Ethos is an appeal to ethics

Mostly, this difficulty arises from a misunderstanding of the difference between summarizing a text and analyzing it. It’s true that your paper has to briefly

summarize other people’s writings, but MOST IMPORTANT, it must analyze how other writers present their ideas.

Poorly done arguments – especially those in current political discourse – tend to appeal to just the target audience’s emotions. On the immigration issue, for

instance, some politicians like to make their constituents feel afraid in the hopes that fear will persuade them to support the politician’s ideas. But arguments done

well tend to have a mix of three rhetorical aspects identified by the ancient Greeks, what Aristotle called “ingredients for persuasion.” We usually call them

“appeals,” the methods by which writers and speakers try to persuade their audiences to think as they do.

Knowing about the three types of appeals will help you write better essays.

Three types of appeals

1) Ethos is an appeal to ethics. It is a means of convincing someone of the character or credibility of the persuader. When a famous basketball player appears in

a commercial for a particular brand of sneakers, that commercial is highlighting the appeal of ethos – if the viewer respects the famous athlete, he or she is more

likely to judge the sneakers as worthy of attention.

For your essay, you will examine the ethos of the respective writers by the type of environmental organization to which they belong. You can do this in part by

analyzing each organization’s website, i.e., what audience does it seem to want to attract? How do the writers’ strategies help them appeal to the audience who reads

the New York Times? (To understand the target intellectual level of different reading audiences, see this Cornell library site. Click on the tab for “News or General

Interest” to learn about where the New York Times and its audience fits into the various categories.)

Examples of Appeals to Ethos
• “As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results.”
• “My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle

and cooperate with the opposition, make me the ideal candidate for your mayor.
•   “The veterinarian says that an Australian shepherd will be the perfect match for our active lifestyle.”
•   “If his years as a Marine taught him anything, it’s that caution is the best policy in this sort of situation.”
•   “He is a forensics and ballistics expert for the federal government – if anyone’s qualified to determine the murder weapon, it’s him.”
•   “Based on the dozens of archaeological expeditions I’ve made all over the world, I am confident that those potsherds are Mesopotamian in origin.”
NOTE about Appeals to Ethos – Academic writers and high-level readers rely heavily on this type of appeal because it tends toward intellectual judgments rather than

emotional ones. When you first mention a source in your text, it’s a good idea to give a brief description of their background to readers so they can judge the ethos

of the person being quoted. This is called a “signal phrase.” For instance: “Historian Barbara Smith claims”… or … “Robert Jones, a particle physicist at Brookhaven

National Lab, insists that…..” Signal phrases also help a reader know where to look on the Works Cited section for the sourced material.

2) Pathos is an appeal to emotion. It is a way of convincing an audience of an argument by creating an emotional response. Alcohol advertisements almostalways

appeal to emotion – the pictures are meant to entice viewers to think they too can have the romance and fun of the models pictured in the ad. Consider this ad for Jose

Cuervo. Are viewers being asked to think or to feel?

For your essay, you will try to determine if and how emotional appeals are being made, i.e., is the writer trying to make the reader afraid? Is he/she trying to engage

the reader’s feelings about fair play?

Examples of Appeals to Pathos

• “If we don’t move soon, we’re all going to die! Can’t you see how dangerous it would be to stay?”
• “There’s no price that can be placed on peace of mind. Our advanced security systems will protect the well-being of your family so that you can sleep

soundly at night.”
• “Where would we be without this tradition? Ever since our forefathers landed at Plymouth Rock, we’ve celebrated Thanksgiving without fail, making more

than cherished recipes. We’ve made memories.”
• “They’ve worked against everything we’ve worked so hard to build, and they don’t care who gets hurt in the process. Make no mistake, they’re the enemy,

and they won’t stop until we’re all destroyed.”
• “Don’t be the last person on the block to have their lawn treated – you don’t want to be the laughing stock of your community!”
• “You’ll make the right decision because you have something that not many people do: you have heart.”

3) Logos is an appeal to logic. It is a way of persuading an audience by reason and is your most valuable tool for academic writing because it is the direct link

between objectivity and persuasion. If you can persuade your audience to acknowledge the logos of your argument – which includes all facts, statistics, definitions,

analogies, quotations from authorities, and other evidence offered in support of your claims – then you demonstrate the valued skill of balancing objectivity and

persuasion.

For your essay, you will have an opportunity to showcase your command of logos by considering what kind of data is used, if any, to persuade the reader.

Examples of Appeals to Logos

• “The data is perfectly clear: this investment has consistently turned a profit year-over-year, even in spite of market declines in other areas.”
• “Ladies and gentlemen of the jury: we have not only the fingerprints, the lack of an alibi, a clear motive, and an expressed desire to commit the

robbery… We also have video of the suspect breaking in. The case could not be more open and shut.”
• “More than one hundred peer-reviewed studies have been conducted over the past decade, and none of them suggests that this is an effective treatment

for hair loss.”
• “In 25 years of driving the same route, I haven’t seen a single deer.”
• “He has a track record of success with this company, culminating in some of our most acclaimed architecture to date and earning us Firm of the Year

nine times in a row.”
• “Research compiled by analysts from NASA, as well as organizations from five other nations with space programs, suggests that a moon colony is viable

with international support.”

The Assignment for Essay 2 – Text Analysis

In four, double-spaced Google Docs pages map at least four of the authors in New York Times website on whether the government should grade colleges. By the end of your

paper, your reader should understand your relative positioning of the NYT writers, as well as your reasoning on how you placed them.

One suggested outline might be:

Paragraph 1 – Introduce the Conversation. Explain to your reader the context in which this discussion takes place, i.e., the Room for Debate section of the New York

Times. You can use (and cite) the Cornell site to supply information about the assumed readership of the NYT. End your opening paragraph with your thesis statement,

i.e., the main analytical point you intend to make in your essay.
Paragraph 2 – Ethos. Analyze the sense of authority each writer brings to his/her persuasive task in the particular Room for Debate column. How do these “experts”

enhance their credibility?

Paragraph 3 – Pathos. Analyze the way the contributors’ affect (their displays of emotions, statements about the self or appeals to readers’ feelings provides an

emotional appeal

Paragraph 4 and 5 – Logos. Identify one major claim in each writer’s column. Evaluate the use of objective evidence, if any, in support of these claims.

Paragraph 6 – Mapping. Show your reader the relative distance and proximity amongst these writers. Who is close to whom? Who is far away? Explain your reasoning.

Paragraph 7 – Consequences. Whose argument did you think was the most effect? Why? You can, for instance, explore the implications of what that argument is doing. Is

it likely to be accepted by its intended audience? What consequences might acceptance of this argument have for the audience?

Paragraph 8 – Conclusion. Revisit your thesis and provide a few final evaluative remarks about your new understanding of how rhetoric affects attempts to persuade

readers.

http://www.nytimes.com/roomfordebate/2014/05/27/should-the-government-grade-colleges?module=Search&mabReward=relbias%3Aw%2C%5B%22RI%3A10%22%2C%22RI%3A16%22%5D

the link you could find the essay you need to analyze under the debater. there are 5 articles. choose 4 of them to analyze.

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