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