Ethos, Pathos, Logos

Ethos, Pathos, Logos

Messages persuade through appeals to logos, ethos, and pathos. Another way to think about the persuasive power of texts is to imagine writers or speakers trying to sway their audiences toward a certain position on an issue. In order to win people’s consideration of their ideas, writers or speakers can appeal to what the classical philosopher Aristotle called logos, ethos, and pathos. These appeals are particularly important in argument when one takes a directly persuasive aim. But all kinds of messages, including writing with an expressive, informative, or analytic aim, can be strengthened by using these appeals.

Developing the habit of examining how these appeals are functioning in texts and being able t employ these appeals in your own writing will enhance your ability to read and write rhetorically. Let’s look at each briefly:

·  Logos is the appeal to reason. It refers to the quality of the message itself—to its internal consistency, to its clarity in asserting a thesis or point, and to the quality of reasons and evidence used to support the point.
-Message: How can I make my ideas internally consistent and logical? How can I find my best reasons and support them with the best evidence?

·  Ethos is the appeal to the character of the speaker/writer. It refers to the speaker/writer’s trustworthiness and credibility. One can often increase the ethos of a message by being knowledgeable about the issue, by appearing thoughtful and fair, by listening well, and by being respectful of alterative points of view. A writer’s accuracy and thoroughness in creating sources and professionalism in caring about the format, grammar, sources, and neat appearance of a document are part o the appeal to ethos.
-Writer or Speaker: How can I present myself effectively? How can I enhance my credibility and trustworthiness?

·  Pathos is the appeal to the sympathies, values, beliefs, and emotions of the audience. Appeals to pathos can be made in many ways. Pathos can often be enhanced through evocative visual images, frequently used in Web sites, posters, and magazines or newspaper articles. In written texts, the same effects can be created through vivid examples and details, through connotative language, and through empathy with the audience’s beliefs and values.
-Audience: How can I make the readers open to my message? How can I best engage my readers’ emotions and imaginations? How can I appeal to my readers’ values and interests?