This document discusses rhetorical appeals, specifically ethos, logos, and pathos. It provides definitions and analysis questions for each appeal. Ethos establishes credibility through trustworthiness and expertise. Logos appeals to logic and reason through facts, data, and well-reasoned arguments. Pathos influences emotions using personal stories, quotes, and provocative language or imagery. The document demonstrates how to identify and analyze the different rhetorical strategies used in advertisements and persuasive writing.

1. Despite of all odds and practicing on a scooter if she can
perform produnova and qualify for the first time in gymnastic
from India then anything is possible with hard work?
ETHOS
Ethos Analysis Questions?
1-What implicit or explicit claim is being made?
Nothing is impossible if you are determined to pursue the dream
through hard work.
2- How does the ad show credibility and trustworthiness to the
intended audience?
The ad is about a women athlete from India who first time
qualified for gymnastic at Rio Olympics despite of all odds and
lack of infrastructure. So if she can fulfill her dream why can’t
we?
3- Does the ad reflect areas of expertise in some form or
another ? In what ways has this ad – product- author given the
impression that we should listen to them?
Yes, the ad reflect the expertise of the athlete in gymnastics and
it show’s that nothing is impossible if you are determined to
pursue it.
4- In what way are we convinced ethically or by the character of
the product?
She is the fifth woman in the world to perform produnova with
highest score and is first to qualify for gymnastic for India at

2. Rio Olympics.
With whom we are fighting with?
LOGOS
Logos Analysis Questions?
1- What claim is being made, either explicitly stated or implied?
It explicitly states that the gun killings killed more people than
the terrorism in USA.
2-In what ways does the ad appeal to the logic of its audience?
Are there numbers, facts , data? Are the ideas well-reasoned?
How?
The graph shows that more people in USA are killed by guns
than through terrorism and also USA has highest no of gun
killings compared to other nations.
3-How do design elements-layout, font sizes and style, and use
of color- influence the effect of the argument?
The picture itself narrates that we should better stop hand guns
before they stop us.
4- How do graphics and images contribute to the persuasiveness
of the claim/ad?
The statistics from graph and the image showing comparison of
the hand gun killings with respect to other nations depicts
explicitly the terror of hand guns in USA.
Don’t smoke it not only ruins you but your family too!!!

3. PATHOS
Pathos analysis questions
1- What claim being made, explicitly stated or implied?
It explicitly states that one should quit smoking as it ruins the
life of smoker and its family.
2- In what way does this ad apple to its audience’s emotions?
The shadow imparts feeling of fear amongst audience as it
shows gun pointing towards self.
3- What language choices persuades the audiences' emotional
reaction?
By telling the consequences of smoking on the smoker and its
family and how it can ruin their world persuades the audience
emotional reaction.
4- How do design elements- layout , font sizes and styles, and
use of color- influence the effect of the argument/ clam?
The shadow with a gun pointing towards self gives a terrified
feeling for smoking and its consequences.
Rhetorical Appeals
The ways that writers/speakers/photographers get readers’
attention…
Rhetorical appeals
The aspects of a piece of writing or a visual that influence the
reader because of:

4. The credibility of the author (ethos)
The appeal to a reader’s logic (logos)
An appeal to the reader’s emotions (pathos)
Rhetorical Appeals are the main tools of persuasion.
Ethos or Ethical appeals:
Ethos works by establishing credibility with the audience.
“You should believe me because I’m trustworthy.”
--Honest Abe
Ethos
Ethos is an ethic appeal
It attempts to convince the audience by the character of the
author. We tend to believe people whom we respect.
One of the central problems of argumentation is to project an
impression to the reader that you are someone worth listening
to, in other words making yourself as author into an authority
on the subject of the paper, as well as someone who is likable
and worthy of respect.
This can be done by:
Demonstrating a level of expertise (well researched papers)
Being an expert (Doctor, Lawyer, Actor etc.)
Avoiding excessive emotion & being likeable
Ethos Analysis Questions
What implicit or explicit claim is being made?
How does the ad show credibility and trustworthiness to the

5. intended audience?
Does the ad reflect areas of expertise in some form or another?
In what ways has this ad/product/author given the impression
that we should listen to them?
In what way are we convinced ethically or by the character of
the product?
Logos or Logical Appeals
Logical appeals work by appealing to the reason of your
audience.
“You should agree with me because I’m reasonable.”
“You should listen to me because I have statistics.”
So – Logos…
Logos means persuading by the use of reasoning.
Using effective and persuasive reasons to back up your claims.
This can be done by:
Facts – Numbers, statistics, data, science-stuff, research
Logic – the text has well-reasoned ideas
Uses sources:
Surveys, interviews, the stuff that represents groups of people
and their opinions
Acknowledge and refute differing view points
Is the easies of the 3 rhetorical appeals to identify (it sounds
like logic)
Logos Analysis Questions
What claim is being made, either explicitly stated or implied?
In what ways does the ad appeal to the logic of its audience?

6. Are there numbers, facts, data? Are the ideas well-reasoned?
How?
How do design elements—layout, font sizes and styles, and use
of color—influence the effect of the argument?
How do graphics and images contribute to the persuasiveness of
the claim/ad?
Pathos - Emotional Appeals:
An emotional appeal works by playing on the feelings of your
audience.
“You should agree with me because of how this makes
you feel.”
Every time you skip a homework
Assignment, you make the
Puppies cry. . .
Pathos
By appealing to emotions, a writer works to get an emotional
reaction from the audience.
This can be done by:
Using personal anecdotes
Emotional quotes
Visuals (useful to all appeals,
but particularly useful here)
Editorial/evocative language
Pathos Analysis Questions
What claim is being made, either explicitly stated or implied?

7. In what way does this ad appeal to its audience’s emotions?
What language choices persuades the audiences’ emotional
reaction?
How do design elements—layout, font sizes and styles, and use
of color—influence the effect of the argument/claim?
Rhetorical appeals:
Ethos – to make readers relate to them and believe them; ethos
has to do with the character of the writer
Pathos – emotions; this appeal focuses on the reader’s heart and
not the head
Logos – think logic; using evidence and appealing to the reason
of the reader
Presenting a case:
Writers use:
ethos
logos
pathos

8. Which is which?
I can say, based on my personal research as a geneticist, that the
more we learn about degenerative brain disorders, the better off
we’ll be curing all kinds of diseases.
You have no idea what it’s like. Degenerative means falling
apart. I watch my brother have to relearn the simplest things,
day
after day. Yesterday, he forgot how to tie his shoes. If we
could just
fund more research, so many lives would be benefitted.
The probability that we will learn more about the entire
human body and the nature of all brain diseases by simply
studying
specific degenerative diseases has been made obvious by the
research being conducted at the NIH. More of this research will
yield more results. It’s that simple. Listen to the data.
How is this advertisement trying to appeal to you?
… and this one?
… and this one?
Appeals Application
Ad Assignment Guidelines:

9. --Create three separate ads for each different rhetorical
appeal—Ethos, Pathos and Logos
--Do each different appeal on a separate slide in a powerpoint
doc
--Following each ad you create and on a separate slide, do the
accompanying appeal analysis questions (see slides 5, 8 and 11
of this ppt) for that distinctive appeal.
Getting Started …
To get started search for photos on google images
-- create an ad for each different appeal to try to sell something
or promote a cause or idea
--Create your own text to reflect each individual appeal
--Your ads will be due to moodle before our next class
FYI:
Rhetorical Appeals are discussed in depth on the Purdue OWL
website: http://owl.english.purdue.edu/owl/resource/588/04/