PERSUASIVE LANGUAGE

Ethos is an
appeal to
ethics; it is a How can you incorporate ethos? EXAMPLES:
means of • You can openly remind your audience who you are » I have been married for 58 years
convincing and why you are an authority on the subject. (‘As the and I can tell you that he will not
leading researcher, I agree…’). be a good husband to you.
the audience
of the • You can establish authority more subtly through the » Having written ten successful
use of jargon or specialized terms (‘My quantitative novels myself, I can tell you that
character or research in linguistic anthropology has shown…’). this book is worth buying.
credibility of • You can establish credibility by just using correct
the » My friend, who has a PhD in
grammar and language, using solid reasoning and
nutritional science, says that we
persuader. good arguments and therefore sounding credible
should eat fewer carbohydrates.
and trustworthy.

Why use ethos ? If your audience believe you to be a qualified, authoritative figure, or an expert
in a subject, they are more likely to be persuaded by your argument.  

TASK ONE: For each of the following, identify whether or not ETHOS is used, and explain your reasoning.
Ethos? Explain
“You should definitely get help with your The speaker is has referred to their extensive experience in this
debt, & I say that as somebody with over
30 years experience of debt counseling.”
Yes area, in order to give credit to their opinion. Somebody with over 30
years experience would surely know what he or she is talking about .
“As your father, I love you and only want
1 the best for you. Therefore when I ask
you not to go, please listen to me.”

“We really should try that recipe.

2 Someone told me that it was good.”

“The research – conducted by professors

3 at Harvard University – suggests that you
should learn a second language.
“Dentists all over the world are telling
4 their patients the same things. You must
floss regularly.”
“I read somewhere that bicarbonate of
5 soda is really useful for cleaning. You
should try it.”
 
TASK TWO: For each of the following scenarios, write your own persuasive sentences using ethos:
1. You are trying to persuade your mother to let you get a tattoo.
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2. You are attempting to convince an audience that animal testing is morally wrong.
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3. You are trying to persuade your teacher not to give you homework.
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© Stacey Lloyd 2014
PERSUASIVE LANGUAGE

Pathos is an
How can you incorporate pathos? EXAMPLES:
appeal to
• You can use descriptive language and imagery, » If you don’t go on this holiday
which evokes emotions. (‘This life-saving dishwasher you will regret it. You don’t want emotion; it is
will enhance your life and lighten your load.’) to live with regrets, do you? a means of
• You can identify values / emotions which relate » You love your dog; so buy this convincing
particularly to your audience, and play on them. (‘I dog food, as it will help him to the audience
know you care for your family, so…’) get all his nutrients. by creating
• You can use personal stories to appeal to the » You have been poorly treated. an emotional
sympathies and emotions of your audience. (‘When I You have been taken advantage response.
lost my job, I knew how important it was to…) of. Now is the time to take action.
If your audience is emotionally invested and engaged with your
Why use pathos ? cause or argument, they are more likely to be persuaded.  

TASK ONE: For each of the following, explain how pathos is used (you must identify the emotional appeal).
Explain
“Don’t be the last person to get one. Here the speaker is appealing to the audience’s sense of pride by pointing out that they will be
You don’t want to be the laughing stock laughed at if they don’t get the product. This would make the listener/reader feel compelled to get
of your school!” it, in order to maintain their dignity and not hurt their pride.
“If you don’t purchase this life
1 insurance, and something happens to
you, how will your family survive?”
“We have been mistreated, abused and
2 oppressed. They have benefited from
our suffering and we must act now!”
“We live in a great democracy. So
3 donate now and support the troops
who are protecting our freedom.”
“Just eat and don’t complain. Children
4 in Africa are starving and would give
anything to have that plate of food.”
“Caring for the environment may not
5 change your life, but it will change the
lives of your children.”
 
