Transcript Logos, Pathos, & Ethos

Logos, Pathos,
& Ethos
An Introduction to Rhetorical Appeals
Background Information

Rhetoric is the use of
words for a specific
purpose, often to
persuade an audience.

According to Aristotle,
there are three main
strategies employed
when appealing to an
audience: logos, ethos,
and pathos.
Logos – An Appeal to Logic

“Logos (Greek for ‘word’) refers to
the internal consistency of the
message—the clarity of the claim,
the logic of its reasons, and the
effectiveness of its supporting
evidence. The impact of logos on an
audience is sometimes called the
argument’s logical appeal”
(Ramage).
Logos – An Appeal to Logic
An appeal to logos can be created
through the use of logic based on
irrefutable facts, verifiable
numbers, and the inexorable march
of reason across the course of a
well-constructed speech, the pages
of a critical paper, or the surfaces
of compelling advertisements.
When hunting for or seeking to
employ logos, consider: facts as
evidence, research/ statistics,
quoted authorities, cause and
effect, analogies and comparisons,
common sense/shared values, and
precedent.
How is this ad an example of a visual metaphor?
Pathos – An Appeal to Emotion

“Pathos (Greek for ‘suffering’ or
‘experience’) is often associated with
emotional appeal. But a better equivalent
might be ‘appeal to the audience’s
sympathies and imagination.’ An appeal to
pathos causes an audience not just to
respond emotionally but to identify with
the writer’s point of view—to feel what the
writer feels….Pathos refers to both the
emotional and the imaginative impact of
the message on an audience, the power
with which the writer’s message moves the
audience to decision or action” (Ramage).
Pathos – An Appeal to Emotion
An appeal based on pathos is
targeted at the realm of emotion.
It's why campaigns try to wrap
themselves in a national flag
and manuever to make you fear
“the other”. It's why a winning
smile and puppy-dog eyes work
magic in cementing an
advertisement’s main message in
the minds of viewers. It’s why
words aimed at the heartstrings
often strike a chord within even the
most savvy and skeptical readers.
When pinpointing or seeking to
utilize pathos, consider: connotative
diction, imagery, or figurative language,
anecdotes, examples, images that evoke
an emotional response, and carefully
crafted syntax (sentence patterns).
How is this ad working on the pathos level?
Ethos – An Appeal to Ethics

“Ethos (Greek for ‘character’) refers to the
trustworthiness or credibility of the writer
or speaker. Ethos is often conveyed
through tone and style of the message and
through the way the writer or speaker
refers to differing views. It can also be
affected by the writer’s reputation as it
exists independently from the message—
his or her expertise in the field, his or her
previous record or integrity, and so forth.
The impact of ethos is often called the
argument’s ‘ethical appeal’ or the ‘appeal
from credibility’” (Ramage).
The Speaker
Ethos – An Appeal to Ethics
An appeal based on ethos centers
on the ethical character of the speaker
and their sources of information. Quite
simply, it matters who's trying to
persuade you and whom they reference
for support. If the person trying to sway
an audience demonstrates “common
sense, virtue, and goodwill,” then the
listeners will be more likely to believe
what that person states. If an
advertisement cites a reputable
institution’s stastics, the claim of the ad
becomes more plausible.
When seeking or straining to implement
ethos, consider: the stating of qualifications
for expertise, citing relevant authorities and
allusions, making qualified claims (perhaps,
sometimes, etc.), and restating opposing
views accurately and fairly.
How does this image extend beyond mere
celebrity endorsement
to include ethos?
Major Resource

Ramage, John D. and John C. Bean. Writing Arguments.
4th Edition. Needham Heights, MA: Allyn & Bacon,
1998, 81-82. http://www.u.arizona.edu