Rhetorical Devices - Persuasive Appeals

1. RHETORICAL DEVICES / PERSUASIVE APPEALS Mrs. Lauxman
World Lit. & Comp. I
Ethos, Pathos, Logos:
Aristotle’s 3 Persuasive Appeals (the pillars of persuasion)
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2,300 years ago, Aristotle wrote down the secret to being a persuasive speaker - the secret which formed the
basis for nearly every public speaking book written ever since.
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What are Ethos, Pathos, and Logos?
§ Ethos: credibility (or character) of the speaker; speaker establishes him/herself as an ETHICAL person.
§ Pathos: emotional connection to the audience; speaker appeals to audience’s EMOTIONS.
§ Logos: logical argument; speaker appeals to audience’s sense of reasoning/LOGIC.
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Together, they are the three persuasive appeals. By incorporating each of these into a persuasive
speech/presentation, the speaker drastically increases his/her chances of persuading an audience.
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On Rhetoric by Aristotle – The origin of Ethos, Pathos, Logos
Written in the 4th century B.C.E., the Greek philosopher Aristotle compiled his thoughts on the art of
rhetoric (the art of persuasion) into On Rhetoric, including his theory on the three persuasive appeals.
ETHOS
Before you can convince an audience to accept anything you say, they have to accept you as
credible/ethical.
• Does the audience respect you?
• Does the audience believe you are of good character?
• Does the audience believe you are generally trustworthy?
• Does the audience believe you are an authority on the topic?
*Ethos is your level of credibility as perceived by your audience.
PATHOS
Pathos is the quality of a persuasive presentation which appeals to the emotions of the audience.
• Do your words/visuals evoke feelings of … love? …fear? …sympathy? ... patriotism? etc.
*Pathos is your ability to trigger an emotional response from the audience.
LOGOS
Logos is synonymous with a logical argument.
• Does your message make sense?
• Is your message based on facts, statistics, and evidence?
*Logos is your ability to align your message with your audience’s sense of logic.
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*Aristotle believed that logos is the most important of the appeals. However, Aristotle also stated that
logos alone is not sufficient; all three persuasive appeals are necessary to effectively persuade an audience.
Wait. There’s more…

2. Besides ETHOS, PATHOS, AND LOGOS, check out these other Rhetorical Devices of Persuasion…
PARALLEL STRUCTURE (or PARALLELISM)
A similarity/repetition of structure in a pair or series of related words, phrases, or clauses.
EXAMPLES:
"Let every nation know, whether it wishes us well or ill, that we shall pay any price, bear
any burden, meet any hardship, support any friend, oppose any foe to assure the survival
and the success of liberty." -- John F. Kennedy, Inaugural Address
"I've tried to offer leadership to the Democratic Party and the Nation. If, in my high
moments, I have done some good, offered some service, shed some light, healed some
wounds, rekindled some hope, or stirred someone from apathy and indifference, or in any
way along the way helped somebody, then this campaign has not been in vain." -- Jesse
Jackson, 1984 Democratic National Convention Address
"We have seen the state of our Union in the endurance of rescuers, working past
exhaustion. We've seen the unfurling of flags, the lighting of candles, the giving of blood,
the saying of prayers -- in English, Hebrew, and Arabic." - George W. Bush, Address to the
Nation on Terrorism 9/20/01
"...and that government of the people, by the people, for the people, shall not perish from
the earth." -- Abraham Lincoln, Gettysburg Address
You have modernized your economy, harnessed your rivers, diversified your industry,
liberalized your trade, electrified your farms, accelerated your rate of growth, and
improved the living standards of your people." -- John F. Kennedy, Address to the Irish
Parliament
"We have petitioned and our petitions have been scorned. We have entreated and our
entreaties have been disregarded. We have begged and they have mocked when our
calamity came. We beg no longer. We entreat no more. We petition no more. We defy
them." -- William Jennings Bryan
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RHETORICAL QUESTIONS
Questions whose answers are so obvious, no answer is needed; used to influence an audience;
to lead them to arrive at the desired result
EXAMPLES:
"Must I argue the wrongfulness of slavery? – Frederick Douglass
“If you prick us, do we not bleed? If you poison us, do we not die?” – Shakespeare (Merchant of Venice)
“Thou art thyself, though not a Montague?” – Shakespeare (The Tragedy of Romeo and Juliet)