Rhetorical appeals (ethos, pathos, logos, and kairos)
Summary
TLDRThis lesson focuses on rhetorical analysis, specifically the identification of rhetorical appeals: ethos, pathos, logos, and Kairos. The instructor explains each appeal using examples from advertising, politics, and public service announcements. Ethos pertains to credibility, pathos to emotions, logos to reason and logic, and Kairos to timing. The lesson emphasizes that rhetorical analysis is about identifying these appeals rather than evaluating the argument's quality.
Takeaways
- 📈 Rhetorical analysis involves understanding the strategic choices authors make to persuade their audience, known as rhetorical appeals.
- 🗣️ Ethos is an appeal to credibility, often associated with status, education, or experience, and can be used by politicians or celebrities to endorse products.
- 🎭 Pathos is an appeal to the audience's emotions, which can be positive or negative, and is often seen in ads aiming to evoke feelings like happiness or sadness.
- 📊 Logos is an appeal to reason, using facts, statistics, and logical arguments to persuade, such as in health claims on food packaging or in political discourse.
- 🕒 Kairos refers to the opportune moment, where the timing of a message can make it more persuasive, like Disney's Super Bowl commercials featuring recent players.
- 🤝 Credibility doesn't always require high status; it can be effective to connect with everyday citizens, as seen in political campaigns.
- 🌐 Ethos is commonly seen in politics and advertising, where credibility is leveraged to sell products or ideas.
- 🐶 Appeals to pathos can be very impactful in ads, like pet adoption campaigns that use sad imagery and music to tug at heartstrings.
- 📦 Logos can be identified through the use of quantifiable information, logical statements, and analogies in arguments.
- 🚫 Rhetorical analysis does not require the evaluator to judge the quality or accuracy of the argument, only to identify the appeals used.
- 🌎 Authors can use multiple rhetorical appeals simultaneously, as seen in a PSA about gun control that combines logos with pathos.
Q & A
What is the main focus of the lesson?
-The main focus of the lesson is to teach students how to identify and understand rhetorical appeals, specifically ethos, pathos, logos, and Kairos, as part of their rhetorical analysis for a major assignment.
What is an appeal to ethos?
-An appeal to ethos is a persuasion strategy that relies on the character or credibility of the speaker or the source. It can involve referencing a person's status, educational background, or professional experience to lend credibility to an argument.
Can you give an example of an appeal to ethos from the lesson?
-An example of an appeal to ethos given in the lesson is a politician on the campaign trail mentioning their humble upbringing to connect with the citizens and establish credibility.
What is an appeal to pathos?
-An appeal to pathos is a strategy that attempts to evoke emotions in the audience, such as happiness, love, fear, or sadness, to make an argument more persuasive.
How are appeals to pathos often used in advertisements?
-Appeals to pathos in advertisements might include sad music with images of lonely animals in pet adoption ads or images of joy and friendship to sell bubble gum, aiming to make the audience feel a certain way to influence their purchasing decisions.
What is an appeal to logos?
-An appeal to logos involves persuading an audience through reason, using facts, statistics, quantifiable information, or logical arguments like cause-and-effect statements or analogies.
Can you provide an example of an appeal to logos from the lesson?
-An example of an appeal to logos from the lesson is a Cheerios cereal box claiming that consuming the cereal can lower cholesterol by 4% in six weeks, using a specific statistic to persuade consumers.
What is an appeal to Kairos?
-An appeal to Kairos is when the author takes advantage of the timing or the event to make their argument more effective. It's about delivering a message at the most opportune moment.
How does Disney use an appeal to Kairos in their Super Bowl commercials?
-Disney uses an appeal to Kairos by airing commercials immediately after the Super Bowl ends, featuring the winning players. This capitalizes on the excitement and freshness of the event to promote their brand effectively.
What is the role of a student when conducting rhetorical analysis?
-When conducting rhetorical analysis, a student's role is to identify the rhetorical situation and the rhetorical appeals being used without evaluating the quality or correctness of the argument. They should be a neutral observer.
Can an author use multiple rhetorical appeals in a single document?
-Yes, authors can and often do use multiple rhetorical appeals simultaneously in a single document or advertisement. The lesson provides an example of a public service announcement that uses appeals to logos and pathos.
