Providing Support:

The Three Appeals

Emotion

Reliability Logic

https://www.youtube.com/watch?v=NwGOqnZasPI

Aristotle (384-322 BC)

In rhetoric (art of persuasion), there are three appeals:1. Logic (logos)2. Emotion (pathos)3. Reliability (ethos)

1. Logic (logos)

Definition: Use of logic and sound reasoning.

EXAMPLES:

● Factual data ● Statistics

● Definitions● Word analogies

Example of Appeal to Logic

According to a Pew Research Center survey, about 21 percent of Americans — 18 years and older — are now reporting that they're online "almost constantly."

The survey unearthed that 73 percent of Americans go online daily and that roughly 21 percent go online "almost constantly." The same survey reported that 42 percent of Americans go online several times throughout a day, while 10 percent surf the web only about once per day. The Pew Research Center survey also found 13 percent of Americans to not use the Internet at all ... which is a pretty significant number as well.

Leniwalla, Mark. "21 Percent Of Americans Are Online Constantly, According To Survey." Tech Times, 08 Dec. 2015. Web. 10 May 2016.

Is this an effective appeal to logic?

YES NO Explain:

1. All men and women will die. You are a man. Therefore, you will die one day.

✔

Everyone will eventually die, regardless of whether you are male or female.

2. Everyone has children. Therefore, everyone needs to think about the schooling of his or her children.

✔

Not every person has children, so that is not good logic.

3. Cigarette smoke contains over 4,800 chemicals, 69 of which are known to cause cancer. So why start smoking?

✔

The statistic emphasizes the claim.

2. Emotion (pathos)

Definition: Use of emotionally charged reasoning with vivid visuals that affect the audience's emotions.

EXAMPLES:

● Rhetorical questions● Vivid, concrete

language● Emotional language

● Emotional tone● Figurative language● Anecdotes (personal

stories).

Example of Appeal to Emotion

"I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. And some of you have come from areas where your quest -- quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality. You have been the veterans of creative suffering. Continue to work with the faith that unearned suffering is redemptive. Go back to Mississippi, go back to Alabama, go back to South Carolina, go back to Georgia, go back to Louisiana, go back to the slums and ghettos of our northern cities, knowing that somehow this situation can and will be changed."

“I Have a Dream” by Martin Luther King Jr. August 28th, 1963.

How is this an appeal to emotion? EXPLAIN:

1. If you don’t purchase this life insurance, and something happens to you, how will your family survive?

This statement appeals to the reader’s emotions of fear and love for their family.

2. We have been mistreated, abused and oppressed. They have benefited from our suffering and we must act now!

This statement appeals to the reader’s emotions of pity for people’s suffering.

3. Caring for the environment may not change your life, but it will change the lives of your children.

This statement appeals to the reader’s emotions of fear and love for their family.

3. Reliability (ethos)

Definition: Use of trustworthy, credible information that proves the reliability of the author.

EXAMPLES:

● Language appropriate to the audience and subject.

● Multiple perspectives.

● Quotations from expert sources.

● Using correct grammar and syntax.

Example of Appeal to Reliability

"I will end this war in Iraq responsibly, and finish the fight against al Qaeda and the Taliban in Afghanistan. I will rebuild our military to meet future conflicts. But I will also renew the tough, direct diplomacy that can prevent Iran from obtaining nuclear weapons and curb Russian aggression. I will build new partnerships to defeat the threats of the 21st century: terrorism and nuclear proliferation; poverty and genocide; climate change and disease. And I will restore our moral standing, so that America is once again that last, best hope for all who are called to the cause of freedom, who long for lives of peace, and who yearn for a better future."

Presidential Candidate Acceptance Speech by Barack Obama. August 28th, 2008.

Is it an appeal to the author’s reliability?

EXPLAIN:

1. We really should try that recipe. Someone told me that it was good.

No “Someone” is vague and the informal tone suggests that the writer is not an expert with the recipe.

2. The research – conducted by professors at Harvard University – suggests that you should learn a second language.

Yes The writer cites support from professors at Harvard University, an expert source on learning.

3. Dentists all over the world are telling their patients the same things. You must floss regularly.

Yes The writer cites support from dentists, an expert source on flossing.

Identify the Three Appeals

1. _____ A child is shown covered in bug bites after using an inferior bug spray.

2. _____ Tiger Woods endorses Nike.

3. _____ Sprite Zero is 100% sugar-free.

4. _____ A 32-oz. bottle of Tide holds enough to wash 32 loads.

5. _____ A commercial shows an image of a happy couple riding in a Corvette.

Identify the Three Appeals

1. __P__ A child is shown covered in bug bites after using an inferior bug spray.

2. __E__ Tiger Woods endorses Nike.

3. __L__ Sprite Zero is 100% sugar-free.

4. __L__ A 32-oz. bottle of Tide holds enough to wash 32 loads.

5. __P__ A commercial shows an image of a happy couple riding in a Corvette.

Identify the Three Appeals

6. __E__ Cardiologists recommend Ecotrin more than any other brand of aspirin.

7. __L__ Advil Liqui-Gels provide up to 8 hours of continuous pain relief.

8. __E__ Miley Cyrus appears in Oreo advertisements.

9. __L__ People who need more energy drink Red Bull Energy Drink.

10. __P__ A commercial shows people smiling while smoking cigarettes.

Appeals

in Commercials

Commercial Dig

1. We will watch 10 commercials.2. While you are watching, consider the following:

● What is being advertised● The strongest appeal used (logic, emotion,

reliability)● Explain how this appeal is used

3. After watching them a second time, record your answers on your handout for 5 of the commercials.

Commercial Dig Playlist

https://www.youtube.com/playlist?list=PLE9WOsMubagJKG-YX71WTYtI3mJSg8ams

Commercial Dig Answers

What is being advertised? Appeal Used:

1. Dayquil & Nyquil Reliability

2. Snickers Emotion

3. Campbell’s Soup Logic

4. Oxiclean Logic

5. Progressive Insurance Reliability

Commercial Dig Answers

What is being advertised? Appeal Used:

6. Allstate Emotion

7. Gatorade Reliability

8. U.S. Airways Logic

9. Colgate Reliability

10. Animal Cruelty Emotion

Magazine Ad Dig

Appeal to

Emotion

Front side.

Back side.How this ad

appeals to

emotion:

This ad appeals to the emotion of sadness because I feel sorry for the sick children.

1. Choose three print ads that show the three appeals.

2. Cut out the labels and glue them to the appropriate ad.

3. Staple the ads to the back of the “Support…” packet.