The document discusses the communication triangle involving ethos, pathos, and logos, highlighting how each component influences the effectiveness of an argument. It explains the advantages and disadvantages of each appeal type, such as trust-building for ethos and emotional engagement for pathos. Examples are provided to illustrate how these rhetorical strategies can be used effectively in communication.

1. APPEAL NOTES
Methods of making an Argument

2. COMMUNICATION TRIANGLE
Message
writer reader

3. TRIANGLE
very communication is essentially a trilateral relationship. Each
point of the triangle influences the others, and all are
influenced by the context of the communication.
ach point of the triangle bears some responsibility for the
success of the communication.
ach point of the triangle corresponds with one of Aristotle's
Direct quote from http://www.public.asu.edu/~jvanasu/rhet-triangle.htm

4. ETHOS
thos is based on one’s personal credentials. If a
writer/speaker makes note of their degree or years of
experience in a field, then they are using ethos. It can
also be built by citing experts or quoting trusted sources.
dvantages: builds trust and can be done quickly.
isadvantages: obvious and assumes people trust the

5. PROMPT 1
ow can ethos be undermined?
ow did Ms. Walters ask you to
use ethos in the research paper?

6. PATHOS
his sort of appeal is based on emotion. If the
speaker/writer is using highly charged diction, then they
are using pathos.
dvantages: fastest form of appeal and can be subtle.
Highly effective due to the power of emotion
isadvantages: oversimplifies issues and can lead to a mob
mentality.

7. PROMPT 2
hy is pathos the most effective,
but most dangerous appeal?

8. LOGOS
ased on using logical principles such as cause and
effect.
dvantages: Can win over an educated audience best for
legal proceedings and scientific discoveries.
isadvantages: slow and requires audience to pay

9. PROMPT 3
hen is logos the best form
of appeal?

10. COMMUNICATION TRIANGLE
logos
ethos pathos

11. To Appeal to Logic (logos) To Develop Ethos To Appeal to Emotion (pathos)
Theoretical, abstract language
Denotative meanings/reasons
Literal and historical analogies
Definitions
Factual data and statistics
Quotations
Citations from experts and
authorities
Informed opinions
Language appropriate to
audience and subject
Restrained, sincere, fair minded
presentation
Appropriate level of vocabulary
Correct grammar
Vivid, concrete language
Emotionally loaded language
Connotative meanings
Emotional examples
Vivid descriptions
Narratives of emotional events
Emotional tone
Figurative language
Effect
Evokes a cognitive, rational
response
Demonstrates author's
reliability, competence, and
respect for the audience's ideas
and values through reliable and
appropriate use of support and
general accuracy
Evokes an emotional response
These appeals are prevalent in almost all arguments.
Chart from https://web.archive.org/web/20070210090659/http://www.p
ublic.asu.edu/~macalla/logosethospathos.html (link should be 1 line)

12. ACME GizmotronicsACME Gizmotronics
• The company that you've trusted for over 100
years, has recently entered a partnership with
AmazonPrime*! Now you can purchase our fine
products after reading reviews from satisfied
customers. Our quality gizmos, widgets, and
thingamabobs can be shipped to you or added
to your wishlists.
• All come with the famous lifetime guarantee that
makes Acme the company that the world
depends on for its gizmo needs.

13. • Our spokesperson, Mr.
Coyote says "I'm not
really a coyote, but I play
one on tv. I've used Acme
products for years. Their
slingshots, rocket
launchers, crowbars,
pogo sticks, and power
pills are the best around.
And don't forget their
high-powered dynamite! I
buy everything from
Acme. They are the
company that I trust the
most."

14. Prompt 4 (ethos)Prompt 4 (ethos)
• How persuasive was this appeal?

15. Cesium Fuel CellsCesium Fuel Cells
 Cesium – second lowest melting point of allCesium – second lowest melting point of all
metallic elements, but rapidly combines withmetallic elements, but rapidly combines with
oxygenoxygen
 ““Since it is easily ionized and has a high mass,Since it is easily ionized and has a high mass,
cesium ions may one day be used as acesium ions may one day be used as a
propellant in ion engines on spacecraft.”propellant in ion engines on spacecraft.”

