The Aristotelian Appeals: Logos, Ethos, and Pathos

Good rhetoric is persuasive. It encourages a reader to think about things from a new perspective
or become engaged with an idea that in ways that they hadnt previously. But how does an author
persuade his target audience? What methods or strategies does he use? Three of the most
common strategies employed by authors are the Aristotelian Appeals: Logos, Ethos, and Pathos.
LOGOS, or the use of logic or
reasoning
The reasoning or logical
evidence that an author uses.
Can also be the argument
itself.
Types of Logos
Theories
Scientific Fact
Definitions
Statistics
Citations from Experts
Informed Opinions
Real life Examples
Personal Anecdotes

Effect on Audience
Creates a rational
understanding of a text.
Readers begin to think: Oh,
that makes sense!
How To Talk About It?
The author appeals to logos
through charts and graphs in
order to engage his audience
of scientists. Think of the
saying, The facts speak for
themselves.

ETHOS, or the credibility &

trustworthiness of the author
How an author builds
credibility so that the reader
trusts him. This can rely on
morals or ethics.
Ways to Develop Ethos
Authors profession/
experience
Authors publications
Authors appearance
Conceding to
opposition where
appropriate in order to
seem fair
Morally/Ethically
responsible
Professionalism
(language/dress)
Effect on Audience
Allows the reader to see the
author as credible,
trustworthy, and reliable. The
audience will take the author
more serious.
How To Talk About It?
The authors down home
mannerisms help the audience
to relate to him, even though
he is far more educated than
his target audience.

PATHOS, or appealing to an
audiences emotions
The words/tones an author
uses to activate the audiences
emotions.
Types of Pathos
Emotionally Loaded
Language
Vivid Descriptions
Emotional Examples
Anecdotes/
Testimonies/
Narratives
Figurative Language
Tone (humor, sarcasm,
crying)

Effect on Audience
Persuasion through emotion.
I cant believe they would do
that!

How to Talk About it?

The author uses loaded
language that makes the
audience uncomfortable in
order to shock them into
seeing his point of view.