AN ANALYSIS OF ETHOS, LOGOS, AND PATHOS PERSUASION STRATEGIES IN HEEJAE LIM’S SPEECH

ARISA, VELIANI (2025) AN ANALYSIS OF ETHOS, LOGOS, AND PATHOS PERSUASION STRATEGIES IN HEEJAE LIM’S SPEECH. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT Persuasion plays a vital role in effective communication, as it enables speakers to influence the audience‘s thoughts, emotion, and action,through strategic language use. This study looks at how Aristotle's three ways to persuade ethos, logos, and pathos are used in Heejae Lim‘s speech in TED Talk, ―The Most Powerful yet Overlooked Resource in Schools.‖ The research wants to look at how these persuasion strategies help make the speech better at getting the audience's attention and asking for more help for families who need support in education. The research utilized a qualitative method with a content analysis design. The primary data sources were the speech video and its transcript. Data collection was conducted through a documentation technique using the theory proposed by Alkhirbash was used. In his article entitled ―A Proposed Framework for Analyzing Aristotle‘s Three Modes of Persuasion‖ published in 2016 as instruments, and validity was ensured through investigator triangulation by consulting an expert's opinion. The findings reveal that Lim effectively employs ethos by demonstrating her credibility and good character, sharing personal and professional experiences to build trust with her audience. She uses logos by presenting research, statistics, and real examples to substantiate her argument about the importance of family involvement in education. Furthermore, her use of pathos is evident in the emotional appeal she creates through vivid storytelling and heartfelt language, inspiring empathy and motivation. The findings suggest that Heejae Lim effectively combined ethos, logos, and pathos through personal storytelling, data-based arguments, and emotional resonance, creating a compelling call for educational reform. It provides valuable insights into persuasion strategies, highlighting their potential to engage audiences and drive positive change in the context of education. Keywords: Ethos, Heejae Lim, Logos, Persuasion Strategies, Speech

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