Think of all those commercials asking for donations to animal shelters featuring adorable puppies and kittens gazing sadly at the camera. This involves trying to spark a specific emotional reaction– such as fear, anger, excitement, sadness, or sympathy– that will further your argument. Whenever you appeal to your audience’s emotions or sense of empathy, you’re using pathos. “Writing my doctoral thesis on the correlation between regular exercise and lifetime satisfaction rate has taught me that encouraging your children to join a sports team can hold many benefits.”.“In my thirty years of working as a family dentist, _ has always been the toothpaste brand that maintains the best protection for my clients’ teeth.”.They may not be experts in the product’s field, but the public is more likely to believe a figure they recognize and admire. This is also why some companies use celebrity endorsements for their products– just take a look at all the sports brands backed by professional athletes. Makes sense, right? When it comes to choosing the best allergy medication, you’d probably be more willing to buy the brand supported by a local doctor rather than by your next door neighbor. People are more likely to believe a source that holds some form of credit, whether that be due to power or expertise in a certain field. Using ethos involves appealing to audiences by referencing the authority, credibility, or popularity of the speaker. Whether you realize it or not, you probably use at least one of these appeals every time you argue with someone! As modes of persuasion, ethos, pathos, and logos are also heavily featured in marketing. The ancient Greek philosopher described three main modes of persuasion: ethos, pathos, and logos. Using rhetorical appeals to convince or argue with an audience dates all the way back to the life of Aristotle.
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