it is the job of a judge to
know the nature of past legal
cases.
Example
 George Foreman and his Grilling
Machine
 Boxer
 Fitness
 Preacher, too!
How to establish your
credibility
 Credibility- the quality of being believable; the
audience can trust you
 Appear competent- being well qualified. Comes
from knowledge and preparation. Show that you
know your topic thoroughly.
 Sincerity- Being genuine/honest- Shown through
your tomes of voice, and it’s hard to fake.
Actually care about your topic and audience.
 Dynamism- Being energetic and enthusiastic.
Shown through tone of voice and appearance,
eye contact, facial expression, and posture.
PATHOS- Emotional Appeal
•Pathos appeals rely
on emotions and
feelings to persuade
the audience
•They are often
direct, simple, and
very powerful
How to develop emotional
appeals
 Citing specifics- Refer to details
or examples that clearly
illustrate a point you want to
make.
 Using vivid language-
Descriptive words
 Personal references- Relate the
topic to the audience’s direct
experience.
Pathos: Moving you to ACTION
 Appeals to pathos touch an
emotional nerve and often
compel people to not only
listen, but to also take the
next step and act in the
world.
Where do you notice PATHOS appeals?
“America's older citizens
have rightly been called
the "greatest
generation." It is
morally unacceptable
that the people that
built this country -- our
senior citizens -- should
suffer hunger in a land
of plenty, which they
helped to create.”
-from America’s Second Harvest
program
What is the “call to action” which
is implied?
“America's older citizens
have rightly been called
the "greatest
generation." It is
morally unacceptable
that the people that
built this country -- our
senior citizens -- should
suffer hunger in a land
of plenty, which they
helped to create.”
-from America’s Second Harvest
program
LOGOS/ Logical Reasoning:
 Appeals rely on the
audience’s
intelligence.
 The more educated
the audience, the
more skeptical they
are of emotional
arguments --- they
are more receptive
to logos appeals
Logos:
 Based on reasons supported
by evidence.
 Evidence is material that
establishes the soundness of
each reason. All reasons need
evidence.
 Reasons need to be relevant
to the thesis and provide
strong support.
Types of evidence
 Personal experience-
something you went through
 Testimonial- experiences of
others
 Facts and statistics
 Expert opinions- statement
or belief about a subject by a
knowledgeable person
recognized as an authority in
that subject
Where do you see a LOGOS
appeal?
NASA sees its mission
to explore Mars as an
endeavor to seek out
the possibility of life
on that planet.
Knowing if water was
on Mars is the first
step in this research.
LOGOS:
NASA sees its mission
to explore Mars as an
endeavor to seek out
the possibility of life
on that planet.
Knowing if water was
on Mars is the first
step in this research.
Where do you notice PATHOS
and LOGOS appeals?
The Arctic National Wildlife Refuge
provides a safe refuge for 180
species of migratory birds, serves as
a birthing ground for one of the
hemisphere's largest caribou herds
and has been home to the Gwinch'in
people for a thousand generations.
Ninety-five percent (95%) of Alaska's
North Slope is already available to
Big Oil, but these companies want it
all.
The Arctic National Wildlife Refuge
provides a safe refuge for 180
species of migratory birds,
serves as a birthing ground for
one of the hemisphere's largest
caribou herds and has been
home to the Gwinch'in people for
a thousand generations. Ninetyfive percent (95%) of Alaska's
North Slope is already available
to Big Oil, but these companies
want it all.
THESE APPEALS ARE
PREVALENT IN ALMOST
ALL ARGUMENTS….
ETHOS, PATHOS, LOGOS
Ethos, Pathos, or Logos?
Ethos,
Pathos,
or Logos?
Ethos, Pathos, or Logos
Group Work
In groups of 2-4
Think of an existing product, or
create your own
Decide which type of persuasive
appeal- logos, ethos, or pathos
Write a commercial script so that
everyone has a speaking part.
Use your persuasive appeal to sell
your product.
Make us want to buy it.