Logos, Pathos, & Ethos

An Introduction to Rhetorical Appeals

Background Information Rhetoric is the use of

words for a specific purpose, often to persuade an audience.

According to Aristotle, there are three main strategies employed when appealing to an audience: logos, ethos, and pathos.

Logos – An Appeal to Logic ““LogosLogos (Greek for (Greek for

‘‘wordword’’) refers to the ) refers to the internal consistency of internal consistency of the message—the the message—the clarity of the claim, the clarity of the claim, the logic of its reasons, and logic of its reasons, and the effectiveness of its the effectiveness of its supporting evidence. supporting evidence. The impact of logos on The impact of logos on an audience is an audience is sometimes called the sometimes called the argumentargument’’s logical s logical appealappeal”” (Ramage). (Ramage).

Logos – An Appeal to LogicAn appeal to An appeal to logoslogos can be created can be created through the use of logic based on through the use of logic based on irrefutable facts, verifiable irrefutable facts, verifiable numbers, and the inexorable march numbers, and the inexorable march of reason across the course of a of reason across the course of a well-constructed speech, the pages well-constructed speech, the pages of a critical paper, or the surfaces of a critical paper, or the surfaces of compelling advertisements.of compelling advertisements.

When hunting for or seeking to When hunting for or seeking to employ employ logoslogos, consider: , consider: facts asfacts asevidence, research/ statistics, evidence, research/ statistics, quoted quoted authorities, cause and , cause and effect, analogies and comparisons, effect, analogies and comparisons, common sense/shared values, and common sense/shared values, and precedent.precedent.

How is this ad an example of a visual metaphor?

Pathos – An Appeal to Emotion ““Pathos Pathos (Greek for (Greek for ‘‘sufferinsufferin

gg ’’ or or ‘‘experienceexperience’’) is often ) is often associated with emotional associated with emotional appeal. But a better appeal. But a better equivalent might be equivalent might be ‘‘appeal appeal to the audienceto the audience’’s s sympathies and imaginatiosympathies and imagination.n.’’ An appeal to pathos An appeal to pathos causes an audience not just causes an audience not just to respond emotionally but to respond emotionally but to identify with the writerto identify with the writer’’s s point of view—point of view—to feel what to feel what the writer feels….Pathos the writer feels….Pathos refers to both the emotional refers to both the emotional and the imaginative impact and the imaginative impact of the message on an of the message on an audience, the power with audience, the power with which the writerwhich the writer’’s message s message moves the audience to moves the audience to decision or actiondecision or action”” (Ramage). (Ramage).

Pathos – An Appeal to EmotionAn appeal based on pathos is targeted at the realm of emotion. It's why campaigns try to wrap themselves in a national flag and manuever to make you fear “the other”. It's why a winning smile and puppy-dog eyes work magic in cementing an advertisement’s main message in the minds of viewers. It’s why words aimed at the heartstrings often strike a chord within even the most savvy and skeptical readers.

When pinpointing or seeking to When pinpointing or seeking to utilize utilize pathospathos, consider, consider: : connotative connotative diction, imagery, or figurative language, diction, imagery, or figurative language, anecdotes, examples, images that evoke anecdotes, examples, images that evoke an emotional response, and carefully an emotional response, and carefully crafted syntax (sentence patterns).crafted syntax (sentence patterns).

How is this ad working on the pathos level?

Ethos – An Appeal to Ethics ““EthosEthos (Greek for (Greek for ‘‘charactercharacter’’) )

refers to the trustworthiness refers to the trustworthiness or credibility of the writer or or credibility of the writer or speaker. Ethos is often speaker. Ethos is often conveyed through tone and conveyed through tone and style of the message and style of the message and through the way the writer or through the way the writer or speaker refers to differing speaker refers to differing views. It can also be affected views. It can also be affected by the writerby the writer’’s reputation as s reputation as it exists independently from it exists independently from the message—his or her the message—his or her expertise in the field, his or expertise in the field, his or her previous record or her previous record or integrity, and so forth. The integrity, and so forth. The impact of ethos is often impact of ethos is often called the argumentcalled the argument’’s s ‘‘ethical ethical appealappeal’’ or the or the ‘‘appeal from appeal from credibilitycredibility’”’” (Ramage). (Ramage).

The SpeakerThe Speaker

Ethos – An Appeal to EthicsAn appeal based on ethos centers on the ethical character of the speaker and their sources of information. Quite simply, it matters who's trying to persuade you and whom they reference for support. If the person trying to sway an audience demonstrates “common sense, virtue, and goodwill,” then the listeners will be more likely to believe what that person states. If an advertisement cites a reputable institution’s stastics, the claim of the ad becomes more plausible.

When seeking or straining to implement When seeking or straining to implement ethosethos, consider, consider: : the stating of qualifications the stating of qualifications for expertise, citing relevant authorities and for expertise, citing relevant authorities and allusions, making qualified claims (perhaps, allusions, making qualified claims (perhaps, sometimes, etc.), and restating opposing sometimes, etc.), and restating opposing views accurately and fairly. views accurately and fairly.

How does this image extend beyond mere celebrity endorsement

to include ethos?

Major Resource Ramage, John D. and John C. Bean. Writing Ramage, John D. and John C. Bean. Writing

Arguments. Arguments. 4th Edition. Needham Heights, MA: Allyn & 4th Edition. Needham Heights, MA: Allyn &

Bacon, Bacon, 1998, 81-82. 1998, 81-82. http://www.u.arizona.edu