Rhetorical Devices

Logos (Appeal to Logic)

A form of deductive reasoning where a conclusion follows from two premises that share a term with the conclusion.

Traditional: “All men are mortal. Socrates is a man. Therefore, Socrates is mortal.”
Visual: Barren landscape → thriving landscape after product use, implying: “Unsustainable practices destroy the environment. Our product promotes sustainable practices. Therefore, our product saves the environment.”

Generalizations drawn from specific observations.

Traditional: “Every cat I have ever seen has four legs. Therefore, all cats have four legs.”
Visual: Series of before‑and‑after photos of many individuals achieving fitness goals with a program → the viewer concludes the program is effective for everyone.

A comparison between two things to clarify or explain.

Traditional: “Life is like a box of chocolates; you never know what you’re gonna get.”
Visual: Complex data network depicted as a spiderweb to show interconnectedness and fragility.

Arguing that one event or action directly leads to another.

Traditional: “Since the ice cream truck broke down, all the children were sad.”
Visual: PSA shows a child coughing (effect) after a parent smokes (cause), linking action to consequence.

{/* PATHOS */}

A short, engaging personal story that illustrates a point.

Traditional: Childhood story about learning the value of hard work by building a treehouse with a grandparent.
Visual: Charity video follows a child’s struggle and success due to the charity’s intervention to evoke empathy and donations.

Word choice crafted to trigger strong feelings.

Traditional: “The tyrannical dictator unleashed his cruel and merciless forces upon the innocent populace.”
Visual: Poster uses stark colors, distressed fonts, and images of suffering to convey urgency (e.g., political protest).

Non‑literal comparisons to create vivid impact.

Traditional (Metaphor): “He is a lion in battle.”
Visual (Simile): Product shown shimmering like a diamond to suggest preciousness and quality.

An indirect reference to a known work, person, or event.

Traditional: “He was a real Romeo with the ladies.”
Visual: Movie poster borrows a classic film’s palette and type to evoke nostalgia and familiarity.

{/* ETHOS */}

Relying on expertise or position.

Traditional: “As a doctor, I recommend this medication.”
Visual: Skincare ad features a dermatologist in a lab coat to imply effectiveness.

Statements praising a person, product, or service.

Traditional: “My hair was damaged and lifeless, but after using this shampoo, it’s never looked better!”
Visual: Commercial shows “real people” using and endorsing the product.

Appealing to shared values or experiences.

Traditional: “We all want a safer community for our children, don’t we?”
Visual: Candidate shown volunteering at a food bank to signal alignment with community values.

Leveraging an established track record.

Traditional: “Our company has served this community for over fifty years.”
Visual: Luxury brand ad features only its iconic logo, relying on prestige and history.