Persuasive Language

uasive language and speech. Most significantly, in this work he expounds on the concepts of ethos, logos and

ethos
Ethos is a Greek word meaning ‘character’. In terms of persuasive language, it is
an appeal to authority and credibility. Ethos is a means of convincing
an audience of the reliable character or credibility of the speaker/writer, or the
credibility of the argument.
It is an important tool of persuasion because if you can get your audience
to see you (or your argument) as credible and trustworthy, it will be much
easier to persuade them.

pathos
Pathos is a Greek word meaning ‘suffering’ or ‘experience’, and it is used in
persuasive speech as an appeal to the emotions of the audience. Pathos is
the way of creating a persuasive argument by evoking an emotional response
in the audience/reader.
You can use pathos when trying to persuade, by appealing to an
audience’s hopes and dreams, playing on their fears or worries, or appealing
to their particular beliefs or ideals.

logos
Logos is a Greek word meaning ‘a word’ or ‘reason’. In rhetoric, it is an appeal to
logic and reason. It is used to persuade an audience by logical thought, fact
and rationality.
Logos can be a useful tool of persuasion because if you can ‘prove’
an argument through logical and sound reasoning, your audience is more
likely to be persuaded.

If you can include a combination of these three elements in your persuasive speaking and writing,
you will appeal to your audience’s emotions, sense of reasoning and belief in you, and therefore your
writing will be more convincing. Try to subtly weave ethos, pathos and logos into your persuasive
writing and speaking.

© Stacey Lloyd 2014

 PERSUASIVE LANGUAGE
Ethos is an
appeal to
ethics; it is How can you incorporate EXAMPLES:
a ethos? m
e
ibility of the
persuader.
 You
openly
can

remind
a your
n audience
s who you
are and
o why you
f are an
c authority on
the subject.
o (‘As the
n leading
vi researcher,
I agree…’).
n
ci  You can
establish
n authority
g more subtly
t through the
use of
h jargon or
e specialized
a terms (‘My
quantitative
u research in
d linguistic
ie anthropolog
y has
n shown…’).
c  You can
e establish
o credibility
by just
f using
t correct
h grammar
and
e language,
c using
h solid
reasoning
a and good
r argument
a s and
therefore
c sounding
t credible
e and
trustworthy
r .
o
r
c
r
e
d

© Stacey Lloyd 2014

» I ill o I audience believe you The speaker is has ord credit to their opinion.
h not n f to be a qualified, referred to their er Somebody with over 30
a be a authoritative figure, or extensive experience to years experience would
v a l y in this giv surely know what he or
e go an expert in a subject,
o area, in e she is talking about .
od s they are more likely to
b hu c u be persuaded by your It is not based
“ on a reliable person, but on rumors
e 2 sb i r argument. No
e an e the father isW
speaking as if to protect his daughter. as an
n d n experiencedeand trustworthy person.
to c TASK ONE: For each of the following,
m yo e identify whether or not ETHOS is used, and r
a u. , explain your reasoning. e
r»
Ethos? Explain a
r Having s l
i wri a “You n
e tte y to l
d n s should
definite
me Yes y
ten .”
f t ly get s
o su h help
r cc a Yes h
es with o
t your
5 sfu u
8 l w debt, & l
no e I say d
y vel that as
e s s someb
a my h t
r sel o ody r
s f, I u with y
ca l over 30
a n d years t
n tell experie h
d yo e a
u a nce of
I tha t debt t
t counse
c thi f ling.” r
a s e e
n bo w “As
c
ok e your
t is i
r father, I
e wo p
love
l rth c e
you and
l bu a .
yin r only
y g. b want
S
o» My o 1 the o
u frie h best
y m
nd, for
t d you. e
wh
h o r The o
a ha a refo n
t sa t re e
Ph e whe
h D s n I
e t
in . ask o
w nut you
not l
riti
to d
W y use go,
plea m
h ethos ? se
liste
e

© Stacey Lloyd 2014

 t u
h Y
s o
a h u
t o
u m
i l u
t d s
t
w l
e f
a a l
s r o
n s
g s
o a
o r
d s e
e g
. c u
” o l
n
“The research – d
Yes if it contains ethos because it is based on a person from the
conducted by
l prestigious university
professors
3 a a a
t n r
g l
H u y
a a .
r g ”
v e
a . “I read somewhere that bicarbonate of
we do not have a reliable source. It is a random piece of No
r “Dentists all over the world are telling information
No it isfrom
d because the ainternet.
saying piece of information that has been
4 t known and proven to be reliable. many background studies
h
U e
n 5 s
i o
i r
v d
e a
p
r a
s i
t s
i i
t e
y r
n e
t a
– s l
s l
t y
u h
g e
g u
e s
s e
s a
t f
m u
s e l
t t
h f
h o
a i
t r
n
g c
y s
o l
.
© Stacey Lloyd 2014
 e show a high mortality rate in test animals
a
n
i 3. You are trying to persuade your
n
g teacher not to give you homework.

