Critical Thinking and Emotional Appeals

Ethos. Pathos. Logos.

Writing

Ethos. Pathos. Logos.

Key Idea

The purpose of an advertisement is to persuade people to do something. To accomplish this purpose, advertisements use three types of persuasive strategies, or appeals.

• say that a brand has been trusted for many years

• include an endorsement from a respected organization, such as the American Dental Association

• feature a testimonial from a "real person" who shares the audience's values

• use an admired celebrity or athlete as a spokesperson

Writing

Ethos. Pathos. Logos.

Key Idea

Appeals to logos, or reason, use logic and verifiable evidence. An ad that appeals to logos might do one of the following:

• use graphs or charts to display information

• cite results of clinical trials or independently conducted studies

• explain the science behind a product or service

• emphasize that the product is a financially wise choice

• anticipate and refute potential counterclaims
  

Writing

Ethos. Pathos. Logos.

Key Idea

Appeals to logos, or reason, use logic and verifiable evidence. An ad that appeals to logos might do one of the following:

• use graphs or charts to display information

• cite results of clinical trials or independently conducted studies

• explain the science behind a product or service

• emphasize that the product is a financially wise choice

• anticipate and refute potential counterclaims
  

Writing

Ethos. Pathos. Logos.

Key Idea

Appeals to pathos, or emotion, use feelings rather than facts to persuade the audience. An ad that appeals to pathos might do one of the following:

• trigger a fear, such as the fear of embarrassment

• appeal to a desire, such as the desire to appear attractive

• link the product to a positive feeling, such as adventure, love, or luxury
  

Writing

Multiple Choice

Which option is pathos?

Multiple Choice

Which is logos?

Multiple Choice

Which rhetorical appeal is primarily used in this ad?

• Logos

• Ethos

• Pathos

Multiple Choice

Which rhetorical appeal is primarily used in this ad?

• Logos

• Ethos

• Pathos

Multiple Choice

Which rhetorical appeal is primarily used in this ad?

• Logos

• Ethos

• Pathos

Multiple Choice

Which rhetorical appeal is primarily used in this ad?

• Logos

• Ethos

• Pathos

Multiple Choice

Which rhetorical appeal is primarily used in this ad?

• Logos

• Ethos

• Pathos

Multiple Choice

Which rhetorical appeal is primarily used in this ad?

• Logos

• Ethos

• Pathos

Multiple Choice

Which rhetorical appeal is primarily used in this ad?

• Logos

• Ethos

• Pathos

Multiple Choice

Which rhetorical appeal is primarily used in this ad?

• Logos

• Ethos

• Pathos

Multiple Choice

Which rhetorical appeal is primarily used in this ad?

• Logos

• Ethos

• Pathos

Multiple Choice

Which rhetorical appeal is primarily used in this ad?

• Logos

• Ethos

• Pathos

Critical Thinking

Do you think critically?

Critical thinking is

• thinking and judging for yourself.

• evaluating and processing information while keeping your biases in mind.

• analyzing evidence to make sure it is sound.

Skills needed for critical thinking

1. Recognize assumptions you carry with you (why you believe what you believe)

2. Recognize generalizations

e.g. Girls don't like bugs.

3. Evaluate old ideas and new information

e.g. doctors once thought leeching people was a good thing--just because something is commonly accepted doesn't make it true

4. Manage emotions in response to a situation or problem

Don't be fooled by emotional pleas or angry speeches.

5. Judge your sources

Be on the lookout for hidden agendas and biases

Multiple Choice

Critical thinking involves all of the following except

• giving in to your biases.

• processing information.

• analyzing evidence.

• evaluating information.

Multiple Choice

All of the following are critical thinking skills except

• recognizing generalizations.

• evaluating old ideas and new information.

• letting emotions lead you in responding.

• judging sources.

Recognizing Fallacies (tricks of logic)

1. Bandwagon appeals--believe it because everyone else does

2. Scare tactics

using a scary story as an example to make you more likely to believe an underlying assumption

3. Appeal to emotion

4. False Dichotomy

present two different options as the only possible options

Multiple Choice

Using a fiery speech or a tragic story to get someone to side with you is to use

• a logical conclusion.

• an emotional appeal.

• social pressure.

• the appeal of adventure.

Multiple Choice

Which of the following is NOT an example of a false dichotomy?

• If you don't drive this car, you might as well not drive at all.

• You're either part of the solution or part of the problem.

• If you aren't on God's side, you're on Satan's side.

• Do you want to donate $15 to feed starving children, or do you hate children?

Multiple Choice

"THE RED MENACE IS REAL! REPORT ALL SUSPECTED COMMUNIST ACTIVITY" in an example of

• being authentic.

• the use of statistics.

• an emotional appeal.

• a scare tactic.

Multiple Choice

“Officer, I think I don’t deserve a ticket: Everyone is going this speed, and if I went slower, I wouldn’t be going with the stream of traffic" is an example of

• the bandwagon fallacy.

• an appeal to logic.

• an appeal to empathy.

• a straw man fallacy.

Questions To Help You Think Critically

• 1. Who said it?

• 2. What did the person say? Was it based on fact or opinion?

• 3. Where did the person say it? Was it in public or in private?

• 4. When did the person say it?

• 5. Why did the person say it?