The Appeal of Appeals

Logical, emotional, and ethical.  These three persuasive appeals can be seen almost everywhere one looks.  But why do people use these appeals to persuade their audience?  In simple terms, they are used because they are very effective.  For example, in Thomas Paine's The Crisis, Paine uses many appeals in attempt to remind the soldier what they were fighting for.  When describing the atrocities of the British, Paine writes, "Britain, with an army to enforce her tyranny, has declared, that she has a right (not only to tax) bu "to BIND us in ALL CASES WHATSOEVER," and if being bound in that manner is not slavery, then there is not such a thing as slavery upon earth" (246).  By using words such as tyranny and slavery, Paine appeals to the audience's emotions by trying to stir anger toward the British.  This reminder allowed Paine to urge the soldiers forward and to keep them fighting.  Paine also writes to his audience not to fight for themselves, but also for the children.  By referencing children, Paine uses an ethical appeal, calling to people's morals and values to convince them that his position is correct.

These appeals were  used frequently during the presidential debates between President Barack Obama and Mitt Romney.  Throughout the debate, both candidates used logical appeals by stating many statistics related to job creation and unemployment to convince the audience that they were the best candidate for the job.

The SPCA also uses emotional appeals very effectively in order to try to raise money for abused animals.  By flashing images of injured pets with slow and sad music in the background, the commercials make the audience feel bad for these animals and feel the need to donate money to their cause.