Aristotle And The Three Means Of Persuasion

Logos, ethos, and pathos are essential components used in advertising. By learning to recognize logos, ethos, and pathos in advertising, we are able to understand the message and what is being portrayed. (Albert et al, 2014), suggested that Aristotle postulated that a speaker’s ability to effectively convince an audience is constructed on how well the speaker appeals to that audience in three different areas: logos, ethos, and pathos. These appeals together form what Aristotle calls a rhetorical triangle.

Thus, by creating appeals to logos, pathos, and ethos, companies use advertisements as powerful persuasive tools. This can be done through the careful selection of color, imagery, narration, design, and layout, to name a few significant elements. When used correctly, these rhetorical strategies can make the difference between whether a product or idea is embraced or rejected by the

Aristotle has an idea that there are three rhetorical appeals people can use to persuade someone else – ethos, pathos and logos. Each of them is very useful and the persuasion will be most effective when three of them are all used. Amy Tan used all in “Mother Tongue.”

In speaking of effective rhetorical persuasion, we must appeal to our target audience in a way that will get them to accept or act upon the point of view we are trying to portray. Aristotle said that we persuade others by three means: (1) by the appeal to their reason (logos); (2) by the appeal to their emotions (pathos); and (3) by the appeal of our personality or character (ethos) (Corbett and Connors 32). When Socrates, an infamous rhetorician, gave his “apology” to his fellow Athenians after being accused of atheism or not believing in the gods and corrupting the youth with similar teachings, he employed all three modes of persuasion to prove his innocence. Despite the

Many businesses and organization use the method of advertisement to sell their products. Ads enhance products and encourage the audience to buy its products. There are many strategies in which influence how successful an ad can sell its product. In this essay, I will be conducting a rhetoric analysis on a chip advertisement created by Popchips. This essay should identify the audience the ad is trying to reach; the message the ad delivers; and the three modes of persuasion (ethos, logos, and pathos) that are used in this ad. For reference, this ad can be found at the end of this essay.

What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.

Aristotle also believed that rhetoric can be forensic, epideictic, and deliberative, which is the second division of his work. The art of persuasion and a way of advising about things to come is the best definition of deliberate rhetoric. This pattern has been used throughout the film and it is another obvious appeal to make it more effective and achieve its goals. Aristotle argues that “for using deliberative rhetoric, the speaker needs to consider deterrents, inducements and the motives people have for avoiding or doing the actions in the question”

Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion.

The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

According to Aristotle “the character ethos of the speaker is a cause of persuasion when the speech is so uttered as to make him worthy of belief, for

As first stated by the ancient Greek philosopher Aristotle, the art of rhetoric in persuasive speaking is based upon the usage of the three key components, logos, ethos and pathos. Logos representing the usage of logic and reasoning within the speech or text, ethos representing the writer or speaker’s credibility and pathos representing how the speaker or author establishes an emotional connection with the audience. In former president Bill Clinton’s 2012 democratic national convention he relies heavily upon Aristotle’s persuasive speaking techniques to help convince the participants of the convention and those watching at home to reelect the nominee of the Democratic Party, current

Gerard A. Hauser covers a plethora of details on how to create a well-made persuasive argument in his book, an Introduction to Rhetorical Theory; however, he covered three specific essentials that are necessary for persuasion: the components logos, pathos and ethos; purposive discourse and rhetorical competence; identification. I will argue for each constituent, respectively, to prove that persuasion cannot thrive without the aforementioned essentials.

In Rhetoric, Aristotle states, “Let rhetoric be [defined as] an ability, in each [particular case], to see the available means of persuasion” (Kennedy, 2007, p. 37). Aristotle is saying that rhetoric is not just the art of persuasion through speech. He was saying that rhetoric is the art of discovering the methods of persuasion available in all situations. This relates to the goal of many figures in the current day political climate. This goal is to discover methods of persuading as many people as possible as often as possible. A politician’s use or rhetoric can be compared to Aristotle’s study of rhetoric in that both utilize the artistic proofs and practice the three species of rhetoric. Aristotle’s definition of rhetoric closely matches the goals of modern politicians, and so rhetoric has become ingrained into our modern day political process.

Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals:

Advertising is an essential for today’s business firms. The intention of advertising is to enhanced sales in the goods and services by capturing the attention of the people. The goal of advertising is to make awareness in the people minds. In Jib Fowles article, "Advertising's Fifteen Basic Appeals", he addressed about how advertisers try to sell goods and services by posting messages through either observed or written messages. According to Jib Fowles, “Advertisers want to circumvent this shell of consciousness if they can and latch on to one of the lurching subconscious drives” (28). In an outstanding advertisement, while trying to sell the goods the advertiser also draws full outlines in the consumer's mind, because it’s a part of the