16. Cesium DataCesium Data
 Atomic Number:Atomic Number: 5555
 Atomic Weight:Atomic Weight: 132.9054519132.9054519
 Melting Point:Melting Point: 301.59 K (28.44°C or 83.19°F)301.59 K (28.44°C or 83.19°F)
 Boiling Point:Boiling Point: 944 K (671°C or 1240°F)944 K (671°C or 1240°F)
 Density:Density: 1.93 grams per cubic centimeter1.93 grams per cubic centimeter
 Phase at Room Temperature:Phase at Room Temperature: SolidSolid
 Element Classification:Element Classification: MetalMetal
 Period Number:Period Number: 66 Group Number:Group Number: 11 Group Name:Group Name: AlkaliAlkali
MetalMetal
 What's in a name?What's in a name? From the Latin word for sky blue,From the Latin word for sky blue, caesiuscaesius..
 Discovery:Discovery: 1860 by1860 by Robert Wilhelm Bunsen and Gustav RobertRobert Wilhelm Bunsen and Gustav Robert
Kirchhoff.Kirchhoff.
 http://education.jlab.org/itselemental/ele055.html

17. Cesium Fuel CellsCesium Fuel Cells
 DataCenterKnowledge,DataCenterKnowledge, a leading online source of news
about mission-critical high density computing, reports:, reports:
 ““[There is] a 400kW installation on Google’s[There is] a 400kW installation on Google’s
main campus. Over the first 18 months themain campus. Over the first 18 months the
project has had 98% availability and deliveredproject has had 98% availability and delivered
3.8 million kWh of electricity.”3.8 million kWh of electricity.”
 ““The machine produces electricity, as well asThe machine produces electricity, as well as
some heat, carbon dioxide and water.”some heat, carbon dioxide and water.”
 http://www.datacenterknowledge.com/archives/2010/02/22/google-using-bloom-http://www.datacenterknowledge.com/archives/2010/02/22/google-using-bloom-
box-but-not-in-data-center/box-but-not-in-data-center/

18. Cesium-HydroxideCesium-Hydroxide
TechnologyTechnology
 By combining cesium and dihydro-oxide inBy combining cesium and dihydro-oxide in
laboratory conditions, and capturing thelaboratory conditions, and capturing the
released energy, ACME has promised to leadreleased energy, ACME has promised to lead
the way into the future. Our energy source isthe way into the future. Our energy source is
clean, safe, and powerful. No pollutants areclean, safe, and powerful. No pollutants are
released into the atmosphere. The world willreleased into the atmosphere. The world will
soon have an excellent source of clean energy.soon have an excellent source of clean energy.
(assume next five slides have concrete lab data to support these(assume next five slides have concrete lab data to support these
statements)statements)

19. Renewable CesiumRenewable Cesium
Fuel CellsFuel Cells
 Facts about cesium and quote re: spacecraftFacts about cesium and quote re: spacecraft
fromfrom http://education.jlab.org/itselemental/ele055.html
 Quote about a DIFFERENT energy sourceQuote about a DIFFERENT energy source
(Bloom Boxes) being used at Google from(Bloom Boxes) being used at Google from
 http://www.datacenterknowledge.com/archives/2010/02/22/google
-using-bloom-box-but-not-in-data-center/

20. Prompt 5 (logos)Prompt 5 (logos)
 How persuasive was this appeal?How persuasive was this appeal?

21. CESIUM-BASED REACTORCESIUM-BASED REACTOR
KILLSKILLS!!
• A baby turtle breaks free from the leathery shell of itsA baby turtle breaks free from the leathery shell of its
egg, catching its first glimpse of its first sunrise. It pausesegg, catching its first glimpse of its first sunrise. It pauses
a moment to rest, unaware of the danger that lies soa moment to rest, unaware of the danger that lies so
close to it. As the tide comes in, approaching the nest, itclose to it. As the tide comes in, approaching the nest, it
also approaches a small pile of metal - cesium. Thealso approaches a small pile of metal - cesium. The
water draws closer and closer, the turtle unsuspecting ofwater draws closer and closer, the turtle unsuspecting of
the danger. Finally, the water touches the cesium. Thethe danger. Finally, the water touches the cesium. The
nest is torn to bits in the resulting explosion, destroyingnest is torn to bits in the resulting explosion, destroying
even more of an endangered species.even more of an endangered species.
• Why does this happen? One name:Why does this happen? One name: AcmeAcme..

22. Prompt 5 (Prompt 5 (pathospathos))
• How persuasive was this appeal?How persuasive was this appeal?

23. PRACTICE
ick a product your team would like to sell.
ome up with an advertising slogan using Ethos.
• Share with class.
ome up with an advertising slogan using Pathos.
• Share with class.

24. THANKS
any thanks to
http://www.mesacc.edu/~bruwn09481/Syllabi/documents/htm
/ArtRetoric/index.htm , the source of the Acme examples (which
adapted their site from a student project)