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    Persuasive Techniques and Rhetorical Devices: Ethos

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    badsbn
    The document discusses Aristotle's three appeals of persuasion - ethos, pathos, and logos. [1] Ethos appeals to credibility and involves presenting statistics from experts to establish trustworthiness. [2] Pathos appeals to emotion through images and stories that evoke feelings like happiness, pain, fear, or guilt. [3] Logos appeals to logic and facts by providing evidence and data about what the product does. Advertisers often use a combination of emotional and logical appeals to persuade.

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    Persuasive Techniques and Rhetorical Devices: Ethos

    Uploaded by

    badsbn
    62 views5 pages
    The document discusses Aristotle's three appeals of persuasion - ethos, pathos, and logos. [1] Ethos appeals to credibility and involves presenting statistics from experts to establish trustworthiness. [2] Pathos appeals to emotion through images and stories that evoke feelings like happiness, pain, fear, or guilt. [3] Logos appeals to logic and facts by providing evidence and data about what the product does. Advertisers often use a combination of emotional and logical appeals to persuade.

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    Persuasive Techniques

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    The document discusses Aristotle's three appeals of persuasion - ethos, pathos, and logos. [1] Ethos appeals to credibility and involves presenting statistics from experts to establish trustworthiness. [2] Pathos appeals to emotion through images and stories that evoke feelings like happiness, pain, fear, or guilt. [3] Logos appeals to logic and facts by providing evidence and data about what the product does. Advertisers often use a combination of emotional and logical appeals to persuade.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    62 views5 pages

    Persuasive Techniques and Rhetorical Devices: Ethos

    Uploaded by

    badsbn
    The document discusses Aristotle's three appeals of persuasion - ethos, pathos, and logos. [1] Ethos appeals to credibility and involves presenting statistics from experts to establish trustworthiness. [2] Pathos appeals to emotion through images and stories that evoke feelings like happiness, pain, fear, or guilt. [3] Logos appeals to logic and facts by providing evidence and data about what the product does. Advertisers often use a combination of emotional and logical appeals to persuade.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 5

    PERSUASIVE TECHNIQUES AND RHETORICAL DEVICES

    The Greek philosopher Aristotle divided the means of persuasion, appeals, into three categories:

    Ethos, Pathos, Logos.

    ETHOS

    An appeal to credibility or character.

    An advertisement using ethos will try to convince you that the company is

    more reliable, honest, and credible; therefore, you should buy its product.

    Ethos often involves statistics from reliable experts, such as: Nine out of ten

    dentists agree that Crest is the better than any other brand or America’s

    dieters choose Lean Cuisine. Often, a celebrity endorses a product to lend it

    more credibility: Catherine Zeta-Jones makes us want to switch to T-Mobile.

    PATHOS

    An advertisement using pathos will attempt to evoke an emotional response in

    the consumer. Sometimes, it is a positive emotion such as happiness: an

    image of people enjoying themselves while drinking Pepsi. Other times,

    advertisers will use negative emotions such as pain: a person having back

    problems after buying the “wrong” mattress. Pathos can also include emotions

    such as fear and guilt: images of a starving child persuade you to send money.

    Can you create emotional connections?

    Do your words evoke feelings?

    Do your visuals evoke emotional responses?

    Emotional connection can be created in many ways by a speaker, perhaps most

    notably by stories. The goal of a story, anecdote, analogy and metaphor is often to

    link an aspect of our core message with a triggered emotional response from the audience.
    LOGOS

    An advertisement using logos will give you the evidence and statistics you

    need to fully understand what the product does. The logos of an

    advertisement will be the "straight facts" about the product: One glass of

    Florida orange juice contains 75% of your daily Vitamin C needs.

    Are you logical in your argument?

    Does your message make sense?

    Is your message based on facts, data and evidence?

    Will your call-to-action lead to the desired outcome that you promise?

    Recent studies tend to show that people buy on emotion PATHOS and justify with

    fact LOGOS.

    RHETORICAL DEVICES:
    A rhetorical device is a technique of using language that will increase the persuasiveness of a piece of writing.

