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Introduction to Ethos, Pathos, and Logos

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    Howdy Ags!
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    I’m Lindsay, and in this episode of Write Right, we will be learning about the art of
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    persuasion.
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    Ethos, pathos, and logos are common themes in introductory English classes.
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    So I will help clear some things, do some explaining, and hopefully you will be able
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    to use these tools down the road.
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    Let’s get started.
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    Ethos, pathos, and logos are three tools of rhetoric.
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    For those of you unclear on the definition of rhetoric, it is the art of speaking and
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    writing effectively.
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    Ancient Greek philosopher Aristotle identified three tools that public speakers can use to
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    persuade an audience.
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    He called these the appeals of ethos, pathos, and logos because speakers use them to appeal
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    to an audience and win agreement.
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    So, why should you care?
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    Well, if you understand ethos, pathos, and logos, it can help you build a stronger argument.
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    It will also make you more aware of how a speaker or writer is addressing you.
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    Sometimes the appeals can be used to manipulate the audience; but if you are aware of them,
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    you can keep your wits about you and evaluate the argument rationally and soundly.
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    Let’s take a look at each one.
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    Ethos means character, and the ethical appeal asks the audience to believe because the speaker
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    or writer is a person of good character.
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    The speaker or writer says in effect, “I am good person.
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    I have good character.
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    I have good will toward you.
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    I have good common sense.
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    So, you should believe me.”
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    For example, who is Uncle Sam to be telling you to join the army?
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    Well, he personifies the United States, and he looks like he seriously needs your help.
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    What about Apple’s Mac vs. PC ad?
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    The Mac people are cool and laid back.
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    You should go with the Mac because the Mac guy is smart, nice, and sensible.
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    The nerdy PC guy is insecure, not to mention all the errors he makes.
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    Why believe him when he praises PCs?
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    Let’s take a look at pathos.
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    Pathos stimulates emotion in an audience.
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    It appeals to the heart, not the head.
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    Most of you have probably seen Sara McLaughlin ASPCA commercials.
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    These are perfect examples of pathos because they make the viewer want to cry, go out and
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    rescue every animal, or both.
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    The next image is from the children’s hospital in Boston asking you to like their Facebook
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    page.
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    One look and your heart wants you to find a computer ASAP because, if you don’t, the
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    image will stay in your mind until you do so.
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    The last appeal is logos.
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    While pathos appeals to the heart, logos appeals to the head.
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    When used well, the logical appeal provides a well-supported argument.
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    Sometimes though it just suggests logic.
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    Like this milk add suggests that drinking milk will give you super powers because of
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    the calcium.
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    I mean you are not going to be able to fly through the sky after a tall glass of milk,
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    but studies suggest that it will make you stronger.
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    Actually, few ads rest on logical appeal alone, and most use all three.
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    Like this one.
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    Of course this would appeal to women because they want to feel beautiful, and who best
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    to show it than a famous actress and gorgeous super model, Brooke Shields.
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    It makes an argument by analogy.
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    If Brooke has beautiful lashes using Latisse, others who use it will also have beautiful
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    lashes.
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    Also, the medical lingo sounds very logical.
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    Well, there you have it: an introduction to ethos, pathos, and logos.
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    I hope you learned a little about the art of persuasion.
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    Don’t forget, if you have any more rhetorical questions, you can always come to the University
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    Writing Center on the second floor of Evans Library.
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    We’ve got answers.
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Title:
Introduction to Ethos, Pathos, and Logos
Description:

This screencast is an introduction to three tools of rhetoric: ethos, pathos, and logos. With these tools you can appeal to an audience and win agreement. It shows examples of these three appeals in common advertisements.
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Video Language:
English
Duration:
03:35

English subtitles

Incomplete

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