1. Rhetoric
The art of effective or persuasive speaking or writing, esp. the
use of figures of speech and other compositional techniques.
Language designed to have a persuasive or impressive effect on
its audience, but is often regarded as lacking in sincerity or
meaningful content.
At it’s best, rhetoric is a thoughtful, reflective activity leading to
effective communication.

2. Modes of Rhetoric: Ethos
Ethos is an appeal based on the character of the speaker.
An ethos-driven argument relies on the reputation of the
author. Speakers and writers appeal to ethos, or
character, to demonstrate that they are credible and
trustworthy.

3. Example: Ethos
What is it about the
Colonel that makes us
think we should buy
his secret recipe
chicken?

4. Example: Ethos
How does Uncle
Sam appeal to
character?

5. Example: Ethos
Why listen to these guys?

6. Modes of Rhetoric: Pathos
Pathos is an appeal based on emotion.
Engaging the emotions of your intended
audience can add an important dimension to
your argument.

7. Example: Pathos
What kind of
emotions does an
advertisement like
this evoke?

8. Example: Pathos

9. Example: Pathos
Appealing to certain powerful emotions or feelings can
certainly make for a persuasive argument...

10. Example: Pathos

11. Example: Pathos

12. Modes of Rhetoric: Logos
Logos is appeal based on logic or reason. Documents
distributed by companies or corporations are logos-driven.
Scholarly documents are also often logos-driven. Writers
and speakers appeal to logos by offering clear, rational
ideas.

13. Example: Logos