Three Pillars of

Persuasion

Establishing Rhetorical Techniques

What is rhetoric?

Rhetoric is the art of speaking or writing persuasively.

Persuasion is writing or speaking in an attempt to convince people to accept a position or take a desired action.

There are 3 types of persuasive/rhetorical appeals.

Ethos (Ethical Appeal)

used to establish the writer as fair, open-minded, honest, and knowledgeable about a subject matter

the author is credible and trustworthy/judgment of character

worthy of respect

Recognizing EthosWhat are the writer’s qualifications? How has the writer connected him/herself to the topic being discussed?

Does the writer demonstrate respect for multiple viewpoints by using sources in the text?

Are sources credible? Are sources documented appropriately?

Does the writer use a tone that is suitable for the audience/purpose? Is the diction (word choice) used appropriate for the audience/purpose?

Is the document presented in a polished and professional manner?

Pathos (Emotional Appeal)

persuading by appealing to the reader's emotions

language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument

appeals to the audience’s beliefs and values

Recognizing Pathos

Are vivid examples, details and images used to engage the reader’s emotions and imagination?

Does the writer appeal to the values and beliefs of the reader by using examples readers can relate to or care about?

Logos (Logical Appeal)

logical appeal is the strategic use of logic, claims, and evidence to convince an audience of a certain point

persuading by the use of reasoning

strong evidence includes: facts, statistics, personal experience, expert authority, interviews, observations, and anecdotes

Recognizing Logos

Is the thesis clear and specific?

Is the thesis supported by strong reasons and credible evidence?

Is the argument logical and arranged in a well-reasoned order?