rhetorical essay ethos pathos logos

Rhetorical Analysis Essay

Ethos Pathos And Logos

Ethos, Pathos, and Logos - Structure, Usage & Examples

Ethos, Pathos, and Logos Definition

Ethos, pathos, and logos are three essential components in rhetorical analysis . It can be a very effective tool for influencing and convincing others.

These concepts have been employed by great speakers, writers, and thinkers throughout history and continue to play a pivotal role in communication today.

Here are the key differences between ethos, pathos, and logos:

Let's break down each section one at a time, getting to know what ethos, pathos, and logos mean.

Ethos

Ethos is all about establishing credibility and trustworthiness. When you use ethos in your argument, you aim to convince your audience that you are a credible and reliable source of information. It also means you have the expertise needed to speak on a particular subject.

This can be achieved through the use of references to your qualifications, expertise, or by citing reputable sources to support your claims.

Pathos

Pathos appeals to the emotions and feelings of your audience. When you employ pathos, you're aiming to elicit an emotional response, whether it's sympathy, anger, happiness, or any other emotion that can strengthen any type of argument .

This is often achieved through storytelling, vivid language, and relatable anecdotes that connect with the audience on a personal level.

Logos is the appeal to logic and reason. When you use logos, you provide your audience with clear, rational, and well-structured arguments supported by evidence, facts, and statistics.

This appeals to the logical side of your audience's thinking, encouraging them to see the soundness of your position and the validity of your claims.

Usage of Ethos, Pathos, and Logos

Understanding the definitions of ethos, pathos, and logos is a solid foundation, but knowing how to apply these modes of persuasion effectively is equally important.

In this section, we'll delve into practical examples and strategies for utilizing ethos, pathos, and logos to make your persuasive communication more compelling.

Ethos in Action

One of the most common ways to establish ethos is by citing credible sources. Whether you're writing an academic paper or delivering a persuasive speech , referencing reputable experts, institutions, or publications can lend authority to your argument.

If you have personal expertise in the subject matter, don't be shy about showcasing it. Share your qualifications, relevant experiences, or your journey of learning and growth to build trust with your audience.

The following examples of the usage of ethos in the content will help you understand the concept better.

"My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition make me the ideal candidate for your mayor."
"Our expertise in roofing contracting is evidenced not only by our 50 years in the business and our staff of qualified technicians. But in the decades of satisfied customers who have come to expect nothing but the best."
"Based on the dozens of archaeological expeditions I've made all over the world, I am confident that those potsherds are Mesopotamian in origin."

2. Eliciting Emotions with Pathos

Personal anecdotes or emotionally charged stories can engage your audience on a deeper level. They create a connection by allowing the audience to empathize with the characters or situations in your narrative.

Use descriptive language that paints a vivid picture in the minds of your audience. This can help evoke specific emotions and make your message more memorable.

Here are some examples of how to use pathos for persuasion:

"They've worked against everything we've worked so hard to build, and they don't care who gets hurt in the process. Make no mistake, they're the enemy, and they won't stop until we're all destroyed."
"You will never be satisfied in life if you don't seize this opportunity. Do you want to live the rest of your year’s yearning to know what would have happened if you just jumped when you had the chance?"
"After years of this type of disrespect from your boss, countless hours wasted, and birthdays missed, it's time that you took a stand."

Logos for Logical Persuasion

Logos require you to incorporate relevant data, statistics, and evidence to support your claims. This provides a logical foundation for your argument and demonstrates that your position is well-informed and substantiated.

Using logos can be a bit hard compared to the other two devices, but the following examples can help you understand.

"Ladies and gentlemen of the jury: we have not only the fingerprints, the lack of an alibi, a clear motive, and an expressed desire to commit the robbery. We also have a video of the suspect breaking in. The case could not be more open and shut."
"More than one hundred peer-reviewed studies have been conducted over the past decade. None of them suggests that this is an effective treatment for hair loss."
"Research compiled by analysts from NASA, as well as organizations from five other nations with space programs, suggests that a moon colony is viable with international support."

