ETHOS, PATHOS, and LOGOS

EthicalAppeals(ethos)basedoncharacter,credibility,and/orreliabilityoftheauthor Appealstothereaderssenseoffairness,values,andmorals(rightvs.wrong) Makestheaudiencebelievetheauthorisreasonable(willingtolisten, compromise) Demonstratestheauthorsknowledge,credibilityand/orexpertiseofthetopic Useswellknownfigures(athletes,celebrities,historicalfigures)tolend credibility EmotionalAppeals(pathos)usedtostirfeelingsinthereader(i.e.,happinessoranger) Loadedwords/languagereallypositiveornegativesoundingwords(joyous, tortured,ecstatic,suffering) Shortpersonalstorythatplaystoaudiencesemotions Appealtosensesbyincludingvividsensorydetails(taste,smell,hearing,touch, sight)

LogicalAppeals(logos)convincingreasonsandthelogicalevidencethatsupportsthosereasons Facts Statistics Expertopinion(scientist,doctor,professional) Examples

IdeservethepositionbecauseIhaveworkedfaithfullyforthepast30years.Ialwaysgoaboveand beyondwhatisexpectedofme.IwasevenselectedasEmployeeoftheMonth.Ialsoproposeto beginacampaigntosupportlocalcharities.Ibelieveitisourmoralresponsibilitytohelpthosein need.Ethicalappeal(ethos) Theanimalshelterdesperatelyneedsyoursupport.Itisoverflowingwithlonelylittlekittenswho spendtheirdaysmewingandwhimperingandstaringforlornlyoutoftheircrampedcrates.Emotional appeal(pathos) AccordingtoastudybyCNN,28%ofteenagersreportthattheycouldmanagewithoutaTV. Logicalappeal(logos)