Rhetorical Appeals

Introduction

Aristotle's rhetorical appeals (otherwise known as "modes for persuasion") are known by the names of "ethos," "pathos," and "logos." They are means of persuading others to believe a particular point of view.

They are often used in persuasive essays, speech writing, and advertising as a means of influencing the audience.

These are most effectively utilized as supporting details in body paragraphs, for instance, with evidence. However, they can also be useful as part of the hook or background information in an introduction paragraph or as the significance/call-to-action part of a conclusion paragraph.

Ethos

Ethos is an appeal to do the “right” thing due to the credibility of the writer/author/speaker.

Please, review the examples below to help with clarity:

• "As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results.“

• "If my age doesn't convince you that I know what I'm talking about, at least consider that I am your grandfather and I only want the best for you."

• "If you're still unsure, please consider that my advanced degree and field work speak for themselves."

Pathos

Pathos is an appeal to the emotions of the reader/viewer/audience.

Please, review the examples below to help with clarity:

• "I'm not just invested in this community - I love every building, every business, every hard-working member of this town."

• "There's no price that can be placed on peace of mind. Our advanced security systems will protect the well-being of your family so that you can sleep soundly at night."

• "If we don't move soon, we're all going to die! Can't you see how dangerous it would be to stay?"

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