Ethos (Ethical
Appeals)
Definition: speakers appeal to ethos
to indicate that they are reasonable and reliable. Very often appeal to ethos
underline shared values between the speaker and the audience. Overall the
speaker’s ethos – knowledge, and experience with the audience are factors that
give the audience a reason to listen to this person.
Visual Example: Icy Hot Advertisement
In order to indicate that the product is reasonable they
used a famous basketball player to portray their message. They appealed to
authority meaning that they used someone of higher power. They are certain that
the audience will want to buy this product. This is also a way to demonstrate
that they are reliable and if a basketball uses it, then the product is
certainly great and it works. They did not just pick anyone; they made sure to
pick an athlete who might have back pain after a game. This proves that Shaquille
O’Neal uses icy hot and that relieves him from his pain. The experience and the
knowledge the speaker has, gives the audience a reason to go out there and buy
this product. Trying to convince the audience with a character or credibility.
Textual Example #1: Electronic Cigarettes
Dr. Siegel is a professor in the Department of Community
Health Sciences, and has twenty-five years of experience in the field of
tobacco control. The article speaks about how the FDA wants to ban electronic
cigarettes because it is harmful to people’s health. This is where Dr.Siegel
comes in; he says that they know a lot more of what is in electronic cigarettes
than in regular cigarettes. You can see that the article appeals to ethos
because they included a doctor who has many years in the field of tobacco to
speak about how electronic cigarettes are better than regular cigarettes. The
audience will want to listen to the doctors reasons and ideas because they know
that it is coming from someone who spent years studying about what is in a
cigarette and why electronic is better. Dr.Siegel said if they disallow
electronic cigarette it would harm public health. This is an appeal to ethical
ideas because they are presenting their ideas about electronic cigarettes and
trying to convince FDA not to ban them by introducing their opinion and facts
through a doctor.
"The Rest of the Story: Tobacco News Analysis and
Commentary." Weblog post. : New Article on Electronic Cigarettes Finds That Anti-Smoking Groups and Tobacco
Companies Are Curious Bedfellows. n.p., 16 Dec. 2010. Web. 22 . Sept.
2013.
Textual Example#2: Never Give Up Speech
Jim Valvano gave a speech on ESPN while he was suffering
from a bone cancer. Jim Valvano was an American basketball coach. In his speech
he appeals to ethos because he connects with the audience and speaks to them
like friends by asking them to please support the Jimmy V Foundation. He also
gives them advice such as to laugh, cry, and think everyday. These three
factors are what gets him through life every day. The audience certainly has a
reason to listen because he is a well-known character and he is speaking of how
he is happy and enjoys his life even though he is dying from bone cancer. The
main purpose of his speech was to convince his audience to support his
foundation for research on cancer; he needs their help. Jim Valvano initiates
ethos through what he is saying in his speech by sounding realistic,
sympathetic, well informed, and acknowledging.
"Valvano’s ‘Never Give Up’ Speech 20 Years Old." Outside the Beltway. n.p., 4 Mar.
2013. Web. 22 Sept. 2013
Pathos
(Emotions)
Definition: an appeal to emotions, desires and
expectations. When you use pathos in a text or a commercial you appeal to the
audiences sentiments.
Visual Example: Animals
Abuse
First and foremost, when the writer uses a type of song such
as the one in this video, he or she is attempting to engage a reader’s emotion.
This song produces and emotional response, because the first thing you hear is
this sad and depressing song which already breaks your heart, then you see a
picture of a dog who looks miserable. The pictures shown in this video prove
how animals are abused everyday around the world and just seeing how these
animals are hurt goes straight to the heart. The way this video is filmed shows
you how the animals are feeling, meaning the camera focuses only on their faces
and most of the time their eyes. The tone used by the speaker also appeals to
the audiences’ emotions; she speaks softly, low, and gently. “ Right now there is
an animal that needs your help,” says it all because she is explaining that they
are in substandard conditions and the only person that can help them is YOU.
Textual Example #1: Martin Luther King “I Have
a Dream”
"I say to you
today, my friends, so even though we face the difficulties of today and
tomorrow, I still have a dream. It is a dream deeply rooted in the American
dream."
"This is our
hope. This is the faith that I go back to the South with. With this faith we
will be able to hew out of the mountain of despair a stone of hope. With this
faith we will be able to transform the jangling discords of our nation into a
beautiful symphony of brotherhood. With this faith we will be able to work
together, to pray together, to struggle together, to go to jail together, to
stand up for freedom together, knowing that we will be free one day."
