Logo, Pathos, Ethos, and Oprah

Oprah. One word and you know exactly who we're talking about. She has inspired a nation of people to read through her book clubs and in turn blessed many up and coming authors with success. Mere mention of a product on her show creates instant public demand for the item. She is almost solely responsible for the fame and popularity of people like Dr. Phil and Dr. Oz. Oprah is such a strong example of ethos she almost deserves her own category as the 4th rhetorical strategy.

What is it about her that we trust and believe in so much? Despite her fame, her millions of dollars, and her extravagant lifestyle, we still find it possible to relate to her on a personal level. She has put herself out there in her struggles with weight, growing up disadvantaged, and her painful experience of being raped by a family member as a child. By living her life as a strong single woman who has a career yet supports motherhood, Oprah also appeals to the middle-aged woman demographic of today, which contains a great number of people. By being "like us," we connect emotionally to her, and she recognizes the power of that pathos response. Oprah has gained our trust and admiration, and we take her advice willingly, much to the benefit of the people and products she recommends.

Now that she is offering her input to the political arena for the very first time, it will be an interesting exercise in the power of Oprah rhetoric. Does her endorsement have the power to transcend boundaries and create a mass appeal that will help elect the first African American president? Maybe we should ask Dr. Phil.