RHETORICAL APPEALS

1
RHETORICAL APPEALS

• When you read or listen to an argument, determine
  what type of persuasive argument is being used
• Logos, Ethos, or Pathos

2
LOGOS Appeals to logic (The Mind)

• Uses definitions, analogies, factual data,
  statistics, and quotations
• Structure and layout
• Repetition of words, phrases, or ideas
• Uses citations from experts and authorities
• Denotative meanings/reasons
• Causes a cognitive, rational response
• FAVORED IN ACADEMIC SETTING

3
ETHOS Appeals to values and ethics
and credibility (Right and wrong)

• Language appropriate to audience and subject
• Restrained, sincere, fair minded presentation
• Asks questions of right and wrong
• Presents author or speaker as being reliable and
  respectful of audience
• Asks audience to make a value judgment
• OFTEN USED IN LAW

4
PATHOS Appeals to emotions

• Vivid, concrete language
• Emotionally loaded language
• Emotional, personal examples
• Figurative language
• Evokes an emotional response
• MOST POWERFUL APPEAL

5
Why I should have an extra hour past curfew
Identify the type of appeal

• Havent I always been trustworthy?
• Puppy-dog eyes
• Studies show that teens whose parents trust them
  have higher self esteem.

6
Persuasive Techniques
7
More Techniques an author uses to persuade

• Glittering generalities
• Bandwagon
• Testimonials
• Citing statistics (logos)
• Emotional or loaded words
• Name calling
• Plain folk
• Snob appeal
• Faulty cause

8
Bandwagon

• Everybody else is buying this product. Millions
  of people agree our product really works!
  or- our candidate will be the voice of the
  people!
• You dont want to miss out.
• Jump on the bandwagon by being like everyone else!

9
Testimonials

• A celebrity endorses a product.
• The consumer believes I can be just like
  him/her! or- If its good enough for Bob,
  its good enough for me!

10
Citing Statistics

• Uses numbers to prove their product is better. 1
  our of 2 people agree that our product is
  better! or- Our product is already used in
  over 1 million homes! or- Research shows the
  air in our homes is 4 times more polluted!

11
Emotional/Loaded Words

• Positive words make you feel good- so, consumers
  buy the product. Do you want your home smelling
  clean, fresh, and odor-free?
• Negative words make you feel bad- this plays on
  your heart. Our product cleans even the
  dirtiest bathrooms! or- Are you suffering from
  allergens and pollutants you cannot see?

12
Name Calling

• Slamming the competition
• Selected words give a negative impression of the
  product, person, or group of people. We
  guarantee you customer satisfaction, unlike the
  other guys!

13
Plain Folk

• This is an appeal to the common person. Anybody
  can use/benefit from our product! or- Its
  so easy to use, even a cavemen can do it.
• Everyday folk use our product or support our
  candidate.

14
Snob Appeal

• Only the elite use this!
• You are special! I use this hair color because
  Im worth it! or- I send my kids to Flighty
  Magnet School because theyre worth it! Our
  product takes a lifetime to earn it.

15
Faulty Cause

• Promise of something it cant deliver. Do you
  want to eliminate fine lines and wrinkles? Our
  product will diminish the look of fine lines and
  wrinkles in less than six weeks!