Outlines
🎤 Introduction to Rhetorical Appeals
The instructor begins by introducing the topic of rhetorical analysis, specifically focusing on rhetorical appeals. They explain that rhetorical analysis involves understanding the rhetorical situation and identifying the appeals used by authors to persuade their audience. The instructor mentions ethos, pathos, logos, and kairos as key appeals and emphasizes that the effectiveness of these appeals depends on the rhetorical situation, including exigence, purpose, author, and audience. Ethos is described as persuasion through credibility, with examples such as celebrity endorsements and politicians connecting with everyday citizens.
😢 Appeals to Pathos
The second paragraph delves into appeals to pathos, which are strategies that aim to evoke emotions in the audience. The instructor provides examples of both positive and negative emotional appeals, such as pet adoption ads that play on feelings of sadness and guilt, and bubble gum ads that promote happiness and friendship. The goal of these appeals is to persuade the audience by tapping into their emotional responses.
📊 Appeals to Logos
In the third paragraph, the instructor discusses appeals to logos, which involve persuasion through reason, using facts, statistics, and logical arguments. Examples given include a Cheerios box claiming health benefits and a Colgate toothpaste commercial emphasizing the reduction of plaque. The instructor also mentions that students often focus on statistical information but should also consider logical statements and analogies as forms of logos.
⏰ The Concept of Kairos
The final paragraph introduces kairos, described as the opportune moment for making an argument. The instructor uses Disney's Super Bowl commercials as an example of an appeal to kairos, where the timing of the advertisement is crucial for its effectiveness. The instructor also reminds the audience that rhetorical analysis is not about evaluating the credibility or correctness of the author but identifying the rhetorical situation and the appeals used.
Mindmap
Keywords
💡Rhetorical Appeals
💡Ethos
💡Pathos
💡Logos
💡Kairos
💡Rhetorical Analysis
💡Rhetorical Situation
💡Persuasion
💡Strategic Choices
💡Public Service Announcement (PSA)
💡Satire
Highlights
Introduction to rhetorical analysis and its importance in understanding the rhetorical situation.
Discussion on the use of PowerPoint's subtitle feature for accessibility.
Explanation of rhetorical appeals as strategic choices made by authors to enhance persuasiveness.
Introduction of the terms ethos, pathos, logos, and Kairos as key rhetorical appeals.
Explanation of ethos as an appeal to credibility or character.
Example of ethos in advertising with a celebrity endorsement.
Appeal to ethos in political campaigns and its effectiveness.
Definition of pathos as an appeal to the audience's emotions.
Examples of pathos in pet adoption ads and bubble gum commercials.
Introduction to logos as an appeal to reason through facts and statistics.
Examples of logos in Cheerios and Colgate commercials.
Explanation of Kairos as the opportune moment for an argument.
Example of Kairos in Disney's Super Bowl commercials.
Emphasis on the importance of not evaluating the quality of the argument during rhetorical analysis.
Highlight that authors can use multiple rhetorical appeals simultaneously.
Analysis of a public service announcement using multiple rhetorical appeals.
Conclusion of the lesson and预告 of the next video analyzing a Chrysler commercial.
Transcripts
okay we are recording hello everyone
welcome to our lesson on the rhetorical
peels so this will be a continuation
from our lesson on Monday on the other
rhetorical situation so you may have
noticed our setup is a little different
today the reason is is because I've just
learned recently that PowerPoint has its
own subtitled feature and so I want to
play around with that a little bit and
you may also notice I'm wearing
headphones this is because later on I'm
gonna play a video for you and I just
want to be able to check to make sure
it's not too loud or not too soft those
things like that so rhetorical analysis
which is what you'll be doing for major
assignment one requires you to not only
understand the rhetorical situation and
knowing how to identify that but you're
also need to be able to identify and
understand what the rhetorical peels are
so that's what we're gonna cover in our
lesson today okay so if you have heard
of this term rhetorical appeals before
you have probably encountered these
terms as well ethos pathos logos and
Kairos and if you haven't that's that's
alright because we're gonna cover it
today but you want to think about
rhetorical appeals as strategic choices
that authors make in order to make their
arguments more persuasive so there are
like tactics there are like strategies
that authors employ in their argument
and oftentimes an author's decision on
whether or not to utilize an appeal to
ethos pathos logos and/or Kairos depends
on their rhetorical situation what I
mean by that is you know we've already
talked about the rhetorical situation
exigence purpose author and audience
these four elements are things that
authors often have to consider when they
are making their point or they're making
their argument they have to think about
the purpose behind their argument they
have to think about how they're trying
to come off as the author of the
