Rhetorical Devices: Logos, Ethos, Pathos

Ethos, Pathos, Logos

Aristotle's Rhetorical Triangle

ETHOS

• Ethos is used to convey the writer’s credibility and authority. When evaluating a piece of writing, the reader must know if the writer is qualified to comment on this issue. The writer can communicate their authority by using credible sources; choosing appropriate language; demonstrating that they have fairly examined the issue (by considering the counterargument); introducing their own professional, academic or authorial credentials; introducing their own personal experience with the issue; and using correct grammar and syntax.

Examples of How to Build Ethos:

• Use appropriate and professional language for your intended audience

• Conduct sound and ethical research (and cite all sources)

• Use appropriate jargon to demonstrate awareness of the field and your audience

• Use celebrity endorsements (get credible and well established people on board with your idea)

• Make logical connections between ideas and avoid logical fallacies at all costs

PATHOS

• Pathos, or the appeal to emotion, means to persuade an audience by purposely evoking certain emotions to make them feel the way the author wants them to feel. Authors make deliberate word choices, use meaningful language, and use examples and stories that evoke emotion. Authors can desire a range of emotional responses, including sympathy, anger, frustration, or even amusement.

Examples of Ways to Use Pathos:

• Use humor to keep people engaged

• Use images/examples that evoke strong emotions

• Choose words that get people excited or emotionally charged

LOGOS

• Logos, or the appeal to logic, means to appeal to the audiences’ sense of reason or logic. To use logos, the author makes clear, logical connections between ideas, and includes the use of facts and statistics. Using historical and literal analogies to make a logical argument is another strategy. There should be no holes in the argument, also known as logical fallacies, which are unclear or wrong assumptions or connections between ideas.

Examples of How to Use Logos:

• Use statistics or established facts

• Name features of a product or service

• Reference research in support of your claim

• Make logical connections between concepts

• Be specific (when appropriate, be as specific as possible and avoid generalizations)

Identifying Ethos, Pathos, and Logos

Watch the following commercials and identify what rhetorical appeal(s) are used.

Multiple Choice

What appeal is used?

• Ethos

• Pathos

• Logos

Open Ended

What appeal(s) are used in Dale Perterson's ad?

Multiple Select

What rhetorical appeal is used in the Campbell Soup ad?

• Ethos

• Logos

• Pathos

Multiple Select

What is the main appeal in the ASPCA announcement?

• Ethos

• Pathos

• Logos

Multiple Choice

What is the main appeal in the Colgate commercial?

• Ethos

• Pathos

• Logos

Open Ended

The MAC commercial uses logos to appeal by pointing out the safety flaws of a PC. Explain what other appeal is used.

One more video

Multiple Choice

Who wrote "Rhetoric: The Three Means of Persuasion"?

• Kant

• Plato

• Aristotle

• Pythagorus