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Aristotle’s Three Rhetorical Appeals Examining the Science of Persuasion through Advertising.

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Three Rhetorical Appeals Examining the Science of Persuasion through Advertising
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Aristotle’s ThreeRhetorical Appeals

Examining the Science

of Persuasion

through Advertising

Aristotle’s 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.

Logos = Logical

Pathos=

Emotional

Ethos=

Ethical

The persuader will use one or more of these techniques to persuade

Ethos

Ethical Appeal Depends primarily on the credibility of the

rhetor (a master of rhetoric) The persuader needs credibility

Stock tips = Mr. Waterman

or seem to Underwear = Michael Jordan

Speaker-centered

Pathos

Emotional Appeal Depends upon ability of the rhetor to create a

profound, deeply personal connection between the listener and the topic of persuasion Positive

Excitement

Negative Outrage

Reader-centered

LOGOS

Logos

Logical Appeal Depends upon ability of the rhetor to present

orderly and conclusive evidence in favor of his/her topic

Argument-centered

Some more ads Guess the appeal. Is it effective?

Satirical Ad

Persuasive essays & speeches

►Who else can use these appeals?

Henry’s Speech to the VA Convention

►ETHOS:

“No man thinks more highly than I do of the patriotism, as well as abilities, of the very worthy gentlemen who have just addressed the House”

Henry’s Speech to the VA Convention

►PATHOS:

“…give me liberty or give me death!”

Henry’s Speech to the VA Convention

► LOGOS:

“Has Great Britain any enemy, in this quarter of the world, to call for this accumulation of navies and armies?”


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