Identification
refers to persuasive appeals that are directed to the audience’s emotions
pathos
manipulation of principles, logic, and evidence to establish the truth or probability
logical reasoning
presents a plain choice by giving two clear but completely opposite alternatives
Either/Or
•exaggerates the series of inevitable and terrible consequences that will follow from performing an action.
Slippery sLope
This component of ethos is important because it shows that you will be an example of what you say, and it shows that you are a person of sincerity, that you mean what you say and speak from the heart
Honesty
appeal to people's sense of rational thinking in order to persuade them
logos
Bringing together two things that might not otherwise go together for the purpose of making a comparison.
analogical reasoning
•Tries to convince an audience to do something simply because everyone else is doing it.
Bandwagon
•Invalid forms of reasoning that rely on exaggeration or misdirection to persuade
logical fallacy
This component of ethos means capability; this means that you can get the job done.
Competency
•Ability to influence your audience based on credibility and character
ethos
Does not focus on what something is as much as what it does or did.
Embodies the “if-then” argument.
causal reasoning
•Blame is credited to a group of people who are generally powerless to defend themselves.
scapegoating
dividing the audience to a positive “us” and a negative “them.”
polarization
the ethos you carry with you due to past knowledge or experience with the audience.
inherited ethos
is a type of logical reasoning in which you employ a general principle or accepted theory to help interpret a specific event, object, or idea.
deductive reasoning
–strategy that undermines positions by attacking the personal character of their believers rather than the positions themselves.
–Attacks the competitor’s ethos to try and appear to lack credibility.
Ad Hominem
•the attempt to distract attention from an issue by focusing attention on something unrelated.
Red Herring
This ethos strategy is when you distinguish yourself from your audience as superior through experience or special knowledge.
distinction
type of ethos that is conveyed through tone and style of the message and through the way the writer or speaker refers to differing views
Created ethos
Take SPECIFIC observations or experiences and draw a GENERAL conclusion from their similarities
inductive reasoning
•determining causes or effects based on one’s immediate desires or fears rather than an objective study of the process.
False Cause
•a statement that has no apparent connection with the statement that came before or comes after it.
Non Sequitor
This ethos strategy tries to create a common bond, with your audience.
Ways: Find common history.
Create a “we.”
Find a common enemy
Identification