The Art of Argumentation and Advertisement Ethos, Logos, and Pathos

Is it persuasive? There are several ways to appeal to an audience. Among the ways to appeal to an audience are appealing to logos, ethos, and pathos. These appeals are prevalent in almost all arguments and advertisements.

Rhetoric The art of influencing the thought and conduct of an audience. (How they think and what they do or how they act.) The ability to use language effectively.

The Rhetorical Triangle Aristotle: Greek philosopher (384 BC – 322 BC) Believed that a speaker's ability to persuade is based on how well the speaker appeals to his or her audience in three different areas: ethos (ethical appeals), pathos (emotional appeals), and logos (logical appeals). These areas form something that later rhetoricians have called The Rhetorical Triangle. 

The Rhetorical Triangle

Logos Logos: an appeal to logic or reason. NOT TO BE CONFUSED WITH BRAND SPECIFIC IMAGES OR INSIGNIA REFERRED TO AS A LOGO. An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the "straight facts" about the product

Logos Facts, numbers, and information can be very convincing. Example: One glass of Florida orange juice contains 75% of your daily Vitamin C needs. Copyright 2006 IRA/NCTE. All rights reserved. ReadWriteThink.org materials may be reproduced for educational purposes. Images ©2006 Microsoft Corporation. All rights reserved.

The Effect of Logos Evokes a cognitive, rationale response

Pathos Pathos: an appeal to emotion. An advertisement using pathos will attempt to evoke an emotional response in the consumer.

Pathos Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the “wrong” mattress. Pathos can also include emotions such as fear and guilt: images of a starving child persuade you to send money.

Pathos Getting people to feel happy, sad, or angry can help your argument. Example: Your donation might just get this puppy off the street and into a good home. Copyright 2006 IRA/NCTE. All rights reserved. ReadWriteThink.org materials may be reproduced for educational purposes. Images ©2006 Microsoft Corporation. All rights reserved.

The Effect of Pathos Evokes an emotional response

Ethos Ethos: an appeal to credibility or character. An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product.

Ethos Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree that Crest is the better than any other brand or Americas dieters choose Lean Cuisine. Often, a celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones makes us want to switch to T-Mobile. 

Ethos If people believe and trust in you, you’re more likely to persuade them. Example: Believe me! I’ve been there before. I’m just like you. Copyright 2006 IRA/NCTE. All rights reserved. ReadWriteThink.org materials may be reproduced for educational purposes. Images ©2006 Microsoft Corporation. All rights reserved.

The Effect of Ethos Demonstrates author’s reliability, competence, and respect for the audience’s ideas and values through reliable and appropriate use of support and general accuracy