argument they have to think about the
audience and their values and needs and
so when an author is considering all
these things that helps them decide
which appeal is going to be the most
effective because not every appeal is
going to be
effective in every situation okay so
what is ethos and appeal to ethos means
it's an it's a persuasion through
appeals to character or credibility so
for example when someone refers to a
status or educational background or
personal professional experience all
right
actually before I get to that PowerPoint
right so an appeal to eat those means
and appeal to credibility so when
someone you know for example endorses
something when when it's a letter be a
celebrity sponsors a product or a
merchandise that isn't a that is the
company's appeal to eat those right
they're trying to say hey look at the
credibility of the celebrity you know if
they use our product then you should use
our product too so whenever you see a
celebrity on a billboard or someone
famous that's trying to sell you
something that is an appeal to eat those
in action because the company is trying
to lean on that celebrity's status or
their credibility
however credibility does not always have
to be associated with an individual of
high status it doesn't always have to be
someone who's a celebrity because
oftentimes credibility you know it
doesn't always matter if you're a rich
or wealthy or famous like that let me
give you an example so oftentimes when a
politician is on the campaign trail and
they are in a small town they'll often
say something like you know I grew up in
a town just like this my mother was a
schoolteacher my father worked in a
factory just like the one down the
street when the politician says
something like that they are appealing
to ethos right they're trying to say I'm
you should think of me as credible
because I grew up just like you I grew
up in a small town just like this
I'm not some big-name politician off you
know on Capitol Hill I'm you know one of
the little guys I'm one of you and so
credibility doesn't always have to be
associated with high status sometimes
it's actually more effective for your
argument if you are able to connect with
the everyday citizen
and so where do we often see appeals to
ethos so we like I mentioned we often
seed on the campaign trail in politics
we often see it in advertising really
you know whenever someone tries to lean
on their own credibility or someone
else's credibility that's an appeal to
ethos so let me show you an example of
an advertisement that's appealing to
ethos so here is a makeup ad that
features Beyonce so why would you why do
you think this is an appeal to eat those
and I'll give you a second to think
about that okay so an appeal to this is
an appeal to ethos because this makeup
company will Rio I believe they are
trying to lean on Beyonce's credibility
as a celebrity right and they're saying
look Beyonce is a celebrity she's
someone who's always in the limelight
she's someone who's always in front of
camera if she uses makeup if she uses
our makeup and she's always in front of
camera that must mean our makeup is
pretty trustworthy for Beyonce to rely
on us so much and that's why you should
buy our makeup too so here's an appeal
to ethos right there they're trying to
lean on Beyonce's status as a musician
as a celebrity to help sell their
product to you the consumer okay so that
was an appeal to ethos what are appeals
to pathos so an appeal to pathos is an
appeal to an audience's emotion if the
author attempts to evoke some type of
emotion than they are peeling to pathos
right so anytime someone is trying to
get you to feel an emotion trying to get
you feel something they are appealing to
papers so appeals to patos can be based
on positive emotions like happiness and
love as well as negative emotions like
fear sadness you might have heard a term
called fear tactics right when someone
is saying something and and then they're
criticized were you know spewing theater
or spewing fear tactics so an appeal to
pathos is trying to get your audience or
the listener to feel some sort of
emotion
so where do we often see appeals to
pathos again I'll give you a couple of
seconds to think about that well one
place that we often see appeals to
pathos or at least I often see it is
have you ever seen those adoption pet
adoption ads where in the background
they'll be playing a really sad song I
think it's a Sarah McLachlan's in the
arms of an angel and while they're
playing that song they're showing you
these like really sad looking pets and
animals
that's an appeal to pathos right there
the ASPCA I think that's the
organization that does those commercials
you know they're trendy to feel sad
they're trying to get you to feel guilty
so that you are more likely to adopt a
pet or donate money to their
organization yeah so here's an example
of an appeal to pathos right image of a
sad lonely dog it's trying to get you to
feel some sort of way to I guess adopt
this animal here you know the asking for
money to donate to the organization
here's another example in appeal to
pathos so I don't know if you can see
that clearly but this is an ad for
bubble gum
so it says friend requests accepted so
they're trying to show to people you
know coming close together you know sort
of basking in their friendship you would
say and I think the idea here or you
know if I was in the shoes of dentine I
would say you know look at the joy that
