The Greek philosopher Aristotle divided the means of persuasion into three categories--Ethos, Pathos, Logos.
* Ethos (Authority), ethical appeal.
* Pathos (Emotion), persuading by appealing to one's emotions.
* Logos (Logic), convincing by the use of reasoning.
When we receive a commercial script, we need to use all three means of persuasion to get the listener to trust the speaker, feel a connection to the product, and take action by making a purchase. Script analysis questions include:
* Where do we recognize these clues in the script?
* When do we use each of these three persuasive approaches?
* Do particular words, phrases, or sentences add credibility and authority?
* When is it appropriate to have an emotional appeal?
* Is it okay to merely state facts about the usefulness of the product?
* What makes me an authority?
* Are some statements a blend of two or three persuasive approaches or should they always be clearly separate?
Writers construct scripts with these three elements in mind. Recognizing these clues in the script and making adjustments in our delivery results in a richer, fuller, more convincing appeal to the listener. It also helps with timing and rhythm.
Learn how to use Ethos, Pathos, and Logos effectively in writer/director/producer - John Crane's - Director's Perspective: Script Analysis on Monday, Nov. 10 from 6:30-9:30pm. $100. www.johncranefilms.com
To register, send us an email.
