persuasive essay using ethos pathos and logos

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Persuasive Writing: The Power of Ethos, Pathos, and Logos

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Published: Feb 7, 2024

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Table of contents

Using ethos, pathos, and logos together, counterarguments.

• Professional qualifications, expertise, and experience
• Personal reputation, character, and integrity
• Third-party endorsements, testimonials, and references
• Common values, beliefs, and interests
• Create empathy, compassion, or sympathy
• Trigger fear, anger, or sadness
• Stir hope, inspiration, or joy
• Connect with the audience's values, beliefs, and experiences
• Present facts, data, and statistics
• Use reasoning, deductions, and analogies
• Use examples, anecdotes, and case studies
• Address counterarguments and refute objections
• Establish your ethos first, to gain the audience's trust and respect
• Use pathos to engage the audience's emotions and values, but avoid manipulating or exploiting them
• Use logos to provide evidence, reasoning, and counterarguments, but avoid being too technical or dry
• Integrate ethos, pathos, and logos seamlessly, so that they reinforce each other and create a persuasive synergy
• Acknowledge the counterarguments and show that you understand the other side's perspective (ethos)
• Anticipate the emotional reactions that the counterarguments may trigger and address them proactively (pathos)
• Provide evidence, reasoning, and examples to refute the counterarguments and strengthen your position (logos)
• Use rhetorical questions, analogies, or metaphors to reframe the counterarguments and show their weaknesses (logos)

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Sat / act prep online guides and tips, ethos, pathos, logos, kairos: the modes of persuasion and how to use them.

General Education

Ethos, pathos, logos, and kairos all stem from rhetoric—that is, speaking and writing effectively. You might find the concepts in courses on rhetoric, psychology, English, or in just about any other field!

The concepts of ethos, pathos, logos, and kairos are also called the modes of persuasion, ethical strategies, or rhetorical appeals. They have a lot of different applications ranging from everyday interactions with others to big political speeches to effective advertising.

Read on to learn about what the modes of persuasion are, how they’re used, and how to identify them!

What Are the Modes of Persuasion?

As you might have guessed from the sound of the words, ethos, pathos, logos, and kairos go all the way back to ancient Greece. The concepts were introduced in Aristotle’s Rhetoric , a treatise on persuasion that approached rhetoric as an art, in the fourth century BCE.

Rhetoric was primarily concerned with ethos, pathos, and logos, but kairos, or the idea of using your words at the right time, was also an important feature of Aristotle’s teachings.

However, kairos was particularly interesting to the Sophists, a group of intellectuals who made their living teaching a variety of subjects. The Sophists stressed the importance of structuring rhetoric around the ideal time and place.

Together, all four concepts have become the modes of persuasion, though we typically focus on ethos, pathos, and logos.

What Is Ethos?

Though you may not have heard the term before, ‘ethos’ is a common concept. You can think of it as an appeal to authority or character—persuasive techniques using ethos will attempt to persuade you based on the speaker’s social standing or knowledge. The word ethos even comes from the Greek word for character.

An ethos-based argument will include a statement that makes use of the speaker or writer’s position and knowledge. For example, hearing the phrase, “As a doctor, I believe,” before an argument about physical health is more likely to sway you than hearing, “As a second-grade teacher, I believe.”

Likewise, celebrity endorsements can be incredibly effective in persuading people to do things . Many viewers aspire to be like their favorite celebrities, so when they appear in advertisements, they're more likely to buy whatever they're selling to be more like them. The same is true of social media influencers, whose partnerships with brands can have huge financial benefits for marketers .

In addition to authority figures and celebrities, according to Aristotle, we’re more likely to trust people who we perceive as having good sense, good morals, and goodwill —in other words, we trust people who are rational, fair, and kind. You don’t have to be famous to use ethos effectively; you just need whoever you’re persuading to perceive you as rational, moral, and kind.

What Is Pathos?

Pathos, which comes from the Greek word for suffering or experience, is rhetoric that appeals to emotion. The emotion appealed to can be a positive or negative one, but whatever it is, it should make people feel strongly as a means of getting them to agree or disagree.

For example, imagine someone asks you to donate to a cause, such as saving rainforests. If they just ask you to donate, you may or may not want to, depending on your previous views. But if they take the time to tell you a story about how many animals go extinct because of deforestation, or even about how their fundraising efforts have improved conditions in the rainforests, you may be more likely to donate because you’re emotionally involved.

But pathos isn’t just about creating emotion; it can also be about counteracting it. For example, imagine a teacher speaking to a group of angry children. The children are annoyed that they have to do schoolwork when they’d rather be outside. The teacher could admonish them for misbehaving, or, with rhetoric, he could change their minds.

Suppose that, instead of punishing them, the teacher instead tries to inspire calmness in them by putting on some soothing music and speaking in a more hushed voice. He could also try reminding them that if they get to work, the time will pass quicker and they’ll be able to go outside to play.

Aristotle outlines emotional dichotomies in Rhetoric . If an audience is experiencing one emotion and it’s necessary to your argument that they feel another, you can counterbalance the unwanted emotion with the desired one . The dichotomies, expanded upon after Aristotle, are :

• Anger/Calmness
• Friendship/Enmity
• Fear/Confidence
• Shame/Shamelessness
• Kindness/Unkindness
• Pity/Indignation
• Envy/Emulation

Note that these can work in either direction; it’s not just about swaying an audience from a negative emotion to a positive one. 

However, changing an audience's emotion based on false or misleading information is often seen as manipulation rather than persuasion. Getting into the hows and whys requires a dive into the ethics of rhetoric , but suffice to say that when you attempt to deceive an audience, that is manipulation.

If you really want to get an audience fired up about something, you can inspire righteous anger, which may or may not be manipulation. If somebody is offended that you’ve asked them for something, you can try making them feel sorry for you by turning indignation into pity— that’s manipulation.

What Is Logos?

Logos comes from a Greek word of multiple meanings, including “ground,” “speech,” and “reason.” In rhetoric, it specifically refers to having a sense of logic to your persuasion; logos-based rhetoric is founded in logic and reason rather than emotion, authority, or personality.

A logic-based argument appeals to a person’s sense of reason— good logos-based rhetoric will persuade people because the argument is well-reasoned and based in fact. There are two common approaches to logos: deductive and inductive arguments.

Deductive arguments build on statements to reach a conclusion —in effect, the conclusion is reached in reverse. A common method is to propose multiple true statements which are combined to reach a conclusion, such as the classic method of proving that Socrates is mortal.

All men are mortal, and Socrates is a man, therefore Socrates must be mortal.

That’s not really a case that needs to be argued, but we can apply the same framework to other arguments as well. For example, we need energy to live. Food gives the body energy. Therefore, we need food to live.  

All of this is based on things we can prove, and results in a conclusion that is true , not just theorized. Deductive reasoning works on the assumption that A = B, B = C, so therefore A = C. But this also supposes that all the information is true, which is not always the case.

Sometimes the conclusions you reach with deductive reasoning can be valid, as in the reasoning makes sense, but the conclusion may not be necessarily true. If we return to the Socrates argument, we could propose that:

All men eat apples. Socrates is a man. Therefore, Socrates must eat apples.

The problem is that we can’t prove that all men eat apples —some do, some don’t. Some might eat an apple once but never again. But based on our arguments, the conclusion that Socrates must eat apples is valid.

A strong deductive argument for logos-based reasoning will be composed of provable facts that can reach a provable conclusion. However, a valid but not entirely sound argument can also be effective—but be wary of shifting from persuasion to manipulation!

Another approach to logos-based rhetoric is inductive reasoning, which, unlike deductive reasoning, results in a probable argument rather than a definite one. That doesn’t mean that it is less effective—many scientific concepts we accept as truth are inductive theories simply because we cannot travel back in time and prove them— but rather that inductive reasoning is based on eliminating the impossible and ending in an argument that is based in sound logic and fact, but that may not necessarily be provable.

For example, all people with a cough have a cold. Kelly has a cough. Therefore, Kelly likely has a cold.

Our conclusion is likely , but not absolute. It’s possible that Kelly doesn’t have a cold—not because she doesn't have a cough, but because there are other possible causes, such as having allergies or having just breathed in some dust. The conclusion that she has a cold is likely based on data, but not absolute.

Another example would be that Kelly picks her nose. Kelly is a woman, therefore all women must pick their nose.

Inductive reasoning is based on generalizations. The first example, in which Kelly likely has a cold, makes sense because it’s based on something provable—that a sampling of people who have a cough have colds—and followed up with a likely conclusion. In the second example, this is a less sensible conclusion because it’s based on extrapolation from a single reference point.

If we reverse the claim and say that all women pick their noses, and Kelly is a woman, therefore Kelly must pick her nose, that would be more sound logic. Still not necessarily true—not all women pick their noses—but a more sound example of inductive reasoning.

Inductive reasoning can still be incredibly effective in persuasion, provided that your information is well-reasoned. Inductive reasoning creates a hypothesis that can be tested; its conclusion is not necessarily true, but can be examined.

As always, be wary of venturing into manipulation, which is more likely to be based on erroneous or misleading facts.

What Is Kairos?

Kairos is the Greek word for the opportune moment, which is precisely what it means in rhetoric. According to this principle, the time in which an argument is deployed is as important as the argument itself. An argument at the wrong time or to the wrong audience will be wasted; to be effective, you must also consider when you are speaking and to whom.

In effect, kairos means choosing the correct rhetorical device to match the audience and space in which you’re attempting to persuade. If you wanted to persuade people to go vegetarian, the middle of a hot dog-eating contest is probably not the right time. Likewise, you’re probably not going to persuade a room of data-driven scientists of something by appealing to pathos or ethos; logos is probably your best bet.

In essence, kairos asks you to consider the context and atmosphere of the argument you’re making. How can you deploy your argument better considering time and space? Should you wait, or is time of the essence?

As Aristotle famously said, “Anybody can become angry—that is easy, but to be angry with the right person and to the right degree and at the right time and for the right purpose, and in the right way—that is not within everybody's power and is not easy.”

The goal of kairos is to achieve exactly that. Effective use of kairos strengthens your persuasion ability by considering how people are already feeling based on context. How can you influence or counteract that? Or maybe pathos isn’t the right approach—maybe cold hard facts, using logos, is more suited. Kairos works in conjunction with the other modes of persuasion to strengthen your argument, so as you’re putting a persuasive piece together, consider how and when it’ll be deployed!

How to Identify Ethos, Pathos, Logos, and Kairos

Understanding how the modes of persuasion work can make you better at identifying and picking them out. Not only is a better understanding of them useful for composing your own arguments, but it’s also beneficial when seeing other people’s arguments. When you understand how ethos, pathos, logos, and kairos work, you’re less susceptible to them.

Advertising is one of the places we see the modes of persuasion most often. Looking at each of these advertisements, you can see how they use each mode of persuasion to convince audiences to convince an audience of something.

Using celebrities is a classic example of ethos, which uses authority or recognition to convince an audience of something. In this case, celebrities like Michelle Obama, Lin-Manuel Miranda, and Janelle Monáe discuss the importance of voting.

It doesn’t matter that they’re not politicians or political scientists; audiences find them appealing and genuine. When they speak of the importance of voting, audiences listen because they like what these figures have to say . If talented, famous people like this are taking the time to vote, it must be important!

Historians or those well-versed in politics might make different arguments about why audiences should vote, but in this case, the goal is to inspire people. When we see people we admire doing things, we want to do them too; hence the reason that ethos works so well.

ASPCA’s commercials are some of the most infamous examples of pathos in advertising. Sarah McLachlan’s “Angel” plays over footage of abused animals in shelters, encouraging viewers to donate money to support the organization.

It’s not hard to understand why it works; both the song and the imagery are heartbreaking! You can’t help but feel sad when you see it, and that sadness, when followed up by a prompt to donate, encourages you to take immediate action.  And these ads are effective— the campaign raised millions of dollars for ASPCA .

By appealing to our emotions and making us feel sad, this advertisement encourages us to act. That’s a classic use of ethos—it influences our feelings through the one-two punch of sad music and imagery, encouraging us to perform the desired action.

In some cases, emotion and authority aren’t the right tactic. Logos often appears in tech advertisements, such as this one for the iPhone XS and XR.

Notice how the advertisement focuses on product shots and technological terms. Most audiences won’t know what an A12 bionic neural engine is, but it sounds impressive. Likewise, that “12 MPf/1.8 wide-angle lens, with larger, deeper 1.4 micron pixels” is pretty meaningless to most people, but the numbers suggest that this phone is something special because it uses scientific-sounding language.

It doesn’t matter whether audiences really understand what’s being said or not. What matters is that they feel confident that the ad is selling them something they need —in this case, impressive technological specifications that make this phone an improvement over others.

Kairos should ideally factor into all uses of the modes of persuasion, but timeliness can also be a big selling point. In this Christmas-themed M&Ms advertisement, the company uses timely humor to forge a connection between the holidays and M&Ms.

Because these commercials have been running for such a long time, there’s also a nostalgic attachment to them. Just as people look forward to new Budweiser advertisements during the Super Bowl, others look forward to seeing M&Ms or the Coca-Cola polar bear during the holidays.

Though this commercial doesn’t go out of its way to tell you the benefits of M&Ms, it does forge a connection between M&Ms and Christmas, encouraging people to purchase them around the holidays.

Examples of the Modes of Persuasion

Now that you’ve had some exposure to how ethos, pathos, logos, and kairos function and what they can do, you can test your ability to recognize them using the images below!

There are a few things to notice about this image:

• The anonymous figure
• The language
• The use of a statistic

Can you figure out which mode of persuasion this represents?

The fact that the figure is anonymous tells us it’s probably not ethos. While we might be influenced by a person who’s in shape, there’s not really an appeal here based on the person—they’re just an image to support the ad.

“DOMINATE” is a pretty loaded word, suggesting that this may have elements of pathos.

However, take a look at that statistic. Whether it’s true or not, a hard statistic like that suggests that this ad is using logos to appeal to viewers. You can draw out an argument from there—75% of users lose weight within weeks. You’re a user. Therefore, you will likely lose weight within weeks.

What do you notice about this image?

• The way the text frames the woman’s body
• The name of the perfume
• The color choice

What mode of persuasion is this?

Again, we don’t know who the model is, and perfume isn’t going to make us look like her, so we can count ethos out.

The ad seems pretty intent on making us look at certain things—the woman’s lips and chest in particular. What is it trying to make us feel?

“FORBIDDEN FRUIT” has a connotation of sensuality.

Red is a color commonly associated with passion.

When you combine the photo, the framing, the perfume name, and the color, you get a strong sense of sex appeal from the advertisement. This makes it an example of pathos—the ad is trying to make us feel a certain way . If we buy this perfume, maybe we would feel attractive, too.

How about this advertisement?

• A serious-looking photo
• Text promising “no more back pain”
• “Doctor recommended.”

Seeing a doctor might make you tempted to think the answer is logos, but there’s no appeal to logic here.

“No more back pain,” is a nice promise, but there’s no attempt to appeal to emotions, so it can’t be pathos.

What’s important in this image is the combination of the doctor in the image and the line “doctor recommended.” This doctor might not be famous, but he does have authority, making this an example of ethos.

Our confidence in this treatment grows because we trust that a doctor understands how to address back pain.

What mode of persuasion is this?  Think about:

• The framing

She does look fashionable and the ad mentions stylists, so it’s possible that this is ethos.

There are no statistics or arguments being made, so the answer probably isn’t logos.

