p.+1+rhetoric+notes

The Art of Rhetoric: Aristotle’s Persuasive Appeals

Rhetoric: the art of speaking and writing effectively v Aristotle’s definition: the ability in each particular case to see the available means of persuasion Appeals: how the writer/speaker tries to convince the audience.

Logos v An appeal to logic or reason v Academic papers, corporate informational documents are logos driven. v The reader must ask whether or not the logic follows: are the statistics skewed or unrepresentative?
 * 4 out of 5 dentists recommend this toothpaste.

Pathos v Appeal based on emotion v Most advertising is pathos driven v Attempts to persuade by stirring the emotions of the audience
 * Love, pity, sorrow, fear, greed, lust, etc.
 * Does not concern the veracity (truth) of the argument
 * The reader needs to consider, “Is the writer simply ‘playing’ me?”

Ethos v An appeal based on the character or reputation of the author, the speaker, or the source v Effectively, “I’m a great guy, so you should believe what I’m saying.” v Ethos does not concern the veracity of the argument, just the credibility of its source. v Reader needs to consider whether or not the source is credible (believable). v Source might be person or place ad is seen.