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THE ART OF
RHETORIC
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Rhetoric = The Art of Persuasion
The history of rhetoric and the concepts of persuasion began in Greece.
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Meet Aristotle Aristotle was a
famous Greek philosopher who studied the art of persuasion.
Plato, another famous Greek philosopher, was his teacher.
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Translated from Greek, the word “philosopher” means
one who loves wisdom.
phil soph er philosopher
love wisdom one who
philosopher
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The Art of Rhetoric
AristotlePlato
In approximately 300 B.C.E., Aristotle, wrote a book entitled, The Art of Rhetoric. In his book, Aristotle identified the three methods of persuasion: PATHOS, LOGOS, ETHOS
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LOGOS = logic facts reason rationales (if…then…)
Pathos, Logos, EthosPATHOS = pity
appeal to emotion/sex appeal/senses “awwh” factorappeal to memory or common experiencepoetic persuasion (figurative language)
ETHOS = ethicscredibility/trustworthyauthority/superiority in society or subjectdoctors, judges, celebrities
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Pathos• Pathos = pity
(emotion)
• Pathos: related to the words pathetic, sympathy, and empathy
• Accept a claim based on how it makes you feel without fully analyzing the rationale behind the claim
• May persuade you with fear, love, patriotism, guilt, hate or joy
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• Pathos is the use of emotional appeal.
Pathos, cont’d.
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Logos• Logos = logic• An “if…then…”
argument• Logos refers to any
attempt to appeal to the intellect.
• The audience relies on reasoning and facts to make its decision.
• Numbers, polls and statistics are also examples of the persuasive use of logic.
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• Ethos = Ethics
• Refers to the trustworthiness of the speaker/writer.
• The speaker must establish moral credibility and expertise in his or her field in the minds of the audience
When a judge comments on legal precedent, audiences tend to listen because it is the job of a judge to know the nature of past legal cases.
Ethos
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Persuasion in AdvertisingReview each of the following
advertisements.Each one uses persuasion to sell a
product or idea.Review each ad and determine which
type of persuasion is being used.
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Ethos, Pathos, or
Logos?
#1Pathos, logos, or ethos?
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Ethos, Pathos, or Logos?#2Pathos, logos, or ethos?
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#3Pathos, logos, or ethos?
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Ethos, Pathos,
or Logos?
#4Pathos, logos, or ethos?
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#5Pathos, logos, or ethos?
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#6Pathos, logos, or ethos?
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Ethos, Pathos, or Logos?#7Pathos, logos, or ethos?
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Ethos, Pathos, or
Logos?#8Pathos, logos, or ethos?
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Ethos, Pathos, or Logos?#9Pathos, logos, or ethos?
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Ethos, Pathos, or Logos?#10Pathos, logos, or ethos?
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Ethos, Pathos, Logos?
#11Pathos, logos, or ethos?
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Ethos, Pathos,
or Logos?
#12Pathos, logos, or ethos?
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Using Pathos, Logos and Ethos in a Persuasive Essay• In a good persuasive essay, all three types
of persuasion should be employed. • Begin with ethos (ethics) to provide
reasons and connect with your audience.• Next, employ logos (logic) and make your
point with evidence and logic.• Finally, end with pathos (appeal to
emotions) to get your reader on your side.