• LOGOS, PATHOS AND ETHOS• Rhetoric - the art of speaking or

writing effectively. According to Aristotle, rhetoric is "the ability, in each particular case, to see the available means of persuasion." He described three main forms of rhetoric:

Logos (Logical) means persuading by the use of reasoning. 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. Logos tends to be more academic in nature.

Pathos (Emotional) -Greek for 'suffering' or 'experience'-- means persuading by appealing to the reader's emotions. We can look at texts ranging from classic essays to contemporary advertisements to see how pathos, emotional appeals, are used to persuade. Language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument. 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.

Ethos (Credibility), or ethical appeal, (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.' Why do many advertisers use famous people as their spokesperson?

Logos (Logic, Consistency)

Pathos (Emotions, Imagination)

Techniques used to influence opinions, emotions, attitudes or behavior.

The purpose is to benefit the sponsor. It appeals mostly to the emotions not the

intellect. It is not negative or positive. The purpose is to persuade.

In advertising the purpose is to claim “superiority” in order to sell product.

Misleading Language - modifiers that look substantial but are meaningless.• “Fluff”

Makes audience believe in something or want to do something.

Diversion: seems to tackle a problem or issue, but then throws in a distraction

• It aims at persuading the people to do a certain thing because many other people are doing it. An example can be a soft drink advertisement wherein a large group of people is shown drinking the same soft drink. People feel induced to opt for that soft drink as it is shown to be consumed by many. Examples: an ad states that “everyone is rushing down to their Ford dealer”

• http://www.youtube.com/watch?v=0xAwKBywrEk

• This poster was created by the Y.W.C.A. on the behalf of America specifically targeting the unemployed women in America. At this time period most of the men were at war so many women were needed to work. How else would the men receive the supplies necessary for war? I saw this propaganda as a bandwagon technique by the way that it calls for a woman for every fighter and that in the image shows a large group of everybody doing it. This ad really has nothing to hide, it’s just asking for help so that America as a whole can survive.

Aims to flatter is reverse of bandwagon. It indicates

that buying a certain product will make you stand out from the rest, as the masses won’t afford to buy it. Luxury car ads are notorious for this.

http://www.youtube.com/watch?v=ttRS1lwZ2iw&feature=related

• Ethos Driven• This propaganda technique uses words of an

expert or a famous person to promote a particular idea. For example, a sports person is shown recommending a brand of sport shoes. Generally, people identify themselves to some celebrated figure. So celebrities are used to advertise certain products. A testimonial has to be reasonable. Advertisers are cautioned not to use false testimonials, as they lack authenticity. Examples: an athlete appears on the Wheaties box; an actor speaks at a political rally

• This ‘Got Milk?’ ad of Superman was created by an advertising agency called Goodby Silverstein & Partners for the California Milk Processor Board. The targeted audience would be anybody who is a fan of Superman because an admirer of Superman will think that if he drinks milk, then milk will make them super or at the same level as superman. This example shows the technique of testimonial because the ad is using a famous person to promote there idea. The readers must know that Superman is very strong, is a hero and is famous otherwise they will not understand that this is testimonial propaganda. Superman is a fictional hero in our society. The intended message is that if you drink milk, then you will be strong or have bones of steel just like superman

• In this technique, qualities of a known person are associated with a product to promote or demote it. Linking an item to a respected person is positive transfer. Creating an analogy between a disliked person and a product is negative transfer. It is also used during war times. Example: a political activist closes her speech with a prayer

• Positive feelings/desires are connected to a product/userTransfers positive feelings we have of something we know to something we don’t.

• http://www.youtube.com/watch?v=mambpzvJyYM

It is when the product name is repeated many times during an advertisement. This technique may use a jingle, which is appealing to the masses and fits into their minds. How many of you know Mr Gatti's phone number?

attempt to convince the audience that a prominent person and his ideas are “of the people.” Examples: a prominent politician eats at McDonald’s; an actress is photographed shopping for groceries

links a person, or idea, to a negative symbol. Examples: commie, fascist, yuppie

plays on deep-seated fears; warns the audience that disaster will result if they do not follow a particular course of action. Example: an insurance company pamphlet includes pictures of houses destroyed floods, followed up by details about home-owners’ insurance.