tone, style, and word choice. In social settings, people may choose to greet one another with “What’s up?”versus “Hello, how are you doing?” depending on the formality of the situation. The same idea applies tolarger arenas. One of the most visible uses of rhetoric is advertising. In advertising, classical properties ofrhetoric apply to both textual and visual elements (Corbett, 1990). In advertising, common interests, values,and symbols are applied in the most basic way to sell a product or convey an idea. In a technology-basedsociety, visual elements have become as important as text in many cases.Rhetorical TriangleAristotle proposed the three rhetorical appeals as a way to strengthen an argument for a particular audienceon a particular subject (Corbett, 1990). Each rhetorical device is interrelated and should be used to create acomplete and solid argument. To utilize these devices, it is important to identify the topic and its intendedaudience and information to support any claims. The rhetorical triangle represents these three elements asa whole unit conjoined in the art of rhetoric.
3/1/2019Writing with Purpose6/10Ethos is utilizing the character and credibility of the speaker or writer and the information being presented. Forexample, if the subject of the information being presented is on turtles, information and specific examplesfrom experts on turtles are necessary to strengthen the argument.Pathos is appealing to the emotions of the audience. For example, if the intention of an advertisement orarticle is to solicit donations for saving endangered turtles, a sad anecdote about migrating baby turtles dyingon their journey, accompanied by pictures of baby turtles, might help strengthen the case.Logos is the practice of employing reason in an argument. In the same argument about supportingendangered turtles, an agreement can be strengthened not only by quoting statistics and facts, but making aplea to reason. The speaker or writer can argue that the lives of these turtles are vital to delicate ecosystemsand to the survival of the planet.Exercise 4
3/1/2019Writing with Purpose7/10Using the argument that understanding and saving the lives of endangered turtles is vital to preservingdelicate ecosystems and to the overall survival of the planet, how can you employ ethos, pathos, andlogos? Be as detailed as possible.Rhetoric in PracticeRhetorical appeals are utilized in many arenas. Ethos, pathos, and logos are part of the rhetorical triangle andare necessary elements to persuade and motivate an audience. In some cases, the intention to persuade isobvious. There are articles, advertisements, websites, and speeches that clearly intend to convince people tobelieve in a particular message being conveyed and/or incite people to take action. For instance, the NationalTrust for Historic Preservation urges people to donate money and time to help save the historic landmarksand parks. They often show images of such places with urgent captions such as “Time is running out.” To see