Rhetoric Ethos, Logos and Pathos Plain Local Schools修辞的精神理性和情绪平原当地学校.pptVIP

* * * * * * * * * * * * * * Rhetoric:Ethos, Logos and Pathos Rhetoric Rhetoric (n) – 1. the art of speaking or writing effectively 2. using speech or writing to persuade Aristotle Aristotle, the Greek philosopher, described three main forms of rhetoric: Ethos Logos Pathos Ethos Ethos is appeal based on the credibility of the speaker/writer. We tend to believe people… we like we respect we think are worth listening to Examples of Ethos Endorsements Celebrities Public Figures Institutions Formal writing style, professional appearance Uses words and symbols that promote trust, expertise and respect “Ive used Acme products for years. Their slingshots, rocket launchers, crowbars and pogo sticks are the best around. And dont forget their dynamite! I buy everything from Acme.” Trust ACME for all your road-runner catching needs. Wile E. Coyote ACME spokescoyote Ethos in Commercials Ethos is Advertising Logos Logos is appeal based on logic or reason. Strong arguments are based on… reasons evidence logic Examples of Logos Official business documents Textbooks and scholarly projects Scientific studies Uses facts, statistics, history, reasoning, “common sense” ACME’s new dihydro-cesium detonation process By combining cesium and dihydro-oxide in laboratory conditions, and capturing the released energy, ACME has promised to lead the way into the future. Our energy source is clean, safe, and powerful. No pollutants are released into the atmosphere. The world will soon have an excellent source of clean energy. Logos in Commercials /videos/search?q=nintendo+ds+braintraining+ad+englishview=detailmid=A45EE9DF67589208326AA45EE9DF67589208326Afirst=0FORM=NVPFVR Pathos Pathos is appeal based on emotion. Our decisions are often swayed by… emotion sympathy imagination Examples of Pathos Almost all current advertisements Political ads Sensational news programs Uses stories, beliefs, excitement, fear, envy, ridicule, joy, pain, sadn