This document provides an overview of Aristotle's three modes of persuasion: ethos, pathos, and logos. It defines each term and provides examples. Ethos refers to persuasive appeals based on the speaker's character or expertise. Pathos involves persuasion through emotional appeals. Logos means persuasion through logical arguments and factual evidence. The document explores how each mode is used in advertising to influence audiences.

1. Aristotle’s Three Ways to
Persuade
Logos
Ethos
Pathos

2. Today’s Objectives
 Analyze a persuasive advertisement for its use
of ethos, pathos and logos
Essential Questions
What is the main idea in the persuasive excerpt?
How does the author support his or her point?
What are the definitions of ethos, pathos and logos?

3. Who is Aristotle?
Aristotle a famous
philosopher wrote on an
amazing range of
subjects, from logic,
philosophy, and ethics
to physics, biology,
psychology, politics,
and rhetoric.

4. The word philosopher means one who loves
wisdom.

5. Philosophers Love Learning!
This painting, created by Raphael (1483-1520), is entitled "The School of
Athens." This masterpiece depicts an intellectual gathering of the great
philosophers of classical times at a school called the Ancient Agora of
Athens. In particular, this painting portrays Plato, Aristotle and other
philosophers engaging in philosophical inquiry.

6. What is rhetoric?
Rhetoric is the art of
persuasion.
The goal of
persuasion is to
change others’ point
of view or to move
others to take
action.

7. Rhetoric = The Art of Persuasion
The history of rhetoric and the concepts of
ethos, pathos and logos began in Greece.

8. Literature
Aristotle
Plato
In approximately 300 B.C.E. Aristotle, a famous Greek philosopher,
wrote a book entitled, “The Art of Rhetoric.” In his book, Aristotle identified the
three methods of persuasion. He called them ethos, pathos and logos.
The Man
Ms. R owns
this book

9. ETHOS, PATHOS, and LOGOS
– AS YOU ANALYZE AN ARGUMENT - Ask yourself:
• Is the argument persuasive?
• To whom is the argument persuasive?
– AS YOU ANALYZE AN ADVERTISMENT - Ask yourself:
• Ethos: Is it Ethical?
• Pathos: Does it make you feel a strong emotion?
• Logos: Does it make you use your sense of reason?

10. Ethos Moral or showing moral character
 Ethos is related to the English word ethics and refers to
the trustworthiness of the speaker/writer.
 So ethos=ethical.
For example, when a trusted doctor gives you advice,
you may not understand all of the medical reasoning
behind the advice, but you nonetheless follow the
directions because you believe that the doctor knows
what s/he is talking about.

11. Ethos
 When we believe that the speaker does not
intend to do us harm, we are more willing to
listen to what she or he has to say.
 Likewise, when an expert (for example a judge)
comments on legal precedent audiences tend to
listen because it is the job of a judge to know the
nature of past legal cases.

12. Example of Ethos

13. Pathos pathetic, sympathy and empathy
 An effective use of pathos will alter the mindsets of the
audience through the use of emotional appeal.
 Both words and pictures can achieve this appeal. In
this picture, Haitian children are collecting water.
Children and adults spend all day digging for water
because many areas of Haiti do not have access to
water.

14. Whenever you accept a claim based on how it makes
you feel you are acting on pathos.
Those who wish to persuade you will play with your
emotions. They may persuade you with fear, love,
patriotism, guilt, hate or joy.
A majority of arguments in the popular press are
heavily dependent on appealing to your emotions.
Appeals to pathos touch a nerve and compel people
to not only listen, but to also take the next step and act
in the world (manipulation at its finest).
So pathos=emotions
Pathos

15. Example of Pathos

16. Logos appeals to the left side
of the audience's brain.
The audience finds certain
patterns, conventions and
modes of reasoning to be
convincing and persuasive.
The audience relies on
reasoning and facts to make its
decision. Numbers, polls and
statistics are also examples of
the persuasive use of logic.
So logos=logic
Logos appeal to intellect or logic

17. Example of Logos

18. Ethos, Pathos, or Logos?
What appeal are
advertisers using to
get you to buy or use
their product?

19. Practice makes perfect
 As you view each advertisement that comes up
on the screen, decide if it’s appealing to your
sense of ethos, pathos, or logos.
 Choose the BEST answer with your polling
option or on chat.

20. Which is most likely an example of
pathos?
a) Send us money or you’re killing children
in Africa.
b) We’ve been doing business for 200
years…
c) Our planes are designed with speed in
mind; they can travel at the speed of
light!

21. Pathos

22. “Four out of five dentists choose Chew-ezz
gum for their patients who chew gum.”
a) Ethos
b) Logos
c) Pathos
d) None

23. Logos

24. How Do You Get What You Want?
Use all three techniques:
1. Give facts that explain why your position is
logical and the right choice.
2. Express that you are an expert on your
position.
3. Make people angry or sad about the topic(but
not about your position).
(USE ALL THREE TECHNIQUES)