Pathos is possible, but despite having a heavily made-up model, this ad is far less about sex appeal than the previous one.

But the text mentions a specific holiday—New Year’s—suggesting that this is kairos. Kairos can, and often should, be combined with all the modes of persuasion to be even more effective. In this case, the model’s appearance could suggest either ethos or pathos in addition to kairos. The message here is that you should act now, at the beginning of the year, to take advantage of the deal and to start the year off with a new style, much like the one the model is sporting.

Key Tips for Identifying Ethos, Pathos, Logos, and Kairos

Now that you know the difference between all the modes of persuasion, you’ll have a much easier time identifying them. If you run into trouble, you can always ask questions about what you’re seeing, hearing, or reading to understand what mode of persuasion it’s using.

#1: Is It Related to a Specific Time?

If the argument is based on a specific day or context, such as Valentine’s Day or appealing only to a select group of people, such as people with dogs, it’s more likely to be kairos.

#2: Does It Involve a Celebrity or Authority Figure?

Celebrities are often a dead giveaway that an argument is using ethos. But authority figures, such as doctors, dentists, or politicians, can also be used to appeal to ethos. Even regular, everyday people can work, particularly when combined with pathos, to appeal to you based on a mutual connection you have.

#3: Does It Involve Statistics?

Statistics are a huge clue that an argument is using logos. But logos can also just be a logical argument, such as that if plants need water, and it’s hard to remember to water them, you should buy an automatic plant waterer. It makes perfect sense, making you more likely to buy it, rather than changing your habits to remember to water your plants more frequently.

#4: Does It Influence Your Emotions?

If an argument tries to change your emotions, whether by making you sad, happy, angry, or something else entirely, it’s a good indicator that it’s using pathos. Sex appeal is one of the biggest examples of pathos in advertising, appearing everywhere from makeup ads to car commercials to hamburger advertisements.

What’s Next?

Need help understanding the historical context for The Great Gatsby to perfect your kairos-based argument?

You can always combine the modes of persuasion with literary devices to make your arguments even stronger!

Learn how to say "good morning" in Japanese ! Even if it's not a mode of persuasion, it's just good manners.

Melissa Brinks graduated from the University of Washington in 2014 with a Bachelor's in English with a creative writing emphasis. She has spent several years tutoring K-12 students in many subjects, including in SAT prep, to help them prepare for their college education.

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What Are Logos, Pathos & Ethos?

A straight-forward explainer (with examples)

By: Derek Jansen (MBA) | Reviewer: Eunice Rautenbach (DTech) | June 2023

If you spend any amount of time exploring the wonderful world of philosophy, you’re bound to run into the dynamic trio of rhetorical appeals: logos , ethos and pathos . But, what exactly do they mean and how can you use them in your writing or speaking? In this post, we’ll unpack the rhetorical love triangle in simple terms, using loads of practical examples along the way.

Overview: The Rhetorical Triangle

• What are logos , pathos and ethos ?
• Logos unpacked (+ examples)
• Pathos unpacked (+ examples)
• Ethos unpacked (+ examples)
• The rhetorical triangle

What are logos, ethos and pathos?

Simply put, logos, ethos and pathos are three powerful tools that you can use to persuade an audience of your argument . At the most basic level, logos appeals to logic and reason, while pathos appeals to emotions and ethos emphasises credibility or authority.

Naturally, a combination of all three rhetorical appeals packs the biggest punch, but it’s important to consider a few different factors to determine the best mix for any given context. Let’s look at each rhetorical appeal in a little more detail to understand how best to use them to your advantage.

Logos appeals to the logical, reason-driven side of our minds. Using logos in an argument typically means presenting a strong body of evidence and   facts to support your position. This evidence should then be accompanied by sound logic and well-articulated reasoning .

Let’s look at some examples of logos in action:

• A friend trying to persuade you to eat healthier might present scientific studies that show the benefits of a balanced diet and explain how certain nutrients contribute to overall health and longevity.
• A scientist giving a presentation on climate change might use data from reputable studies, along with well-presented graphs and statistical analyses to demonstrate the rising global temperatures and their impact on the environment.
• An advertisement for a new smartphone might highlight its technological features, such as a faster processor, longer battery life, and a high-resolution camera. This could also be accompanied by technical specifications and comparisons with competitors’ models.

In short, logos is all about using evidence , logic and reason to build a strong argument that will win over an audience on the basis of its objective merit . This contrasts quite sharply against pathos, which we’ll look at next.

Contrasted to logos, pathos appeals to the softer side of us mushy humans. Specifically, it focuses on evoking feelings and emotions in the audience. When utilising pathos in an argument, the aim is to cultivate some feeling of connection in the audience toward either yourself or the point that you’re trying to make.

In practical terms, pathos often uses storytelling , vivid language and personal anecdotes to tap into the audience’s emotions. Unlike logos, the focus here is not on facts and figures, but rather on psychological affect . Simply put, pathos utilises our shared humanness to foster agreement.

Let’s look at some examples of pathos in action:

• An advertisement for a charity might incorporate images of starving children and highlight their desperate living conditions to evoke sympathy, compassion and, ultimately, donations.
• A politician on the campaign trail might appeal to feelings of hope, unity, and patriotism to rally supporters and motivate them to vote for his or her party.
• A fundraising event may include a heartfelt personal story shared by a cancer survivor, with the aim of evoking empathy and encouraging donations to support cancer research.

As you can see, pathos is all about appealing to the human side of us – playing on our emotions to create buy-in and agreement.

Last but not least, we’ve got ethos. Ethos is all about emphasising the credibility and authority of the person making the argument, or leveraging off of someone else’s credibility to support your own argument.

The ethos card can be played by highlighting expertise, achievements, qualifications and accreditations , or even personal and professional associations and connections. Ultimately, the aim here is to foster some level of trust within the audience by demonstrating your competence, as this will make them more likely to take your word as fact.

Let’s look at some examples of ethos in action:

• A fitness equipment brand might hire a well-known athlete to endorse their product.
• A toothpaste brand might make claims highlighting that a large percentage of dentists recommend their product.
• A financial advisor might present their qualifications, certifications and professional memberships when meeting with a prospective client.

As you can see, using ethos in an argument is largely about emphasising the credibility of the person rather than the logical soundness of the argument itself (which would reflect a logos-based approach). This is particularly helpful when there isn’t a large body of evidence to support the argument.

Ethos can also overlap somewhat with pathos in that positive emotions and feelings toward a specific person can oftentimes be extended to someone else’s argument. For example, a brand that has nothing to do with sports could still benefit from the endorsement of a well-loved athlete, just because people feel positive feelings about the athlete – not because of that athlete’s expertise  in the product they’re endorsing.

How to use logos, pathos and ethos

Logos, pathos and ethos combine to form the rhetorical triangle , also known as the Aristotelian triangle. As you’d expect, the three sides (or corners) of the triangle reflect the three appeals, but there’s also another layer of meaning. Specifically, the three sides symbolise the relationship between the speaker , the audience and the message .

Without getting too philosophical, the key takeaway here is that logos, pathos and ethos are all tools that you can use to present a persuasive argument . However, how much you use each tool needs to be informed by careful consideration of who your audience is and what message you’re trying to convey to them.

For example, if you’re writing a research paper for a largely scientific audience, you’ll likely lean more heavily on the logos . Conversely, if you’re presenting a speech in which you argue for greater social justice, you may lean more heavily on the pathos to win over the hearts and minds of your audience.

Simply put, by understanding the relationship between yourself (as the person making the argument), your audience , and your message , you can strategically employ the three rhetorical appeals to persuade, engage, and connect with your audience more effectively in any context. Use these tools wisely and you’ll quickly notice what a difference they can make to your ability to communicate and more importantly, to persuade .

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• Writing Tips

 Ethos, Logos, and Pathos – A Simple Guide

4-minute read

• 12th April 2023

Ethos, logos, and pathos are three essential components of persuasive communication . They’ve been used for centuries by great communicators to influence the beliefs, attitudes, and behaviors of their audiences. In this simple guide, we’ll take a closer look at these three components using examples from famous writing and speeches.

What Is Ethos?

Ethos is a persuasive appeal based on the credibility or character of the speaker or writer. It refers to the trustworthiness, expertise, or authority that they bring to the argument. It’s crucial in establishing the credibility of the speaker or writer and can be built in through a variety of means, such as reputation and sources, or language and tone.

How To Use Ethos

Ethos can be established through the speaker or writer’s reputation: if they are known for being knowledgeable, honest, and trustworthy, this can lend credibility to their argument. For example, in his famous “I Have a Dream” speech, Martin Luther King Jr. established his ethos by highlighting his role as a civil rights leader and his personal experience with racial injustice.

Another way you can achieve ethos in speech or writing is through the use of credible sources. For example, Rachel Carson established ethos in her book Silent Spring by providing extensive scientific evidence to support her argument that pesticides were harming the environment.

Finally, ethos can be accomplished through the use of language and tone . Using a professional and respectful tone can create the impression of credibility and authority. For instance, in his second inaugural address, President Abraham Lincoln employed ethos by using a solemn, reflective tone to convey the gravity of the situation.

What Is Logos?

Logos is a persuasive appeal based on logic and reasoning. It refers to the use of evidence and logical arguments to support the speaker or writer’s position.

How To Use Logos

One way you can implement logos in your speech or writing is through the use of statistics and data. When writing, or constructing a speech, try to incorporate reliable and credible stats or figures to strengthen your claims or argument and persuade your audience.

You can also employ examples and analogies to achieve logos. These can make your argument more accessible and understandable to a wider audience. For example, in his book The Tipping Point , Malcolm Gladwell uses the example of “the broken windows” theory to illustrate his argument that small changes can have a big impact on social behavior.

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Finally, logos can be established through the use of logical arguments . To ensure you have a logical argument, you should have a clear statement with definitions, examples, and evidence to support it. For instance, in his essay “Civil Disobedience,” Henry David Thoreau made a logical argument that individuals have a moral obligation to resist unjust laws.

What Is Pathos?

Pathos is a persuasive appeal based on emotion. It refers to the use of language and imagery that elicits an emotional response. Pathos can be used to create a sense of urgency, inspire empathy, or evoke a particular mood.

How To Use Pathos

Vivid imagery is a great way in which a writer or speaker can implement pathos. Using descriptive language to paint a picture in your audience’s mind is a powerful and persuasive skill. For example, in his poem “Dulce et Decorum Est,” Wilfred Owen used vivid imagery to describe the horrors of war and elicit an emotional response in his readers.

Pathos can also be accomplished by using personal anecdotes. The power of storytelling is an invaluable skill for any writer or speaker because it creates rapport and an emotional connection with your audience. For example, in her TED talk “The Power of Vulnerability,” Brene Brown shares personal stories about her struggles with shame and vulnerability to inspire empathy and connection with her audience.

Finally, pathos can be established through the use of rhetorical questions and appeals to shared values. A good example can be heard in Martin Luther King Jr.’s “I Have a Dream” speech. He poses his biggest question to his audience (and the world): “Now, what does all of this mean in this great period of history?” In response to this rhetorical question, he beautifully tries to persuade the audience to work together toward a common goal, stating, “It means that we’ve got to stay together. We’ve got to stay together and maintain unity.”

Ethos, logos, and pathos are powerful tools for persuasive speech and writing. By establishing credibility, using logical arguments, and appealing to emotion, speakers and writers can influence the beliefs, attitudes, and behaviors of their audiences. When used effectively, these elements can help to create meaningful and lasting change in the world.

Interested in learning how to elevate your writing with more literary devices? Check our other articles .

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Marquette University Law School Faculty Blog

Logos, Ethos, and Pathos in Persuasive Writing

• Post author: Lisa A. Mazzie
• Post published: January 27, 2014
• Post category: Legal Writing / Political Processes & Rhetoric / Public
• Post comments: 1 Comment

At their core, objective and persuasive legal writing share many of the same traits, such as maintaining the small scale organizational paradigm we refer to as CREAC (a/k/a IRAC). Because lawyers use that paradigm to advance their arguments, students need to master it, which makes the structure of the argument look similar to objective writing. But students need to make other, subtler changes in their writing (and thinking) to persuade effectively. It’s often challenging to succinctly explain these more subtle differences, but one easy way is to introduce the “why” behind the differences, which in turn helps explain those differences. Good persuasive writing argues a position by using a combination of three ancient rhetorical techniques: logos, ethos, and pathos.

The first technique is logos, which means logic. Persuasive writing that uses logos uses, where appropriate, literal or historical analogies as well as factual and historical data. Such writing contains citations to authorities or experts. As scholars Ruth Anne Robbins, Steve Johansen, and Ken Chestek say in their new book, Your Client’s Story: Persuasive Legal Writing 21 (2013), “Logos makes your audience think you are right.”

Logos is the easiest technique to understand when referring to legal writing.  It makes sense that a persuasive legal document use logic to persuade readers, and logos is undoubtedly the starting point for a persuasive argument.  But it’s just the start.

The second technique is ethos, which deals with the credibility of the writer. When we read something from someone we trust, we are more likely to believe what she is saying. As Professors Robbins, Johansen, and Chestek tell us, “[E]thos makes your audience trust you are right.” Id. Building ethos in legal writing means the writer must focus on providing substantively sound analyses and arguments, while appropriately acknowledging contrary law and counterarguments, but also focus on creating a professional and polished document that is error-free.

The final technique is pathos, which deals with emotions—specifically, with empathy.  When a speaker or writer uses pathos, he is appealing to his audience’s sense of empathy for his position or his client. He may use vivid, concrete language and examples.  He might use figurative language, such as alliteration, similes, or metaphors. “[P]athos makes your audience feel you are right.” Id.

There are two kinds of pathos: emotional substance and medium mood control. The speaker or writer uses emotional substance when she is trying to elicit an emotional response from her audience. One example that I use to illustrate this idea is the ten-second public service announcement popular in the late 1980s. The spot opens with butter sizzling in a hot pan. There’s an ominous bit of music and a serious voice tells you, “This is drugs.” We then see an egg cracked into the pan, which is so hot that the white of the egg cooks immediately. The voice returns. “This is your brain on drugs. [pause] Any questions?” Here, it seems clear that the viewer is to feel fear and to act on that fear: Look what happens to your brain when you use drugs! Don’t use drugs!

In legal writing, we use the emotional substance pathos when we attempt to create empathy for our client and when we appeal to grander themes of fairness or justice.

Another kind of pathos is medium mood control.  “Medium” here applies to the mode of communication and how that mode of communication affects the audience’s mood.  Humor is an often used technique.  When the reader feels happy, he is more likely to be receptive to (and, thus, persuaded by) the reader’s message.

Humor is quite difficult to use in legal writing.  Instead, a legal writer effectively uses medium mood control by using an appropriate tone, carefully choosing words, and avoiding techniques that might irritate a reader (like poor citation or sloppy organization, among others).  Most of the things a writer does to build her ethos apply here as well: a well-crafted, accurate brief is a joy to read, which makes a reader happy to read it.

The trick with pathos is to use emotion appropriately.  Heavy-handed pathos can make your reader feel manipulated, and no one likes to feel manipulated.

Using all three techniques in concert helps create a strong persuasive piece.  The example I like to use is Martin Luther King, Jr.’s Letter from Birmingham Jail .  In that piece, Dr. King so brilliantly uses all three rhetorical techniques to create a compelling and persuasive document that explains why white clergy’s call for gradualism in the early days of the civil rights movement was misguided. If you haven’t yet read the Letter, I encourage you to do so and to locate for yourself how and where Dr. King uses logos, ethos, and pathos.

