Rhetorical Appeals in Advertising

Rhetorical Appeals

Using Logos, Ethos, and Pathos

Open Ended

What do you already know about rhetorical appeals (ethos/logos/pathos?)

Aristotle

• "Of the modes of persuasion furnished by the spoken word there are three kinds. The first kind depends on the personal character of the speaker; the second on putting the audience into a certain frame of mind; the third the proof, or apparent proof, provided by the words of the speech itself … The modes of persuasion are the only true constituents of the art: everything else is merely accessory."

Ethos

"The first kind depends on the personal character of the speaker"

Ethos uses the credibility of the person giving the argument. This can come from within the text and outside of the text.

Ethos --> ethical, ethics

Open Ended

Who is someone you WOULD trust to sell you the coolest new tech?

Open Ended

Who is someone you WOULDN'T trust to sell you the coolest new tech?

Pathos

"...the second on putting the audience into a certain frame of mind"

Pathos uses emotions - both positive and negative - to persuade the audience by creating a scenario or an image that evokes strong feelings.

Pathos --> sympathy, empathy

Note: Watch video on Slideshow!

Open Ended

How did that advertisement appeal to our emotions?

Logos

"...the third the proof, or apparent proof, provided by the words of the speech itself"

Logos uses facts and reasoning to support the claim and convince the audience. Be careful - facts can be deceiving!

Logos --> logic

Open Ended

Brainstorm: How can logic be used in a misleading way?