| Logos (logos) |
|---|
| logical support of an argument |
| logical or rational evidence to support an argument: facts, statistics, mathematical proof, scientific facts, etc.; anything that is absolute, irrefutable, solid fact that supports your argument |
Example:
Claim: businesses could purchase land for an office in the middle of nowhere and conduct business through the Internet
Support: the company becomes more profitable because land, taxes, and other property expenses are lower due to location, but the business can remain competitive because the Internet allows them access to the market |
| Ethos (eqos) |
|---|
| establishing credibility to support an argument |
| support that makes an argument more credible, such as support from expert sources, proving your own expertise in a certain subject, etc.; any way to support your argument that makes you seem like a believable source or able to be trusted |
Example:
Claim: people should use Weight Gain 2000 products for body-building
Support: the products are endorsed by Arnold Schwarzenegger--not only is he huge, but he is respected as an expert in fitness knowledge |
| Pathos (paqos) |
|---|
| using emotions to support an argument |
| support that creates an emotional response to sway your audience toward your beliefs: pleas for sympathy, appeals to peoples' sense of morals and values, etc.; any way to persuade people by making them sympathize with your argument; however, remember that laughter is an emotional response, so a LOT of your beer commercials... yup |
Example:
Claim: people should send money to starving children in Africa
Support: Sally Strothers using expressions such as, "poor, starving, little boys and girls" with sympathetic tone as a plea for help |
