Persuasive Writing: Ethos, Logos, & Pathos

1. Persuasive Writing
Robin Hartanto

2. “If I can persuade, I can move the universe.”
Frederick Douglas, a black slave who escaped to freedom in the 1850’s and became a well known abolitionist and orator.
Everyday, we persuade and
be persuaded. Don’t you afraid?
Fact: There is a direct relation between your ability to persuade others and YOUR FUTURE.

3. “If I can persuade, I can move the universe.”
Frederick Douglas, a black slave who escaped to freedom in the 1850’s and became a well known abolitionist and orator.
Everyday, we persuade and
be persuaded. Don’t you afraid?
Fact: There is a direct relation between your ability to persuade others and YOUR FUTURE.

4. “If I can persuade, I can move the universe.”
Frederick Douglas, a black slave who escaped to freedom in the 1850’s and became a well known abolitionist and orator.
Everyday, we persuade and
be persuaded. Don’t you afraid?
Fact: There is a direct relation between your ability to persuade others and YOUR FUTURE.

5. "Sekali-kali kamu tidak akan mati, tetapi Allah mengetahui, bahwa pada waktu kamu memakannya matamu akan terbuka, dan kamu akan menjadi seperti Allah, tahu tentang yang baik dan yang jahat."

6. Instructing
to give an order or command to

8. to ask for something in a serious and emotional way
Pleading

10. to move or control (something) with your hands or by using a machine
Manipulating

11. “Pak Markum kejebur empang, assamualaikum penumpang. Lapar tuan, lapar nyonya. Lapar membuat orang gelap mata, menodong, menjabret bahkan ada teman perempuan yang tega menjual dirinya. Kami tak mau melakukan itu. Lebih baik tolong menolong dari pada todong menodong!!”

12. to give reasons for or against something
Arguing

13. When you tell someone why drinking milk is unhealthy,
but you don’t intent to make him/her stop drinking milk.
When you try to convince someone to stop drinking milk
by telling why drinking milk is unhealthy.
VS

14. to convince someone to believe what you believe (and stimulate action).
Persuading

15. Message.
Audience.
Communicator.
(Logos)
Information, argument, reasons, evidence, data, structure.
(Ethos) Credibility, authority, correctness, appearance, eloquence.
(Pathos)
Beliefs, values, knowledge, experience, desire.

16. Why you should eat vegetables?
LOGOS.
ETHOS.
PATHOS.
“All your smartest friends in class love vegetables.”
“Farmers have work very hard to cultivate these vegetables.”
“Vegetables are healthy, they contains vitamins, potassium, & fibers.”

17. Why you should do your Wordpress articles?
LOGOS.
ETHOS.
PATHOS.
“All great architects are good on documenting their works.”
“One day, seeing yours and your friends’ first year works will be fun and nostalgic.”
“You will have a good documentation of your own projects which is important for your future.”

18. “If I can persuade, I can move the universe.”
Frederick Douglas, a black slave who escaped to freedom in the 1850’s and became a well known abolitionist and orator.
Everyday, we persuade and
be persuaded. Don’t you afraid?
There is a direct relation between your ability to persuade others and YOUR FUTURE.
LOGOS.
ETHOS.
PATHOS.

19. Character, authority, integrity.
ETHOS.

20. Statistics, facts, evidences.
LOGOS.

21. Fear, sadness, affection, adventure.
PATHOS.

22. Why this toothpaste?

23. Why this toothpaste?

24. Why this toothpaste?

25. Why this toothpaste?

26. Why this toothpaste?

27. Why this toothpaste?

46. Now, how to implement them, especially in text?

47. Text should not be a
supplement.
If yours is, just delete it.

49. Text completes the picture.

50. Text completes
the picture.

51. Text completes
the picture.

52. Text completes
the picture.

53. Text can also be the
point of attraction.

60. Think of your product positioning. The VALUES of your PRODUCT.
Identify the problem solved by your product or opportunity that your product reveals.

61. What is the most effective way to communicate your positioning?
Logos, pathos, or ethos?

62. Show, don’t tell.

64. Focus on your positioning in the description text.
Repetition is power.