comes when two people are able to be
close together and they don't have to
worry about their bad breath or you know
when they're able to share a stick of
gum I don't know but they're trying to
appeal to happiness here to try to get
you to buy their gum and then finally we
have appeal to logos so an appeal to
logos is persuade through appeals to
reason so that means using facts using
statistics using quantifiable
information numbers scientific studies
so here I have an example of an appeal
to logos right there on the Cheerios
cereal box it says lower your
cholesterol 4% in six weeks
so Cheerios here is giving you the
health benefits through numbers right to
try to show you exactly how much you
lower your cholesterol in six weeks and
you know by you've seen those benefits
you are probably more likely to buy
Cheerios and to the right of that I have
it's a strange shot from a Colgate
toothpaste commercial
whoo you know I'm assuming that's a
dentist saying you know this brand
reduces plaque up to 98% so you know if
you buy this product you can probably
you know reduce your own plaque by up to
98% so they're trying to convince you of
something by giving you numbers logos
and appeal to logos is also persuades
through logical arguments such as
cause-and-effect argument so if you hear
you know a newscaster or politician
saying something like if the government
gets involved in providing health
insurance to the American people then we
will see a sharp decline in the quality
of our medical care so there that's an
if-then statement so by dropping that
if-then statement that cause-and-effect
statement that is an example of an
appeal to logos another appeal to logos
would be something like an analogy so
you know the ozone layer of the
atmosphere is like the outer layer of
skin on the human body and if it goes
away planet Earth will be in a lot of
pain so this could you know may be
something that's set by someone who is
very eco friendly environmentally
friendly so they make this analogy in a
case like this this is an appeal to
logos because they're using an analogy
and then finally a syllogism so I'm
going to give you a very simplified
example of it nuclear power plants
generate dangerous nuclear waste the new
power plant they're building they're
playing to build an art community is a
nuclear power plant therefore the new
power plant will be dangerous right so
it's a it's a logical sequence from the
first statement to the third statement
I'll be honest typically when students
do rhetorical analysis they often Zone
in on appeals to logos by the way by way
of statistical information by way of
numbers quantifiable information I
always try to get students to also pay
attention to logical statements like
this because these are also appeals to
logos
but I think more likely students
gravitate towards and it's easier to see
appeals to logos by you know
quantifiable information but this is
just something to keep in mind all right
and then finally we have Kairos so
Kairos this one's a little bit more
interesting from our textbook Kairos is
described as the opportune moment so
does that mean and appeal to Kairos is
when the author takes advantage of the
timing or event or timing of an event or
situation sorry about my my mistake
right there in order to make their
argument more effective so when people
deliver a message or deliver argument at
a very specific time or at a very
specific moment that is an appeal to
powers so in other words it's not what
you say or how you say it but also when
you say sometimes an argument is
persuasive can be more persuasive or
less persuasive depending on when it is
made so let me give you an example
example an appeal de carros Disney's
annual Super Bowl commercials so if
you're unfamiliar with this commercial I
think ever since the eighties Disney as
a company have always put a commercial
out at the end of the Super Bowl that
involves the players that just played in
the Super Bowl
I don't know timewise how they pull it
off on me they must run onto the field
of the camera and then editors must edit
right away but they're able to record
edit and then broadcast a Disney
commercial with the current players
right after Super Bowl so I want to show
you a quick example of this commercial
nation' let me see if I can pull it up
here and you know my computer is a
little old so hopefully this won't you
know be too laggy so let's see how this
plays
[Music]
mahomes you and the Kansas City Chiefs
just won the Super Bowl what are you
going to do next
[Music]
okay so that was I think a little laggy
so I apologize for that
here we go
so we see there right that was from I
think the most recent Super Bowl passion
with Holmes is a quarterback that I
played in it and they Disney put out
that commercial right after Super Bowl
I'm talking about like right when the
fourth quarter I mean you can see like
he's my Holmes is still on the field
he's like you know with the confetti
still raining down on him so how is this
how is this an appeal to Kairos well
Disney here really took advantage of the
timing of the Super Bowl to put this
commercial out right Dave you know they
want you to they want you to have the
Super Bowl fresh in your mind
have passional Holmes winning fresh in
your mind so when you see that
commercial you're thinking oh yeah he
just wanted Super Bowl he's going to
Disney World
man you know maybe we should check it
out - maybe we should take the family
