APPEALS

1
APPEALS
2
LOGOS

• The appeal to logic.
• You may want to think of logos as "logic,"
  becausesomething that is logical "makes
  sense"it is reasonable.

3
PATHOS

• The appeal to emotion.You may want to think of
  pathos as "empathy," which pertains to the
  experience of or sensitivity toward emotion.

4
ETHOS

• The appeal to credibility.
• You may want to think of ethos as related to
  "ethics," or the moral principles of the writer
  ethos is the author's way of establishing trust
  with his or her reader.

5
Word Games

• name calling links a person (or idea) to a
  negative thing
• http//www.youtube.com/watch?vCK3Y1KPzW9k
• glittering generalities using virtue words
  that are abstract in meaning (Examples truth,
  justice, peace, honor, etc.)
• http//www.youtube.com/watch?vKy7ic1Ro9yw
• euphemisms using bland words to downplay the
  topic or object discussed
• http//www.youtube.com/watch?v9g-Hwm_EQEU

6
False Connections

• transfer speaker takes what they think is
  valued and makes the audience identify that
  quality with him. With this technique ad
  companies make their product seem better by
  showing it in association with things that people
  know, love, or respect.
• http//www.youtube.com/watch?vNR-M97WGHkk
• testimonial someone endorses an object or
  person by creating an association with himself
• http//www.youtube.com/watch?vuDO9hP-xKL8

7
Common Appeals

• bandwagon causes the audience to desire to be a
  part of the action or belief the speaker is
  proposing
• http//www.youtube.com/watch?vb0AGiq9j_Ak
• plain folks the speaker attempts to convince
  the audience he is just one of the people
• http//www.youtube.com/watch?vPR_UYx4vSPs
• fear speaker warns of an impending disaster if
  the audience doesnt agree with him
• http//www.youtube.com/watch?vxEDpJTTDZP8

8
Structural Patterns

• repetition repeating words or images to create
  a pattern and cause the audience to remember or
  focus on what the speaker wants
• http//www.youtube.com/watch?vf_SwD7RveNE
• parallelism similarity between words or parts
  of the sentence to create a pattern and cause the
  audience to remember or focus on what the speaker
  wants
• http//www.youtube.com/watch?vNdRIqJ7q6t0

9

• Red Herring an attempt to distract the reader
  with details not relevant to the argument
• Cosmetic companies offer free gifts with a
  minimum purchase.
• https//www.youtube.com/watch?vjBjBFSBLdp0
• Black and white fallacy two alternative states
  are presented as the only possibilities, when in
  fact more possibilities exist.

10
Elements of an Argument

• hook -- creates a connection with the audience
• claim establishes the speakers purpose
• support points that support the speakers
  claim
• concessions and refutations concedes or
  acknowledges opposing opinions/facts, but
  refutes or discredits them as being relevant
• call to action tells the audience act upon what
  the speakers wants (can be an action or belief)