How a reader responds to a writer’s persuasive techniques depends on two things: what the reader’s stock structures are and how the reader is being asked to respond.

First, when people are asked to confront new situations or new information, they rely on their stock structures to make sense of that situation or information.  See Robbins et al., Your Client’s Story 29-36. Stock structures (which are known by different names in different fields) are our stereotyped models of experiences. Stock structures provide useful cognitive short cuts because we can quickly assess a new situation and know how we should respond based on our experiences with that situation. But—and it’s a very important “but”—while there may be some commonality between them, stock structures differ for different people because our experiences differ.

Second, readers can be asked to respond in one of three ways: response shaping, response reinforcing, and response changing.  See id. Where a reader has little knowledge or experience and is being persuaded to adopt a new position, the writer has a chance to shape the reader’s response, to help build some stock structures, if you will. This situation does not occur frequently in law, mostly with issues of first impression. A reader who is being asked to simply reinforce what he already knows or has experienced may be easily persuaded. For example, when a trial judge is asked to simply apply precedent, she is being asked to simply reinforce what she knows she needs to do. More difficult is the reader who is being asked to respond by changing his existing beliefs in order to form new ones. Such a reader will need more persuasion.

As our students begin their foray into persuasive writing, share with them some of your favorite persuasive pieces (legal or otherwise).

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Scotus arguments can become “must-see television”, thanks and welcome, decline in wisconsin prison population results from fewer drug offenders behind bars, this post has one comment.

Great post.

I just came across a footnote in Law and Language: Effective Symbols of Community , by Harold Berman (edited by John Witte, Jr.), which explains the relationship between syllogistic logic and legal argument:

“‘However useful syllogistic logic may be in testing the validity of conclusions drawn from given premises, it is inadequate in practical science such as law, where the premises are not given but must be created. Legal rules, viewed as major premises, are always subject to qualification in light of the particular circumstances; it is a rule of English and American law, for example, that a person who intentionally strikes another is civilly liable for battery, but such a rule is subject, in legal practice to infinite modification in light of the possible defense (for example, self-defense, defense of property, parental privilege, immunity from suit, lack of jurisdiction, insufficiency of evidence, etc.). In addition, life continually presents new situations to which no existing rule is applicable; we simply do not know the legal limits of freedom of speech, for example, since the social context in which words are spoken is continually changing. Thus, legal rules are continually being made and remade.'”

73 n.23 (quoted in part, internal citations omitted). Syllogism is the starting point for discussing legal logic. I find it helpful to explain the structure of legal argument in the context of major premise/minor premise/conclusion. But Berman highlights the very point that allows two sides of an argument to be presented: that the major premises “are subject to qualification.” The same point could be made of the minor premises–the facts.

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• Speech Crafting →

Examples of Ethos, Pathos, and Logos in Persuasive Speeches

Ever fumbled for words while convincing someone to sign up for your club or buy something you're promoting on stage?

It happens. For this reason, Aristotle came up with three essential tools you can use in your everyday speech to persuade people for almost anything: ethos, pathos, and logos.

Here are some vivid examples of ethos, pathos, and logos to help you understand what they are and how to use them in your arguments.

The Three Tools That Guide Your Speech

Ethos, pathos, and logos are Greek words that make up the rhetorical triangle. Aristotle was the first to come up with them and wrote these concepts in his book, Rhetoric .

You can use them in any argument if you want to drive your point across or sell something: an idea, a product, or a brand.

Whether it is a sales pitch, a compelling argument, or a speech, these three modes of persuasion can sway your audience's perspective. Their presence since ancient times depicts their strength and significance.

Ethos is Greek for “character,” "credibility," or "authority." It refers to a person's character when they are presenting an argument.

The stronger the character or, the more influential the speaker is, the more they can change someone’s point of view regarding a particular subject.

You wouldn’t be enraptured, hanging on to her every word when J.K Rowling was giving a TED talk if she wasn’t a famous author, right?

Therefore, many brands and companies try to get celebrities to advertise for them. When people become fans, they religiously love what the celebrity loves and hates what the celebrity doesn't like.

This is the power of ethos. Here is how to establish ethos in a speech .

There are tons of examples of ethos in advertisements, movies, speeches, and daily life. Highlighted below are some of them.

Albus Dumbledor used ethos in the movie The Goblet of Fire when he went against the Ministry of Magic to tell his students how Cedric Diggory died. He knew they would believe him because he was Headmaster. He said:

"I think, therefore, you have the right to know exactly how he died. You see, Cedric Diggory was murdered by Lord Voldemort. The Ministry of Magic does not wish me to tell you this. But I think to do so would be an insult to his memory."

In a commercial, you’d see 4 out of 5 dentists recommending a particular toothpaste. That's how brands convince viewers to buy their products by backing them up with credible people.

As a physics student, you tune in to a TED talk by Brian Greene and believe everything he says because he’s a theoretical physicist and a string theorist.

Pathos is Greek for “emotion,” “suffering,” or “experience.” This rhetorical strategy appeals to people's feelings when used in an argument.

It invokes people’s senses, nostalgia, memory, and experiences. It is used in ads and videos to persuade people to follow a call to action.

When pathos is embedded in a message, it moves people, driving them to take action. Pathos can trigger any intended emotion in people, such as sympathy, pity, and empathy.

Why do you think romance sells so much, be it novels, movies, or stories? It pulls at the reader’s heartstrings, connects them to the characters, and makes them want something similar.

Below are some examples of pathos in everyday life, movies, and ads.

An excellent way to convince people to donate to a puppy shelter is to show them how brutally they'll die if they don't donate.

The Evian commercial in which adults look like toddlers when they look at their reflections depicts the "bandwagon effect." Light-heartedly, it uses feel-good emotion to convince people to buy their water.

In their ad, IKEA convinces people to opt for home delivery for £3.95 by showing a person stuck in traffic after buying from the brand. This appeals to people because we like comfort, right?

Unlike ethos and pathos, logos rely on logic. It is a Greek word that means “logic” or “reason.” It uses logical reasons to convince people about something.

When you use logos in your everyday speech or arguments, you try to mention facts or data to support your idea.

While ethos uses the speaker's credibility to persuade people about something, pathos uses emotion to trigger people. Logos simply relies on logic and cuts to the chase.

You can easily persuade an audience using reason and logic in your argument; however, emotions do get the best of us as humans. For this reason, there are three modes of persuasion.

The following are a few examples of Logos.

Al Gore, a renowned environmentalist, used logos in his speech “The Climate Crisis Is the Battle of Our Time, and We Can Win,” in 2019. He tells people what exactly is happening that is causing climate change and cites scientific research and experts in his speech as well:

"I often echo the point made by the climate scientist James Hansen: The accumulation of carbon dioxide, methane, and other greenhouse gases—some of which will envelop the planet for hundreds and possibly thousands of years—is now trapping as much extra energy daily as 500,000 Hiroshima-class atomic bombs would release every 24 hours. This is the crisis we face."

In the Versatile Stain Remover ad by OxiClean, you see Billy Mays use the stain remover to clean different products to showcase the product's ability as a stain remover.

An iPhone commercial shows the smartphone's different features that make it stand out from the rest.

Some More Examples of Ethos, Pathos, and Logos

Almost everyone uses these three modes of persuasion in one form or the other in their arguments. Let’s see how famous people have used them through time.

"During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife.

Pixar went on to create the world's first computer-animated feature film, Toy Story and is now the most successful animation studio in the world.

In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple's current renaissance."

—Steve Jobs, 2005

Steve Jobs, the co-founder of Apple, relies heavily on ethos here. He uses his authority as a founder of successful tech companies to show people why they should listen to him.

"I am not unmindful that some of you have come here out of great trials and tribulations.

Some of you have come fresh from narrow jail cells. Some of you have come from areas where your quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality."

—Dr. Martin Luther King Jr., 1963

Martin Luther King Jr. was famous for fighting for civil rights. In the above excerpt from his speech “I Have a Dream,” he uses pathos to empathize with his audience.

He informs them that he understands they have suffered a lot and have come out of a painful time. This evokes emotion in the audience, and they can connect with King easily.

"Let it be remembered how powerful the influence of a single introduced tree or mammal has been shown to be.

But in the case of an island, or of a country partly surrounded by barriers, into which new and better-adapted forms could not freely enter, we should then have places in the economy of nature that would assuredly be better filled up if some of the original inhabitants were in some manner modified; for, had the area been open to immigration, these same places would have been seized on by intruders.

In such a case, every slight modification, which in the course of ages chanced to arise, and which in any way favored the individuals of any of the species by better adapting them to their altered conditions, would tend to be preserved; and natural selection would have free scope for the work of improvement."

—Charles Darwin, On the Origin of the Species, 1859

Charles Darwin appeals to logic or logos in his book Origin of the Species by talking about the rationale of natural selection.

He talks about how species have evolved with time to better adapt to their environment, a.k.a survival of the fittest. You can see how he uses a logical argument to talk about natural selection.

Conclusion: Ethos, Pathos, Logos

Ethos, pathos, and logos have survived the test of time and are used almost everywhere today. You can find them embedded in commercials, movies, speeches, TED talks, and day-to-day arguments.

These three tools of persuasion appeal to different aspects of humanity: authority, emotion, and logic. When used together, they form a solid argument that can convince anyone of its gist.

Ethos uses the speaker’s authority or credibility to persuade the audience. Pathos uses emotion to trigger people to take action. On the other hand, logos rely on facts and logic to drive a point across.

All three are very important to use in any argument.

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6 Rhetorical Appeals: Logos, Pathos, and Ethos Defined

By melanie gagich and emilie zickel.

Rhetoric is the way that authors use and manipulate language in order to persuade an audience. Once we understand the rhetorical situation out of which a text is created (why it was written, for whom it was written, by whom it was written, how the medium in which it was written creates certain constraints or perhaps freedoms of expression), we can look at how all of those contextual elements shape the author’s creation of the text .

We can look first at the classical rhetorical appeals, which are the three ways to classify authors’ intellectual, moral, and emotional approaches to getting the audience to have the reaction that the author hopes for.

Rhetorical Appeals

Rhetorical appeals refer to ethos, pathos, and logos. These are classical Greek terms, dating back to Aristotle, who is traditionally seen as the father of rhetoric. To be rhetorically effective (and thus persuasive), an author must engage the audience in a variety of compelling ways, which involves carefully choosing how to craft their argument so that the outcome, audience agreement with the argument or point, is achieved. Aristotle defined these modes of engagement and gave them the terms that we still use today: logos, pathos, and ethos.

Logos: Appeal to Logic

Logic. Reason. Rationality. Logos is brainy and intellectual, cool, calm, collected, objective .

When an author relies on logos, it means that they are using logic, careful structure, and objective evidence to appeal to the audience. An author can appeal to an audience’s intellect by using information that can be fact checked (using multiple sources ) and thorough explanations to support key points. Additionally, providing a solid and non-biased explanation of one’s argument is a great way for an author to invoke logos.

For example, if I were trying to convince my students to complete their homework, I might explain that I understand everyone is busy and they have other classes (non-biased), but the homework will help them get a better grade on their test (explanation). I could add to this explanation by providing statistics showing the number of students who failed and didn’t complete their homework versus the number of students who passed and did complete their homework (factual evidence).

Logical appeals rest on rational modes of thinking , such as

• Comparison –  including a comparison between one thing (with regard to your topic ) and another similar thing to help support your claim . It is important that the comparison is fair and valid–the things being compared must share significant traits of similarity.
• Cause/effect thinking –  arguing that X has caused Y, or that X is likely to cause Y to help support your claim . Be careful with the latter–it can be difficult to predict that something will happen in the future.
• Deductive reasoning – starting with a broad, general claim /example and using it to support a more specific point or claim
• Inductive reasoning –  using several specific examples or cases to make a broad generalization
• Exemplification –  using many examples or a variety of evidence to support a single point
• Elaboration – moving beyond just including a fact but explaining the significance or relevance of that fact
• Coherent thought – maintaining a well-organized line of reasoning; not repeating ideas or jumping around

Pathos: Appeal to Emotions

When an author relies on pathos, it means that they are trying to tap into the audience’s emotions to get them to agree with the author’s claim . An author using pathetic appeals wants the audience to feel something: anger, pride, joy, rage, or happiness.  For example, many of us have seen the ASPCA commercials that use photographs of injured puppies or sad-looking kittens and slow, depressing music to emotionally persuade their audience to donate money.

Pathos-based rhetorical strategies are any strategies that get the audience to “open up” to the topic , the argument, or the author. Emotions can make us vulnerable, and an author can use this vulnerability to get the audience to believe that their argument is a compelling one.

Pathetic appeals might include

• Expressive descriptions of people, places, or events that help the reader to feel or experience those events
• Vivid imagery  of people, places, or events that help the reader to feel like they are seeing those events
• Personal stories that make the reader feel a connection to, or empathy for, the person being described
• Emotion-laden   vocabulary  as a way to put the reader into that specific emotional mindset (What is the author trying to make the audience feel? And how are they doing that?)
• Information that will evoke an emotional response from the audience . This could involve making the audience feel empathy or disgust for the person/group/event being discussed or perhaps connection to or rejection of the person/group/event being discussed.

When reading a text , try to locate when the author is trying to convince the reader using emotions because, if used to excess, pathetic appeals can indicate a lack of substance or emotional manipulation of the audience. See the links below about fallacious pathos for more information.

Ethos: Appeal to Values/Trust

Ethical appeals have two facets: audience values and authorial credibility/character.

On the one hand, when an author makes an ethical appeal, they are attempting to  tap into the values or ideologies  that the audience holds , for example, patriotism, tradition, justice, equality, dignity for all humankind, self-preservation, or other specific social, religious or philosophical values (Christian values, socialism, capitalism, feminism, etc.). These values can sometimes feel very close to emotions, but they are felt on a social level rather than only on a personal level. When an author evokes the values that the audience cares about to justify or support their argument, we classify that as ethos. The audience will feel that the author is making an argument that is “right” (in the sense of moral “right”-ness, i.e., “My argument rests upon the values that matter to you. Therefore, you should accept my argument”). This first part of the definition of ethos, then, is focused on the audience’s values.

On the other hand, this sense of referencing what is “right” in an ethical appeal connects to the other sense of ethos: the author. Ethos that is centered on the author revolves around two concepts: the credibility of the author and their character.

• Credibility of the speaker/author is determined by their knowledge and expertise in the subject at hand. For example, if you are learning about Einstein’s Theory of Relativity, would you rather learn from a professor of physics or a cousin who took two science classes in high school 30 years ago? It is fair to say that, in general, the professor of physics would have more credibility to discuss the topic of physics. To establish their credibility, an author may draw attention to who they are or what kinds of experience they have with the topic being discussed as an ethical appeal (i.e., “Because I have experience with this topic –and I know my stuff– you should trust what I am saying about this topic ”). Some authors do not have to establish their credibility because the audience already knows who they are and that they are credible.
• Character is another aspect of ethos. Character   is different from credibility because it involves personal history and even personality traits. A person can be credible but lack character or vice versa. For example, in politics, sometimes the most experienced candidates–those who might be the most credible candidates–fail to win elections because voters do not accept their character. Politicians take pains to shape their character as leaders who have the interests of the voters at heart. The candidate who successfully proves to the voters (the audience) that they have the type of character that the audience can trust is more likely to win.

