Appeals and SoapsTONE

Speaker, Occasion, and Subject

(Writer's credentials), (writer's first and last name), in his/her (type of text), (title of text), (strong verb - see list at end of this handout) (writer's subject). Well-known essayist and writer, Joan Didion, in her essay, The Santa Ana, describes the dramatic mood altering effects of the Santa Ana winds on human behavior.

Purpose

(Writer's last name)'s purpose is to (what the writer does in the text). Didion's purpose is to impress upon readers the idea that the winds themselves change the way people act and react.

Ethos

-What is Ethos? Greek for character -Why do readers appeal to ethos? to demonstrate that they are credible and trustworthy. Appeals to ethos often emphasize shared values between the speaker and the audience. -In some instances, a speaker's reputation immediately establishes ethos.the speaker brings ethos to the text; but in other cases, a speaker establishes ethos through what he or she says in the text by sounding reasonable, acknowledging other opinions, or being thoughtful and well informed. -The speaker's ethos — expertise, knowledge, experience, sincerity, common purpose with the audience, or a combination of these factors — gives the audience a reason for listening to this person on this subject. -Writers and speakers often have to build their ethos by explaining their credentials or background to their readers, or by emphasizing shared values. You're more likely to listen to someone who is qualified to speak on a subject or who shares your interests and concerns.

Pathos

-What is Pathos? an appeal to emotions, values, desires, and hopes, on the one hand, or fears and prejudices, on the other. -Although an argument that appeals exclusively to the emotions is by definition weak — it's generally propagandistic (relating to propaganda) in purpose and more critical than persuasive — an effective speaker or writer understands the power of evoking an audience's emotions by using such tools as figurative language, personal anecdotes, and vivid images. -How do readers appeal to pathos? You can often appeal to pathos by using striking imagery in your writing, so it's no surprise that images often serve the same purpose. A striking photograph, for example, may lend an emotional component that greatly strengthens an argument. -Advertisers certainly make the most of photos and other visual images to entice or persuade audiences. -Another way to appeal to pathos is through humor. Since we like to hear things that we already believe are true, our first reaction to anything that challenges our beliefs is often negative: we think "that's all wrong!" and get defensive or outright offended. Humor works rhetorically by wrapping a challenge to our beliefs in something that makes us feel good — a joke — and thus makes us more receptive to the new idea. This goes not just for new ideas, but for the people who are presenting those ideas.

Logos

-What is logos? Greek for embodied thought, thinking logically. -Why do readers appeal to logos? by offering clear, rational ideas. One way to appeal to logos is to acknowledge a counter argument — that is, to anticipate objections or opposing views. -While you might worry that raising an opposing view might poke a hole in your argument, you'll be vulnerable if you ignore ideas that run counter to your own.. In acknowledging a counterargument, you agree that an opposing argument may be true or reasonable, but then you deny the validity of all or part of the argument. -This actually strengthens your own argument; it appeals to logos by demonstrating that you understand a viewpoint other than your own, you've thought through other evidence, and you stand by your view. -Having a clear main idea and using specific details, examples, facts, statistics, or expert testimony to back it up. -Creating a logical argument often involves defining the terms of the argument and identifying connections such as causality. -It can also require considerable research. Evidence from expert sources and authorities, facts, and quantitative data can be very persuasive if selected carefully and presented accurately. Sometimes, writers and speakers add charts and graphs as a way to present such information, but often they weave this information into their argument.

Audience

He/she adopts a[n] (adjective describing the attitude/feeling conveyed by the writer) tone in order to (verb phrase describing what the writer wants readers to do/think) in his/her (intended audience). She creates a dramatic tone in order to convey to her readers the idea that the winds are sinister and their effects inescapable.

Ethos Logos Pathos

Most authors don't rely on just a single type of appeal to persuade their audience; they combine these appeals to create an effective argument. And the appeals themselves are inextricably bound together: if you lay out your argument logically, that will help to build your ethos.