...the advertisement industry. Commercials are the most successful way to get a mass audience to buy into a company’s product. Commercials use the three modes of persuasion to get potential consumers to become interested. The three modes of persuasion are ethos – ethics of the author, pathos- appeal to emotion and logos - appeal to logic. Break the barrier a 30-second advertisement by St John Ambulance uses logos and pathos to persuade the audience to take their CPR courses. In the advertisement a young boy swims in a pool while his mother is preparing to take used plates in the house. While the mother is cleaning the camera pans the boy running and sliding into the pool, hitting his head on the way in. When the mother realizes, she jumps into the pool but there’s a barrier stopping her from rescuing her son. The mother then proceeded to beat on the barrier in the pool...
Words: 659 - Pages: 3
...Writers use ethos, pathos, and logos to appeal to readers in many argumentative texts. This strategy is a very effective to draw a reader into the argument they are building and convince them to follow their lead. In the text '' On Surrender at Bear Paw Mountain, 1877 '' pathos is used as the rhetorical appeal, while the '' On Women's Right to Vote '' uses ethos as the rhetorical device for the argument is built. First, Pathos is used in the beginning text by Chief Joseph to build and argument about wanting to stop fighting due to all the negative effects that occurs when it comes down to it. Chief Joseph uses a bit of imagery to show the sad scenes that happen that show passion that appeals to people's emotions. For example, as said...
Words: 369 - Pages: 2
...The Way I Feel In all three videos rhetorical strategies where being used to get the point across. The people in the videos used pathos, logos, and ethos. According to the textbook, "logos is appealing to logic and reasoning" (Austin,652). Then going in to pathos is "appeal to emotion" (Austin,661). Lastly the textbook describes ethos as "the persuasion through the audience's perception of the speaker" (Austin, 652). In Drunk History- Claudette Colvin and Rosa Parks they appealed pathos and ethos. In Drunk History- John Adams vs. Thomas Jefferson, they appealed to ethos and logos. Then in Breaking News they use ethos. In the video Drunk History- Claudette Colvin and Rosa Parks the author appealed to pathos and logos to get their point across....
Words: 672 - Pages: 3
...of an author in using logos to gain agreement from the audience with the purpose of their message. Logos, defined in the course pack as "logic or reasoning" (Heasley et al. 106) employed by authors to persuade their audience their argument is logical and based on sound reasoning. Using logos as a technique for developing the key parts of an argument: claims, evidence, and reasoning, authors can arrange their message in a way to show the logic or reasoning of their argument. In Sharon LaFraniere article "Mainland Chinese Flock to Hong Kong to Give Birth" she effectively uses, logos to persuade her audience that with the influx of mainland Chinese coming to Hong Kong to give birth has resulted...
Words: 691 - Pages: 3
...dashes into the driveway while dodging a hug from his father. With all the concentration he can muster, the little Vader directs his arms at the car as he tries to turn it on. Seeing this, the boy’s father starts the car with the touch of a button. Shocked the little Vader staggers back, aghast. Initially, I felt a sense of hilarity while watching this ad. This emotion stuck throughout and does not change even after the ad is over. Most importantly, the use of comedy in this ad resulted in me remembering it, making it an effective advertisement. This Volkswagen Passat commercial uses ethos, pathos, and logos to make it such a successful advertisement. The ad uses these rhetorical strategies with different levels of effectiveness, however. In my opinion, the strongest of the three techniques is the use of pathos. This commercial is a prime example of pathos being utilized to persuade an audience. Pathos is the use of emotion to persuade the audience and this ad evokes a number of different emotions. I feel like the most effective emotion is humor. Watching the little Vader trying to use the force was priceless to watch. I remember seeing this commercial during the super bowl with my friends. We all laughed out loud when we saw the little Vader chasing his dog down the hallway with his hands aimed at the dog. The funniest part of the commercial comes at the end when the father turns the car on. Seeing the little Vader astounded at the car was even more hilarious than the rest of the...
