English Composition › Section I · Rhetorical analysis › Topic I.1
Rhetorical strategies: ethos, pathos, logos
Every advert, op-ed and campaign speech is built from a small set of persuasive tools. Learning to name them, and to judge how well they work, makes you a sharper reader and a more convincing writer.
In this topic
- Persuasion all around you
- Aristotle's three proofs
- Ethos: the appeal of credibility
- Pathos: the appeal to emotions and values
- Logos: the appeal to reason
- Kairos: the right moment
- Devices that sharpen an appeal
- Strategies that sidestep reasoning
- Worked example: a letter to a local paper
- Worked example: an advert with mixed appeals
- Common mistakes to avoid
- Key takeaways
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