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Methods of Persuasive Speaking
Getting the Most Out of a Persuasive Speech
Communications Textbooks Boundless Communications Methods of Persuasive Speaking Getting the Most Out of a Persuasive Speech
Communications Textbooks Boundless Communications Methods of Persuasive Speaking
Communications Textbooks Boundless Communications
Communications Textbooks
Communications
Concept Version 5
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Using Different Kinds of Appeals

The two primary kinds of appeals are evidential and emotional appeals.

Learning Objective

  • Identify the two most prevalent kinds of appeals


Key Points

    • Aristotle defined 3 types of appeals: logos (evidential), pathos (emotional), and ethos (based on moral standing). Logos and pathos are the two most common contemporary categories.
    • Evidential appeals (logical appeals, logos) are based entirely on evidence that is then shown to cause a certain outcome based on rationality alone. This is the type of appeal allowed in scientific research and in courts of law.
    • Emotional appeals (pathos) attempt to cause the audience to feel certain emotions in order to persuade them. Stories and metaphors are examples of emotional appeals.

Terms

  • evidential appeal

    An attempt to show the logical connection between a set of evidence and a consequence. Also known as logical appeal or logos.

  • emotional appeal

    An an attempt to make the audience feel certain emotions so that they will be more likely to be engaged by the speech. Also known as pathos.


Full Text

Use Different Kinds of Appeals

According to Aristotle, there are three primary types of appeals:

  1. Logos: A logical appeal. Also known as an evidential appeal.
  2. Pathos: An appeal to the audience's emotions.
  3. Ethos: Moral expertise and knowledge.

For the purposes of this section, we will explore the two broadest and prevalent appeals, logos and pathos.

Logos (Evidential or Logical Appeal)

From a rationalist's point of view, evidential appeals are the only type of appeal that truly matter. Evidential appeals are formed by defining the evidence and then explaining how the evidence must logically prove that a certain conclusion must be true. Evidential appeals are the only type of persuasive speech allowed in a court of law; the evidence must prove that the defendant has committed the crime in order for that person to be found guilty .

Courtroom

The only type of rhetorical appeal accepted in a courtroom in an evidential appeal.

Evidential appeals are also the basis for scientific research. A scientist must be able to show the connection between evidence and a conclusion in order for his/her work to be accepted. In persuasive speaking, the speaker must first explain the evidence in a way that is comprehensible to the audience, yet complete. Then the scientist must explain how that evidence logically leads to a consequence that supports his/her proposal.

Pathos (Emotional Appeal)

An emotional appeal is intended to cause the audience to feel a certain way so that they will be convinced by the speaker. Emotional appeals can manifest in a number of ways. Metaphors, stories, and passionate delivery are all emotional appeals because their effectiveness lies not only in the words, but in the emotions they evoke in the audience. Ultimately, the effectiveness of an emotional appeal is determined only by the audience. If the audience does not feel the intended emotions, by definition, the appeal has failed.

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