Thus, ethos comes down to trust. How can the author gain the audience’s trust so that the audience will accept their argument? How can the author make him or herself appear as a credible speaker who embodies the character traits that the audience values? In building ethical appeals, we see authors referring either directly or indirectly to the values that matter to the intended audience (so that the audience will trust the speaker). Authors use language, phrasing, imagery, or other writing styles common to people who hold those values, thereby “talking the talk” of people with those values (again, so that the audience is inclined to trust the speaker). Authors refer to their experience and/or authority with the topic as well (and therefore demonstrate their credibility).

When reading, you should think about the author’s credibility regarding the subject as well as their character. Here is an example of a rhetorical move that connects with ethos: when reading an article about abortion, the author mentions that she has had an abortion. That is an example of an ethical move because the author is creating credibility via anecdotal evidence and first-person narrative. In a rhetorical analysis project, it would be up to you, the analyzer, to point out this move and associate it with a rhetorical strategy.

Rhetorical Appeals Misuse

When writers misuse logos, pathos, or ethos, arguments can be weakened. Above, we defined and described what logos, pathos, and ethos are and why authors may use those strategies. Sometimes, using a combination of logical, pathetic, and ethical appeals leads to a sound, balanced, and persuasive argument. It is important to understand, though, that using rhetorical appeals does not always lead to a sound, balanced argument. In fact, any of the appeals could be misused or overused. And when that happens, arguments can be weakened.

To see what a misuse of logical appeals might consist of, see Logical Fallacies.

To see how authors can overuse emotional appeals and turn-off their target audience, visit the following link from WritingCommons.org :  Fallacious Pathos .

To see how ethos can be misused or used in a manner that may be misleading, visit the following link to WritingCommons.org :  Fallacious Ethos

Attributions

“Rhetorical Appeals: Logos, Pathos, and Ethos Defined” by Melanie Gagich, Emilie Zickel is licensed under CC BY-NC SA 4.0

Writing Arguments in STEM Copyright © by Jason Peters; Jennifer Bates; Erin Martin-Elston; Sadie Johann; Rebekah Maples; Anne Regan; and Morgan White is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License , except where otherwise noted.

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3 Modes of Persuasion — Ethos, Pathos, and Logos

July 19, 2023

When structuring an argument, whether verbally or in written form, it is important to consider not only the ideas but the ways in which they might be persuasive. This article will explore the three primary modes of persuasion—ethos, pathos, and logos—and demonstrate the various ways you might use them to your advantage. They fall under the heading of rhetoric, which the Oxford English Dictionary defines as “the art of using language effectively so as to persuade or influence others.” These three modes of persuasion were first detailed in Aristotle’s Rhetoric . We’ll begin with the question, what is ethos in persuasion? Then we’ll discuss the pathos persuasive technique and, finally, logos in persuasion.

What Is Ethos in Persuasion?

While the term “ethos” may be unfamiliar you have certainly encountered its use in your day-to-day life. Of the three modes of persuasion, ethos is one that appeals to the speaker’s character or expertise. (The word itself has roots in the Latin and Greek words for “character.”) In this sense the use of ethos is contextual. It relies on some degree of shared knowledge between speaker and listener.

Here are two examples of ethos in practice:

• “As a licensed nutritionist, I strongly recommend you eliminate dairy from your diet.”
• “As a scholar of baroque architecture, I can assure you this local church is nothing out of the ordinary.”

What Is Ethos in Persuasion? (Continued)

Both of these examples use a common construction (“As a…”) in order to establish authority. This construction foregrounds the use of ethos and, as you might notice in the second example, can create a somewhat condescending tone. When we’re looking for it, this particular use of ethos is quite obvious. In everyday usage, however, we often find subtle ways of establishing authority. This might mean citing names or ideas or using a particular linguistic register. Ethos is working on a subtle level far more often than we realize. So, it’s important to keep asking ourselves, what is ethos in persuasion? Whether or not we recognize it for what it is, the persuasive effect is undeniable.

What Is Ethos in Persuasion? — Endorsements

Endorsements—by celebrities, authorities, or other trusted figures—are another example of ethos functioning as one of the modes of persuasion. Do political endorsements ever affect your choice of which candidate to support? How about a blurb on the back cover of a book? If a writer you admire—or a Nobel Prize winner or a former heavyweight champion of the world—describes the book as “life-changing” or a “must-read” or “absolutely spellbinding from start to finish” does it make you want to check out the book for yourself?

Pathos Persuasive Technique

Pathos, the second of the three modes of persuasion, involves an appeal to emotion. This is different from the speaker establishing their own authority. With the pathos persuasive technique, a speaker attempts to stir up emotion in their listener. This is in an effort to bring them to a desired conclusion. There is a wide range of emotions that one might appeal to when using pathos as mode of persuasion. In Rhetoric , Aristotle identified seven emotional dichotomies. These are:

• Anger/Calmness
• Friendship/Enmity
• Fear/Confidence
• Shame/Shamelessness
• Kindness/Unkindness
• Pity/Indignation
• Envy/Emulation

The pathos persuasive technique might involve creating one of these emotions. Thereby the listener might become more receptive to a desired conclusion. On the other hand, the pathos persuasive technique could involve counteracting one of these emotions in the direction of its opposite. It is often effective to move across these dichotomies, activating a nuanced spectrum of emotion in the listener.

For example, if a speaker is attempting to build political support it could be useful to drum up anger towards their opposition. At the same, however, too much reliance on anger will eventually become apparent to an audience. To this end, the speaker will want to fold in moments of calm reflection and create empathy toward the people they are promising to help. This technique would engage with a number of the dichotomies listed above, perhaps most clearly Anger/Calmness and Friendship/Enmity.

Pathos Persuasive Technique — Literary Devices

Literary devices are excellent tools for incorporating the pathos persuasive technique into your writing and speech. Literary devices can create rhythms and emphasize sonic or structural qualities that are particularly compelling. These effects will likely be familiar to you from English classrooms. A rhyme scheme or a metrical pattern, for example, can make a conclusion feel inevitable. Consider for instance the final stanza of John Keats’ “Ode on a Grecian Urn.” (In this context, “thou” refers to the urn.) Keats writes,

O Attic shape! Fair attitude! with brede Of marble men and maidens overwrought, With forest branches and the trodden weed; Thou, silent form, dost tease us out of thought As doth eternity: Cold Pastoral! When old age shall this generation waste, Thou shalt remain, in midst of other woe Than ours, a friend to man, to whom thou say’st, “Beauty is truth, truth beauty,—that is all Ye know on earth, and all ye need to know.

Isn’t there a sense that this is the only way the poem could’ve ended? That this is the only adequate conclusion? This early 19th-century literary example is clearly quite different from how you will be using the pathos persuasive technique. It does demonstrate, however, how pathos can operate through the use of literary devices. How language itself (rather than what’s being said) can be inherently persuasive. To this end, there is a wide range of literary devices that it will be helpful to familiarize yourself with.

Logos in Persuasion

Logos in persuasion refers to a mode of persuasion that relies on logic-based reason. This means structuring an argument in terms of premises (which are similar to hypotheses), supporting evidence, and conclusions. Deductive reasoning and inductive reasoning are two types of logic that it will be helpful to understand.

Logos in Persuasion — Deductive Reasoning

Deductive reasoning involves proving that a conclusion is incontrovertibly true. This is based on the truth of its premises and the ways in which they lead to a conclusion. Here is an example.

• Premise 1: Napoleon was human.
• Premise 2: All humans have mothers.
• Conclusion: Napoleon had a mother.

This example is based on the logical rule that if A=B and B=C then A=C. This rule, however, doesn’t imply that the premises are true (i.e. that A=B and B=C). The conclusion can only be proven to be true if the premises are taken to be true as well. In this example, there isn’t much to argue with, but the logical structure also has the potential to give a false impression of validity.

Logos in Persuasion — Inductive Reasoning

The above example of deductive reasoning proves (or at least claims to prove) the truth of a specific statement. Inductive reasoning, on the other hand, often brings us to more general conclusions. Instead of resulting in a definite, provable conclusion, inductive reasoning results in a probable one. This is the form of reasoning that we use most commonly in our day to day lives. While not definitive, inductive reasoning leads to valid conclusions that are often more compelling than those arrived at through deductive reasoning. As mentioned already, deductive reasoning can at times feel manipulative and overly formal.

Logos in Persuasion — Inductive Reasoning (Inference)

Inference is one of the most common forms of inductive reasoning. An inference is defined most simply as “an idea or conclusion that’s drawn from evidence and meaning.” This could mean recognizing a pattern and reaching a conclusion based on that. For example, based on the fact that the sun has risen each morning for as long as I can remember, I can infer that the sun will rise again tomorrow morning. The conclusion here is that the sun will rise tomorrow morning. The logic doesn’t prove this conclusion—the earth could stop rotating or the sun could suddenly extinguish—but, as you can tell, it’s still quite persuasive.

3 Modes of Persuasion — Practical Applications

Having a clear sense of these three modes of persuasion will be helpful when it comes to constructing an argument in a wide variety of contexts. These are good to keep in mind in the context of a job interview or when writing a statement of purpose for graduate school or even when you’re struggling to convey an idea to a friend.

Thinking in terms of ethos, pathos and logos is an especially good way to improve your public speaking skills . A dynamic speech will generally incorporate each of these modes of persuasion. So, if it feels like something might be missing, or if the tone of your speech seems to slacken, one recourse is to identify the modes of persuasion you are using and to find ways of incorporating others.

A speech that relies entirely on the pathos persuasive technique, for example, could start to feel somewhat redundant. If it goes on for too long it could appear to lack a logical argument or sense of authority. Switching to logos in persuasion or asking yourself, what is ethos in persuasion?, are good ways to keep the listener on their toes. When the listener gets the sense that they know exactly what will come next they often tune out. Even a powerful, and morally justified, appeal to anger will begin to seem rote after some time. Just as an excessive reliance on one’s character or authority (ethos) could have the listener rolling their eyes.

3 Modes of Persuasion — Final Thoughts

As a way to remember the three modes of persuasion, it will be helpful to associate one word with each of them. For ethos, think character. For pathos, think emotion. With logos, just change the last two letters and you have “logic.”

For further practice, try going through a piece of persuasive writing and sorting the paper into the modes of persuasion it is employing. You can use a different colored highlighter for each mode. Likewise, this can also be a good way to edit your own writing. Organizing arguments according to the mode they are employing will give you a sense of the piece’s balance. This can offer insight into how you might revise. It’s important to consider the audience and how the piece will likely be received. Depending on context, different balances of ethos, pathos, and logos will be desired. A political speech, for instance, might rely on pathos while an academic paper should be more heavily skewed towards logos.

In addition to ethos, pathos, and logos—which we can think of as rhetorical modes—there are a number of rhetorical devices that it would be a good idea to familiarize yourself with. These devices will offer a plethora of ways to deploy your understanding of the three modes of persuasion, providing a template for how you might keep a reader or listener engaged.

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Emmett Lewis

Emmett holds a BA in Philosophy from Vassar College and is currently completing an MFA in Writing at Columbia University. Previously, he served as a writing instructor within the Columbia Artists/Teachers community as well as a Creative Writing Teaching Fellow at Columbia, where he taught poetry workshops. In addition, Emmett is a member of the Poetry Board at the Columbia Journal , and his work has been published in HAD , Otoliths , and Some Kind of Opening , among others.

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Understanding Ethos, Pathos, and Logos: The Foundations of Persuasive Speaking

• Carolyn Manion Kinnie
• January 30, 2024

Table of Contents

Here at The Speaker Lab, we talk a lot about how to launch a speaking business. Usually, we focus on the “business” part. Fundamentals like establishing your pipeline and setting your speaker fee are key to really succeeding as a speaker. But mastering the business side will only take you so far if your talk isn’t persuasive! How do you make sure your message sticks with your audience? That’s what we’re diving into today. Learning how to speak persuasively will help you deliver a compelling talk that listeners remember. And what do we find at the heart of persuasive speaking? Three age old terms coined by an ancient Greek: ethos, pathos, and logos. 

Today we’re breaking down how ethos, pathos, and logos play a role in persuasive speaking in any field, on any topic. If you’re busy crafting your signature talk , it’s easy to get caught up in the weeds and forget to look at the big picture. That’s why we’re getting back to the basics–all the way back to the fourth century B.C.

Aristotle and Persuasive Rhetoric  

Aristotle’s Rhetoric is one of the foundational philosophical works at the basis of what we consider persuasive speaking. In the Rhetoric, he explains that ethos, pathos, and logos are three ways that any speech–no matter what kind of speech–can have a persuasive effect. So what exactly do these words mean? 

Ethos refers to the character of the speaker. Good, bad, old, young, famous, obscure…any attribute that belongs to the speaker as a person . Would you more willingly listen to someone whose character is honest and trustworthy or a well-known con man? The ancient Greeks felt the same way. Listeners are more likely to take advice from a speaker whose character they trust.

Keep in mind that character qualities in a speaker can be positive or negative depending on context. A speaker’s age on either end of the spectrum can give a negative impression of either inexperience or outdatedness. But youthfulness characterized by drive and ambition (or old age characterized by wisdom and self-reflection) comes across extremely favorably, especially to other young people! 

If ethos centers on the speaker, pathos centers on the audience. A speaker leveraging e thos appeals to their own character, one using pathos appeals to emotion. To master pathos, you must influence your audience’s emotional state throughout your talk in a way that contributes to your message. While your credibility goes a long way toward winning their trust, if you fail to evoke the right emotions you will quickly lose their interest. You can be the most rational, data-driven speaker and ruin the impact of your talk by “giving someone the ick,” as the kids say these days! By using vivid words and dynamic nonverbal cues, you can profoundly impact your audience’s feelings as they listen to your talk.

Logos is where the rubber meets the road. This is your argument–how you prove your point with evidence and logic. No good speech can go without logos, though it can play a greater or lesser role depending on the context. Logos is especially important when the desired impact of your talk requires big changes from your audience in thought or action. Industries and events that rely heavily on research and data will also have high expectations for the logos in your talk. 

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Applying ethos, pathos, and logos to your own talk.

Now, we’ll go through a few practical applications of ethos, pathos, and logos to your professional speaking business. As you book speaking gigs, keep in mind how your marketing, content, and delivery can reflect these principles. We don’t intend to burden you with extra steps on the route to your next speaking gig. You don’t have to be a Greek philosopher to figure this out! Often, it just requires a little extra introspection as you compose and rehearse your talk.

Applying Ethos

Your ethos  is the story your personal brand tells on and off the stage. Focus on establishing expertise, authority, and credibility before and during your talk.  Your audience will find you more persuasive if they already trust you. That’s why it’s important to write your speaker bio effectively with references to your experience in the field.

Relating to your audience in your talk will also establish a powerful ethos. If they know that you are someone like them, they are more likely to agree with your argument. Tell stories that connect your experiences to those of your audience.

Citing data and known authorities also contributes to a positive ethos. Without realizing it, your audience will associate the authorities to whom you appeal with you. Appeal to inspiring figures and well-reputed sources already trusted by your audience–they will trust you. Appealing to a screenshot of a random tweet you found on the internet or treating unverified theories as facts will simply discredit you.  

Offstage interactions play a huge role in  ethos  too. Try to take the time to chat with your audience after your talk, even if it’s just for a few minutes. Make friends with mission-driven speakers in your field who are easy to work with and genuinely care about their audience. Event planners and audience members alike will see you as someone accessible rather than aloof. As your reputation precedes you to each speaking engagement, back it up with the version of yourself who goes onstage.

