CMN 279 Lecture Notes - Lecture 6: Pathos
21 Apr 2016
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Compliance (reward/punishment: either you get it or you don"t, extrinsic benefit. Be accurate and positive: when you"re accurate you mention concrete specifics/evidence, when you"re positive you highlight the benefits. Anticipate objections and plan to deal with them: contrastive conjunction + objection + opportunity (one full sentence) Attention: the goal is to gain attention in the intro. Interest: create interest in the body paragraphs: often the background information. Desire: build desire by highlighting benefits for them. Action: motivate action: more specific when we write about next steps and in the conclusion, a way for the audience to know what is expected from them. Pathos: appeal to emotion: image and word choice, careful with heavily using pathos can combine with logos to strengthen. Ethos: appeal to credibility: often seen through the individual or company that is delivering the message. Logos: appeal to logic: lead with evidence, include: facts, stats, examples, concrete and specific.
