Rhetorics & Propaganda Devices

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Ethos

The establishment of authority and reliability:

• To gain confidence and trust of the audience

This trust is gained by an expert or someone deemed trustworthy presenting the information likely in making it believable to the audience.

Ex: celebrity ads, doctor recommended products, etc.

Logos

The power of the mind to think and form judgements logically:

• used to appeal the rationality of the audience

The audience is inclined to believe something when it is backed with facts and research to support the claim.

Ex: Charity ads, companies competing with their competitors, etc.

Pathos

To engage with an audience by evoking an emotional response:

• Persuades an audience through a scenario or story that is relatable

When the audience is persuaded emotionally they are more inclined to believe or do something about the topic.

Ex: Disease awareness, spreading awareness to minorites, etc.

Repetition

The recurrence of certain words or phrases and it used to emphasize certain ideas and make them more memorable.

Rule of Three

Groups of three adjectives or phrases that are used to make ideas memorable.

Rhetorical Questions

Statements which are voiced as questions but are not expected to be answered; they are used to imply certain answers and draw audiences to certain conclusions.

Anecdotes

Short personal stories used to connect with the audience and add evidence or crediblity to an argument.

Assertion

When an idea is represented as fact without full explanation or evidence; it is used to assert authority and make claims sound factual.

Attack

When a speaker/writer addressed an opposing view or speaker and attacks their argument or character.

Exaggeration

Representation of something that is greater than is actually the case and is used to grab the attention of the audience and emphasize certain points.