Applying Pathos 

Swaying your audience’s emotions can rarely carry your entire argument. But it can be a huge help. Feeling a variety of emotions will keep your listeners from getting bored and put them in the right headspace to receive the information you want to communicate. 

Think of your talk as an emotional journey on which you embark with your audience. When you write your speech section by section, think about what you want the audience to be feeling at each point. Anticipation, as you introduce a meaningful story that leaves them breathless? Somber gravity, as you present facts and data about a troubling situation to which you present solutions? Enthusiasm, as you offer a transformative business solution that, while difficult, might get them out of a rut? Amusement, as you tell a funny joke to hook their attention? 

You are their guide on this journey, so it’s up to you to tell them (without literally telling them) how to feel. Delivery and nonverbal communication are key here. Voice intonations, hand gestures, pauses, and facial expressions can add emotional weight to even the driest of phrases. Often, the best way to elicit a new emotion is to tell a story ! Stories can support your message, offer humorous diversion, or transition to a new topic…all while guiding emotions along the way. 

Applying Logos 

Neither ethos nor pathos directly concern the content of your talk, but logos does. Logos is the logical argument you make. You can ruin the effects of great pathos and ethos by failing to adequately support your argument. Sure, if your main purpose is to hype up your audience, you will likely rely more on pathos. But if you fail to connect everything you say to the point or (even worse) cite exaggerated facts or falsehoods, any listening ear will immediately discredit what you have to say. On the other hand, if you struggle to emotionally connect with your audience and have little experience in your field, great logos can still carry your point across and convince a skeptical audience. 

Think of Logos as simply speaking the truth with clarity. Back up your claims and cite any important data or statistics. Use compelling examples from client results you were responsible for with or well-established research. Avoid fallacies and over-fluffy modes of speaking that might throw your audience off. Many speakers try to cover up weak links in their argument with jargon or convoluted palaver. Don’t do that! If the data doesn’t back up your argument, it’s time to reevaluate your argument. 

Many speakers unintentionally obscure a good point by going off track. Your stories, jokes, and elaborations should all support one clear message. If you try to communicate too many messages at once, you’ll leave your audience adrift. Some tips? Replace long tangents with more relevant stories. For a talk on a broad topic, only delve into one or two examples in detail. If you’re speaking about something specific or granular, only give the most necessary background information. 

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Exemplary Persuasive Speeches

To wrap up, let’s look at some classic examples of how speakers use ethos, pathos, and logos to persuade their audiences. 

Winston Churchill’s address to Congress in December 1941 utilizes ethos remarkably well to assure the assembly that he is speaking as a friend, not a foreigner. He reminds them that his own mother was American. He emphasizes his understanding of the American system of representation as a “child of the House of Commons.” Then, he further details that the King himself gave him permission to meet with the president! This way, he appeals to two very venerable heads of authority. As he moves on into a grim but stirring vision of the war, its past present and future, his credibility and trustworthiness are well-established. 

Marc Antony’s speech from Shakespeare’s Julius Caesar is a timeless example of powerful pathos . He immediately plays into the emotions of his audience by reminding them that his purpose is not to deliver a panegyric, but to bury a friend. “When that the poor have cried, Caesar hath wept” he reminds the Romans, giving them cause for self-reflection upon whether their empathy matched Caesar’s. As if his appeal “You all did love him once” was not stirring enough? He finishes off “My heart is in the coffin there with Caesar, / And I must pause till it come back to me.” Absolutely gutting! (Incidentally, Marc Antony also leverages some reverse psychology ethos by referring to Caesar’s murderer Brutus as “an honourable man” throughout.)

Frederick Douglass ’ moving address “What to the Slave Is the Fourth of July?” is a long speech worth reading. Indeed, it could be used as an example for all three pillars of persuasion! He appeals especially to logos by examining the documents of the American Founding and pointing out the hypocrisy with which they have long been interpreted regarding slavery. Then he declares: “Take the constitution according to its plain reading, and I defy the presentation of a single proslavery clause in it. On the other hand it will be found to contain principles and purposes, entirely hostile to the existence of slavery.” He supports his point with facts (the text of the constitution was easy to fact-check) and clear, concise argumentation. The powerful impact of his words even today stands a testament to his mastery of rhetoric.  

You should always use a combination of ethos, pathos, and logos to speak persuasively. Your niche will likely determine which you spend the most time emphasizing. For example, a motivational speaker in an intensely personal field like relationships, grief, or mental health will likely need to leverage a lot of pathos. A speaker who tries to convince professionals of any kind to make big changes will need a great deal of logos to show why their proposed solution is better than “what we’ve always done.” And any speaker in any field offering a potentially controversial solution will need to establish an ethos that is authoritative and trustworthy.

Ethos, pathos, and logos have played an integral role in the art of persuasive speaking for over 2000 years. Even the greatest speakers continue working on this skill well into their careers. While we are no longer Greek orators in marble amphitheaters, Aristotle’s principles can help you craft your speech and finesse your delivery for maximum impact. 

• Last Updated: March 7, 2024

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How to use Ethos, Pathos and Logos in a Persuasive Essay

Oct 21, 2023 | 0 comments

Oct 21, 2023 | Blog | 0 comments

Ethos, Pathos, and Logos are three types of persuasion that an author or speaker can use to convince the audience. Ethos is the appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader. Pathos is the appeal to emotion, and it’s a way of convincing an audience of an argument by creating an emotional response. Logos is the appeal to logic, and it uses logical reasoning as its main tool for persuasion.

This article will discuss using these three modes when writing your essay. The difference between ethos, pathos, and logos will be elaborated by ethos, pathos, and logos examples.

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What Is Logos? 

The third and final aspect of ethos, logos, is an appeal to logic. It attempts to persuade readers by using reason, rationality, and facts. You can use logos to present evidence for your thesis statement—using statistics or examples from the world around you—or it can be used as a standalone approach. Either way, logos are best when backed up by evidence from the real world.

Logos makes sense because it appeals to our rational minds: we use logic every day to make decisions (or not). We ask ourselves, “Is this a good idea?” or “Will this benefit me?” We weigh the pros and cons before acting on impulse; we think about consequences before making purchases; we run through a cost-benefit analysis before investing our time or money into something new. Logos tries its hardest not just because it makes sense but because it works!

Examples of Logos

Logos are often used in essays to support a claim, explain why something is true, or give an example. For example:

• “I can’t wait for our next meeting because it will be fun.” (explanation)
• “That’s not fair! You’re supposed to let me go first.” (reasoning)

Logos are especially useful when persuading someone or making your point clear. They’re also good for showing that you understand how things work or what makes them important. For example:

• “I know that many people think they need a degree to get a job in this field, but I think most employers value experience over education anyway.” (logical reasoning)

What Is Ethos

Ethos is an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader. Ethos is the Greek word for “character.” The rhetoric must establish trust with an audience to persuade them effectively. Effective ethos will make your audience feel more comfortable with you and more likely to believe what you say.

To establish ethos, you can refer to other people who have similar credentials, experience, or knowledge as yourself or else provide evidence that shows how your expertise has been beneficial in similar situations before (this makes it easier for others to accept your knowledge because they know how much experience you have).

Examples of Ethos 

Examples of Ethos:

• Speeches (e.g., Martin Luther King Jr.’s “I Have a Dream” speech)
• Advertisements (e.g., Nike’s “Just Do It” campaign)
• Literature and poetry (e.g., Edgar Allan Poe’s “ The Raven “)
• Journalism (e.g., the New York Times’ coverage of Hurricane Harvey)
• Politics (e.g., Donald Trump’s presidential inauguration speech)

In daily life, you can use examples of ethos to persuade people to get what you want or do what you ask them to do.

What Is Pathos?

Pathos is all about the emotional connection between the speaker and the audience. It’s an appeal to the senses and feelings of an audience, often through pity or sympathy.

Essentially, pathos is all about persuasion through emotion: it’s how you can use pathos in your writing (and in life) to influence people—and get them on your side.

Because when we’re moved by something, whether it be a person’s suffering or a cause we believe in, we are more likely to act on that feeling than if there were no emotion.

So, what emotions does pathos evoke? There are many ways for writers and speakers alike to use pathos in their work—but these three methods of persuasion will probably come up most often: empathy, fear, guilt/shame.

Examples of Pathos 

Here are some examples of how you can use pathos in various forms of writing:

• In advertising, an emotional appeal is often used to persuade viewers that a product will improve their lives. For example, one advertisement might portray a family enjoying time together using their new vacuum cleaner. Another advertisement might show a man alone at home watching TV and eating potato chips—but he could be happy if only he had this new brand of hot sauce!
• In speeches or debates, an emotional appeal is often used to encourage people to take action on something important to them or others. An activist might speak about how many animals have died yearly because they were trapped in animal testing labs—and ask everyone listening what they will do. A politician might talk about how his opponent’s policies won’t truly help people who need jobs; instead, he’ll ensure everyone has health insurance and gets paid more money for working full-time than if they were unemployed!
• Legal cases can include stories from witnesses or victims who experienced suffering because someone else committed wrongdoings against them (or even themselves). If you want someone else punished for stealing your car stereo system when all you did was walk outside your house one day and then come back later when there was nothing left where it should’ve been…then tell us why we should care!

Bonus: What Is Kairos?

Kairos is the right time to deliver your message.

It’s used in persuasive writing to take advantage of your audience’s current state of mind so they’re more likely to listen and act on whatever you’re trying to get across.

The best way to use kairos is by connecting with your reader emotionally—you want them to relate what you have written with their own experiences so that they can connect with what you are saying, whether it be about a product or an idea.

Examples of Kairos

Kairos is a Greek word meaning “the right or opportune moment (the supreme moment).” When the time is right, you do the right thing.

One of the most classic uses of kairos was in ancient Greece, when people would use it before speaking to kings and royalty. If someone had something important to say, they waited for a kairotic moment where both parties were available and in an appropriate mood to hear their speech.

You can use Kairos when you need to take advantage of an opportunity as soon as it arises. It’s similar to timeliness, but rather than just being on time, it’s more like jumping into action before anyone else has thought about doing so themselves! This can be useful when trying out new ideas or coming up with innovative solutions because you can come up with them before anyone else does, which means that other people will start thinking about them (which could give them ideas).

Final Thoughts on Ethos Pathos and Logos

Ethos, pathos, and logos are three important elements to consider when writing your essay.

• Ethos is the writer’s credibility, which you can establish by using facts and figures that are credible and relevant to the topic being discussed.
• Pathos is an appeal to emotion to create a connection with the reader, who will feel compelled to agree with your argument. Opening paragraphs of essays often use pathos because they set expectations for what will come later in the essay.
• Logos refers to appeals based on logic or reason rather than emotions or feelings—and, as such, relies on strong arguments supported by evidence (facts). You can use logos in any part of your essay, but especially at the end, where you want readers who did not initially agree with your point of view to change their minds after reading your supporting evidence.

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Ethos, Logos, Pathos for Persuasion

• Writing Research Papers
• Writing Essays
• English Grammar
• M.Ed., Education Administration, University of Georgia
• B.A., History, Armstrong State University

You may be surprised to learn that much of your life consists of constructing arguments. If you ever plead a case to your parents—in order to extend your curfew or to get a new gadget, for example—you are using persuasive strategies. When you discuss music with friends and agree or disagree with them about the merits of one singer compared to another, you are also using strategies for persuasion.

Indeed, when you engage in these "arguments" with your parents and friends, you are instinctively using ancient strategies for persuasion that were identified by the Greek philosopher Aristotle a few thousand years ago. Aristotle called his ingredients for persuasion pathos , logos , and ethos .

Persuasion Tactics and Homework

When you write a research paper , write a speech , or participate in a debate , you also use the persuasion strategies mentioned above. You come up with an idea (a thesis) and then construct an argument to convince readers that your idea is sound.

You should become familiar with pathos, logos, and ethos for two reasons: First, you need to develop your own skills at crafting a good argument so that others will take you seriously. Second, you must develop the ability to identify a really weak argument, stance, claim, or position when you see or hear it.

Logos Defined

Logos refers to an appeal to reason based on logic. Logical conclusions come from assumptions and decisions derived from weighing a collection of solid facts and statistics . Academic arguments (research papers) rely on logos.

An example of an argument that relies on logos is the argument that smoking is harmful based on the evidence that, "When burned, cigarettes create more than 7,000 chemicals. At least 69 of these chemicals are known to cause cancer, and many are toxic," according to the American Lung Association. Notice that the statement above uses specific numbers. Numbers are sound and logical.

An everyday example of an appeal to logos is the argument that Lady Gaga is more popular than Justin Bieber because Gaga's fan pages collected 10 million more Facebook fans than Bieber's. As a researcher, your job is to find statistics and other facts to back up your claims. When you do this, you are appealing to your audience with logic or logos.

Ethos Defined

Trustworthiness is important in research. You must trust your sources, and your readers must trust you. The example above concerning logos contained two examples that were based on hard facts (numbers). However, one example comes from the American Lung Association. The other comes from Facebook fan pages. You should ask yourself: Which of these sources do you suppose is more credible?

Anyone can start a Facebook page. Lady Gaga may have 50 different fan pages, and each page may contain duplicate "fans." The fan page argument is probably not very sound (even though it seems logical). Ethos refers to the credibility of the person posing the argument or stating the facts.

The facts provided by the American Lung Association are probably more persuasive than those provided by fan pages since the American Lung Association has been around for more than 100 years. At first glance, you might think that your own credibility is out of your control when it comes to posing academic arguments, but that is incorrect.

Even if you write an academic paper on a topic that is outside your area of expertise, you can improve your credibility—using ethos to persuade—by coming across as a professional by citing credible sources and making your writing error-free and concise.

Pathos Defined

Pathos refers to appealing to a person by influencing his emotions. Pathos is involved in the strategy of convincing the audience by invoking feelings through their own imaginations. You appeal through pathos when you try to convince your parents of something. Consider this statement:

"Mom, there is clear evidence that cellphones save lives in emergency situations."

While that statement is true, the real power lies in the emotions that you will likely invoke in your parents. What mother wouldn't envision a broken-down automobile perched by the side of a busy highway upon hearing that statement?

Emotional appeals are extremely effective, but they can be tricky. There may or may not be a place for pathos in your research paper . For example, you may be writing an argumentative essay about the death penalty.

Ideally, your paper should contain a logical argument. You should appeal to logos by including statics to support your view such as data that suggests that the death penalty does/does not cut down on crime (there's plenty of research both ways).

Use Appeals to Emotion Sparingly

You may also use pathos by interviewing someone who witnessed an execution (on the anti-death penalty side) or someone who found closure when a criminal was executed (on the pro-death penalty side). Generally, however, academic papers should employ appeals to emotions sparingly. A long paper that is purely based on emotions is not considered very professional.

Even when you are writing about an emotionally charged, controversial issue like the death penalty, you can't write a paper that is all emotion and opinion. The teacher, in that circumstance, will likely assign a failing grade because you haven't provided a sound (logical) argument.

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• Logos (Rhetoric)
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• Artistic Proofs: Definitions and Examples
• Definition and Examples of Ethos in Classical Rhetoric
• What Is a Rhetorical Device? Definition, List, Examples
• Persuasion and Rhetorical Definition
• What is an Appeal in Rhetoric?
• An Introduction to Academic Writing
• AP English Exam: 101 Key Terms
• How to Write a Persuasive Essay
• Proof in Rhetoric
• Situated Ethos in Rhetoric
• How to Write and Structure a Persuasive Speech
• What Is Phronesis?

