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Logos, Ethos, and Pathos Whenever you read an argument you must ask yourself, “is this persuasive? And if so, to whom?” There are several ways to appeal to an audience. Among them are appealing to logos, ethos, and pathos. These appeals are prevalent in almost all arguments. To Appeal to LOGOS (logic, reasoning) To Develop or Appeal to ETHOS (character, ethics) To Appeal to PATHOS (emotion) : the argument itself; the reasoning the author uses. : how an author builds credibility & trustworthiness : words or passages an author uses to activate emotions Types of LOGOS Appeals Ways to Develop ETHOS Types of Pathos Appeals  Theories / scientific facts  Indicated meanings or reasons (because…)  Literal or historical analogies  Definitions  Factual da ta & statistics  Quotations  Citations from experts & authorities  Informed opinions  Examples (real life examples)  Personal anecdotes  Author’s profession / background  Author’s publication  Appears sincere, fair minded, knowledgeable  Concedes to the oppositio n  Morally / ethically likeable  Appropriate language for audience and subject  Appropriate vocabulary  Correct grammar  Professional format  Emotionally loaded language  Vivid descriptions  Emotional examples  Anecdotes, testimonies, or Narratives about emotion al experiences or events  Figurative language  Emotional tone (humor, sarcasm, disappointment, excitement, etc.) Effect on Audience Effect on Audience Effect on Audience Evokes a cognitive, rational response. Readers get a sense of, “Oh, that makes se nse” or “Hmm, that really doesn’t prove anything.” Helps reader to see the author as reliable, trustworthy, competent, and credible. The reader might respect the author or his/her views. Evokes an emotional response. Persuasion by emotion. (usually evok ing fear, sympathy, empathy, anger,) How to Talk About It How to Talk About It How to Talk About It The author appeals to logos by defining relevant terms and then supports his claim with numerous citations from authorities. The author’s logos appea ls of statistics and expert testimony are very convincing. Through his use of scientific terminology, the author builds his ethos by appearing knowledgeable. The author’s ethos is effectively developed as readers see that he is sympathetic to the struggl es minorities face. When referencing 9/11, the author is appealing to pathos. Here, he is eliciting both sadness and anger from his readers. The author’s description of the child with cancer was a very persuasive pathos appeal.