In
Martin Luther King’s “I Have a Dream” speech, he appeals to his audience’s
emotions. The words he decided to present in his speech clearly shows you that
he is trying to convey a message by getting to his audience’s emotions. The
tone of the speech also affects his audience, for example when he says, “I
still have a dream”, meaning that no matter what happens he still has hope and
will fight for this. When he says “My friends” he wants to make the audience
feel comfortable and make them feel included, this shows how he wants to convey
emotion. When he says “with this
faith we will be able to transform the jangling discords of our nation into a
beautiful symphony of brotherhood”, I believe this is the most important phrase
in this text because he has faith that one day they will all become friends and
get along, and the use of “brotherhood” goes straight to the audience’s hearts.
"Martin Luther King I Have a Dream Speech - American
Rhetoric." Martin Luther King
I Have a Dream Speech - American Rhetoric. n.p., n.d. Web. 22 Sept. 2013.
Textual Example #2: Stop Child Labor
This text appeals to emotions from the beginning to the end.
The writer starts off with statistics, by appealing to logic, but further down
in the text he goes into depth about the treatment these children receive. The
children work for hours and only get paid a penny, they get killed if they try
to escape, and get raped all the time. These details appeal to the audience’s
emotions because not a single parent would want this for his or her child. The
writer is trying to create awareness and trying to convince the government and
people around the world to open a school for countries where the population is
poor and cannot afford to pay. The speaker explains every little detail about
child labor and he makes sure to tell his audience that a child might of
manufactured the clothes they are wearing right now. By presenting this to
people, it might change the way they see things about child labor and help in
the contribution of school for the less fortunate in order for them to have a
good job.
Faded. "Stop Child Labour (Speech)." Teen Ink. n.p., n.d. Web. 22 Sept. 2013.
LOGOS
(REASON)
Definition: offering clear and
rational ideas and using specific details, example, facts, and statistics to
back it up. Graphs and charts are used sometimes as evidence.
Visual Example: Water
Conservation
The “Water Conservation” video appeals to logos because of
the amount of statistics and numbers used while the speaker was presenting his
ideas. This video basically explains how everyone around the world spends 100
gallons of water, and how no one conserves water. The video goes more in extent
about the usage of water and how many gallons it is. They used numbers as
evidence, and this is a way of convincing your audience to conserve water. When
the speaker uses specific examples and logical ideas to prove his or her point
then the audience has the urge to stop or follow this idea presented. This
video presents the idea by using facts, statistics, and specific examples.
Textual Example #1: President Clinton 1996
State of Union Speech
"To the media, I
say you should create movies and CDs and television shows you'd want your own
children and grandchildren to enjoy. I call on Congress to pass the requirement
for a V-chip in TV sets so that parents can screen out programs they believe
are inappropriate for their children. When parents control what their young
children see, that is not censorship; that is enabling parents to assume more
personal responsibility for their children's upbringing. And I urge them to do
it."
In this specific part of President Clinton’s speech, he
introduces an idea to the media and backs up his ideas by facts; he is
appealing to logic. He is trying to convince the media to pass the requirement
for a V-ship, which basically screens out programs that are inappropriate for
children. He is backing up his argument by saying that if parents begin to control
what their children watch then that is assuming personal responsibility and not
censorship. The parents are basically protecting their children by enabling
them to watch inappropriate TV shows, and that is what will make families
stronger in America. He offered a clear rational idea, and used specific
details, and examples to prove and back up his concept.
The Three
Appeals. n.p.. Web. 22 Sept 2013. <http://papyr.com/hbp/appeals.htm>.
Textual Example #2: Breast Cancer Risk
University of Adelaide Researchers have made a discovery
that points out the role of immune cells in the chance of developing breast cancer.
The writer appeals to logos by providing statistics and facts about the factors
that can cause breast cancer. In order to get their audiences attention they
had an Associate Professor Ingman who is the head of the breast Biology &
Cancer Unit with the University of Adelaide speak about his research and what he
thinks about the cells. The researchers created a logical argument that
involved evidence from experts, facts, and data that can persuade their
audience. This also included reliable research and a concrete main idea to show
the accuracy of their argument.
Immune Cells Open Window to Breast Cancer Risk." ScienceDaily. ScienceDaily, 19 Sept.
2013. Web. 22 Sept. 2013.
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