The document discusses how to craft persuasive arguments. It explains that all arguments appeal to logos, ethos, or pathos. Logos appeals to logic and reason through evidence like facts, statistics, and cause-and-effect relationships. Ethos appeals to the speaker's credibility. Pathos appeals to the audience's emotions by connecting with them and evoking feelings. The document also lists different types of evidence that can be used such as values, expert opinions, statistics, analogies, facts, examples, anecdotes, and traditions.

2. EDITORIALS ARE ALL ABOUT PERSUASION
Main
Idea, Issue, or
thesis
 Argument 1 +Evidence
 Argument 2+ Evidence
 Argument 3 +
Evidence
Call to Action
Does this look
kind of like a 5
paragraph
essay? Because
it could be…

3. ARGUE LIKE A MASTER…
All persuasive
arguments are
built around an
appeal.
Logos
Ethos
Pathos

4. ARGUE LIKE A MASTER…
Ethos is an appeal
to the credibility
or character of
the speaker.
 Does the audience
respect you?
 Does the audience
think you are
trustworthy?
 Do you have the
authority to talk about
this subject?

5. ARGUE LIKE A MASTER…
Pathos appeals to
the emotions of
the audience.
 Connection with the
speaker!
 Do your words evoke
feelings of sympathy?
Love? Fear?
 Do the visuals evoke
feelings of envy? Etc.
 When you characterize
the competition, do seem
hateful?

6. ARGUE LIKE A MASTER…
Logos appeals to
the logic, or
education, of the
audience.
 Does the argument
make sense?
 Is your message
based on
evidence, like facts
and statistics?
 Will your call-to-action
lead to the desired
outcome?

7. TYPES OF EVIDENCE
V Values and Beliefs
E Expert Opinion
O
S Statistics
A Analogies
F Facts
E Examples
C
A Cause and Effect
T Anecdotes
S Traditions and customs
Special Rules