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ethos logos pathos

Aristotle identified the three central elements of rhetoric: @ @ @

Who appeal structure word

Consideration: @ should present the message What @s should be made? How should the message be @d? What @s or symbols should be used?

persuasive

Rhetoric at its core is about @ communication

Simple unexpected concrete credible emotional story

SUCCESs @ @ @ @ @ @

elephant

The @ (emotion) Strength: Provides energy and drive to get things done Weakness: Lazy and unmotivated to change

rider

The @ (logic) Strength: Provides planning and direction for behavioral change Weakness: Overanalyzes and overthinks

pathos

[@: APPEALING TO SENTIMENT] Humans heavily rely on our feelings, and effective communicators take this into consideration Positive emotional appeals Negative emotional appeals

logos ration

[@] Communication effectiveness based on the @al appeal of the message Based on logic and reason Verbal evidence: Analogies Comparisons Statistics Examples

control

[Ethos 3C] Rooted in a message source's command over audience and on the perceived willingness to exercise that power

credibility

[Ethos 3C] The attitude toward a source of communication held at a given time by a receiver (McCroskey, 1997) Demonstrates the qualities of expertise, status, competence, and honest

charisma

[Ethos 3C] The magnetic appeal or personal charm that some message sources enjoy over an audience Familiarity, likability, similarity, attractiveness

Ethos

[Ethos] @: Communication based on the character of the speaker and on the common ground shared by speakers and audiences

celebrity product

[IDENTIFYING ORGANIZATION SPOKESPEOPLE] @ (generally high in the "three Cs") endorsements are commonly used to increase a brand's visibility Scandal may sell tabloids, but it doesn't often sell @s.

company single consistent

[IDENTIFYING ORGANIZATION SPOKESPEOPLE] @ spokespeople Your organization must speak with a single voice. Make sure a @, @ message is being presented in the name of your organization. Give careful thought to who is selected as a spokesperson for a particular issue. CEO-as-spokesperson can be strategic.

expose detail camera

[IDENTIFYING ORGANIZATION SPOKESPEOPLE] A CEO may not always be the best person for a spokesperson. You don't want to over@ the boss. Save him or her for the big issues. The CEO may not know the level of @ necessary for a news conference or interview. The CEO may not have the personality to exhibit in public or especially on @.

CEO

[IDENTIFYING ORGANIZATION SPOKESPEOPLE] In crisis situations with a high level of severity, @s often become spokespersons and are credited with increasing perceived levels of authority, morality, and credibility

endorsement celebrity

[LOGOS: APPEALING TO REASON] @ comments by people who espouse an idea an organization supports: @'s endorsements A customer can only be interested in the celebrity spokesperson's visual attractiveness regardless of other ad sources such as ad copy and brand

testimony experience

[LOGOS: APPEALING TO REASON] @ comments by witnesses and people who have used the products or service : a person like yourself Viewed as @-based information, testimonials are considered impactful on audiences. Consumers tend to absorb this type of information quickly and give it strong consideration when making decisions.

attention remember agree care act

[Making an idea stick: The communication framework] Pay @ understand and @ it @ and believe @ for it be able to @ on it

threat opportunity

[PATHOS: APPEALING TO SENTIMENT] Fear appeals provide two types of information. First, an attempt is made to arouse fear by presenting a @ (e.g., "cancer") to which the recipient is believed to be susceptible (e.g., "smoking cigarettes puts you at risk of lung cancer") and which is severe (e.g., "lung cancer is a deadly disease"). Second, @ for averting the threat are presented by recommending health-protective action. This is referred to as response efficacy; e.g., "quitting smoking helps you to prevent lung cancer."

responsibility part

[PATHOS: APPEALING TO SENTIMENT] Guilt Appeal: Flip side of the virtue appeal Motivates deliberation of social @ If guilt appeals are to be effective, their messages must make people feel @ of the solution.

ineffective denial

[PATHOS: APPEALING TO SENTIMENT] Low-Threat Message Mild Fear Little-Threat @ High-Threat Message Strong Fear Defensive @ of Threat

fear guilt

[PATHOS: APPEALING TO SENTIMENT] Negative emotional appeals: @ to arouse fear in order to promote precautionary motivation and self-protective action @ Appeals to a personal sense of guilt or shame for someone else's problem

virtue love humor sex

[PATHOS: APPEALING TO SENTIMENT] Positive emotional appeals: @ can evoke any of the various values that society or individuals hold in esteem @ bittersweet, family togetherness, nostalgia, pity, compassion, sympathy @ Feature a humorous situation or dialogue. may obscure the message and harm source credibility - be careful! Younger people and males respond more than older people and females do. @ Can be effective in commanding attention, but audience demographics affect how that attention is received More effective when the theme has a legitimate association with the product or the cause

solution source

[PATHOS: APPEALING TO SENTIMENT] The key to effective fear appeals is 1) not to make the appeal too strongly fearful/shocking 2) to accompany them with an easy/feasible @ including a strong how-to approach (solve) the problem 3) @ and perceived significance also play a role in the effective use of fear appeals

person credibility charisma control

[Rhetoric Communication (Recap)] 1. Ethos: Spokes@ 3Cs: @,@,@

logic

[Rhetoric Communication (Recap)] 2. Logos: @al appeal

emotion

[Rhetoric Communication (Recap)] 3. Pathos: @al appeal

Information Persuasion Dialogue

[Three Models/Process for Effective Communication] @ @ @

symmetric conflict

[Three Models/Process for Effective Communication] Dialogue (symmetric/relationship-focused): to increase mutual understanding Associated with the @ approach Consensus building & @ resolution

publicity

[Three Models/Process for Effective Communication] Information (public information model) to increase public's understanding @

influence ethical asymmetric

[Three Models/Process for Effective Communication] Persuasion (asymmetric/advocacy/influence-focused) to @ publics, using @ means Associated with the advocacy or @ approach to strategic communication Widely practiced in advertising, public relations, and public health campaigns

rhetoric

the art of using words effectively in speaking and writing for the purpose of influencing, persuading, or entertaining