Words: 1007 - Pages: 5
...Presidential race and looks to address the concerns regarding video of controversial and racially charged comments made by former pastor Jeremiah Wright which seemed to playing on loop in every media outlet possible. He also addressed the subjects of racial tension and race and inequality in the United States. From the beginning of the speech, it is evident that the most effective appeal that Obama chooses to use is ethos. As a rhetoric tool, ethos is used to establish character. Ethos is an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader (Examples of Ethos, Logos, and Pathos). In order to establish an effective ethos, the speaker must present themselves in a way that will make the audience believe what they say. A strong example of this is when he uses the quote “We the people, in order to form a more perfect union”. In referring to the U.S Constitution, this compels the audience to make a connection of significance and importance between his speech and that of the Constitution. Another way he established ethos in his speech was when he speaks of his personal and family history. By stating “I am the son of a black man from Kenya and a white woman from Kansas. I was raised with the help of a white grandfather who survived a Depression to serve in Patton's Army during World War II and a white grandmother who worked on a bomber assembly line at Fort Leavenworth while...
Words: 1158 - Pages: 5
...advertising, which are Ethos, Pathos, and Logos, to confine the mind of the consumer. The Toyota Rav4 ad focuses on the appeal of Pathos to attract the consumer into buying their product. The use of humor within the commercial softens the audience’s feelings to make the commercial more appealing. The appeals of Ethos and Logos are scarcely used throughout the ad, frankly because they didn’t need to. Toyota is a loyal and trusted company that has been around since 1937, and consumers are familiar with that. The Art of Persuasion Advertising and Advertisements are both tactics that advertisers and marketers use to entice customers in order to maximize their profit. Both Advertisers and Marketers have come about various ways to attract us, the consumer, into buying products that we need, and even products that we don’t need. They do this by creating instances that touch us as humans. Advertisements make us feel the urge to buy things based on the natural human emotion, our judgment between right and wrong, and whether or not something makes sense or not. These three attributes are also known as Pathos, Ethos, and Logos, which come from the Greek philosopher Aristotle who separated the ability to persuade or “appeal” into 3 different categories. * Pathos is the art of persuasion by clinging on to the reader’s emotion (John D.) Whether it is happy, sad, or angry, the goal when using pathos is to get the reader emotionally...
Words: 1920 - Pages: 8
...Examples of Ethos, Logos, and Pathos Aristotle’s "ingredients for persuasion" – otherwise known as "appeals" – are known by the names of ethos, pathos, and logos. They are all means of persuading others to take a particular point of view. Meanings of Ethos, Pathos and Logos Ethos, pathos and logos each have a different meaning: * Ethos is an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader. * Pathos is an appeal to emotion, and is a way of convincing an audience of an argument by creating an emotional response. * Logos is an appeal to logic, and is a way of persuading an audience by reason. Examples of Ethos, Pathos and Logos Here are some examples of ethos, pathos, and logos. Appeals to Ethos * "As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results." * "My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition, make me the ideal candidate for your mayor." * "The veterinarian says that an Australian shepherd will be the perfect match for our active lifestyle." * "If his years as a Marine taught him anything, it’s that caution is the best policy in this sort of situation." * "You know me – I’ve taught Sunday School at your church for years, babysat your children, and served as a playground director for many...
Words: 986 - Pages: 4
...Aristotle created rhetorical appeals, he divided these so called appeals into three categories: Ethos, Pathos, and Logos. Rhetorical appeals are made to help your argument goals by helping your persuade your audience of your ideas. Ethos is to help support your argument by using credibility. In essence we typically believe the people around us that we respect. This appeal helps identify you as a person that the audience should listen to because you know lot about the topic or you have authority (Durham). Ethos can be related to the word ethics or moral principles of the writer or speaker (Writing Commons). One example of this would be, if a Basketball player is giving a speech the audience will think his Ethos is strong because he has a lot of experience (Williams). Another example of this would be the time when my father was in the marine corp. My family had to attend a rank ceremony. During this a Sergeant gave a speech in which the whole crown fell silent as he began his speech. This is an example of Ethos because the crowd found the Sergeant a highly respectable and creditable person that they need to listen too....
Words: 562 - Pages: 3
...hugest ones of modern society. It seems to me that a lot of people suffer from being overweight and just accept the problem when they have to solve it and resist it. It has to be mentioned that the potential audience of the chosen article under analysis might be people from school age till the age of 120, and more. It does not matter how old are you for this problem is able to touch anybody. There are several rhetorical concepts used in this article: logos, pathos and ethos. Logos is suggested to be responsible for reasoning and might be represented by a logical chain or flow of sentences. The effect of logos on the audience might sometimes be called the argument’s logical appeal. Pathos is another concept that refers to readers emotions by its appeal. However, pathos has an aim not only to evoke certain emotion, but to identify the point of view of the author. The aim of pathos is to provoke the reader to commit some actions. The last but not least concept is ethos is concerning the credibility. The aim of ethos is to convince the reader by creating the atmosphere of...
