ARISTOTLE’S 3 TYPES OF

APPEAL

Logos (LOGICAL APPEAL)

Logos is an argument's foundation. Logos requires research: finding facts, statistics and expert opinions to validate and cement an argument. The speaker uses logos to appeal to the rationale side of the audience.

Ethos (ETHICAL APPEAL)

Apply ethos to the argument by having a credible speaker, someone with a respectable reputation, who is well versed and educated in the subject being presented. If the audience respects the speaker, they are more inclined to consider the argument being presented.

Pathos (EMOTIONAL APPEAL)

Convey pathos in an argument by using a story to emphasize or connect the audience to the emotional aspects of the material being presented. Pathos also involves the delivery of the argument. A passionate delivery will engage the audience, making them sit up and take note.

How to Establish LogosMake it UnderstandableWhatever arguments you employ, they have to be easily understood by the audience before they can be persuasive.

Make it LogicalMake sure your premises don’t have holes in them, and have a strategy for addressing competing arguments which your audience already believes.

Make it RealPremises which are based on concrete and specific facts and examples tend to be accepted quicker than premises which are abstract and general. The more easily your premises are accepted, the more easily your conclusions will be as well.

How to Establish EthosTrustworthinessDoes your audience believes you are a good person who can be trusted to tell the truth?

SimilarityDoes your audience identify with you?

ReputationHow much expertise does your audience think you have in this field?

How to Establish Pathos

Be aware of the wide range of emotions.

Decide which emotions to evoke.

Learn how these emotions can be evoked in your audience.

Objective: Be able to identify the use of

Logos, Pathos, Ethos through the use of

commercials

Directions:• Find a 1 video or commercial that demonstrates

Ethos. Find a 1 video or commercial that demonstrates Logos. Find a 1 video or commercial that demonstrates Pathos.

• Each video or commercial may not contain the word Ethos, Pathos, Logos in the title. Cut and paste the URL (address) onto a word document.

• Give a description of the video including what appeal it uses. Be ready to describe specific examples in which the video uses one of the appeals.

• When done, save the document onto your H drive.

Example:http://www.youtube.com/watch?v=IytNBm8WA1cThis video is about why we should adopt a cat. The video uses Pathos as the type of appeal for the audience.