    There are many different persuasive techniques that you could use in your writing:

    Colloquial / Rhetorical Use contrasting Criticize Use personal


    Chatty style questions ideas/images opponent pronouns
    Hyperbole Emotive Play on the Short Humor
    language reader’s guilt Sentences
    Use statistics Rule of three Quote an Imagery Repetition
    expert
    Figures of Memorable Anecdote Exaggeration Idiomatic
    speech words/phrases expressions

    1. Questions
    a. Rhetorical questions: thoughtful questions that aren’t meant to be answered.
    i. Can we really expect the school to keep paying from its limited resources?

    b. Hypophora: asking a question and answering it.


    i. But what was the result of this move on the steel industry? The annual reports for that year
    clearly indicate. . .

    2. Description and Imagery


    a. Imagine being cast out into the cold street, lonely and frightened.
    3. Parallel structures
    a. To show kindness is praiseworthy; to show hatred is evil.

    4. Figurative Language (i.e. using metaphor, simile and personification)


    a. While we wait and do nothing, we must not forget that the fuse is already burning.

    5. The ‘rule of three’


    a. I ask you, is this fair, is it right, is it just?

    6. Anaphora: the intentional repetition of a word or phrase at the beginning of a line for emphasis.
    a. Will he read the book? Will he learn what it has to teach him? Will he live according to what he has
    learned?
    b. Not time, not money, not laws, but willing diligence will get this done.

    7. Hyperbole (using exaggeration for effect)


    a. While we await your decision, the whole school holds its breath

    8. Anecdote
    a. An anecdote is a short and interesting story taken from your past experience - or that of someone you
    know or have heard about. Audiences love anecdotes.

    9. Euphemisms and connotation


    a. overweight vs. fat
    b. issue vs. problem

    Words and phrases to improve persuasive writing:

    Explaining ideas Putting ideas in order Cause and effect Concluding words

    as already stated afterwards as a result all in all…


    for example finally consequently all this evidence points
    for instance firstly for to…
    in other words further for that reason all this leads to…
    namely initially hence all this suggests that…
    such as lastly so consequently…
    that is later therefore finally,…
    most thus in conclusion…
    next this results in…
    secondly to sum up…
    then
    Other words for ‘shows’ Other words for ‘emphasizes’ Other evaluative terms

    conveys accentuates achieves


    demonstrates amplifies affects
    depicts focuses engages
    describes highlights creates
    displays reinforces illustrates
    explores strengthens implies
    expresses supports proves
    indicates resolves
    means uses
    presents
    reflects
    represents
    reveals
    suggests
    symbolises

    Compare Contrast Other ways of writing “creates a feeling of…”

    …akin to… At the same time… conveys a sense of…


    All the same But… emphasizes the fact that/her feeling that…
    Also Contrastingly, engenders a feeling of…
    ..analogous to… Conversely generates a feeling of…
    As well… Despite evokes a feeling of…
    …compare to… …different to… highlights her feeling that…
    Equally …distinguishes itself portrays a feeling of…
    Furthermore from… suggests that…
    Just as…,so to… For all that
    In addition… However
    In a similar way… In contrast,
    In like manner… …is not…Rather
    Like… Nonetheless
    Likewise… …nothing like…
    …parallels Notwithstanding
    …mirrors On the contrary,
    Moreover On the other hand,
    …reflects There is a difference/
    …same as… gap/ disparity/
    Similarly, distinction between…
    Still Though
    Too Unlike…
    Yet
    undoubtedly…
    there is no doubt (/question) that…
    unquestionably…
    undeniably…
    indisputably…
    today you have heard ample evidence to prove (/indicate/show/demonstrate…) that…
    as has been clearly demonstrated/presented/proven/established/illustrated…
    it is evident that…
    evidently…
    clearly…
    obviously…
    palpably…
    while some may question the fact that…/while some may claim that…/while it may be argued that…
    what must be taken into account is the fact that…/what must be recognized is the fact that…/such a
    viewpoint is immediately disproven when the fact that […] is considered…

    www.hsc.csu.edu HSC English (ESL) Language Study within an Area of Study

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