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Lecture 5

CMN 279 Lecture Notes - Lecture 5: Pathos

Course Code
CMN 279
Carolyn Meyer

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Introduction to Professional Communication
Lecture 5 Notes
Persuasive Writing
Persuasive Appeals
Messages appeal to the reader’s
1 Send of reason (logic)
2 Emotions (pride, hope, honor)
3 Sense of rights (ethics)
The use of language to communicate effectively and persuasively
Ethos (credibility/writer), logos (reason/text), pathos (values/belief/audience)
Aristotle’s rhetorical triagle
Logos logic and reasoning, does not make errors in logic; good evidence, sound
reasoning, ethical, stats
Ethos credibility, trust or credentials; can be built indirectly (being clear and well
organized), extrinsically (through prior reputation) or intrinsically (describing an
orgaizatio’s alues
Pathos use of emotions common in some forms of rhetoric; legal, political,
advertising/sales; less common in internal business and science/technology
Toulmin Argument Model
Claim main point you are trying to make or convince your audience
Evidence material and facts you use to support your claim
Warrant the implicit reasoning that connects the evidence to the claim
Backing support for the warrant
Rebuttal potential objection to the claim
Qualifier limits put on the claim
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