The document discusses different modes of rhetoric used in persuasive speaking and writing. It defines rhetoric as the art of effective communication through language and compositional techniques. Three main modes are described: ethos appeals to credibility and character, pathos appeals to emotion, and logos appeals through logical reasoning. Examples are provided to illustrate how each mode can be used rhetorically.

1. Rhetoric
The art of effective or persuasive speaking or writing, esp. the
use of figures of speech and other compositional techniques.
Language designed to have a persuasive or impressive effect on
its audience, but is often regarded as lacking in sincerity or
meaningful content.
At it’s best, rhetoric is a thoughtful, reflective activity leading to
effective communication.

2. Modes of Rhetoric: Ethos
Ethos is an appeal based on the character of the speaker.
An ethos-driven argument relies on the reputation of the
author. Speakers and writers appeal to ethos, or
character, to demonstrate that they are credible and
trustworthy.

3. Example: Ethos
What is it about the
Colonel that makes us
think we should buy
his secret recipe
chicken?

4. Example: Ethos
How does Uncle
Sam appeal to
character?

5. Example: Ethos
Why listen to these guys?

6. Modes of Rhetoric: Pathos
Pathos is an appeal based on emotion.
Engaging the emotions of your intended
audience can add an important dimension to
your argument.

7. Example: Pathos
What kind of
emotions does an
advertisement like
this evoke?

8. Example: Pathos

9. Example: Pathos
Appealing to certain powerful emotions or feelings can
certainly make for a persuasive argument...

10. Example: Pathos

11. Example: Pathos

12. Modes of Rhetoric: Logos
Logos is appeal based on logic or reason. Documents
distributed by companies or corporations are logos-driven.
Scholarly documents are also often logos-driven. Writers
and speakers appeal to logos by offering clear, rational
ideas.

13. Example: Logos