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Argumentative Appeals: Ethos, Pathos & Logos
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Argumentative Appeals: Ethos, Pathos & Logos


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  • 1. ARGUMENTATIVE APPEALS Which appeal are advertisers using to get you to buy their product?
  • 2. 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?
  • 3. 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…
  • 4. 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”
  • 5. 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.
  • 6. 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.
  • 7. 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)?
  • 8. Ethos, Pathos, or Logos?
  • 9. Ethos, Pathos, or Logos?
  • 10. Ethos, Pathos, or Logos?
  • 11. Ethos, Pathos, or Logos?
  • 12. Ethos, Pathos, or Logos?
  • 13. Ethos, Pathos, or Logos?
  • 14. Ethos, Pathos, or Logos?
  • 15. Ethos, Pathos, or Logos?
  • 16. Ethos, Pathos, Logos?
  • 17. Ethos, Pathos, or Logos?
  • 18. Good job! Now let’s go back and see how Ethos, Pathos, and Logos fit into Cassius’ speech to Brutus.
  • 19. 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.
  • 20. • 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?