Rhetorical Appeals: Logos, Ethos, and Pathos In reading an argument, look for these elements of persuasion. Ask, why is this persuasive? To whom is the appeal directed? You can use these strategies in your own persuasive writing and speaking.

“Rhetorical Appeals” by Lorna Nelson is licensed under CC-BY 4.0

Logos: Appeal to Logic and Reason

Ethos: Character of Author Pathos: Appeal to Feelings

Ways to Develop

Scientific studies Factual data and

statistics Definitions The reasoning of the

argument Citations from

experts (also ethos) Examples

Author’s profession Author’s

publication(s) Sincere, credible

appearance or tone Morally and ethically

appealing Appropriate

language for audience

Correct grammar Professional format Emphasizes

similarities with/connection to audience

Anecdotes or

narratives of emotional experiences

Emotionally charged language

Vivid descriptions Figurative language Tone: humor,

sarcasm, excitement, and so on

Effect on Reader

Evokes a rational response: “Oh, that makes sense.” Or “I don’t know; that really doesn’t prove anything

Helps the reader to view author as reliable and trustworthy. Makes the reader more likely to respect the author’s views.

Evokes an emotional response, such as fear, sympathy, empathy, or anger.