Rhetoric:
Ethos, Logos and Pathos
Rhetoric
Rhetoric (n) –
1. the art of speaking or writing
effectively
2. using speech or writing to persuade
Aristotle
Aristotle, the Greek
philosopher, described
three main forms of
rhetoric:
Ethos
Logos
Pathos
Ethos
Ethos is appeal based on the credibility of
the speaker/writer.
We tend to believe people…
we like
we respect
we think are worth listening to
Examples of Ethos
• Endorsements
– Celebrities
– Public Figures
– Institutions
• Formal writing style, professional
appearance
• Uses words and symbols that promote
trust, expertise and respect
Wile E. Coyote
ACME spokescoyote
“I've used Acme products for years.
Their slingshots, rocket launchers,
crowbars and pogo sticks are the
best around. And don't forget their
dynamite! I buy everything from Acme.”
Trust ACME for all your road-runner catching needs.
Ethos in Commercials
Ethos is Advertising
Logos
Logos is appeal based on logic or reason.
Strong arguments are based on…
reasons
evidence
logic
Examples of Logos
• Official business documents
• Textbooks and scholarly projects
• Scientific studies
• Uses facts, statistics, history, reasoning,
“common sense”
ACME’s new dihydro-cesium
detonation process
By combining cesium and dihydrooxide in laboratory conditions,
and capturing the released
energy, ACME has promised to
lead the way into the future.
Our energy source is clean, safe,
and powerful.
No pollutants are released into
the atmosphere. The world will
soon have an excellent source
of clean energy.
Logos in Commercials
http://www.bing.com/videos/search?q=ni
ntendo+ds+braintraining+ad+english&vie
w=detail&mid=A45EE9DF67589208326A
A45EE9DF67589208326A&first=0&FORM
=NVPFVR
Pathos
Pathos is appeal based on emotion.
Our decisions are often swayed by…
emotion
sympathy
imagination
Examples of Pathos
• Almost all current advertisements
• Political ads
• Sensational news programs
• Uses stories, beliefs, excitement, fear, envy,
ridicule, joy, pain, sadness, pity, humor,
anger, insecurity, etc.
Boycott ACME!
A baby turtle breaks free
from its egg, catching its first
glimpse of its first sunrise. It
pauses a moment to rest,
unaware of the danger that
lies so close to it. As the tide
comes in, approaching the
nest, it also approaches a small
pile of metal - cesium. The
water draws closer and closer, the turtle
unsuspecting of the danger. Finally, the water
touches the cesium and it EXPLODES, destroying
even more of an endangered species. Why does this
happen? One name: Acme.
Pathos in Commercials
http://www.youtube.com/watch?v=9gspElv1yv
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http://www.youtube.com/watch?v=QT-9-C
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Review
Ethos  Credibility
Logos  Logic
Pathos  Emotion
Ethos, Logos, or Pathos?