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Rhetorical Devices Used In Toothpaste

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When a toothpaste commercial comes on the TV and a man dressed in a lab coat says that 9 out of 10 dentists recommend that toothpaste, is he believable? Commercials like this use appeals to persuade the audience by partaking in the use of rhetoric. These techniques are a part of rhetoric which can be defined as, “the art that humans use to process all the messages they send and receive” (Roskelly and Jolliffe 2). When looking deeper, three primary appeals of rhetoric can be found in a piece of literature, ethos, pathos, and logos. In the commercial example used above, the dentist utilizes the ethical appeal, ethos. Ethos offers evidence to prove that the presenter is credible. Ethos offers evidence to prove that he or she knows important and relevant information about the topic at hand (Roskelly and Jolliffe 11). Ethos offers evidence to prove that the presenter is well-educated, experienced, and trustworthy (Roskelly and Jolliffe 34). …show more content…
By being well-educated of the field in question, the audience will be greater persuaded. For example, a man with a PhD in computer science giving a speech on coding is credible. He can be credible for being well educated on the subject, which gives him an advantage in whether or not people will believe him. Another example of the use of ethos is in the work of Henry David Thoreau. Thoreau’s educated background gives the reader a sense of confidence that he is giving them relevant information. For example, Thoreau talks about how he thinks the government “has not the vitality and force of a single man; for a single man can bend it to his will” (Thoreau, Henry David’s “On the Duty of Civil Disobedience” in Roskelly and Jolliffe 210). Because Thoreau is very educated, the reader is persuaded into thinking that he is correct, even though he is merely voicing his opinion. Persuasion can be achieved merely through the fact that the persuader is

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