Name:______Hour:____
Argument Target: I CAN identify the major elements of an argument.
To learn this, I will take a close look at Aristotle’s three different means of persuasion and identify them within statements.
Understanding Argument and Persuasion through Ethos, Pathos, and Logos
The goal of argumentative writing is to persuade your audience that your ideas are valid, or more valid than someone else's. The Greek philosopher Aristotle divided the means of persuasion, appeals, into three categories--Ethos, Pathos, Logos.
Ethos (Credibility), or ethical appeal, means convincing by the character of the author. We tend to believe people whom we respect. One of the central problems of argumentation is to project an impression to the reader that you are someone worth listening to, in other words making yourself as author into an authority on the subject of the paper, as well as someone who is likable and worthy of respect.
Pathos (Emotional) means persuading by appealing to the reader's emotions. We can look at texts ranging from classic essays to contemporary advertisements to see how pathos, emotional appeals, are used to persuade. Language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument.
Logos (Logical) means persuading by the use of reasoning. This will be the most important technique we will study, and Aristotle's favorite. We'll look at deductive and inductive reasoning, and discuss what makes an effective, persuasive reason to back up your claims. Giving reasons is the heart of argumentation, and cannot be emphasized enough. We'll study the types of support you can use to substantiate your thesis, and look at some of the common logical fallacies, in order to avoid them in your writing.
Further explanation of Ethos, Pathos, and Logos.
Logos (Greek for 'word') refers to the internal consistency of the message--the clarity of the claim, the logic of its reasons, and the effectiveness of its supporting evidence. The impact of logos on an audience is sometimes called the argument's logical appeal.
Ethos (Greek for 'character') refers to the trustworthiness or credibility of the writer or speaker. Ethos is often conveyed through tone and style of the message and through the way the writer or speaker refers to differing views. It can also be affected by the writer's reputation as it exists independently from the message--his or her expertise in the field, his or her previous record or integrity, and so forth. The impact of ethos is often called the argument's 'ethical appeal' or the 'appeal from credibility.'
Pathos (Greek for 'suffering' or 'experience') is often associated with emotional appeal. But a better equivalent might be 'appeal to the audience's sympathies and imagination.' An appeal to pathos causes an audience not just to respond emotionally but to identify with the writer's point of view--to feel what the writer feels. In this sense, pathos evokes a meaning implicit in the verb 'to suffer'--to feel pain imaginatively.... Perhaps the most common way of conveying a pathetic appeal is through narrative or story, which can turn the abstractions of logic into something palpable and present. The values, beliefs, and understandings of the writer are implicit in the story and conveyed imaginatively to the reader. Pathos thus refers to both the emotional and the imaginative impact of the message on an audience, the power with which the writer's message moves the audience to decision or action.
[The above text drawn verbatim from Ramage, John D. and John C. Bean.Writing Arguments.4th Edition. Needham Heights, MA: Allyn & Bacon, 1998, 81-82.]
EXAMPLES:
Aristotle’s "ingredients for persuasion" – otherwise known as "appeals" – are known by the names of ethos, pathos, and logos. They are all means of persuading others to take a particular point of view.
Appeals to Ethos
"As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results."
"My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition, make me the ideal candidate for your mayor."
"The veterinarian says that an Australian shepherd will be the perfect match for our active lifestyle."
"If his years as a Marine taught him anything, it’s that caution is the best policy in this sort of situation."
"You know me – I’ve taught Sunday School at your church for years, babysat your children, and served as a playground director for many summers."
"Our expertise in roofing contracting is evidenced not only by our 100 years in the business and our staff of qualified technicians, but in the decades of satisfied customers who have come to expect nothing but the best."
Appeals to Pathos
"If we don’t move soon, we’re all going to die! Can’t you see how dangerous it would be to stay?"
"I’m not just invested in this community – I love every building, every business, every hard-working member of this town."
"There’s no price that can be placed on peace of mind. Our advanced security systems will protect the well-being of your family so that you can sleep soundly at night."
"Where would we be without this tradition? Ever since our forefathers landed at Plymouth Rock, we’ve celebrated Thanksgiving without fail, making more than cherished recipes. We’ve made memories."
"They’ve worked against everything we’ve worked so hard to build, and they don’t care who gets hurt in the process. Make no mistake, they’re the enemy, and they won’t stop until we’re all destroyed."
"Don’t be the last person on the block to have their lawn treated – you don’t want to be the laughing stock of your community!"
Appeals to Logos
"It’s a matter of common sense that people deserve to be treated equally. The Constitution calls it ‘self-evident.’ Why, then, should I have been denied a seat because of my disability?"
"More than one hundred peer-reviewed studies have been conducted over the past decade, and none of them suggests that this is an effective treatment for hair loss."
"History has shown time and again that absolute power corrupts absolutely."
"Private demand for the product has tapered off for the past three years, and this year’s sales figures are at an all-time low. It’s time to research other options."
"The algorithms have been run in a thousand different ways, and the math continues to check out."
"In 25 years of driving the same route, I haven’t seen a single deer."
"He has a track record of success with this company, culminating in some of our most acclaimed architecture to date and earning us Firm of the Year nine times in a row."
Instructions: Read the following statements and identify their persuasive appeal. Write the word ETHOS, LOGOS, or PATHOS next to the statement to identify it.
"He is a forensics and ballistics expert for the federal government – if anyone’s qualified to determine the murder weapon, it’s him."______
"You don’t need to jump off a bridge to know that it’s a bad idea. Why then would you need to try drugs to know if they’re damaging? That’s plain nonsense."______
"Research compiled by analysts from NASA, as well as organizations from five other nations with space programs, suggests that a moon colony is viable with international support."______
"Based on the dozens of archaeological expeditions I’ve made all over the world, I am confident that those potsherds are Mesopotamian in origin."______
"You should consider another route. I heard that that street is far more dangerous and ominous at night than during the daytime."______
"Better men than us have fought and died to preserve this great nation. Now is our turn to return the favor. For God and country, gentlemen!"______
"If my age doesn’t convince you that my opinion matters, at least consider that I am your grandfather and I love you dearly."______
"You’ll make the right decision because you have something that not many people do: you have heart."______
"The data is perfectly clear: this investment has consistently turned a profit year-over-year, even in spite of market declines in other areas."______
"Ladies and gentlemen of the jury: we have not only the fingerprints, the lack of an alibi, a clear motive, and an expressed desire to commit the robbery… We also have video of the suspect breaking in. The case could not be more open and shut."______
"After years of this type of disrespect from your boss, countless hours wasted, birthdays missed… it’s time that you took a stand."______
"Doctors all over the world recommend this type of treatment."______
"If you’re still unsure, please consider that my advanced degree and field work speak for themselves."______
"You will never be satisfied in life if you don’t seize this opportunity. Do you want to live the rest of your years yearning to know what would have happened if you just jumped when you had the chance?"______