The Art of Rhetoric and Persuasion: A Journey from Greece
Rhetoric = The Art of Persuasion
The history of rhetoric and the concepts of
persuasion began in Greece.
Meet Aristotle
Aristotle was a
famous Greek
philosopher who
studied the art of
persuasion.
Plato, another
famous Greek
philosopher, was
his teacher.
Translated from Greek,
the word
“
philosopher
”
means
one who loves wisdom.
The Art of Rhetoric
Aristotle
Plato
In approximately 300 B.C.E., Aristotle, wrote a book entitled,
The
Art of Rhetoric
. In his book, Aristotle identified the three methods
of persuasion:
PATHOS, LOGOS, ETHOS
L
O
G
O
S
=
l
o
g
i
c
facts
reason
rationales (if…then…)
P
A
T
H
O
S
=
p
i
t
y
appeal to emotion/sex appeal/senses
“awwh” factor
appeal to memory or common experience
poetic persuasion (figurative language)
E
T
H
O
S
=
e
t
h
i
c
s
credibility/trustworthy
authority/superiority in society or subject
doctors, judges, celebrities
Pathos
•
P
a
t
h
o
s
=
p
i
t
y
(
e
m
o
t
i
o
n
)
•
P
a
t
h
o
s
:
r
e
l
a
t
e
d
t
o
t
h
e
w
o
r
d
s
p
a
t
h
e
t
i
c
,
s
y
m
p
a
t
h
y
,
a
n
d
e
m
p
a
t
h
y
•
Accept a claim based on
how it makes you feel
without fully analyzing the
rationale behind the claim
•
May persuade you with
fear, love, patriotism,
guilt, hate or joy
•
Pathos is the use of emotional appeal.
Pathos, cont’d.
Logos
•
Logos = logic
•
An
“if…then…”
argument
•
Logos refers to any
attempt to appeal to the
intellect.
•
The audience relies on
reasoning and facts to
make its decision.
•
Numbers, polls and
statistics are also
examples of the
Argumentative use of
logic.
•
E
t
h
o
s
=
E
t
h
i
c
s
•
Refers to the trustworthiness of the
speaker/writer.
•
The speaker must establish moral credibility and
expertise in his or her field in the minds of the
audience
When 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.
Ethos
Persuasion in Advertising
Review each of the following
advertisements.
Each one uses persuasion to sell a
product or idea.
Review each ad and determine which
type of persuasion is being used.
Ethos,
Patho
s, or
Logos
?
#1
Pathos,
logos, or
ethos?
Ethos, Pathos, or Logos?
#2
Pathos,
logos, or
ethos?
#3
Pathos,
logos, or
ethos?
Ethos,
Pathos,
or
Logos?
#4
Pathos,
logos, or
ethos?
#5
Pathos,
logos, or
ethos?
#6
Pathos,
logos, or
ethos?
Ethos, Pathos, or Logos?
#7
Pathos,
logos, or
ethos?
Ethos,
Pathos, or
Logos?
#8
Pathos,
logos, or
ethos?
Ethos, Pathos, or Logos?
#9
Pathos,
logos, or
ethos?
Ethos, Pathos, or Logos?
#10
Pathos,
logos, or
ethos?
Ethos,
Pathos,
Logos?
#11
Pathos,
logos, or
ethos?
Ethos,
Pathos,
or
Logos?
#12
Pathos,
logos, or
ethos?
Using Pathos, Logos and Ethos
in a Argumentative Essay
•
In a good argumentative essay, all three
types of persuasion should be employed.
•
Begin with ethos (ethics) to provide reasons
and connect with your audience.
•
Next, employ logos (logic) and make your
point with evidence and logic.
•
Finally, end with pathos (appeal to emotions)
to get your reader on your side.
The history of rhetoric and the concepts of persuasion trace back to ancient Greece with prominent figures like Aristotle and Plato. Aristotle's book, "The Art of Rhetoric," introduced the three methods of persuasion - Pathos, Logos, and Ethos. Pathos appeals to emotions, Logos involves logic and reasoning, while Ethos focuses on credibility and ethics. Understanding these principles and their application can enhance one's ability to effectively persuade and communicate.
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Presentation Transcript
Rhetoric = The Art of Persuasion The history of rhetoric and the concepts of persuasion began in Greece.
Meet Aristotle Go to fullsize image Aristotle was a famous Greek philosopher who studied the art of persuasion. Plato, another famous Greek philosopher, was his teacher.
Translated from Greek, the word philosopher means one who loves wisdom. phil er soph philosophe r love one who wisdom philosopher
The Art of Rhetoric In approximately 300 B.C.E., Aristotle, wrote a book entitled, The Art of Rhetoric. In his book, Aristotle identified the three methods of persuasion: PATHOS, LOGOS, ETHOS Plato Aristotle
Pathos, Logos, Ethos Pathos, Logos, Ethos PATHOS = pity appeal to emotion/sex appeal/senses awwh factor appeal to memory or common experience poetic persuasion (figurative language) LOGOS = logic facts reason rationales (if then ) ETHOS = ethics ETHOS = ethics credibility/trustworthy authority/superiority in society or subject doctors, judges, celebrities
Pathos Pathos = pity (emotion) Pathos = pity (emotion) Pathos: Pathos: related to the words pathetic, sympathy, and empathy Accept a claim based on how it makes you feel without fully analyzing the rationale behind the claim May persuade you with fear, love, patriotism, guilt, hate or joy
Pathos, contd. Pathos is the use of emotional appeal.
Logos Logos = logic An if then argument Logos refers to any attempt to appeal to the intellect. The audience relies on reasoning and facts to make its decision. Numbers, polls and statistics are also examples of the Argumentative use of logic.
Ethos Ethos = Ethics Ethos = Ethics Refers to the trustworthiness of the speaker/writer. The speaker must establish moral credibility and expertise in his or her field in the minds of the audience When 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.
Persuasion in Advertising Review each of the following advertisements. Each one uses persuasion to sell a product or idea. Review each ad and determine which type of persuasion is being used.
#1 Pathos, logos, or ethos? Ethos, Patho s, or Logos ?
Ethos, Pathos, or Logos? Pathos, logos, or ethos? #2
#3 Pathos, logos, or ethos?
#4 Pathos, logos, or ethos? Ethos, Pathos, or Logos?
#5 Pathos, logos, or ethos?
#6 Pathos, logos, or ethos?
Ethos, Pathos, or Logos? Pathos, logos, or ethos? #7
Pathos, or Logos? #8 Pathos, logos, or ethos?
Ethos, Pathos, or Logos? Pathos, logos, or ethos? #9
#10 Pathos, Ethos, Pathos, or Logos? logos, or ethos?
Ethos, Pathos, Logos? logos, or ethos? #11 Pathos,
#12 Pathos, logos, or ethos? Ethos, Pathos, or Logos?
Using Pathos, Logos and Ethos in a Argumentative Essay In a good argumentative essay, all three types of persuasion should be employed. Begin with ethos (ethics) to provide reasons and connect with your audience. Next, employ logos (logic) and make your point with evidence and logic. Finally, end with pathos (appeal to emotions) to get your reader on your side.
