Ethos, Logos, Pathos

Appeals to ethos...

...by attempting to to establish...

• an acceptable moral character
• authority
• knowledgeability
• trustworthiness
• credibility
• likability
• identifiableness
• a positive image
• personal integrity
• genuine motives
• strong reputation
• respectability
• adequate experience
• expertise
• humility
• respect for an intended audience and its value

...by...

Appeals to pathos...

...by attempting to evoke..

• hatred
• outrage
• envy
• greed
• fear
• guilt
• shame
• insecurity
• indignation
• prejudice
• pity
• patriotism
• pride
• sympathy
• kindness
• ridicule
• humor

...towards/for __________through...

• imagery
• name-calling
• ephemisims
• dysphemism
• emotionally charged language
• sarcasm
• allusion
• irony
• analogy
• juxtaposition
• repetition

Appeals to logos...

...by offering...

• reasons
• evidence
• statistics
• expert testimony
• an inductive argument argument
• a deductive argument
• inferences
• graphs, charts, tables

in support of _____ such as ...

OR

...by critiquing the...

unwarranted assumptions

biases

insufficient evidence

flawed argument

fallacious reasoning

in support of _____ such as ...