Notes on Video
- 350 BCE Aristotle organized his Modes of Persuasion into three different categories that would help made things more appealing to audiences:
- “Of the modes of persuasion furnished by the spoken work there are three kinds :
- Ethos - Persuasion is achieved by the speaker’s personal character when the speech is so spoken as to make us think him credible
- Pathos - Secondly, persuasion may come through the hearers, when he speech stirs their emotions
- Logos - Persuasion is effected through the speech itself when we have proved a truth or an apparent truth by means of the persuasive arguments suitable to the case in question.”
- Ethos: An Ethical Appeal
- Greek for “character” - Persuading based of the character of the author
- Does the author have credibility?
- Establishing credibility, respectability, likeability, reputation, message quality.
- In Graphic Design: Maintaining credibility through the use of messages. Celebrities can help sustain and upkeep credibility / persuasion, but they can also change with time!
- Extrinsic Ethos: Reputation based on prior knowledge and / or assumptions (about the author) . Based on previous understanding of the author, how credible does something seem?
- Intrinsic Ethos: The impression created by the text itself (when you encounter it). What was the quality / reliability of the product / experience, that I encountered?
- Pathos: An Emotional Appeal
- Greek for “Suffering / Experience” Persuading by appealing to emotions
- Does the message connect with me emotionally?
- Establishing emotional use of language, generates sympathy (with the subject), conjures one’s imagination, uses sensory details (showing rich visuals).
- In Graphic Design: (hang in there kitty poster, calvin klein sexy add)
- Logos: A Logical Appeal
- Greek for “word” - Persuading through the use of reasoning and logic
- Does the message based on facts, evidence, or logic?
- Makes a clear statement, logical reasons, factual evidence to back one’s claims
- In Graphic Design: (taxonomies, statistics, reports)
Collection:
Ethos:
Pathos:
Logos:
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