Post on 05-Jan-2016
transcript
Rhetoric:Ethos, Logos and Pathos
Rhetoric
Rhetoric (n) – 1. the art of speaking or writing effectively2. using speech or writing to persuade
AristotleAristotle, the Greek
philosopher, described three main forms of rhetoric:
EthosLogosPathos
Ethos
Ethos is appeal based on the credibility of the speaker/writer.
We tend to believe people…we likewe respectwe 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
“I've used Acme products for years. Their slingshots, rocket launchers, crowbars and pogo sticks are thebest around. And don't forget their
dynamite! I buy everything from Acme.”
Trust ACME for all your road-runner catching needs.
Wile E. CoyoteACME spokescoyote
Ethos in Commercials
Ethos is Advertising
Logos
Logos is appeal based on logic or reason.
Strong arguments are based on…reasonsevidencelogic
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 dihydro-oxide 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=nintendo+ds+braintraining+ad+english&view=detail&mid=A45EE9DF67589208326AA45EE9DF67589208326A&first=0&FORM=NVPFVR
Pathos
Pathos is appeal based on emotion.
Our decisions are often swayed by…emotionsympathyimagination
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=9gspElv1yvc
http://www.youtube.com/watch?v=QT-9-CVkVRg
Review
Ethos CredibilityLogos LogicPathos Emotion
Ethos, Logos, or Pathos?