Appeals Ethos, Pathos, Logos
Whenever you read or view an argument you must ask yourself, “Is this persuasive? If so, why?
And, to whom?” There are many ways to appeal to an audience. Among them are appealing to
ethos, pathos, 1and logos. These appeals are identifiable in almost all arguments.
Ethos
(character/ethics)
How an author builds
credibility; trustworthiness
Ways to develop Ethos:
 Author’s/speaker’s
profession or
background
 Appearing sincere,
fair-minded,
knowledgeable
 Conceding to
opposition when
appropriate.
 Morally/ethically
likable
 Appropriate language
for audience/subject
 Appropriate
vocabulary
 Correct grammar
 Professional format
Effects on Audience
Helps reader/viewer to see
author/speaker as reliable,
trustworthy, competent, and
credible. This might lead the
reader/viewer to respect the
author/speaker and his/her
views.
How to Talk About It:
Through his use of scientific
terminology, the author builds
his ethos by demonstrating
expertise.
The candidate’s ethos is
effectively developed as
voters see that she is
sympathetic to the struggles
minorities face.
1
Pathos
(emotion)
Words/phrases the
author/speaker uses to
evoke emotion
Types of Pathos Appeals:
 Emotionally loaded
language
 Vivid descriptions
 Emotional examples
 Anecdotes,
testimonies, or
narratives about
emotional
experiences/events
 Figurative language
 Emotional tone
(humor, sarcasm,
disappointment,
excitements, fear,
etc.)
Effects on Audience
Evokes an emotional
response. Persuasion by
emotion—usually evoking
fear, anger, sadness,
sympathy, empathy, or
anger.
Logos
(logic/reasoning)
The argument itself; the
reasoning the author uses;
logical evidence
Types of Logos Appeals:
 Theories, scientific
fact
 Indicated meanings
or reasoning
(because…)
 Literal or historical
analogies
 Definitions
 Factual
data/statistics
 Quotations
 Citations from
experts and
authorities
 Informed opinions
 Examples (real-life
examples
 Personal anecdotes
Effects on Audience
Evokes a cognitive, rational
response. Readers/viewers
get a sense of “OH! That
makes sense!” or
“Hmm…that really doesn’t
prove anything.”
How to Talk About It:
When referencing 9/11, the
reporter is appealing to
pathos. Here, he is eliciting
both anger and sadness
from his viewers.
How to Talk About It:
The author appeals to logos
by defining relevant terms
and then supports his
claims with numerous
citations from authorities.
The author’s description to
The lawyer’s use of
childhood cancer was a very statistics and expert
persuasive appeal to pathos. testimony are a very
convincing logos appeal.
http://www.docstoc.com/docs/119228071/Aristotelian-Appeals-Logos-Ethos-and-Pathos