The Art of Rhetoric Aristotle’s Three Main Rhetorical Styles: Ethos, Logos, & Pathos

Created by: Nicole Campbell, Brookwood High School

Intro In approximately 300 B.C.E. Aristotle,

who was a famous Greek philosopher, wrote a book entitled, The Art of Rhetoric.

Aristotle divided the means of persuasion, appeals, into three categories--Ethos, Logos, & Pathos.

Ethos Comes from Greek word for “character”

but a more modern translation might be “image”

Ethos (Credibility), or ethical appeal, means convincing by the character, reputation, and credibility of the author

We tend to believe a person who we respect or a person who would be an authority figure on the subject

Ethos-Example"I will end this war in Iraq responsibly, and finish the fight against al Qaeda and the Taliban in Afghanistan. I will rebuild our military to meet future conflicts. But I will also renew the tough, direct diplomacy that can prevent Iran from obtaining nuclear weapons and curb Russian aggression. I will build new partnerships to defeat the threats of the 21st century: terrorism and nuclear proliferation; poverty and genocide; climate change and disease. And I will restore our moral standing, so that America is once again that last, best hope for all who are called to the cause of freedom, who long for lives of peace, and who yearn for a better future.“

-Democratic Presidential Candidate Acceptance Speech by Barack Obama. August 28th, 2008.

Logos Comes from the Greek word for “reason” Logos (Logical) means persuading by

the use of reasoning Most scholarly or academic documents

are logos-driven presenting statistics, facts, or reasons for believing their arguments or ideas are true

Logos-Example"However, although private final demand, output, and employment have indeed been growing for more than a year, the pace of that growth recently appears somewhat less vigorous than we expected. Notably, since stabilizing in mid-2009, real household spending in the United States has grown in the range of 1 to 2 percent at annual rates, a relatively modest pace. Households' caution is understandable. Importantly, the painfully slow recovery in the labor market has restrained growth in labor income, raised uncertainty about job security and prospects, and damped confidence. Also, although consumer credit shows some signs of thawing, responses to our Senior Loan Officer Opinion Survey on Bank Lending Practices suggest that lending standards to households generally remain tight.“

-The Economic Outlook and Monetary Policy by Ben Bernanke. August 27th, 2010.

Pathos Comes from the Greek word for

“emotion” Pathos (Emotional) means persuading

by appealing to the reader's emotions Emotions such as anger, pity, fear, joy,

and love can motivate people to believe or act in a certain way

Pathos-Example"I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. And some of you have come from areas where your quest -- quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality. You have been the veterans of creative suffering. Continue to work with the faith that unearned suffering is redemptive. Go back to Mississippi, go back to Alabama, go back to South Carolina, go back to Georgia, go back to Louisiana, go back to the slums and ghettos of our northern cities, knowing that somehow this situation can and will be changed.“

-I Have a Dream by Martin Luther King Jr. August 28th, 1963.

Activity 1 (Examples Analysis) Look at each of the following examples

and determine if the example uses ethos, logos, or pathos

Example 1 We are known and respected because of our

good name: Mighty Clean. Our loyal customers have trusted our company for over 50 years. And now we can continue serving you through the World Wide Web; you can now buy our products on-line, with the same lifetime guarantee and value that you have come to expect. Visit us on-line for a full list of quality trusted Mighty Clean products.

Example 1 Answer Ethos – reputation of the company

Example 2 Cars built by the Eco-Company are

completely made through the use of re-usable materials and recycled parts. They even run on eco-friendly fuel. Let’s all do our part to save Mother Earth; if you have to drive a car that protects the environment, drive an Eco-Company car!

Example 2 Answer Logos – logic of protecting the earth

Example 3 Do you suffer from extreme bad breath?

Don’t worry! You will no longer feel left out of conversations in the halls, or worried about talking in public! You will have the courage to speak your mind without fear. Buy Fresh Mouth Gum, and you will become the most popular kid at school!

Example 3 Answer Pathos – use of emotions such as fear of

not belonging and joy of popularity

Example 4 Fair trade agreements have raised the

quality of life for coffee producers, so fair trade agreements could be used to help other farmers as well.

Example 4 Answer Logos – logic of fair trade helping other

farmers

Example 5 According to the Murphy Corporation

study, when teachers’ salaries are raised in a district, more quality teachers are hired, and teacher morale is higher. When teachers’ salaries are lowered, the study found that more teachers left the profession and a higher percentage of teachers were hired without a credential.

Example 5 Answer Logos – reasoning from authority

Example 6 My sister is a teacher, and she often has

trouble paying her bills. She is an excellent teacher, dedicated to her students, funny, warm, loving, and yet, she can only afford to live in a tiny apartment.

Example 6 Answer Pathos – information is given to provoke

an emotional response in the reader

Activity 2 (Ad Analysis) You will rotate around the room to analyze

7 ads. You may discuss the ads with a partner.

Complete the following for each:The # & Name of “product” being advertised

A: Intended AudienceB: Spokesperson (if there is one)C: Purpose of advertisementD: Type of persuasive appeal-briefly explain

For Example:#1. Michelin Tires A. Drivers B. Little Baby C. Don’t skimp on

the important stuff; we need good tires and our families depend on it.

D. Pathos (little babies are cute and we want them to live)

#1.

#2.

#3.

#4.

#5.

#6.

#7.