TASK TWO: For each of the following scenarios, write your own persuasive sentences using pathos:
1. You are trying to persuade members of your class to volunteer to tutor underprivileged children.
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2. You are attempting to convince a friend to join your sports team.
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3. You are trying to persuade an audience that they should buy a particular brand of cereal.
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© Stacey Lloyd 2014
 PERSUASIVE LANGUAGE

Logos is an How can you incorporate logos? EXAMPLES:

appeal to • You can use research and statistics to back- » I‘ve not eaten meat for 8 years, and I’m
logic; it is a up your arguments. (‘87% of students benefit fit and healthy; you can’t argue that
means of from textbooks, so...’) vegetarianism is always unhealthy.
convincing • You can use logical processes to explain your » We have conducted the experiment 57
the audience point – ‘if this… then that...’ (‘If you don’t want times and we get the same results every
gum disease, then you should brush regularly.’) single time.
through
rational • You must give convincing, solid evidence and » That is not my wallet. My wallet has a
reasons to support your claims. (‘I need a car: it tear in it. This wallet has no tear in it.
thought and would make me more independent; save me
reason. money; improve my life.)
Therefore, it cannot be mine.

If you can present a logical, rational argument to your audience, which engages
Why use logos ? their intellect and sense of reason, they are more likely to be persuaded.  

TASK ONE: For each of the following, explain whether or not you think that logos is being used effectively.
Explain

“I need new jeans. Everyone in my This isn’t an effective use of logos as the reasoning is not logical and convincing. Firstly,
✓ it’s highly unlikely that everyone has new jeans (hyperbole). Secondly, just because
class has new jeans.”
other people have new jeans, it doesn’t logically follow that the speaker needs them.
“All men and women will die. You are a
1 man. Therefore, you will die one day.”

“Everyone has children. Therefore,

2 everyone needs to think about the
schooling of his or her children.”
“You don’t need to jump in front of a
train to know it’s a bad idea; so why do
3 you need to try drugs to know if they’re
damaging?”
“Cigarette smoke contains over 4,800
4 chemicals, 69 of which are known to
cause cancer. So why start smoking?”
“Every morning the rooster crows, then
5 the sun rises. Therefore the rooster
causes the sun to rise.”
 
TASK TWO: For each of the following scenarios, write your own persuasive sentences using logos:
1. You are trying to persuade your brother to stop eating chocolate.
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2. You are attempting to convince your class that they shouldn’t drink and drive.
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3. You are trying to persuade an audience that they should exercise more often.
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© Stacey Lloyd 2014
 ETHOS, PATHOS, LOGOS
Read each passage and determine if the argument is using Ethos, Pathos, or Logos.

1. When I am the nominee, I will offer a clear choice. John McCain won't be able to say that I ever
supported this war in Iraq, because I opposed it from the beginning. Senator McCain said the other day
that we might be mired for a hundred years in Iraq, which is reason enough to not give him four years in
the White House.

If we had chosen a different path, the right path, we could have finished the job  in  Afghanistan, and put
more resources into the fight against bin Laden; and instead of spending hundreds of billions of dollars in
Baghdad, we could have put that money into our schools and hospitals, our road and bridges – and that's
what the American people need us to do right now.

Barack Obama Potomac Primary Night Speech February 12, 2008

Method: ___________________________

Why:
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2. Apple has come down from $363 in February to $316 Monday. Furthermore, that masks the fact that
the company is sitting on a ton of net cash. At the end of the last quarter, cash, securities and other liquid
assets exceeded liabilities by $51 billion, or around $55 a share. This may top $60 by the end of this
quarter.

So the cash-free stock price — the enterprise value of the business— may only be around $260.

That’s barely 10 times forecast earnings of $25 for the fiscal year ending in September. It’s just nine times
next year’s forecast earnings. And it’s only around 2.3 times this year’s sales.

Brett Arrends "Is Apple Becoming a Value Stock." on Marketwatch.com June 21st 2011

Method: ___________________________

Why:
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3. Kimberly N. had a senior position at a charitable organization when her son was born. She planned
for a six-week maternity leave, but her son was born with a life-threatening condition, and she ended up
taking 12 weeks with partial pay. Kimberly’s supervisor was unhappy that she took such a long leave and
refused to let her work part-time or from home. After going back to work, Kimberly had a terrible
performance evaluation that contrasted sharply with her previous positive evaluations. She soon left her
job, which significantly impacted family finances. Savings quickly dwindled, debts grew, and Kimberly filed
for bankruptcy. A few months later, she found a part-time job at a lower level with no benefits but was
laid off when the recession hit. She worries that future employers will question her period of
unemployment.