Logos Definition

What is logos? Here’s a quick and simple definition:

Logos , along with ethos and pathos , is one of the three "modes of persuasion" in rhetoric (the art of effective speaking or writing). Logos is an argument that appeals to an audience's sense of logic or reason. For example, when a speaker cites scientific data, methodically walks through the line of reasoning behind their argument, or precisely recounts historical events relevant to their argument, he or she is using logos.

Some additional key details about logos:

• Aristotle defined logos as the "proof, or apparent proof, provided by the words of the speech itself." In other words, logos rests in the actual written content of an argument.
• The three "modes of persuasion"— pathos , logos , and ethos —were originally defined by Aristotle.
• In contrast to logos's appeal to reason, ethos is an appeal to the audience based on the speaker's authority, while pathos is an appeal to the audience 's emotions.
• Data, facts, statistics, test results, and surveys can all strengthen the logos of a presentation.

How to Pronounce Logos

Here's how to pronounce logos: loh -gos

Logos and Different Types of Proof

While it's easy to spot a speaker using logos when he or she presents statistics or research results, numerical data is only one form that logos can take. Logos is any statement, sentence, or argument that attempts to persuade using facts, and these facts need not be the result of long research. "The facts" of an argument can also be drawn from the speaker's own life or from the world at large, and presenting these examples to support one's view is also a form of logos. Take this example from Sojourner Truth's "Ain't I a Woman?" speech in support of women's rights:

That man over there says that women need to be helped into carriages, and lifted over ditches, and to have the best place everywhere. Nobody ever helps me into carriages, or over mud-puddles, or gives me any best place! And ain't I a woman? Look at me! Look at my arm! I have ploughed and planted, and gathered into barns, and no man could head me! And ain't I a woman?

Truth points to her own strength, as well as to the fact that she can perform physically tiring tasks just as well as a man, as proof of equality between the sexes: she's still appealing to the audience's reason, but instead of presenting abstract truths about reality or numerical evidence, she's presenting the facts of her own experience as evidence. In this case, the logic of the argument is anecdotal (meaning it's derived from a handful of personal experiences) rather than purely theoretical, but it goes to show that logos doesn't have to be dry and clinical just because it's concerned with proving something logically.

Logos: Proof vs. Apparent Proof

Not all speakers who use logos can be blindly trusted. As Aristotle specifies in his definition of the term, logos can be "proof, or apparent proof." A speaker may present facts, figures, and research data simply to show that he or she has "done their homework," in an effort to attain the degree of credibility that is often automatically attributed to scientific studies and evidence-driven arguments. Or a speaker might present facts in a way that is wholly or partially misrepresentative, using those facts (and, by extension, logos ) to make a claim that feels credible while actually arguing something that is untrue. Yet another factor that can cause a speech or text to have the appearance of providing proof is the use of overlong words and technical language—but just because someone sounds smart doesn't mean their argument stands to reason.

Even if the facts have been manipulated, any argument that relies on or even just claims to rely on "facts" to appeal to a listener's reason is still an example of logos. Put another way: logos is not about using facts correctly or accurately , it's about using facts in any way to influence an audience.

Logos Examples

Examples of logos in literature.

While Aristotle defined the term logos with public speaking in mind, there are many examples of logos in literature. Generally, logos appears in literature when characters argue or attempt to convince one another that something is true. The degree to which characters use logos -driven arguments can also provide important insight into their personalities and motives.

Logos in Shakespeare's Othello

In Othello , Iago plots to bring about the downfall of his captain, Othello. Iago engineers a series of events that makes it look like Othello’s wife, Desdemona, is cheating on him. Suspicion of his wife’s infidelity tortures Othello, who only recently eloped with Desdemona against her father’s wishes. In this passage from Act 3, Scene 3, Iago manipulates Othello by means of logos . Iago "warns" Othello not to succumb to paranoia even as he fans the flames of that paranoia:

Oh, beware, my lord, of jealousy! It is the green-eyed monster which doth mock The meat it feeds on….. Who, certain of his fate, loves not his wronger, But, oh, what damnèd minutes tells he o’er Who dotes, yet doubts— suspects, yet soundly loves… She did deceive her father, marrying you… She loved them most…. I humbly do beseech you of your pardon For too much loving you….

Iago here lectures Othello on the abstract dangers of jealousy, but then goes on to use reason and deduction to suggest that, because Desdemona deceived her beloved father by marrying Othello, she'd probably be willing to deceive Othello, too.

Logos in Don DeLillo's White Noise

In this passage from Part 2 of Don Delillo’s novel White Noise, Jack Gladney and his son Heinrich gaze through binoculars at an Airborne Toxic Event—or cloud of poison gas—that has just hit their town. Jack , in denial, tries to reassure his son that the cloud won’t blow in their direction and that there’s no cause for alarm. Heinrich disagrees:

"What do you think?" he said. "It's still hanging there. Looks rooted to the spot." "So you're saying you don't think it'll come this way." "I can tell by your voice that you know something I don't know." "Do you think it'll come this way or not?" "You want me to say it won't come this way in a million years. Then you'll attack with your little fistful of data. Come on, tell me what they said on the radio while I was out there." "It doesn't cause nausea, vomiting, shortness of breath, like they said before." "What does it cause?" "Heart palpitations and a sense of deja vu." "Deja vu?" "It affects the false part of the human memory or whatever. That's not all. They're not calling it the black billowing cloud anymore." "What are they calling it?" He looked at me carefully. "The airborne toxic event." ... "These things are not important. The important thing is location. It's there, we're here." "A large air mass is moving down from Canada," he said evenly. "I already knew that." "That doesn't mean it's not important." "Maybe it is, maybe it isn't. Depends."

Jack tries to reassure himself and his family that the situation isn’t serious. Heinrich tries to counter his father’s irrational, fear-driven response to the catastrophe with his "fistful of data": information he's learned in school from a science video on toxic waste, as well as reports about the disaster that he heard on the radio. He presents the facts so that his father can’t ignore them, thereby strengthening the logos of his argument that the situation is serious and the cloud will come their way. In this particular example, the lack of logos in Jack's argument reveals a lot about his character—even though Jack is a tenured college professor, strong emotions and fear for his own mortality often drive his behavior and speech.

Logos in Harper Lee's To Kill a Mockingbird

In this example from To Kill a Mockingbird , lawyer Atticus Finch uses logos to argue on behalf of a black defendant, Tom Robinson, who stands accused of raping a white woman.

"The state has not produced one iota of medical evidence to the effect that the crime Tom Robinson is charged with ever took place. It has relied instead upon the testimony of two witnesses whose evidence has not only been called into serious question on cross-examination, but has been flatly contradicted by the defendant. The defendant is not guilty, but somebody in this courtroom is."

The logos in this case lies in Atticus' emphasis on the facts of the case, or rather, the fact that there are no facts in the case against Tom. He temporarily ignores questions of racial justice and emotional trauma so that the jury can look clearly at the body of evidence available to them. In short, he appeals to the jury's reason .

Logos in Robert M. Pirsig's Zen and the Art of Motorcycle Maintenance

In Zen and the Art of Motorcycle Maintenance , the narrator takes a cross-country motorcycle trip with his son Chris, and their two friends John and Sylvia. When Chris tells the group in Chapter 3 that his friend Tom White Bear believes in ghosts, the narrator tries to explain that scientific principles only exist in our heads, and therefore are actually modern man's equivalent of ghosts:

"Modern man has his ghosts and spirits too, you know." "What?" "Oh, the laws of physics and of logic...the number system...the principle of algebraic substitution. These are ghosts. We just believe in them so thoroughly they seem real." "They seem real to me," John says. "I don't get it," says Chris. So I go on. "For example, it seems completely natural to presume that gravitation and the law of gravitation existed before Isaac Newton. It would sound nutty to think that until the seventeenth century there was no gravity." "Of course" "So when did this law start? Has it always existed?...What I'm driving at is the notion that before the beginning of the earth, before the sun and the stars were formed, before the primal generation of anything, the law of gravity existed." "Sure." "Sitting there, having no mass of its own, no energy of its own, not in anyone's mind because there wasn't anyone, not in space because there was no space either, not anywhere—this law of gravity still existed?" Now John seems not so sure. "If the law of gravity existed," I say, "I honestly don't know what a thing has to do to be non existent. It seems to me that law of gravity has passed every test of nonexistence there is...And yet it is still 'common sense' to believe that it existed." "I guess I'd have to think about it." "Well, I predict that if you think about it long enough you will find yourself going round and round and round and round until you finally reach only one possible, rational, intelligent conclusion. The law of gravity and gravity itself did not exist before Isaac Newton. No other conclusion makes sense. And what that means... is that that law of gravity exists nowhere except in people's heads! It's a ghost!"

The narrator uses logos in his discourse on scientific concepts by presenting his audience with an example—gravity—and asking them to consider their own experience of gravity as empirical evidence in support of his argument. He urges his friends to come to a "rational, intelligent conclusion" about the concept of gravity, instead of relying on conventional wisdom and unexamined assumptions.

Logos in Political Speeches

Politicians frequently use logos, often by citing statistics or examples, to persuade their listeners of the success or failure of policies, politicians, and ideologies.

Logos in Barack Obama's 2015 State of the Union Address

In this example, Obama cites historical precedent and economic data from past years to strengthen his argument that recent progress has been substantial and that the nation's economy is in good health:

But tonight, we turn the page. Tonight, after a breakthrough year for America, our economy is growing and creating jobs at the fastest pace since 1999. Our unemployment rate is now lower than it was before the financial crisis. More of our kids are graduating than ever before. More of our people are insured than ever before. And we are as free from the grip of foreign oil as we’ve been in almost 30 years.

Logos in Ronald Reagan's 1987 "Tear Down this Wall" Speech

In this speech, Reagan intends for his comparison between the poverty of East Berlin—controlled by the Communists—and the prosperity of Democratic West Berlin to serve as hard evidence supporting the economic superiority of Western capitalism. The way he uses specific details about the physical landscape of West Berlin as proof of Western capitalist economic superiority is a form of logos:

Where four decades ago there was rubble, today in West Berlin there is the greatest industrial output of any city in Germany--busy office blocks, fine homes and apartments, proud avenues, and the spreading lawns of parkland. Where a city's culture seemed to have been destroyed, today there are two great universities, orchestras and an opera, countless theaters, and museums. Where there was want, today there's abundance--food, clothing, automobiles--the wonderful goods of the Ku'damm. From devastation, from utter ruin, you Berliners have, in freedom, rebuilt a city that once again ranks as one of the greatest on earth...In the 1950s, Khrushchev [leader of the communist Soviet Union] predicted: "We will bury you." But in the West today, we see a free world that has achieved a level of prosperity and well-being unprecedented in all human history. In the Communist world, we see failure, technological backwardness, declining standards of health, even want of the most basic kind—too little food. Even today, the Soviet Union still cannot feed itself. After these four decades, then, there stands before the entire world one great and inescapable conclusion: Freedom leads to prosperity. Freedom replaces the ancient hatreds among the nations with comity and peace. Freedom is the victor.

Why Do Writers Use Logos?

It's important to note that the three modes of persuasion often mutually reinforce one another. They don't have to be used in isolation from one other, and the same sentence may even include examples of all three. While logos is different from both ethos (an appeal to the audience based on the speaker's authority) and pathos (an appeal to the audience's emotions), the use of logos can serve as a strong complement to the use of ethos and/or pathos —and vice versa.

For instance, if a politician lists the number of casualties in a war, or rattles off statistics relating to a national issue, these facts may well appeal to the audience's emotions as well as their intellect, thereby strengthening pathos as well as logos as elements in the speech. Consider this passage from Michelle Obama's 2015 speech at The Partnership for a Healthier America Summit, in which she updates listeners on the success of her Let's Move! project for improving children's nutrition:

I mean, just think about what our work together means for a child born today. Maybe that child will be one of the 1.6 million kids attending healthier daycare centers where fruits and vegetables have replaced cookies and juice. And when that child starts school, maybe she’ll be one of the over 30 million kids eating the healthier school lunches that we fought for. Maybe she’ll be one of the 2 million kids with a Let’s Move! salad bar in her school, or one of the nearly 9 million kids in Let’s Move! Active Schools who are getting 60 minutes of physical activity a day, or one of the 5 million kids soon attending healthier after-school programs.

While Obama includes statistics to persuade her audience that Let's Move! has been a success ( logos) , she's also using those facts and figures to stir up enthusiasm for her cause ( pathos).

Other Helpful Logos Resources

• The Wikipedia Page on Logos: A detailed explanation and history of the term.
• The Dictionary Definition of Logos: A definition encompassing the different meanings of the word logos.
• Logos on Youtube: A video from TED-Ed about the three modes of persuasion.

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Unlocking the Power of Persuasion: Ethos, Pathos, and Logos

This essay about the foundational principles of persuasion—ethos, pathos, and logos—details how these rhetorical strategies, established by Aristotle, function in influencing audiences. It discusses how ethos builds speaker credibility, pathos connects emotionally, and logos appeals through logic. Examples are provided from various fields, including advertising and influential speeches, illustrating the effective combination of these elements in practical scenarios to enhance communication and persuasive power.

How it works

Persuasion is an ancient art, refined through the centuries as a pivotal tool in the spheres of politics, education, and advertisement. At the core of this art lie three fundamental principles—ethos, pathos, and logos—introduced by Aristotle over 2,300 years ago. These rhetorical strategies offer a powerful framework through which we can understand and wield the art of persuasion more effectively in everyday interactions.

Ethos refers to the credibility or ethical appeal of the speaker. It encompasses the speaker’s character as the audience perceives it.

When we trust those who speak to us, their messages resonate more profoundly and their arguments become more convincing. Establishing ethos involves demonstrating competence, virtue, and goodwill. For example, a doctor discussing health issues naturally embodies ethos through their professional qualifications and experiences. Similarly, a teacher’s ethos is established through both their mastery of the subject and their dedication to students’ growth.

Pathos , on the other hand, appeals to the audience’s emotions. It aims to evoke feelings that prompt action. This emotional connection can be harnessed through storytelling, vivid imagery, or passionate delivery. It is often seen in advertising, where marketers create poignant narratives around their products to enhance desirability. For instance, charities use pathos effectively by showing heart-wrenching images of people in need to stimulate empathy and encourage donations. However, overuse or manipulation of emotional appeal can lead to skepticism and a loss of credibility.

Logos is the logical appeal based on reasoning. This aspect involves presenting clear, logical arguments that include facts, statistics, and undeniable data. Logical reasoning requires constructing a coherent argument that leads the audience to a rational conclusion. In academic or professional settings, logos is paramount as decisions need to be backed by solid evidence and clear thought processes. For instance, a business proposal that outlines potential returns on investment through detailed forecasts and market analysis utilizes logos to persuade stakeholders.

The most effective persuasive efforts typically combine these elements. A speaker might begin with an introduction that establishes their credibility (ethos), then appeal to the audience’s values and emotions (pathos), and conclude with compelling data and logical arguments (logos). This holistic approach can be seen in influential speeches like Martin Luther King Jr.’s “I Have a Dream” where King established his ethos by aligning with moral and religious principles, invoked pathos through his passionate and poetic delivery, and used logos by referencing the American Constitution and the Emancipation Proclamation.

