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Rhetorical Situation ■ Considering the Audience 87

logic, or help the writer build his or her credibility. For a specialized audience
familiar with the topic, a writer might use complex data to support a claim and
specialized vocabulary to show expertise within a field. But for a more general RHETORICAL SITUATION
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audience, the same writer might use an emotionally powerful story and simpler
language to achieve the same goals. Of course, writers can use a combination of
these strategies, as well, depending on the rhetorical situation and the audience.

RHETORICAL APPEALS

Appeal Rhetorical Effect Common Techniques
Pathos — When writers pull on the heartstrings of Allusions
Appeal to their audience, they are attempting to Anecdote
Emotion persuade them by engaging some aspect of
the audience’s emotions or senses. When Connotations
persuading, writers attempt to move an Examples
audience toward a specific action or belief. Figurative language
Imagery
Repetition
Sensory details
Logos — Appeals to logos engage the audience’s sense Allusions
Appeal to of reasoning or logic, attempting to rationalize Analogies
Logic his or her perspective or idea to the audience. Anecdote
Writers appeal to logos by making clear,
detailed arguments. Charts
Examples
Expert sources
Facts
Graphs
Statistics
Personal testimony
Repetition
Research
Syntax
Ethos — A strong ethical appeal can build rapport Concession
Appeal to and earn the trust of an audience. A writer’s Facts
Credibility background, character, status/position, or
association are all means by which he or she Personal testimony
implicitly attempts to persuade the audience of Refutation
his or her credibility. Writers can also associate Statistics
themselves with the audience by highlighting Sincerity
shared values.
Use of credible and reliable sources
Writer’s authority and experience

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