Ethos
A high schooler is presenting on the negative effects of social media and utilizes evidence from/gives credit to research study conducted last year
Include and cite credible sources
"Mornings stretch into sunlit afternoons, laughter drifts across water, and every sunset feels personal. Come to Eternity Resort, where everything is painted just for you."
Imagery/detailed descriptions
Research suggests that REM sleep is better for memory. REM stands for Rapid Eye Movement.
Defining terms or explaining ideas
“For seniors applying to college this fall, now is the moment to use free essay-review tools before deadlines hit.”
Highlight certain members of the audience
“Studies show that 9 out of 10 people prefer this product.”
Logos
A speaker at an assembly of high schoolers is speaking about a current trend on TikTok before diving into their speech. What are they trying to do?
Relate to the audience
A news article headline: "The devastating truth about the horrors of adolescent vaping"
Using strong, loaded words/language
“In a recent customer survey, 87% reported fewer headaches after switching to our blue-light-filter glasses.”
Incorporating survey results and/or statistic
“With remote work now a permanent option, upgrading your home office today makes more sense than commuting-based perks.”
Avoid topics that are irrelevant or out-of-date
Identifying whether a quote uses ethos, pathos, logos, or kairos.
Rhetorical Analysis
A doctor giving a patient a diagnosis using the technical terms instead of everyday language is NOT doing what
Use appropriate language for the audience
"What if you are next? Would you be ready?"
Instilling fear/concern
“Plastic bottles take over 400 years to decompose—our reusable bottle eliminates thousands of them over its lifetime.”
Utilizing facts/cannot be argued
“After last week’s power outage, investing in a backup generator is a smart move before the next storm hits.”
Discuss an event the audience recently experienced
"Because I have 30 years of experience, I know how to work with difficult people."
Ethos
An admissions counselor telling the group of students about his experience as an admissions counselor before giving them tips on the college admissions process.
Highlight their own relevant biographical information
A commercial of a woman telling the story of how her brother was killed by a drunk driver and urging people to utilize rideshare services this New Year's Eve
Personal anecdote/story
A paper towel company commercial demonstrates how their towels absorb more than the other company's
Utilizing visuals/demonstrations
“As busy parents juggling work and school schedules, choosing a grocery delivery service now can save hours every week.”
Research the general background of the audience members
“Imagine how scared you would feel in their situation.”
A nutritionist explaining the benefits of a Mediterranean Diet
Have a strong understanding of/experience with the topic
An Army commercial urges you to join and fight for your country's freedom
“Better insulation keeps heat inside, which lowers energy use—our windows reduce heating costs all winter.”
Cause and effect/ logic and reasoning
“We know finances are a major component when considering colleges and universities. Before course selection, consider enrolling in dual-credit courses to significantly reduce future college expenses.”
Tailor the argument to issues important to the audience
Analyzing how context and timing affect the meaning of a quote.
Kairos