The Appeals

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The Appeals
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Emotional Appeals are the most effective appeals
because they touch our heart.
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To establish emotional appeals, use concrete
diction to connect with specifics descripti
on to create vivid images anecdotes to share
experiences emphasis to connect with
audience humor to create ease with sensitive
topics humor to admit mistakes humor (satire)
to call for change
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Pathos Example

• How does this advertisement appeal to emotion?
  Why?

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Ethical Appeals are tied directly to the
speaker/writer.
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To establish ethical appeals, you must
establish your background of knowledge
(authority) must establish a common ground
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Ethos Example

• Product George Foreman and his Grilling Machine
• Repertoire Boxing Champ and a Preacher
• Why is George Foreman credible?

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must establish your trustworthiness, honesty
(credibility) have a personal interest in
your claim and admit it show your respect
acknowledge limitations
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Logical Appeals are considered to be important
because they directly link to the claim that you
are making.
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To establish logical appeals, you use hard
evidence -facts -clues -statistics -testimonie
s, narratives -witnesses -surveys, polls
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To establish logical appeals, use reason and
common sense -cultural assumptions,
values -inductive reasoning -deductive
reasoning -analogies -precedent.
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