Aristotle’s Three Ways to Persuade

1. Aristotle’s Three Ways to Persuade Logos Ethos Pathos

2. Rhetoric: Persuasive Techniques • appeal – • v. – to arouse a sympathetic response • n. – a technique used to convince listeners/readers to accept your side of an argument • Types of appeals: • Logical • Emotional • Ethical

3. Who is Aristotle? Aristotle (384-322 BCE)is the most notable product of the educational program devised by Plato. Aristotle wrote on an amazing range of subjects, from logic, philosophy, and ethicsto physics, biology, psychology, politics, and rhetoric.

4. What is rhetoric? Rhetoric is the art of persuasion. The goal of persuasion is to change others’ point of view or to move others to take action.

5. What is logos, ethos, and pathos? Logos = Logic Ethos = Ethics, Image Pathos = Emotions (Passion)

6. Logos, Ethos, Pathos Using logos, ethos, and pathos will help you to master the art of persuasion. • Through language, you will be able to change the point of view of others! • Through language, you will be able to motivate others to take action!

7. Logos Logos is an argument based on facts, evidence and reason. Using logos means appealing to the readers’ sense of what is logical.

8. Ethos Ethos is an argument based on character. Using ethos means the writer or speaker appeals to the audience’s sense of ethical behavior. The writer or speaker presents him or herself to the audience as credible, trustworthy, honest and ethical. “I am an ethical expert, so believe what I say.”

9. Pathos Pathos = argument based on feelings Using pathos means appealing to readers’ emotions and feelings.

10. Logos

11. Ethos

12. Pathos

13. Logos Example In the following example, note how Ian Ayres uses evidence from experience (her work environment, Delta Airlines, the University of Chicago). This evidence establishes the precedent that Ayres uses to compare to the current situation that she argues should be changed.

14. Logos Example We don’t have single-sex toilets at home, and we don’t need them at the office. Then there’s also the small question of efficiency. I see my male colleagues waiting in line to use the men’s room, when the women’s toilet is unoccupied. Which is precisely why Delta Airlines doesn’t label those two bathrooms at the back of the plane as being solely for men and women. It just wouldn’t fly.

15. Ethos Example In the following example, note how Nancy Mairs establishes her credibility and trustworthiness and authority to write about this subject by being honest. Mairs admits she is uncertain about her own motives and shows she understands the discomfort others’ have with this subject.

16. Ethos Examples People—crippled or not—wince at the word “cripple,” as they do not at “handicapped” or “disabled.” Perhaps I want them to wince. I want them to see me as a tough customer, one to whom the fates/gods/viruses have not been kind, but who can face the brutal truth of her existence squarely. As a cripple, I swagger. —Nancy Mairs, “On Being a Cripple”

17. Pathos Example In the following example from a speech by Winston Churchill, note the use of anaphora (repetition of a word or group of words at the beginning of items in a series). This repetition emphasizes the point and expresses passion and emotion. Moreover, the repetition affects the audience emotionally.

18. Pathos Example We shall not flag or fail. We shall go on to the end. We shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our island, whatever the cost may be, we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills. We shall never surrender. —Winston Churchill, speech to the House of Commons, June 4, 1940

19. Review Logos = logic Logos is an argument based on facts, evidence and reason. Using logos means appealing to the readers’ sense of what is logical.

20. Review Ethos = Ethics / Image Ethos is an argument based on character. The writer or speaker presents him or herself to the reader as credible, trustworthy, honest and ethical.

21. Review Pathos = argument based on feelings Using pathos means appealing to readers’ emotions and feelings.

22. Pathos, Ethos, Logos

23. Pathos Example: • How does this advertisement appeal to emotion? Why?

24. Now, you try it! Matching • Homicide, robbery and arrest rates in 2005 were actually lower than they were in 2003. • This is no time to let down our guard on community violence," Dr. Satcher said. "Even so, our recent success in developing knowledge and tools to prevent serious violence gives us reason for optimism.“ • Dr. Satcher, the Surgeon General for the United States, has written an article examining community violence. _______ ethos ______logos _____pathos

25. Ethos, Logos, Pathos:Which is which??? In the blanks, identify the type of appeal used in each example below. • ___________________ America has a long-standing tradition in which every taxpayer is obliged to support the education of our young people. If it were not for the help of all taxpayers, our young people would not get the opportunity for a bright future. • ___________________ Senior taxpayers are sick and tired of seeing their taxes used to support expensive and wasteful nonacademic programs like wrestling that have nothing to do with getting a good education. • ___________________ Because 85% of the taxpayers are senior citizens and do not have school-aged children, they should not be expected to pay for academic expenses. Therefore, the school budget should

26. Ethos? Logos? Pathos?

27. Both of these pictures represent the same model and actress, Rebecca Romijn. How does each ad shape Ethos differently? Why would the creators choose to do that? At what age and stage of life would a woman best relate to each ad?

28. Ethos? Logos? Pathos? “There’s a lot of misinformation out there about sugars made from corn. Truth is, high fructose corn syrup is nutritionally the same as table sugar. The same number of calories, too. As registered dietitians recommend, keep enjoying the foods you love, just do it in moderation. We welcome a healthy discussion. Get the facts. You’re in for a sweet surprise.” ---American Corn Refiners Association

29. Ethos? Logos? Pathos?

30. Ethos? Logos? Pathos?World Wildlife Fund w

31. Ethos? Logos? Pathos?

32. Ethos? Logos? Pathos?

33. Ethos? Logos? Pathos?

34. Ethos? Logos? Pathos? http://www.youtube.com/watch?v=7OIEFo2axGE

35. Ethos? Logos? Pathos? The Nissan LEAF. 100% electric. Nissan introduces the LEAF, a battery-powered four-door hatchback with a range of 100 miles and a top speed of 87 miles an hour.

36. Application: • Directions for Lyndon B. Johnson’s speech assignment: • As you read Johnson’s speech, cite examples of the different kinds of appeals: • Be sure to cite AT LEAST two examples EACH for Ethos, Logos, and Pathos • Put a star next to particularly effective appeals; put an X next to any you feel are faulty or deceptive • Annotate for other rhetorical devices, including the following: • Parallel structure and/or anaphora • Repetition • Allusion (to___?) • Alliteration • In ONE ACES paragraph, discuss which appeal is MOST effective. *Cite example and explain WHY it is effective.