Understanding and mastering the use of ethos, pathos, and logos allows individuals to communicate more effectively and persuasively. In everyday life, being aware of these elements can help one discern the strategies behind the messages we receive from politicians, advertisers, or even friends and family, making us more informed and discerning listeners. Moreover, in crafting our messages, leveraging these pillars of rhetoric can enhance the impact of our communication, ensuring we convey our ideas in a manner that truly engages and moves our audience.

In conclusion, the power of persuasion lies in a balanced approach to building credibility, connecting emotionally, and reasoning logically. By enriching our understanding of ethos, pathos, and logos, we unlock the potential to influence, motivate, and persuade, paving the way for more meaningful and effective communication.

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Understand The Difference Between Ethos, Pathos, And Logos To Make Your Point

• What Is Ethos?
• What Is Pathos?
• What Is Logos?
• Examples Of Each
• What Are Mythos And Kairos?

During an argument, people will often say whatever is necessary to win. If that is the case, they would certainly need to understand the three modes of persuasion, also commonly known as the three rhetorical appeals: ethos , pathos , and logos . In short, these three words refer to three main methods that a person can use to speak or write persuasively. As you’re about to find out, the modes of persuasion are important because a speaker who knows how to effectively use them will have a significant advantage over someone who doesn’t.

The terms ethos , pathos , and logos and the theory of their use can be traced back to ancient Greece to the philosophy of Aristotle . Aristotle used these three concepts in his explanations of rhetoric , or the art of influencing the thought and conduct of an audience. For Aristotle, the three modes of persuasion specifically referred to the three major parts of an argument: the speaker ( ethos ), the argument itself ( logos ), and the audience ( pathos ). In particular, Aristotle focused on the speaker’s character, the logic and reason presented by an argument, and the emotional impact the argument had on an audience.

While they have ancient roots, these modes of persuasion are alive and well today. Put simply, ethos refers to persuasion based on the credibility or authority of the speaker, pathos refers to persuasion based on emotion, and logos refers to persuasion based on logic or reason.

By effectively using the three modes of persuasion with a large supply of rhetorical devices, a speaker or writer can become a master of rhetoric and win nearly any argument or win over any audience. Before they can do that, though, they must know exactly what ethos , pathos , and logos mean. Fortunately, we are going to look closely at each of these three ideas and see if they are really as effective as they are said to be.

⚡️ Quick summary

Ethos , pathos , and logos are the three classical modes of persuasion that a person can use to speak or write persuasively. Specifically:

• ethos (character): known as “the appeal to authority” or “the appeal to credibility.” This is the method in which a person relies on their credibility or character when making an appeal or an argument.
• pathos (emotions): known as “the appeal to emotion.” Pathos refers to the method of trying to persuade an audience by eliciting some kind of emotional reaction.
• logos (logic): known as “the appeal to reason.” This method involves using facts and logical reasoning to support an argument and persuade an audience.

What is ethos ?

The word ethos comes straight from Greek. In Greek, ethos literally translates to “habit,” “custom,” or “character.” Ethos is related to the words ethic and ethical , which are typically used to refer to behavior that is or isn’t acceptable for a particular person.

In rhetoric, the word ethos is used to refer to the character or reputation of the speaker. As a rhetorical appeal, ethos is known as “the appeal to authority” or “the appeal to credibility.” When it comes to ethos , one important consideration is how the speaker carries themself and how they present themselves to the audience: Does it seem like they know what they are talking about? Do they even believe the words they are saying? Are they an expert? Do they have some experience or skills that tell us we should listen to them?

Ethos is important in rhetoric because it often influences the opinion or mood of the audience. If a speaker seems unenthusiastic, unprepared, or inexperienced, the audience is more likely to discount the speaker’s argument regardless of what it even is. On the other hand, a knowledgeable, authoritative, confident speaker is much more likely to win an audience over.

Ethos often depends on more than just the argument itself. For example, a speaker’s word choice, grammar, and diction also contribute to ethos ; an audience may react more favorably toward a professional speaker who has a good grasp of industry jargon and enunciates clearly versus a speaker who lacks the necessary vocabulary and fails to enunciate. Ethos can also be influenced by nonverbal factors as well, such as posture, body language, eye contact, and even the speaker’s choice of clothing. For example, a military officer proudly wearing their uniform bedecked with medals will go a long way to establishing ethos without them saying a single word.

Here as a simple example of ethos :

• “As a former mayor of this city, I believe we can solve this crisis if we band together.”

The speaker uses ethos by alerting the audience of their credentials and experience. By doing so, they rely on their reputation to be more persuasive. This “as a…” method of establishing ethos is common, and you have probably seen it used in many persuasive advertisements and speeches.

What are open-ended questions and how can you use them effectively? Find out here.

What is pathos ?

In Greek, pathos literally translates to “suffering, experience, or sensation.” The word pathos is related to the words pathetic , sympathy , and empathy , which all have to do with emotions or emotional connections. Aristotle used the word pathos to refer to the emotional impact that an argument had on an audience; this usage is still mainly how pathos is used in rhetoric today.

As a rhetorical appeal, pathos is referred to as “the appeal to emotion.” Generally speaking, an author or speaker is using pathos when they are trying to persuade an audience by causing some kind of emotional reaction. When it comes to pathos , any and all emotions are on the table: sadness, fear, hope, joy, anger, lust, pity, etc.

As you probably know from your own life, emotions are a powerful motivating factor. For this reason, relying on pathos is often a smart and effective strategy for persuading an audience. Both positive and negative emotions can heavily influence an audience: for example, an audience will want to support a speaker whose position will make them happy, a speaker who wants to end their sadness, or a speaker who is opposed to something that makes them angry.

Here is a simple example of pathos :

• “Every day, the rainforests shrink and innocent animals are killed. We must do something about this calamitous trend before the planet we call our home is damaged beyond repair.”

Here, the author is trying to win over an audience by making them feel sad, concerned, or afraid. The author’s choice of words like “innocent” and “calamitous” enforce the fact that they are trying to rely on pathos .

What is logos ?

In Greek, the word logos literally translates to “word, reason, or discourse.” The word logos is related to many different words that have to do with reason, discourse, or knowledge, such as logic , logical , and any words that end in the suffixes -logy or -logue .

As a mode of persuasion and rhetorical appeal, logos is often referred to as “the appeal to reason.” If a speaker or author is relying on logos , they are typically reciting facts or providing data and statistics that support their argument. In a manner of speaking, logos does away with all of the bells and whistles of ethos and pathos and cuts to the chase by trying to present a rational argument.

Logos can be effective in arguments because, in theory, it is impossible to argue against truth and facts. An audience is more likely to agree with a speaker who can provide strong, factual evidence that shows their position is correct. On the flip side, an audience is less likely to support an argument that is flawed or entirely wrong. Going further, a speaker that presents a lot of supporting evidence and data to the audience is likely to come across as knowledgeable and someone to be listened to, which earns bonus points in ethos as well.

While Aristotle clearly valued an argument based on reason very highly, we know that logos alone doesn’t always effectively persuade an audience. In your own life, you have likely seen a rational, correct speaker lose an argument to a charismatic, authoritative speaker who may not have the facts right.

Here is a simple example of logos :

• “According to market research, sales of computer chips have increased by 300% in the last five years. Analysis of the industry tells us that the market share of computer chips is dominated by Asian manufacturers. It is clear that the Asian technology sector will continue to experience rapid growth for the foreseeable future.”

In this paragraph, the author is using data, statistics, and logical reasoning to make their argument. They clearly hope to use logos to try to convince an audience to agree with them.

Do you need persuading to take this quiz on identifying ethos, pathos, and logos? We think you’ll be a champion at it.

Examples of ethos , pathos , and logos

Ethos , pathos , and logos can all be employed to deliver compelling and persuasive arguments or to win over an audience. Let’s look at a variety of examples to see how different speakers and authors have turned to these modes of persuasion over the years.

“Come I to speak in Caesar’s funeral. He was my friend, faithful and just to me […] You all did see that on the Lupercal I thrice presented him a kingly crown, Which he did thrice refuse: was this ambition?” —Marc Antony, Julius Caesar by William Shakespeare

In this scene, Marc Antony is trying to win over the Roman people, so Shakespeare has Antony rely on ethos . Antony is establishing himself as both a person of authority in Rome (having the power to offer Caesar a crown) and an expert on Caesar’s true character (Antony was Caesar’s close friend and advisor).

“During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the world’s first computer animated feature film, Toy Story , and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple’s current renaissance.” —Steve Jobs, 2005

Here, Steve Jobs is providing his background–via humblebrag – of being a major figure in several different highly successful tech companies. Jobs is using ethos to provide substance to his words and make it clear to the audience that he knows what he is talking about and they should listen to him.

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“Moreover, though you hate both him and his gifts with all your heart, yet pity the rest of the Achaeans who are being harassed in all their host; they will honour you as a god, and you will earn great glory at their hands. You might even kill Hector; he will come within your reach, for he is infatuated, and declares that not a Danaan whom the ships have brought can hold his own against him.” —Ulysses to Achilles, The Iliad by Homer

In this plea, Ulysses is doing his best to pile on the pathos . In one paragraph, Ulysses is attempting to appeal to several of Achilles’s emotions: his hatred of Hector, his infamous stubborn pride, his sympathy for civilians, and his desire for vengeance.

“I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. Some of you have come from areas where your quest—quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality.” —Dr. Martin Luther King Jr., 1963

In this excerpt from his “I Have A Dream” speech, King is using pathos to accomplish two goals at once. First, he is connecting with his audience by making it clear is aware of their plight and suffering. Second, he is citing these examples to cause sadness or outrage in the audience. Both of these effects will make an audience interested in what he has to say and more likely to support his position.

Dr. King’s “I Have A Dream” speech is recognizable and noteworthy for many reasons, including the rhetorical device he employs. Learn about it here.

“Let it be remembered how powerful the influence of a single introduced tree or mammal has been shown to be. But in the case of an island, or of a country partly surrounded by barriers, into which new and better adapted forms could not freely enter, we should then have places in the economy of nature which would assuredly be better filled up if some of the original inhabitants were in some manner modified; for, had the area been open to immigration, these same places would have been seized on by intruders. In such case, every slight modification, which in the course of ages chanced to arise, and which in any way favoured the individuals of any of the species, by better adapting them to their altered conditions, would tend to be preserved; and natural selection would have free scope for the work of improvement.” —Charles Darwin, On the Origin of the Species , 1859

In this passage, Darwin is using logos by presenting a rational argument in support of natural selection. Darwin connects natural selection to established scientific knowledge to argue that it makes logical sense that animals would adapt to better survive in their environment.

“I often echo the point made by the climate scientist James Hansen: The accumulation of carbon dioxide, methane and other greenhouse gases—some of which will envelop the planet for hundreds and possibly thousands of years—is now trapping as much extra energy daily as 500,000 Hiroshima-class atomic bombs would release every 24 hours. This is the crisis we face.” —Al Gore, “The Climate Crisis Is the Battle of Our Time, and We Can Win,” 2019

In this call to action, Al Gore uses logos to attempt to convince his audience of the significance of climate change. In order to do this, Gore both cites an expert in the field and provides a scientifically accurate simile to explain the scale of the effect that greenhouse gases have on Earth’s atmosphere.

What are mythos and kairos ?

Some modern scholars may also use terms mythos and kairos when discussing modes of persuasion or rhetoric in general.

Aristotle used the term mythos to refer to the plot or story structure of Greek tragedies, i.e., how a playwright ordered the events of the story to affect the audience. Today, mythos is most often discussed as a literary or poetic term rather than a rhetorical one. However, mythos may rarely be referred to as the “appeal to culture” or the “appeal to myth” if it is treated as an additional mode of persuasion. According to this viewpoint, a speaker/writer is using mythos if they try to persuade an audience using shared cultural customs or societal values.

A commonly cited example of mythos is King’s “I Have a Dream” speech quoted earlier. King says:

“When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence, they were signing a promissory note to which every American was to fall heir. This note was a promise that all men—yes, black men as well as white men—would be guaranteed the ‘unalienable rights’ of ‘life, liberty and the pursuit of happiness.’ ”

Throughout the speech, King repeatedly uses American symbols and American history ( mythos ) to argue that all Americans should be outraged that Black Americans have been denied freedom and civil rights.

Some modern scholars may also consider kairos as an additional mode of persuasion. Kairos is usually defined as referring to the specific time and place that a speaker chooses to deliver their speech. For written rhetoric, the “place” instead refers to the specific medium or publication in which a piece of writing appears.

Unlike the other modes of persuasion, kairos relates to the context of a speech and how the appropriateness (or not) of a setting affects how effective a speaker is. Once again, King’s “I Have a Dream” speech is a great example of the use of kairos . This speech was delivered at the steps of the Lincoln Memorial during the 100th anniversary of the Emancipation Proclamation at the end of the March on Washington for Jobs and Freedom. Clearly, King intended to use kairos to enhance the importance and timeliness of this landmark speech.

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Ethos, Pathos & Logos — Definition and Examples of Persuasive Advertising Techniques

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E thos, pathos and logos are techniques of persuasion that form the rhetorical triangle. A compelling argument, sales pitch, speech, or commercial ideally uses elements of all three strategies. We’ll show you how to employ each of the techniques and present some awesome examples along the way.

Ethos, Pathos and Logos: How to Create Persuasive Ads

Ethos, Pathos, Logos, Definition

The rhetorical triangle.

Rhetoric is a type of communication a writer or speaker uses to persuade, inform or motivate. We can see rhetoric everywhere — politics, law, advertising, creative writing, and even our everyday conversations.

Rhetorical devices include irony , metaphor , hyperbole and many other techniques writers and speakers employ to great effect.

A subset of these devices are known as rhetorical appeals , often attributed to Aristotle, and include: ethos , pathos and logos .

This is also known as the Rhetorical Triangle and we still depend on it today.

Ethos, pathos and logos are the three categories of persuasive advertising techniques

Each category invokes a different appeal between speaker and audience.

Ethos calls upon the ethics, or what we'd call the values, of the speaker. Pathos elicits emotions in the audience. Finally, logos puts logic into play by using evidence and facts.

Good persuasive advertising technique is when you balance all three.

But using ethos, pathos and logos in commercials sometimes means featuring one advertising technique prominently.

Learn More Logos Ethos and Pathos

Comparing other techniques.

There are many types of rhetorical strategies. To get a full picure on how they work together, or when to use which rhetorical strategies, explore the full guide below.

Everything About Rhetorical Appeals

Basics & terminology, appeal to credibility , appeal to emotion, appeal to logic, appeal to purpose, appeal to timeliness.

Each of these rhetorical strategies can be effective in its own way. When combined, their potential effects grow exponentially. To fully understand the power of persusaion, these are the tools you need.

ETHOS DEFINITION

What is ethos.

Ethos is the persuasive technique that appeals to an audience by highlighting credibility. Ethos advertisement techniques invoke the superior “character” of a speaker, presenter, writer, or brand.

Ethos examples aim to convince the audience that the advertiser is reliable and ethical. It’s easier to make a decision when someone you respect signs off on it, right? This is broadly the function of ethos in commercials.

When an esteemed public figure endorses a product, it validates it to the end consumer. An ethos advertisement plays off the consumer’s respect for a given spokesperson.

Through that respect, the spokesperson appears convincing, authoritative and trustworthy enough to listen to. Of the types of persuasive techniques in advertising, ethos is best used to unlock trust.

