Ethos, Logos, Pathos, and other 4Cs (Part 1)
Cards (19)
- What are the 4Cs:
- Clarity
- Concision
- Coherence
- Correctness
- Clarity: Making every sentence easy for the audience to understand quickly
- Concision: communicating all the essential information while using as few words as possible
- Coherence: organizing ideas so sentences and paragraphs flow together smoothly and logically
- Correctness: using conventions of standard American english
- FAIR(S) criteria:
- Facts
- Access
- Impacts
- Respect
- Social Responsibility
- Facts: How factual is the persuasive messages. have you presented information that allows people to make informed decisions and have you considered various interpretations and the quality of the information
- Access: How accessible or transparent are the motives, reasoning, and information. Is the information fully revealed or is it hidden. are the reasons for you giving the information fully revealed.
- Impacts: How does your communication impact stakeholders. Are your recommendations made in their best interest
- Respect: How respectful is your communication. Does the message offend or pressure anybody and does it show that stakeholder needs are important
- Social responsibility: Are you promoting and creating the world and society you would want you and your loved ones to live in?
- TARES Criteria:
- Truthfulness
- Authenticity
- Respect
- Equity
- Social responsibility
- Truthfulness: Have comparisons between alternatives been presented truthfully
- Authenticity: Do you believe in whatever you're promoting and would you be able to support it. Will the audience be benefited or will they be compelled to do the right thing
- Respect: Are you respecting your audience through your tone
- Equity: Are you avoiding unfair practices like targeting vulnerable audiences
- Pathos: Does the writer appeal to the emotions of their reader
- Logos: does the writer appeal to the rational mind by using logic and evidence. Does the writer avoid logical fallacies
- Ethos: Can the credibility of the author be established through means like credentials and sources used