aristotle’s three rhetorical appeals examining the science of persuasion through advertising
TRANSCRIPT
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
Logical Appeal Depends upon ability of the rhetor to present
orderly and conclusive evidence in favor of his/her topic
Argument-centered
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”