This document discusses three modes of persuasion: logos, pathos, and ethos. Logos appeals to logic and reason. Pathos creates an emotional response. Ethos cites credible sources to support an argument. Examples are given for each mode, such as Johnny Cochran using logos to persuade the OJ Simpson jury and Nike using celebrity endorsers like Michael Jordan for ethos appeals.

1. The Big Three
Logos, Pathos, and Ethos

2. Logos
• Means logic.
• It is how you persuade an audience by ways of reason.
• It is the reason used in decision making.

3. Example of Logos
In the trial of OJ Simpson, Johnny Cochran
was able to persuade the jury that the LAPD
framed OJ in the double murder of Nicole
Simpson and Ron Goldman. His reasoning was
that Mark Fuhrman had a history of being a
racist and he went on record saying that he
would frame black people if he needed to, to
make a case.

4. Logos
"If it doesn't fit you must acquit"
Johnny Cockran was able to use the reasoning
that if the gloves they say OJ had on when he
murdered the two victims doesn't fit, how
could he be guilty?

5. Pathos
• Is the emotional impact a message conveys.
• It is creating an emotional response to convince your audience of an
argument.

6. Pathos
"CHANGE we can believe in"

7. Pathos
"If we don't run for our lives, we will get
attacked by sharks"

8. Ethos
• Is an appeal to ethics.
• Using a credible source to back or support argument, product, etc.

9. Ethos
Nike used Bo Jackson as their spokesperson to
advertise their cross trainer sneakers. If Bo
wears them, then they must be great shoes.

10. Ethos
Nike used Spike Lee and Michael Jordan for
their "It gotta be the shoes" campaign. Gotta
be the shoes that makes Michael jump and
dunk the way he does.