Ethos Pathos Logos looking at persuasive

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Ethos

PathosLogos

looking at persuasive

techniques

Persuasion

Many types of papers and speeches require you to use persuasion.You (almost always!) want people to believe or do something.Persuasion is making an appeal to sway another to believe or take action for something.

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Audience

To implement methods of persuasion the best, take into account the audience.If a commercial was made for this class, what would the audience makeup be?

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Methods of Persuasion

You may be familiar with the different methods of persuasion. With or without realizing it, you will try to persuade your audience with different approaches. Your arguments will probably fall under ethos, pathos, or logos.

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Ethos=Ethics

Ethos is an appeal to ethics. It has to do with establishing ‘character.’ To persuade, you need to establish that you are trustworthy. Commercials strive to show their companies and products as ethical. They want consumers to trust them.

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Ethos=Ethics

"As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results."

"My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition, make me the ideal candidate for your mayor."

"If my years as a Marine taught me anything, it's that caution is the best policy in this sort of situation."

"You know me - I've taught Sunday School at your church for years, babysat your children, and served as a playground director for many summers - so you know I can run your preschool."

"He is a forensics and ballistics expert for the federal government - if anyone's qualified to determine the murder weapon, it's him."

"If my age doesn't convince you that I know what I'm talking about, at least consider that I am your grandfather and I only want the best for you."

"If you're still unsure, please consider that my advanced degree and fieldwork speak for themselves."

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Pathos=Emotions

Pathos is an appeal to emotion. It has to do with creating a connection with the consumer.This emotional connection engages your audience.Commercials want viewers to remember the product. People remember ideas they feel sadness, anger, compassion, humor, or any other emotion about.

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Pathos=Emotions

"If we don't move soon, we're all going to die! Can't you see how dangerous it would be to stay?" "I'm not just invested in this community - I love every building, every business, every hard-working member of this town." "There's no price that can be placed on peace of mind. Our advanced security systems will protect the well-being of your family so that you can sleep soundly at night." "Where would we be without this tradition? Ever since our forefathers landed at Plymouth Rock, we've celebrated Thanksgiving without fail, making more than cherished recipes. We've made memories." "You'll make the right decision because you have something that not many people do: you have heart." "After years of this type of disrespect from your boss, countless hours wasted, birthdays missed… it's time that you took a stand." "Better men than us have fought and died to preserve this great nation. Now is our turn to return the favor. For God and country, gentlemen!"

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Logos=Logic

Logos is an appeal to logic. It persuades consumers by showing a reasonable argument.To persuade, show logical reasons why your stance works.Commercials want viewers to feel smart. They want to give the illusion of a good deal – that the consumer is a smart shopper.

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Logos=Logic

"The data is perfectly clear: this investment has consistently turned a profit year-over-year, even in spite of market declines in other areas."

"Ladies and gentlemen of the jury: we have not only the fingerprints, the lack of an alibi, a clear motive, and an expressed desire to commit the robbery… We also have video of the suspect breaking in. The case could not be more open and shut."

"It's a matter of common sense that people deserve to be treated equally. The Constitution calls it 'self-evident.' Why, then, should I have been denied a seat because of my disability?"

"Private demand for the product has tapered off for the past three years, and this year's sales figures are at an all-time low. It's time to research other options."

"Research compiled by analysts from NASA, as well as organizations from five other nations with space programs, suggests that a moon colony is viable with international support."

"Veterinarians say that a German Shepherd will are the perfect match for people with active lifestyles."

"Doctors all over the world recommend this type of treatment

Real Life

If you want to see persuasive methods in action – look at commercials. Marketers want to persuade an audience to buy a product or service.Commercials will contain aspects of ethos, pathos, and logos.

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Commercials

Let’s learn from the experts by examining commercials.The following commercials are all from insurance companies. Consider:What are these companies trying to sell (is it only insurance)?Who is their audience – who buys insurance?

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Commercial One

Commercial one is from Allstate. It is part of the Mayhem series.

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Commercial Two

Commercial two is from State Farm.It aired during the winter, and showed a customer and an insurance agent at a basketball game.

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Commercial Three

Commercial three is from Travelers Insurance.It is part of the Growing Up series.

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Commercial Four

Commercial four is from Square One Insurance. It is “the chicken” commercial.

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Recap

You have probably realized that you have used ethos, pathos, and logos before.If you have ever seen a commercial, you absolutely have seen examples of those persuasive techniques.

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Understanding

As a writer and speaker, you can learn from the experts. Commercials are short clips of persuasion – and you can improve your persuasive techniques once you have seen ethos, pathos, and logos in action.We can also see ethos, pathos, and logos in speeches and writing. Let’s practice.

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Understanding

Remember The Titanshttps://www.youtube.com/watch?v=uiqdA1B3_Nc

Ø How does Coach Boone establish credibility (ethos) with his team by using specific pronouns?

Ø Choose one example of PATHOS from Coach Boone’s speech and explain how it helps to establish his tone.

Understanding

Harry Potterhttps://www.youtube.com/watch?v=BnTciVfp5ZM

Ø Which two sentences help Dumbledore establish ethos? How might his audience perceive him because of these two sentences?

Ø How does Dumbledore use pathos to inspire his audience? What does he inspire them to do?

Understanding

Hunger Gameshttps://www.youtube.com/watch?v=TwreeuZ5UaY

Ø Which appeal seems to be lacking in president SNOW’S SPEECH? WHY DO YOU THINK THIS APPEAL IS LEFT OUT? What effect might it have on his audience?

Ø Explain how president snow uses pathos to emotionally stir his audience. How, specifically, does he want them to feel and why?