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How To Identify Whether An Author Is Using Ethos, Pathos, Or Logos While Analyzing A Text?

Identifying whether an author is using Ethos, Pathos, or Logos in a text involves a careful analysis of the writing's persuasive techniques.

Here's how to recognize each of these elements:

Look for the author's credentials, expertise, or reputation. Do they cite reputable sources, and are they qualified to speak on the subject?
Assess whether the author employs a professional and trustworthy tone throughout the text.
Check for citations and references to authoritative figures, institutions, or research.
Identify emotionally charged language, vivid imagery, or personal anecdotes that elicit feelings in the reader.
Pay attention to words that trigger empathy, sympathy, or strong emotional responses.
Notice if the author appeals to values, hopes, fears, or desires to sway the reader's emotions.
Analyze the use of statistics, data, and facts in the text. Does the author support their argument with evidence?
Look for clear and structured reasoning. Is the argument well-organized and does it follow a logical sequence?
Consider whether the author uses syllogisms, analogies, or deductive reasoning to make their point.

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Ethos, Pathos, and Logos Examples

Still uncertain about making a try on your argumentative essay or analysis paper?

Here are some additional examples of ethos, pathos, and logos to help you make your content convincing and persuasive.

Ethos, Pathos, and Logos in Advertising

Ethos, Pathos, and Logos Worksheet

Ethos, Pathos, and Logos in Movies

Ethos, Pathos, and Logos in Speeches

Ethos, Pathos, Logos Kairos Example

In summary, using ethos, pathos, and logos is essential to strengthen your point and persuade the audience. Without using these rhetorical devices, the readers will not understand the frame of mind of the writer.

If you are still unclear about the concept and its usage, it is advised to get help from expert analytical essay writer. MyPerfectWords.com is an expert essay writer service that helps students with all their academic assignments.

Be it a rhetorical paper or a persuasive speech, our analytical essay writing service knows how to assist students. Simply place an order at our college paper writing service to get in touch with an expert writer at the most reasonable price.

Frequently Asked Questions

How can logos build ethos.

Logos are appealing to logic by offering evidence in support of your argument. It also makes you look knowledgeable because the information demonstrates intelligence on your part, developing ethos for yourself.

Which is more important: ethos logos or pathos?

Aristotle believed that logos should be the most important of three persuasive appeals. As a philosopher and master of logical reasoning, he thought it was unnecessary to use either ethos or pathos if you present your argument with good reason supported by facts.

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Chapter 6: Thinking and Analyzing Rhetorically

6.4 Rhetorical Appeals: Logos, Pathos, and Ethos Defined

Melanie Gagich & Emilie Zickel

Rhetoric, as the previous chapters have discussed, is the way that authors use and manipulate language in order to persuade an audience. Once we understand the rhetorical situation out of which a text is created (why it was written, for whom it was written, by whom it was written, how the medium in which it was written creates certain constraints, or perhaps freedoms of expression), we can look at how all of those contextual elements shape the author’s creation of the text.

We can look first at the classical rhetorical appeals, which are the three ways to classify authors’ intellectual, moral, and emotional approaches to getting the audience to have the reaction that the author hopes for.

Rhetorical Appeals

Rhetorical appeals refer to ethos, pathos, and logos. These are classical Greek terms, dating back to Aristotle, who is traditionally seen as the father of rhetoric. To be rhetorically effective (and thus persuasive), an author must engage the audience in a variety of compelling ways, which involves carefully choosing how to craft his or her argument so that the outcome, audience agreement with the argument or point, is achieved. Aristotle defined these modes of engagement and gave them the terms that we still use today: logos, pathos, and ethos.

Logos: Appeal to Logic

Logic. Reason. Rationality. Logos is brainy and intellectual, cool, calm, collected, objective.

When an author relies on logos, it means that he or she is using logic, careful structure, and objective evidence to appeal to the audience. An author can appeal to an audience’s intellect by using information that can be fact checked (using multiple sources) and thorough explanations to support key points. Additionally, providing a solid and non-biased explanation of one’s argument is a great way for an author to invoke logos.