.
As established by the San Francisco University,
Y
o professors should not send assignments to
u students.

s
h
o
u
l
d
t
r
y
i
t
.
”

TASK TWO: For

each of the
following scenarios,
write your own
persuasive
sentences using
ethos:
1. You are trying
to persuade
your mother to
let you get a
tattoo.
My doctor says that
tattoos protect you from
the sun in parts that are
exposed to the sun.

2. You are
attempting to
convince an
audience that
animal testing
is morally
wrong.
According to Harvard
University studies, they
© Stacey Lloyd 2014
PERSUASIVE LANGUAGE

How can you incorporate pathos? EXAMPLES: Pathos is an

 You can use descriptive language and imagery, » If you don’t go on this holiday you appeal to
which evokes emotions. (‘This life-saving dishwasher will regret it. You don’t want to live emotion; it
will enhance your life and lighten your load.’) with regrets, do you? is a means
 You can identify values / emotions which relate » You love your dog; so buy this dog of
particularly to your audience, and play on them. food, as it will help him to get all
(‘I know you care for your family, so…’) his nutrients. convincing
» You have been poorly treated. You the audience
 You can use personal stories to appeal to the
sympathies and emotions of your audience. (‘When have been taken advantage of. by creating
I lost my job, I knew how important it was to…) Now is the time to take action. an
emotional
response.

Why use pathos ? If your audience is emotionally invested and engaged with your
cause or argument, they are more likely to be persuaded.

TASK ONE: For each of the following, explain how pathos is used (you must identify the emotional appeal).
Explain
“Don’t be the last person to get one. Here the speaker is appealing to the audience’s sense of pride by pointing out that they will be
You don’t want to be the laughing stock laughed at if they don’t get the product. This would make the listener/reader feel compelled to get
of your school!” it, in order to maintain their dignity and not hurt their pride.
“If you don’t purchase this life
1 insurance, and something happens to in this case the speaker is taking on people's fear of losing a loved one. in
you, how will your family survive?” order to induce them to buy life insurance and sell their product.

“We have been mistreated, abused and

2 oppressed. They have benefited from
our suffering and we must act now!”
“We live in a great democracy. So
3 donate now and support the troops
who are protecting our freedom.”
“Just eat and don’t complain. Children
4 in Africa are starving and would give
anything to have that plate of food.”
“Caring for the environment may not
5 change your life, but it will change the
lives of your children.”
in this case the speaker is invoking the emotion of anger and tries to
get people to identify with it to get the support they need.
in this case the speaker is invoking the solidarity and love that the people
have for their nation and wants them to donate and support their troops.
In this case the speaker is alluding to the humility and gratitude that
children should have for having food on their tables in front of others that
they do not have.
The speaker is alluding to the love that a father has for his children to take
care of the environment and their children have a better future.

TASK TWO: For each of the following

scenarios, write your own persuasive sentences using pathos:
1. You are trying to persuade members of your class to volunteer to tutor underprivileged children.
if we don't help disadvantaged children, they will grow up to be bad people

2. You are attempting to convince a friend to join your sports team.

if you don't join my sports team you won't be able to win the championship

3. You are trying to persuade an audience that they should buy a particular brand of cereal.
If you don't buy sugary cereals, you won't have sweet breakfasts.
 PERSUASIVE LANGUAGE

Logos is an
appeal to How can you incorporate logos? EXAMPLES:
logic; it is a  You can use research and statistics to back- » I‘ve not eaten meat for 8 years, and I’m fit
up your arguments. (‘87% of students benefit and healthy; you can’t argue that
means of from textbooks, so...’) vegetarianism is always unhealthy.
convincing » We have conducted the experiment 57
 You can use logical processes to explain your
the point – ‘if this… then that...’ (‘If you don’t want times and we get the same results every
audience gum disease, then you should brush regularly.’) single time.
through  You must give convincing, solid evidence and » That is not my wallet. My wallet has a tear
rational reasons to support your claims. (‘I need a car: it in it. This wallet has no tear in it.
would make me more independent; save me Therefore, it cannot be mine.
thought and
money; improve my life.)
reason.

