Analyzing Rhetorical Techniques ETHOS PATHOS LOGOS Rhetoric and

Analyzing Rhetorical Techniques ETHOS, PATHOS & LOGOS

Rhetoric and the Art of Persuasion • Merriam-Webster’s dictionary defines “rhetoric” as “the art or skill of speaking or writing formally and effectively, especially as a way to persuade or influence people” (“Rhetoric Definition”). • Rhetorical techniques are often used in advertisements and political speeches to influence bias and people’s opinions. We also see the characters in The Crucible using various rhetorical techniques to achieve their goals and motivations. • There are three main categories of rhetorical techniques, as identified by Aristotle …

Ethos • Ethos stands for ethical appeal. • Attempts to persuade by establishing the speaker as credible and trustworthy. • Ethos establishes authority on the subject by establishing respect or expertise in the speaker. • Oftentimes an ethical appeal will use a testimonial, or a spokesperson, as part of the appeal. • Example: A dentist telling you a certain toothpaste is 99% effective.

Pathos • Ethos stands for emotional appeal. • Attempts to persuade by establishing appealing to the emotions, both positive and negative. • Will often use loaded language and words with very specific connotations. • Example: The ASPCA commercial with sad puppies looking out of cages, all while “Angel” by Sarah Mc. Lachlan plays in the background.

Logos • Ethos stands for logical appeal. • Attempts to persuade by using facts, examples, and statistics. • Will often use “buzz words”, like better, faster, stronger, that might not offer any real information. • Example: An ad for a new medication might give you statistics on how many people have seen success, what the ingredients are, and possible side effects.