argumentative appeals: ethos, pathos & logos
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ARGUMENTATIVE APPEALS
Which appeal are advertisers using to get you to buy their product?
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ETHOS, PATHOS, and LOGOS
– AS YOU ANALYZE THE ADVERTISMENTS:• Ethos: Is it Ethical? Do you trust its sources?• Pathos: Does it make you feel a strong
emotion?• Logos: Does it make you use your sense of
reason? Is it logical?
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Ethos• Ethos: Ethics• To make the audience
decide if what they see or hear is right or wrong
• Political issues, national beliefs, religious issues, etc…
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Pathos• Pathos: Emotion• To make the audience
feel something about what it sees or hears
• Children, animals, illness, memories, etc…
• “Tugs at your heart strings”
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Logos• Logos: Logic• To make the audience
think about what is presented to it
• Statistics, facts, authorities, etc…
• Very straightforward, and not “fluff.” It has a scientific approach.
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Can some advertisements have more than one appeal?
• Yes! The more appeals used in an ad/speech the more likely the consumer is to connect with it.
• For the case of this lesson, pick the MOST emphasized appeal used in each ad to write down.
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Ms. Long, I’m confused. What am I supposed to write down?
• The most important appeal it’s making (pick from ethos, pathos, or logos)• A short “why.” Why did you pick (ethos, pathos, or logos)?
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Ethos, Pathos, or Logos?
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Ethos, Pathos, or
Logos?
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Ethos, Pathos,
or Logos?
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Ethos, Pathos, or Logos?
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Ethos, Pathos, or Logos?
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Ethos, Pathos, or Logos?
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Ethos, Pathos,
or Logos?
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Ethos, Pathos, or Logos?
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Ethos, Pathos, Logos?
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Ethos, Pathos,
or Logos?
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Good job!
Now let’s go back and see how
Ethos, Pathos, and Logos fit into Cassius’ speech to
Brutus.
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Claim Statements, Part II
• Arguable statement that can be supported with evidence.–Claim of Fact: Says something is true or not.–Claim of Value: Says something is good or bad.–Claim of Policy: Says it’s better to do one thing
than a different thing.
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• DIRECTIONS: Read the rest of Cassius’ speech to Brutus looking for claim statements. Underline each claim.
• Ask yourself:– Is he saying something is true or untrue?– Is he saying something is good or bad?– Is he saying it’s better to do one thing than
another thing?