Words: 852 - Pages: 4
...Rhetorical Appeals Comparison In the story “The ‘F Word’” Firoozeh Dumas relates the struggle of being an immigrant in the United States and the difficulty of making friends in an environment where no one would learn her name. Dumas’s main purpose is to make the audience more open-minded about calling people by their name instead of nicknames. On the other side, in the text “Is Junk Food Really Cheaper” Mark Bittman argues the importance of cooking at home rather than consuming fast food. The authors of “The ‘F Word’” and “Is Junk Food Really Cheaper” use ethos, pathos and logos as rhetorical devices however; Bittman uses logos more adequately than Dumas. Lunsford, Ruszkiewicz and Walters state that ethos is based on character ethic or credibility,...
Words: 613 - Pages: 3
...Strive Toward Freedom by Martin Luther King, he used Ethos, Pathos, Logos in a very effective way to persuade the reader to agree with his form of protest and for the reader to see the injustice toward African Americans in the south. To examine the story Strive toward Freedom Ethos will be examined first, then Logos, and finally Pathos. Martin Luther King used many examples of Ethos in his story and that is what is going to be examined first. Martin Luther King used Ethos in his story Strive Toward Freedom to establish credibility in his speech. An example of Ethos in Strive Toward Freedom is, “ Almost 2,800 years ago Moses...
Words: 695 - Pages: 3
...State of the art rhetoric? Infomercials today are found on every channel on television and cable here in the United States; these effective ads are made to persuade a wide audience to buy their product and are displayed throughout the day. These ad companies use various powerful elements of rhetoric; Logos, the use of logic to support a claim; Ethos, the use of authority/credibility and Pathos, the usage of emotional appeal. Like a game of rock, paper, scissors each and every element has its strengths and weaknesses and to effectively persuade the audience each element must be equal, and not overpower one another. From a list of ads, I found an ad titled “Micro Boom as Seen on TV” (https://www.youtube.com/watch?v=agcbsR8oFms). This infomercial...
Words: 1007 - Pages: 5
...Birmingham, Alabama in 1963. In his letter, King uses anaphora and allusions frequently. He also appeals to ethos, logos, and pathos to make his letter a paradigm of effective rhetoric. King uses allusions frequently throughout his letter. “Just as the prophets of the eighth century B.C. left their villages and carried their "thus saith the Lord" far beyond the boundaries of their home towns, and just as the Apostle Paul left his village of Tarsus and carried the gospel of Jesus Christ to the far corners of the Greco-Roman world” (King Paragraph 3). Here King is paralleling his actions to the Apostle’s actions. By king alluding to the Apostles he appeals to the audience ethically. Rhetorical questions are also used in the letter to appeal to ethos. “Now, what is the difference between the two” (Paragraph 16)? King uses rhetorical questions to make the audience think about what he is asking them. Along with rhetorical questions, King uses syllogism, where he constructs a conclusion from statements he stated earlier in the letter. The syllogism in paragraph sixteen, King states, “Any law that uplifts human personality is just. Any law that degrades human personality is unjust. All segregation statutes are unjust because segregation distorts the soul and damages the personality.” As he states what A and B are, the conclusion, X, is therefore drawn. By appealing to ethos, King helps convey his message. King gains his credibility by saying he follows just laws but breaks...
Words: 1071 - Pages: 5
...How the author's use of Ethos, Pathos, and Logos in this passage is truly amiable. The author uses ethos to give an absolute understanding on their position and gives the passage a mellow mood. Pathos is used in such a way that you finish reading the with a sense of "awe" in your mind. Logos is used to give the passage a credible aspect on the authors information and how they present it. Firstly Ethos is used in this passage to set the tone and give the reader a feeling of reading something that is relaxing than controversial. The author cites ""Yes" we'll say. "it's true. We actually looked out the car window." In our useful boredom, we used our fingers to draw pictures on fogged glass as we watched telephone poles tick by .we saw birds...
Words: 617 - Pages: 3