USE OF ETHOS IN ADVERTISING

How is ethos used in advertising.

So what does ethos mean?

It’s all about credibility. Famous people enjoy a high status in our society. So they’re the ones selling products to us — whether or not they have product-specific expertise.

Example of ethos in advertising: Jennifer Aniston in a campaign for Glaceau Smart Water

For example, an Infiniti commercial featured Steph Curry. Even though he’s not known for his taste in vehicles, his stature validates the product.

This is ethos in commercials at work.

Example of ethos in commercials: Steph Curry in a recent spot for Infiniti

Ethos rhetoric is also invoked to tie a brand to fundamental rights.

Brands build trust with their audience when they stand with an important cause. Anheuser-Busch illustrated this in their “Born the Hard Way” ad.

Ethos examples: This ethos advertisement by Anheuser-Busch underscores the value of multiculturalism

This spot focuses on the origin story of Anheuser-Busch’s founders.

It shows Busch’s turbulent immigration from Germany to St. Louis, and speaks to the importance of immigration and multiculturalism.

This is how ethos rhetoric is used in advertising.

Of the many types of persuasive advertising techniques in advertising, ethos is best for playing up the strength of a brand or spokesperson’s character.

ETHOS EXAMPLE IN COMMERCIALS

Ethos advert case study.

If you want a really strong example of ethos that also has a pretty funny meta quality to it, check out the shot list for this Heineken spot. See how many times they use foreground elements and OTS shots in this spot:

Ethos Examples • Shot Listed in StudioBinder

This Heineken commercial shows famous actor Benicio Del Toro at the bar enjoying a Heineken. Benicio chats about how both he, and Heineken, are world famous and instantly recognizable.

Then, a pair of goofy tourists spot him in the bar, and they call out for him to pose for a photo, but... they actually think he's Antonio Banderas.

Ethos Example in Heineken Commercial

This commercial not only uses ethos as a way to tie the celebrity of Benicio to the celebrity of Heineken, but it uses humor and the bold faced usage of ethos to make fun of the brand, people, and fame. 

THE "PLAIN FOLKS" PERSUASIVE ADVERTISING TECHNIQUE

How is "plain folks" used in ads.

Ethos rhetoric often employs imagery of everyday, ordinary people.

Known as the  Plain Folks persuasive advertising technique,  in this approach a spokesperson or brand appears as an Average Joe to feel common and sensible. In doing so, they appear concerned and cut from the same cloth as you.

This approach is very common in political ads. Consider the “Family Strong” ad from Hillary Clinton’s 2016 presidential campaign.

Ethos Examples: Hillary Clinton underscores the “Plain Folks” definition in her campaign videos.

Despite her status and wealth, Clinton draws on imagery of her family and upbringing to make her feel more relatable. In this way, “Plain” folks is propaganda and also a logical fallacy.

But it’s also an effective and persuasive advertising technique.

Of the types of persuasive techniques in advertising, Plain Folks aligns your brand with the values of the everyday consumer.

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Pathos DEFINITION

What is pathos.

Pathos is persuasive technique that try to convince an audience through emotions. Pathos advertisement techniques appeal to the senses, memory, nostalgia, or shared experience. Pathos examples pull at the heartstrings and make the audience feel.

A quick way to appeal to a viewer’s emotions? A cute animal. A devastated family. A love story. Overcoming great odds. An inspirational song and imagery. A good zinger. 

Emotions create responses and, in our increasingly consumer-driven culture, the response is to buy something. Pathos appeals to an audience’s basic emotions like joy, fear, and envy. All are easily triggered in many ways.

So what is pathos?

Well, it's a model enjoying a refreshing Coke. Or a frustrated infomercial character desperate for a better remedy. And "tired" of the "same old blah-blah-blah."

The many different pathos advertisement examples not only evoke your feelings but anticipate your responses too. If you want to explore pathos in advertising, language is the best place to start.

Because the words we hear and read trigger specific feelings. Positive words conjure feelings of love, excitement and wonder.

What is pathos? Cutting to the emotional core, really

Look at how General Mills and Cheerios achieved this in their “Good Goes Round” campaign.

Example of pathos: This Cheerios pathos advertisement injects good vibes with positive words

We see sunshine, smiles and bright colors while we hear the words “good goes around.” It invites positivity and encourages us to associate Cheerios accordingly.

On the other hand, pathos advertisements can also employ unpleasant emotions like fear and worry just as effectively.

Pathos examples: this somber pathos advertisement says don’t let heart disease happen to you

This ad by the British Heart Foundation underscores the dangers of heart disease. As the spot unfolds, you start to realize that the narrator suddenly died at her sister’s wedding.

Her tragic story encourages you to not let it happen to you.

Pathos examples: BMW warns against drinking and driving in this pathos advertisement example

Pathos example in commercials, pathos advert case study.

If you want a really strong example of pathos is an advertisement, check out this shot list from a particularly emotional Zillow spot. Notice how the shots on the son are often singles and medium close-ups :

Pathos Examples  • Shot Listed in StudioBinder

This Zillow commercial shows a father and son who have just suffered the terrible loss of their wife/mother. The father tries to cheer his son up by finding a new home, one preferably near the boy's grandparents. 

The son seems disinterested, but then the father finds his son and the family dog looking up at the stars, one of which is particularly bright. The son decides that the star is his mother, looking down on him.

That gives the father an idea:

Pathos example in Zillow Commercial

The father searches on Zillow, finds a home, and buys it. We then learn that the home is not only close to the grandparents, but it also has a skylight in the son's room, allowing him to see his Mother's star at night.

This commercial uses the emotions of the father, the son, the grandparents, and of course the viewer to suggest that Zillow is the type of website that can balm grief through its functionality.

USE OF PATHOS IN ADVERTISING

The appeal of pathos in advertising.

Sex appeal is of course also hugely successful among the pathos advertising techniques. Open any  Cosmopolitan  magazine and you’ll find scantily clad models, muscular men and sexual innuendo.

Although the common expression “sex sells” has been debated, sexually provocative ads do leave a lasting impression. Mr. Clean , for example, spiced up their eponymous mascot for comedic effect.

Pathos Examples: This Mr. Clean pathos advertisement gave their mascot a sexy upgrade

Their brawny Mr. Clean upgrade wears tight clothes and turns mopping the floor into something more... sensual?

Humor, patriotism and snob appeal are also all common in pathos advertisement examples. The pathos definition even extends to nostalgia and the strategic use of music in ads.

Pathos Examples: The pathos definition extends to evoking emotions with music ... even *NSYNC

The bandwagon advertising technique, what is the "bandwagon advertising".

“Bandwagon advertising” is commonly categorized under pathos advertisement examples. While it may sound unfamiliar, you're probably pretty familiar with it. It creates that impression that using certain product will put you on the “winning team.” It adheres to the pathos definition because it plays off your fear... of being left out.

Old Spice used this in their “The Man Your Man Could Smell Like” spot.

Bandwagon advertising: to be The Man Your Man Could Smell Like, you buy Old Spice

In its comical way, it puts pressure on men to smell as good as the Old Spice Guy. Like the “Plain Folks” technique, Bandwagon advertising is a very popular form of propaganda.

Of the persuasive advertising techniques, “Bandwagon” puts your brand on the right side of popular opinion. Remember the "Be like Mike" Ads?

Pathos example: Talk about putting the consumer on the "winning team"

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LOGOS DEFINITION

What is logos.

Logos is the persuasive technique that aims to convince an audience by using logic and reason. Also called “the logical appeal,” logos examples in advertisement include the citation of statistics, facts, charts, and graphs.

Logos Examples: This Samsung ad puts the Logos persuasive advertising technique to work

Ever told someone to “listen to reason” during an argument? This is what logos does. The best logos advertisement examples are when a speaker appeals to logic. Statistics, surveys, facts, and historical data can make a product seem like a more reasonable decision. Whether the data is sound or not is another story.

LOGOS EXAMPLE IN COMMERCIALS

Logos advert case study.

If you want a really strong example of logos is an advertisement, check out this shot list from a recent Nissan Commercial. You'll notice how the camera angles and shot size change when the "ProPilot" system clicks on:

Logos Advertisment Examples  • Shot Listed in StudioBinder

This Nissan commercial shows a daughter and father driving on a highway. The daughter is about to drive past some scary construction, but then the father uses his sage like wisdom to instruct her to turn on the "ProPilot" system that Nissan now features in their cars.

Once the daughter does this, we see a Star Wars battle scene playing out in front of out eyes, and she becomes so distracted that she begin to veer off the road... but guess what? The "ProPilot" system saves her by auto-correcting the trajectory of the car based on the sensor system. 

So how is this logos? Well, the commercial places the daughter in a relatively common situation and uses the machine logic behind having a guided system in the car to keep your distracted children safe.

Now... is it logical that this Star Wars homage suggests the daughter reach out to use the force by using a guided machine? Of course not! That's the opposite of what Luke does in the movie. Is it logical for your kid to be scared of driving past construction at 40mph? Of course not!

Is there anything in this spot that is logical? The basic fact that young drivers get distracted, and the Nissan "ProPilot" system might just save their lives one day, well that is how you use logic to sell cars.

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LOGOS TECHNIQUES

How is logos being used in advertising.

Technology advertisements use logos because their goal is to showcase cool new features. Consider the example of logos in Apple’s ad for the iPhone:

A logos advertisement example: In Apple’s iPhone spot, the features pop out at you

In logos rhetoric, you have to the sell best reasons to buy your product..

How does Apple do that?

They have their new innovative features pop out at you. From durable glass to Face ID software. It effectively asks you why you would choose any phone but iPhone. Logos often use buzzwords to sell the product. 

What's a great example of this?

Food companies capitalizing on the rising demand for healthy choices.

Logos Examples: I Can’t Believe It’s Not Butter underscore the health benefits

This I Can’t Believe It’s Not Butter ad hinges on the health benefits to prove their point. Of the types of persuasive techniques in advertising, logos will build your brand as the most logical, functional and helpful option.

Explore more rhetorical devices

Ethos , pathos , and logos are highly effective rhetorical appeals but there is much more to explore, including kairos and telos . Or dive into more rhetorical devices that help construct and support these appeals, including metaphor , hyperbole , and metonymy . When you've mastered these techniques, your ability to convince and persuade in your writing will be unmatched.

Up Next: Rhetorical Devices Index →

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Home » Glossary » Logos, Ethos, Pathos: Definition and What It Is

Logos, Ethos, Pathos: Definition and What It Is

Educationally and pedagogically written and reviewed by Academic Writer Maryna Polishchuk, MA, and Academic Writer & Researcher Dr. Maryam Iftikhar, Ph.D.

Logos, Ethos, Pathos : Definition & Meaning

Ethos, pathos, and logos are “modes of persuasion” widely used by authors and speakers to persuade their audience. They are frequently used in persuasive essays and speeches, but their usage can be traced to literature, politics, advertisements, and even everyday speeches.

Logos is the implementation of reasoning and logic in the composition of a persuasive piece of writing or speech.

Ethos appeals to credibility. The speaker or author often demonstrates his authority and trustworthiness to persuade the audience with ethos. This rhetorical device aims to increase trust between the author and the audience.

Pathos is the appeal to emotion, empathy, common beliefs, and values. This literary device convinces readers by intentionally provoking certain feelings that impact their views.

Benefits & Drawbacks

These rhetorical devices are essential to persuade somebody in your arguments. Nevertheless, they have its pros and cons.

Using logos in your writing or speech can help you convince people by providing logical support that always sounds convincing. On the other hand, just listing facts can sound impersonal, and it may look like you took information from an encyclopedia or scientific journal. The audience may get bored with such scientific data and, as a result, lose interest in your speech.

On the one hand, ethos provides credibility, persuading readers that the author has expertise in the subject and that they can rely on their opinion. Controversially, it can have an adverse effect, as some readers may consider that the author tries to boast about their status and authority. This can distract the audience from what the speaker is saying and fail to persuade the reader of anything.

The benefit of using pathos is that it builds an emotional relationship between the author and the audience and creates the impression that the author and readers have something in common, which brings them closer. However, it also has a disadvantage. Since no facts support the author’s position, some may think that the argument lacks logical support.

Examples of Logos, Ethos, Pathos

Logos examples:.

• A scientist presenting on climate change may illustrate the effects of increasing global temperatures on the environment using data from reliable research, attractive graphics, and statistical analysis.
• A friend attempting to encourage you to eat healthily could offer scientific research demonstrating the advantages of a balanced diet and explaining how specific nutrients affect lifespan and general health.
• An advertisement could highlight a new smartphone’s technical benefits, such as a quicker CPU, a longer battery life, and a high-resolution camera, technical details and model comparisons with competitors.

Ethos Examples:

• A fitness equipment company may hire a well-known athlete to promote its products.
• A toothpaste manufacturer may make statements emphasizing how many dentists recommend their product.
• When speaking to a potential client, a financial adviser may display their credentials, affiliations in professional associations, and certificates.

Pathos Examples:

• A charity’s commercial may feature pictures of hungry children and stress their poor living circumstances to evoke empathy and compassion and ultimately increase donations.
• Politicians may play on voters’ emotions like patriotism, unity, and enthusiasm to encourage them to vote for their party.
• You can meet a cancer survivor who tells a heartbreaking story about his health conditions at a fundraising event to evoke compassion to raise donations for cancer research.

Teach Simple’s Perspective

Whether you write a persuasive essay or work on a speech, or create an advertisement for a product knowing how modes of persuasion works is essential. Ethos, logos, and pathos can significantly impact reader/listener perception about what you say or write. It is not obligatory to use all these modes of persuasion in your text; you may choose one or two. Remember that each of them has its drawbacks that can also negatively impact the listener’s reaction about your content and you as an author. So, be careful when using them, and always consider how they can impact your audience.

 If you want to persuade your audience using ethos, consider your expertise, title, position, and authority. You should demonstrate your expertise in terminology in your field. If you already have a good reputation in your field, you may also rely on it.

If you choose pathos, be ready to support your arguments with emotion-evoking examples and stories. You can also apply expressive, emotive language in your speech to establish an emotional connection with your audience. Another way to use pathos is to address your audience’s issues of concern. This will show your empathy and compassion. Pathos is a good instrument that helps to increase the likelihood that your audience will be engaged in what you say.

If you prefer to support your arguments with facts, statistics, or sound reasoning and analysis, then it is better to choose logos. This rhetorical appeal can demonstrate your proficiency in the field. People become more convinced when the author’s speech is supported by reliable sources and facts.

In general, ethos, pathos, and logos are essential instruments that can help you reach your goals in any field. People often use these modes of persuasion in literature, advertisements, TV, and everyday speech. Understanding and knowing how they work will help you better understand human psychology and even avoid being manipulated.

Lutzke J., & Henggeler, M. F. (2009). The rhetorical triangle: Understanding and using logos, ethos, and pathos. School of Liberal Arts . https://www.lsu.edu/hss/english/files/university_writing_files/item35402.pdf

Ting, S. (2018). Ethos, logos and pathos in university students’ informal requests. GEMA Online Journal of Language Studies 18(1), 234–251. DOI:10.17576/gema-2018-1801-14

Ting, S. H., Ungau, M., & Jerome, C. (2020). Use of logos, pathos, ethos for persuasion in cancer pamphlets. The Internet Journal Language, Culture and Society , 49, 13–25.

Ethos Pathos And Logos Worksheets

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