Why use logos If you can present a logical, rational argument to your audience, which engages their
intellect and sense of reason, they are more likely to be persuaded.
?
TASK ONE: For each of the following, explain whether or not you think that logos is being used effectively.
Explain
“I need new jeans. Everyone in my
This isn’t an effective use of logos as the reasoning is not logical and convincing. Firstly,
✓ it’s highly unlikely that e v er y o ne has new jeans (hyperbole). Secondly, just because
class has new jeans.” other people have new jeans, it doesn’t logically follow that the speaker needs them.

“All men and women will die. You are a because it is an obvious fact that we are all going to die
1 man. Therefore, you will die one day.”

“Everyone has children. Therefore,

It is not logical because not all people have children, they do not need to
2 everyone needs to think about the
schooling of his or her children.” think about schooling.

“You don’t need to jump in front of a

train to know it’s a bad idea; so why
3 do you need to try drugs to know if
they’re damaging?”
“Cigarette smoke contains over 4,800
4 chemicals, 69 of which are known to
cause cancer. So why start smoking?”
if it makes sense because both situations are wrong and people should
not experience either
This argument does not have much logic because it is giving many values
that have no relation.

“Every morning the rooster crows, then

5 the sun rises. Therefore the rooster This argument has no logic because it is impossible for the rooster to
causes the sun to rise.” make the sun rise.

TASK TWO: For each of the following scenarios, write your own persuasive sentences using logos:
1. You are trying to persuade your brother to stop eating chocolate.
stop consuming chocolate because in the long term it causes general illnesses such as diabetes.

2. You are attempting to convince your class that they shouldn’t drink and drive.
driving after consuming alcoholic beverages can cause accidents and even death.
 3. You are trying to persuade an audience that they should exercise more often.

It is proven that doing physical exercise three times a week prevents heart disease.
 PERSUASIVE LANGUAGE

3 out of 4 people surveyed said that they prefer our brand to any other. If you care
about your teeth, make the wise choice and buy ShinyWhite before it’s too late.
Pathos and Logos

the education ministry obliges schools to graduate. Also, if you do not graduate, the students will make a protest.

Ethos and pathos

If they don't buy me the rabbit, I get angry and I don't talk to them for life. Also, Harvard studies indicate that children become more understanding and loving.

Ethos and pathos

according to scientific studies indicate that having a facebook account makes you a more sociable person. In addition, having a Facebook account makes it easier for them to connect with their relatives.

Ethos and logos

Nutritional studies have shown that being on a rigid diet can cause health problems. also, by eating a fresh cookie we will be happier and the diet will be supplemented.

Ethos and logos

If you don't go running with me, you'll stay home alone. In addition, running during the rain will increase the production of serotonite.

pathos and logos

© Stacey Lloyd 2014

 according to studies carried out on the consumption of sweets indicate that it is necessary to avoid consuming them because of the chemicals they
contain. also when leaving during traffic causes discomfort among the family.

pathos and ethos

If it does not allow students to do the essay on the computer, many students will miss the semester. also when doing them on the computer the teachers will
understand more easily.

pathos and logos

Otherwise we donate money for animal rescue, the animals will die. Furthermore, if the animals do not have someone to take care of them they will suffer.

pathos and logos

© Stacey Lloyd 2014

 PERSUASIVE LANGUAGE

For each oforthe

pathos following
logos is beingextracts
used. from advertisements, identify how ethos,
in advertising
_________________________________________________________________

1 1.They are using pathos so that the emotion of looking

beautiful initiates a self-love and so you buy the product.

_________________________________________________

________________
_________________________________________________________________

2 _________________________________________________________________
_________________________________________________________________
2. They are making a relation to pathos, they want to awaken the
love that one has for the mother so that we can buy the product.

3. pathos is being used to awaken a feeling that identifies a chef

with the buyer.

4
_________________________________________________________________
_________________________________________________________________

4. ethos is being used to show that all people use this medicine.

_________________________________________________________________

5. pathos is used because they try to awaken the emotion of

safety in the family.

_________________________________________________________________

6
6. ethos is used because it is reliable information provided by
dentists.
7. pathos is used because it tries to awaken the desire of its
buyers to save.

________________________________________________________________