Appeals of Ethics, Emotions, and Logic
ETHOS | ETHICAL APPEAL
• Phronesis: Practical Wisdom/Display of
Expertise
o Present a carefully crafted and edited
argument
o Convince the audience that the writer is
reliable and knowledgeable
o Present sound logic (logos)
o Present reliable/credible evidence
(logos)
PATHOS | EMOTIONAL APPEAL:
• Include vivid anecdote
• Incorporate inductive reasoning (moving
from the specific to the general—think:
“scientific method”—what is understood
through observation)
o Syntax

experiment with appropriate
informal sentence structure
• Use deductive reasoning (moving from the
general to the specific—a set of “valid”
premises build to a conclusion)
o Word Choice/Phrasing
• Arete: Virtue, Courage/ Display of
Sound/Trustworthy Character
o Ensure all information is credible and
cited (zero plagiarism)
o Treat the topic of discussion fairly;
show both sides of the argument

imagery: language that evokes
the senses

concrete description

strong connotative language

explore euphemisms, idioms,
and/or colloquialism
o
Compare/Contrast

o
Cause/Effect
figurative language devices such
as metaphor, hyperbole,
personification, satire/irony etc.
o
Division & Process Analysis
o
Definition
o
Classification
o
Example

o Limit biased viewpoint
o Show written “voice” in argument
REASON:
• Create evocative/emotional tone and
narrative presence
o Presents self as well-versed/researched
in the subject matter
• Eunoia: Display of Speaker/Writer’s
“Goodwill” to Audience
LOGOS | LOGICAL APPEAL:
o
Create a syllogism
• Avoid “logical fallacies”
• Employ expository modes of discourse for
specific effects:
experiment with appropriate
informal language
CONCERETE EVIDENCE:
The Use of Appeals as Strategies
o Make the audience believe the
speaker/author is trustworthy
Audience:
o Demonstrate the speaker/writer knows
the audience and respects them—
strives to create “common ground”
Ethos
Pathos
o Shows concern in communicating with
the audience
Logos
Hostile
✔
Wavering
Supportive
✔
✔
✖
✔
✔✔
✔✔
✔
✖
o
Argue from precedent
o
Provide testimony
o
Draw analogies/create
metaphors
o
Cite authorities
o
Quote research
o
Use facts
Adapted from The AP Vertical Teams Guide for English. 2002 &
“Strategies” Diagram from HCC 1302 Study Guide