What are Persuasive
Appeals?

What is Rhetoric?
Rhetoric is the art
of persuasion.
The goal of
persuasion is to
change others’
point of view or
to move others to
take action.
What is Rhetoric?
 Rhetoric (n) - the art of speaking or writing
effectively (Webster's Definition).
 According to Aristotle, rhetoric is "the ability, in
each particular case, to see the available means
of persuasion." He described three main forms
of rhetoric: Ethos, Logos, and Pathos.
What is Ethos?
Ethos: (Credibility) or ethical appeal, means
convincing by the character of the author.
Using ethos means the writer or speaker
appeals to the audience’s sense of ethical
behavior.
The writer or speaker presents him or herself
to the audience as credible, trustworthy,
honest and ethical.
“I am an ethical expert, so believe what I say.”
What is Pathos?
Pathos: (Emotional or motivation) means
persuading by appealing to the reader's
emotions by using vivid language,
emotional language and numerous
sensory details.
What is Logos?
Logos: (Logical) means persuading by the
use of reasoning or logic. This type of
appeal is used to support a claim. Logos
is an argument based on facts, evidence
and reason. Using logos means appealing
to the readers’ sense of what is logical.
Ethos
Pathos
Logos
Let’s Practice!
 You are going to watch several television commercials.
 Your task is to decide what persuasive appeals are
being used in the following commercials. More than
one persuasive appeal can be used.
 Good Luck! Here we go! 
What is the Persuasive
Appeal?
Ethos?
Logos?
What is the Persuasive
Appeal?
Ethos?
Logos?
What is the Persuasive
Appeal?
Ethos?
Logos?
What is the Persuasive
Appeal?
Ethos?
Logos?
What is the Persuasive
Appeal?
Ethos?
Logos?
What is the Persuasive
Appeal?
Ethos?
Logos?
What is the Persuasive
Appeal?
Ethos?
Logos?
What is the Persuasive
Appeal?
Ethos?
Logos?
What is the Persuasive
Appeal?
Ethos?
Logos?
What is the Persuasive
Appeal?
Ethos?
Logos?
What is the Persuasive
Appeal?
Ethos?
Logos?
Lesson Reflection
 How did you do on evaluating the persuasive appeals in each television
commercial? Which ones gave you the most trouble? Use short answer
response format.
 Which commercial stands out the most? Why do you think it does? What
persuasive appeal(s) did it have? Use short answer response format.
 Choose two commercials and identify the purpose of the commercial. Then
analyze how the the words, images, sounds and persuasive appeals impact the
purpose. Use short answer response format.
 Which commercial is the most effective? Why do you think it is the most
effective? Use short answer response format.
 How do persuasive appeals fit within your independent study imovie? How
you can use these with your audience? Which appeals would be appropriate
to use with your topic?
Let’s Review!
Ethos = Ethics / Image
Ethos is an argument based on
character.
The writer or speaker presents
him or herself to the reader as
credible, trustworthy, honest
and ethical.
Let’s Review!
Pathos = argument
based on feelings
Using pathos means
appealing to readers’
emotions and
feelings.
Let’s Review!
Logos = logic
Logos is an argument
based on facts, evidence
and reason.
Using logos means
appealing to the readers’
sense of what is logical.
Pathos, Ethos, Logos