Aristotle's Persuasive Appeals - Logos, Ethos, and Pathos
Who was Aristotle? Greek Philosopher 384-322 B.C. Student of Plato Taught famous
leaders such as Alexander the Great
Noticed people used three types of arguments when convincing others
LOGOS, ETHOS, PATHOS
LOGOS – appeals to common sense ETHOS – appeals to morality PATHOS – appeals to feelings
LOGOS - TechniquesAnalogies – historical or literary
Common sense reasons
Definitions
Examples from real life
Expert advice
Factual Data
Personal anecdotes
Quotations
Scientific facts or theories
Statistics
ETHOS - Techniques
Sincerity and fair mindedness
Moral and ethical likeability
Professional and respectful tone
Reference to professional accomplishments or vast knowledge/wisdom
PATHOS - TechniquesTestimonials
Bandwagon effect – to be like others
Emotional examples (fictitious or real)
Emotional tone (humor, sarcasm, guilt, romance)
Emotionally loaded language
Figurative language (similes, metaphors, idioms)
Vivid descriptions/Imagery
How might YOU convince your parents to let you stay up late to
watch a TV show?
Logos
99% of the time I get enough sleep on school nights, so one night of staying up late won't affect me. I usually get plenty of sleep. Please let me stay up tonight!
Ethos
I'm a responsible kid, I know that if I stay up late I'll still have to be attentive in my classes tomorrow and get all my schoolwork done. You can count on me. Please let me stay up tonight.
Pathos
If I don't watch this show, then all the other kids at school will make fun of me for being a geek and going to bed early. I won't be able to talk about the show with my friends, and I'll become a social outcast. Please let me stay up tonight.
Discuss which technique would work best on your parents?
The logos appeal used a statistic and common sense to make it sound reasonable for the student to stay up late one night
The ethos appeal used good character to convince the parents that the student is able to handle the responsibility of staying up late
The pathos appeal used guilt from social pressure and the bandwagon effect to convince the parents to let the student stay up late
Now You Try!
Think about how you might use each of the three appeals to convince your parents/guardians to buy you the latest expensive cell phone. On a piece of paper, write in your argument for each appeal.
Examining Advertising
Number a piece of paper from 1 to 5. Read the advertising lines on the next slide.
Jot down next to each number whether the appeal is an example of logos, ethos, or pathos
Examining Advertising1. Four out of five dentists recommend chewing
Yummy Gum for fewer cavities.
2. Don't hate me because I'm beautiful. With SuperModel HairColor, you can be beautiful too.
3. Trust me, Attorney Iam Honnest, to handle your legal cases with respect and knowledge.
4. Chocohealthcrunch is made with 100% whole wheat flour, real cane sugar, and no artificial ingredients
5. Your child deserves the best. Choose the best - NaturoHealth Cereal.
Examining Advertising
1. Logos
2. Pathos
3. Ethos
4. Logos
5. Pathos