Aristotle’s Three Ways to Persuade Logos Ethos Pathos

Logos ethos pathos

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Aristotle’s Three Ways to Persuade




Today’s Objectives

Analyze a persuasive advertisement for its use of ethos, pathos and logos

Essential Questions

What is the main idea in the persuasive excerpt?

How does the author support his or her point?

What are the definitions of ethos, pathos and logos?

Who is Aristotle?

Aristotle a famous philosopher wrote on an amazing range of subjects, from logic, philosophy, and ethics to physics, biology, psychology, politics, and rhetoric.

The word philosopher means one who loves wisdom.

Philosophers Love Learning!This painting, created by Raphael (1483-1520), is entitled "The School of Athens." This masterpiece depicts an intellectual gathering of the great philosophers of classical times at a school called the Ancient Agora of Athens. In particular, this painting portrays Plato, Aristotle and other philosophers engaging in philosophical inquiry.

What is rhetoric?

Rhetoric is the art of persuasion.

The goal of persuasion is to change others’ point of view or to move others to take action.

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

ethos, pathos and logos began in Greece.




In approximately 300 B.C.E. Aristotle, 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.

The ManMs. R owns this book



• Is the argument persuasive?• To whom is the argument persuasive?


• Ethos: Is it Ethical?• Pathos: Does it make you feel a strong emotion?• Logos: Does it make you use your sense of reason?

Ethos Moral or showing moral character

Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer.

So ethos=ethical.

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.


When we believe that the speaker does not intend to do us harm, we are more willing to listen to what she or he has to say.   

Likewise, when an expert (for example a judge) comments on legal precedent audiences tend to listen because it is the job of a judge to know the nature of past legal cases.

Example of Ethos

Pathos pathetic, sympathy and empathy

An effective use of pathos will alter the mindsets of the audience through the use of emotional appeal.

Both words and pictures can achieve this appeal. In this picture, Haitian children are collecting water. Children and adults spend all day digging for water because many areas of Haiti do not have access to water.

Whenever you accept a claim based on how it makes you feel you are acting on pathos. Those who wish to persuade you will play with your emotions. They may persuade you with fear, love, patriotism, guilt, hate or joy.A majority of arguments in the popular press are heavily dependent on appealing to your emotions. 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 (manipulation at its finest). So pathos=emotions


Example of Pathos

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.  So logos=logic

Logos appeal to intellect or logic

Example of Logos

Ethos, Pathos, or Logos?

What appeal are advertisers using to get you to buy or use their product?

Practice makes perfect

As you view each advertisement that comes up on the screen, decide if it’s appealing to your sense of ethos, pathos, or logos.

Choose the BEST answer with your polling option or on chat.

Which is most likely an example of pathos?

a) Send us money or you’re killing children in Africa.

b) We’ve been doing business for 200 years…

c) Our planes are designed with speed in mind; they can travel at the speed of light!


“Four out of five dentists choose Chew-ezz gum for their patients who chew gum.”

a) Ethos

b) Logos

c) Pathos

d) None


How Do You Get What You Want?

Use all three techniques:1. Give facts that explain why your position is

logical and the right choice.2. Express that you are an expert on your

position.3. Make people angry or sad about the topic(but

not about your position).