Rhetoric = The Art of PersuasionThe history of rhetoric and the concepts of

ethos, pathos and logos began in Greece.

Who was Aristotle?Aristotle was a famous Greek

philosopher who studied the

art of persuasion.

Aristotle taught Alexander the Great how to properly argue and

perform a public speech.

Plato, another famous Greek

philosopher, was his teacher.

Ethos, Logos and PathosIn approximately 300 B.C.E. Aristotle, who was a famous Greek

philosopher, wrote a book entitled, “The Art of Rhetoric.” In his book, Aristotle identified the three methods of persuasion. He called them ethos, pathos and logos.

As you hear or read an argument you should ask yourself:1. Is the argument persuasive?2. To whom is the argument persuasive?

  There are several ways to appeal to an audience.Among them are appealing to logos, ethos and pathos.  These appeals are prevalent in almost all arguments.

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Ethos, Pathos and Logos

1. Ethos = an ethical or moral argument

2. Pathos = an emotional argument

3. Logos = a logical argument

EthosThe word "ethos" came from the Greek word

ethikos meaning moral or showing moral character.  Aristotle contends that a speaker must establish moral credibility in the minds of the audience at the beginning of his or her speech.   In order to do so, the speaker must show that he or she has expertise in the subject matter of the speech and that he or she is disconnected from topic (i.e., the speaker does not and will not have a direct interest or an ulterior motive for convincing their audience).

For example, when a trusted doctor gives you advice, you may not understand all of the medical reasoning behind the advice, but you nonetheless follow the directions because you believe that the doctor knows what s/he is talking about. 

Pathos = an emotional argument• An effective use of pathos will alter the mindsets of the

audience through the use of emotional appeal. • Appeals to pathos touch a nerve and compel people to

not only listen, but to also take the next step and act in the world.

• Those who wish to persuade you will play with your emotions. They may persuade you with fear, love, patriotism, guilt, hate or joy.

LogosLogos means logic

• Logos refers to any attempt to appeal to the intellect.

• Logos appeals to the left side of the audience's brain.  The audience finds certain patterns, conventions and modes of reasoning to be convincing and persuasive.  The audience relies on reasoning and facts to make its decision.  Numbers, polls and statistics are also examples of the persuasive use of logic. 

REVIEWEthos, Pathos and Logos

1. Ethos = an ethical or moral argument

2. Pathos = an emotional argument

3. Logos = a logical argument