Rhetorical appeals

history

• Greek philosopher Aristotle wrote The Art of Rhetoric around 300 BCE.

history

• Among other topics, he identified three strategies used to persuade an audience:
• Logos, Pathos, and Ethos

Logos

• Logos refers to an attempt to appeal to the intellect or “left brain” functions.

Logos

• An audience finds certain patterns, conventions, and modes of reasoning to be convincing and persuasive.

Logos

• An audience relies on reasoning and facts to make a decision.

Numbers, polls and statistics are also examples of the persuasive use of logic.

pathos

• When you accept a claim based on how it makes you feel without fully analyzing the rationale behind the claim, you are acting on pathos.

pathos

• Those who wish to persuade you will try to trigger emotions: fear, love, patriotism, guilt, hate, and/ or joy.

pathos

• Most arguments in the popular press are heavily dependent on pathos.
• We should not react to emotional arguments without fully considering all of the facts.

pathos

• The use of pathos can be manipulative, but it is the cornerstone of moving people to action.

pathos

• Pathos touches a nerve and compels people to not only listen, but to also take the next step and act.

An effective use of pathos will alter the mindsets of the audience through the use of emotional appeal.

ethos

• A speaker must establish moral credibility in the minds of the audience at the beginning of his or her essay, article, or speech.

ethos

• The speaker or writer must show his or her expertise in the subject matter of the speech.

ethos

• The writer must also show that he or she does not and will not have a direct interest or an ulterior motive for convincing their audience.

ethos

• For example, when a trusted doctor gives you advice, you may not understand all of the medical reasoning behind it, but you follow the directions because you believe that the doctor knows what s/he is talking about.

Your goal as a writer is to balance pathos and logos so your ethos is high.