LOGOS: LOGIC OR REASON
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ETHOS: ANECDOTAL/EXPERT OPINION OF THE AUTHOR
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Expert opinion
Research Anecdotes Reputable sources Appeals to common sense and rationality Cause and effect statements Recognition of opposing viewpoints |
Ethical appeals are used to establish the writer as fair, open-minded, honest and knowledgeable about a subject matter. They want to be seen as:
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Connotation
Attacks/praise Alliteration Repetition Colloquial language and idioms Cloches Generalisations Hyperbole/exaggeration Inclusive language Rhetorical questions |
Appeals to emotion and values
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