Rhetorical Devices Cheat Sheet
Ethos, Logos, and Pathos
Ethos
Logos
Pathos
character, ethics
logic, reasoning
emotion,pity, selfishness
how a party builds his/her credibility
and trustworthiness
the claim itself; the reasoning the
author uses; logical evidence
words or passages used to activate
emotions
Types of Ethos Appeals
Types of Logos Appeals
Types of Pathos Appeals
-popular celebrity or spokesperson to
represent the product or idea
-the use of a credible looking actor (Ex:
someone in a lab coat)
-mentioning a respected business or
publication
-author’s professional background
-appearing sincere or morally/ethically
likable
-conceding to the opposition where
appropriate
-appropriate use of language and
grammar
-hard data
-theories/scientific facts
-definitions
-factual data and statistics
-citations from experts and authorities
-sharing of informed opinions
-real-life examples
-emotionally loaded language
-vivid descriptions or images
-emotional examples
-anecdotes, testimonies, or narratives
about emotional experiences or events
-emotional tone (humor, sarcasm,
disappointment, excitement, etc.)
Effect on Audience
Effect on Audience
Effect on Audience
helps the audience to see the author/
company as reliable, trustworthy,
competent, and credible
if done properly, the audience gets a
sense of, “Oh, that makes sense.”
if not used properly, the audience gets
a sense of “Hmmm, that really doesn’t
prove anything.”
persuaded by evoking an emotional
response such as fear, sympathy,
empathy, and/or anger