just imagine what that commercial would
be like if you saw this same commercial
you know two weeks after Super Bowl
three weeks after Super Bowl four weeks
observable he would be like oh yeah the
Super Bowl did happen it uh who played
oh yeah patch from homes play night well
I guess he's gonna because he's gonna
Disney World you know it the argument
becomes much less persuasive right you
might be much less inclined to go dissin
world but when you see my homes when you
see the commercial right after Super
Bowl you know and you're with your
friends and family you know that's
probably a really good time to think hey
you know we should check out Disney
World so that's an example of an appeal
to Kairos in action alright some
important things to remember about
rhetorical analysis as a whole so I'm
talking about not just rhetorical peels
but rhetorical analysis okay remember
that when you are engaged in rhetorical
analysis it's not your job to decide if
the author is credible or correct
in other words rhetorical analysis does
not mean you are evaluating the quality
of the argument so this is very
important when you are doing retort on
rhetorical analysis it's not up to you
to decide how effective the argument is
you know you might come across let's say
a
speech very a political speech and the
person making a speech there try to
appeal to logos maybe they're dropping a
lot of statistical information they're
giving you a lot numbers percentages but
you realize you know he's me he or she
is making up these numbers these numbers
are completely fabricated when you do
rhetorical analysis you don't have to
say oh this isn't appeal to logos
because the numbers don't make sense or
numbers are made up by the simple fact
that the author there is trying to
persuade the audience by using
quantifiable information regardless of
the fact of whether it's accurate or not
that is an appeal to logos and so when
you are doing rhetorical analysis you
don't have to evaluate the quality of it
you don't have to say and you don't have
to judge how well-made or how well
delivered the argument is you just have
to identify you know the rhetorical
situation identify which rhetorical
appeals are being utilized so rather you
are a neutral observer only identifying
which of Torico appeals are work and why
the author is appealing to them given
what you know about the verticle
situation okay so don't worry about
having to evaluate or judge how well
someone's argument is when you're doing
rhetorical analysis and then the final
point I want to make is that authors can
utilize multiple Appeals at the same
time so this image is a little small on
your screen let me see if I can make it
just a little bigger so I'm gonna block
out some of the heading here but this is
just so you can see the image a little
more okay so here is a public service
announcement so it says last year
handguns killed 48 people in Japan eight
in Great Britain 34 in Switzerland 52 in
Canada 58 in Israel 21 and Sweden 42 in
West Germany and 10,000 720 meeting you
in the United States god bless america
okay so and at the end there at the
bottom there's a message that says stop
handguns before they stop you so take a
moment you may want to pause this video
but what rhetorical appeals do you see
being utilized in this advertisement or
in this PSA
a few moments later
okay now that we're back the correct
answer is there are multiple appeals
that work okay so the first thing that
we see you know the numbers that are
being discussed at the top are being
shown at the top that's an appeal to
logos you know the author of this ad
they're trying to show you the
statistical information of gun deaths to
get you to you know support their
decision to ban guns or more gun control
so we've seen appeal to logos there we
also see this very sort of this this
image of a gun it's it's embedded with
the picture of American flag you know
the image of a gun it's very symbolic I
would say there's also an appeal to
pathos here I appeal to emotion in some
sort of guilt especially with that
phrase god Bless America that statement
is being made in a satirical ways me
made a sarcastic way you know the
author's trying to say you know look at
the discrepancy between how many people
are killed in the US versus how many
people are killed elsewhere yeah god
Bless America right so it's it's meant
to it's not done in a serious way it's
so they're trying to evoke certain
emotions in you they're trying to give
you to make me feel guilty by looking at
how many debts are on the US so you're
trying to say to yourself okay maybe
it's a good idea for us to limit guns
and so we see we see a lot of appeals at
work here
so authors can can utilize the
rhetorical appeals simultaneously or all
at the same time in a single document
and a single ad in a single commercial
it's just up for you to identify where
they appear okay so this is the end of
our lesson I'm gonna record a second
video for you in which we go back and we
look at that Chrysler commercial that
feature in mmm and you'll get to see me
look at and uncover some of the
rhetorical appeals at play in that ad so
much like how we looked at that
rhetorical situation of that ad we're
gonna now look at the rhetorical peels
of the hat so I will be posting the
video down below so be sure to check
that out all right thanks everyone I
will see you later
you
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