An Argument for Parental Leave in the United States, written by: Walsch , Janet. Failing It's
Families New York City, NY: Human Rights Watch, 2011 Online

Method: ___________________________

Why:
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4. "I have pledged myself and my colleagues in the cabinet to a continuous encouragement of initiative,
responsibility and energy in serving the public interest. Let every public servant know, whether his post is
high or low, that a man's rank and reputation in this Administration will be determined by the size of the
job he does, and not by the size of his staff, his office or his budget. Let it be clear that this Administration
recognizes the value of dissent and daring -- that we greet healthy  controversy as the hallmark of healthy
change. Let the public service be a proud and lively career. And let every man and woman who works in
any area of our national government, in any branch, at any level, be able to say with pride and with honor
in future years: 'I served the United States Government in that hour of our nation's need.'"

John F. Kennedy State of the Union Message, January 30, 1961

Method: ___________________________

Why:
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5. Two major studies from military intelligence experts have warned our leaders about the dangerous
national security implications of the climate crisis, including the possibility of hundreds of millions of
climate refugees destabilizing nations around the world. Just two days ago, 27 senior statesmen and
retired military leaders warned of the national security threat from an “energy tsunami” that would be
triggered by a loss of our access to foreign oil. Meanwhile, the war in Iraq continues, and now the war in
Afghanistan appears to be getting worse.

Al Gore "A Generational Challenge to Repower America" July 17th 2008

Method: ___________________________

Why:
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6. The Rangers looked up and saw the enemy soldiers -- at the edge of the cliffs shooting down at them
with machine guns and throwing grenades. And the American Rangers began to climb. They shot rope
ladders over the face of these cliffs and began to pull themselves up. When one Ranger fell, another
would take his place. When one rope was cut, a Ranger would grab another and begin his climb again.
They climbed, shot back, and held their footing. Soon, one by one, the Rangers pulled themselves over
the top, and in seizing the firm land at the top of these cliffs, they began to seize back the continent of
Europe. Two hundred and twenty-five came here. After two days of fighting, only 90 could still bear arms.

Behind me is a memorial that symbolizes the Ranger daggers that were thrust into the top of these cliffs.
And before me are the men who put them there. These are the boys of Pointe de Hoc. These are the
men who took the cliffs. These are the champions who helped free a continent. These are the heroes who
helped end a war.

Gentlemen, I look at you and I think of the words of Stephen Spender's poem. You are men who in your
"lives fought for life...and left the vivid air

Ronald Reagan "The Boys of Point Du Hoc" Normandy France June 6th 1984

Method: ___________________________

Why:
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7. This country is more decent than one where a woman in Ohio, on the brink of retirement finds
herself one illness away from disaster after a lifetime of hard work.

This country is more generous than one where a man in Indiana has to pack up the equipment he's
worked on for twenty years and watch it shipped off to China, and then chokes up as he explains how he
felt like a failure when he went home to tell his family the news.

We are more compassionate than a government that lets veterans sleep on our streets and families slide
into poverty; that sits on its hands while a major American city drowns before our eyes.

Barack Obama Night Before the Election Speech Manassas, Prince William County,
Virginia November 3, 2008

Method: ___________________________

Why:
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8. The little crowd of mourners-all men and boys, no women — threaded their way across the market-
place between the piles of pomegranates and the taxis and the camels, wailing a short chant over and
over again. What really appeals to the flies is that the corpses here are never put into coffins, they are
merely wrapped in a piece of rag and carried on a rough wooden bier on the shoulders of four friends.
When the friends get to the burying-ground they hack an oblong hole a foot or two deep, dump the body
in it and fling over it a little of the dried-up, lumpy earth, which is like broken brick. No gravestone, no
name, no identifying mark of any kind. The burying-ground is merely a huge waste of hummocky earth,
like a derelict building-lot. After a month or two no one can even be certain where his own relatives are
buried.

When you walk through a town like this — two hundred thousand inhabitants, of whom at least twenty
thousand own literally nothing except the rags they stand up in — when you see how the people live, and
still more how easily they die, it is always difficult to believe that you are walking among human beings.

George Orwell "Marakesh" 1939

Method: ___________________________

Why:
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Name Ethos, Pathos, Logos

Ethos | Pathos | Logos

Respond to the argumentative writing prompt using a
combination of ethos, pathos. and logos. In the margin,
indicate which rhetorical device you are using where.

Should a college education be free?

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