For example, if I were trying to convince my students to complete their homework, I might explain that I understand everyone is busy and they have other classes (non-biased), but the homework will help them get a better grade on their test (explanation). I could add to this explanation by providing statistics showing the number of students who failed and didn’t complete their homework versus the number of students who passed and did complete their homework (factual evidence).

Logical appeals rest on rational modes of thinking , such as

Comparison – a comparison between one thing (with regard to your topic) and another, similar thing to help support your claim. It is important that the comparison is fair and valid – the things being compared must share significant traits of similarity.
Cause/effect thinking – you argue that X has caused Y, or that X is likely to cause Y to help support your claim. Be careful with the latter – it can be difficult to predict that something “will” happen in the future.
Deductive reasoning – starting with a broad, general claim/example and using it to support a more specific point or claim
Inductive reasoning – using several specific examples or cases to make a broad generalization
Exemplification – use of many examples or a variety of evidence to support a single point
Elaboration – moving beyond just including a fact, but explaining the significance or relevance of that fact
Coherent thought – maintaining a well organized line of reasoning; not repeating ideas or jumping around

Pathos: Appeal to Emotions

When an author relies on pathos, it means that he or she is trying to tap into the audience’s emotions to get them to agree with the author’s claim. An author using pathetic appeals wants the audience to feel something: anger, pride, joy, rage, or happiness. For example, many of us have seen the ASPCA commercials that use photographs of injured puppies, or sad-looking kittens, and slow, depressing music to emotionally persuade their audience to donate money.

Pathos-based rhetorical strategies are any strategies that get the audience to “open up” to the topic, the argument, or to the author. Emotions can make us vulnerable, and an author can use this vulnerability to get the audience to believe that his or her argument is a compelling one.

Pathetic appeals might include

Expressive descriptions of people, places, or events that help the reader to feel or experience those events
Vivid imagery of people, places or events that help the reader to feel like he or she is seeing those events
Sharing personal stories that make the reader feel a connection to, or empathy for, the person being described
Using emotion-laden vocabulary as a way to put the reader into that specific emotional mindset (what is the author trying to make the audience feel? and how is he or she doing that?)
Using any information that will evoke an emotional response from the audience . This could involve making the audience feel empathy or disgust for the person/group/event being discussed, or perhaps connection to or rejection of the person/group/event being discussed.

When reading a text, try to locate when the author is trying to convince the reader using emotions because, if used to excess, pathetic appeals can indicate a lack of substance or emotional manipulation of the audience. See the links below about fallacious pathos for more information.

Ethos: Appeal to Values/Trust

Ethical appeals have two facets: audience values and authorial credibility/character.

On the one hand, when an author makes an ethical appeal, he or she is attempting to tap into the values or ideologies that the audience holds , for example, patriotism, tradition, justice, equality, dignity for all humankind, self preservation, or other specific social, religious or philosophical values (Christian values, socialism, capitalism, feminism, etc.). These values can sometimes feel very close to emotions, but they are felt on a social level rather than only on a personal level. When an author evokes the values that the audience cares about as a way to justify or support his or her argument, we classify that as ethos. The audience will feel that the author is making an argument that is “right” (in the sense of moral “right”-ness, i.e., “My argument rests upon that values that matter to you. Therefore, you should accept my argument”). This first part of the definition of ethos, then, is focused on the audience’s values.

On the other hand, this sense of referencing what is “right” in an ethical appeal connects to the other sense of ethos: the author. Ethos that is centered on the author revolves around two concepts: the credibility of the author and his or her character.

Credibility of the speaker/author is determined by his or her knowledge and expertise in the subject at hand. For example, if you are learning about Einstein’s Theory of Relativity, would you rather learn from a professor of physics or a cousin who took two science classes in high school thirty years ago? It is fair to say that, in general, the professor of physics would have more credibility to discuss the topic of physics. To establish his or her credibility, a n author may draw attention to who he or she is or what kinds of experience he or she has with the topic being discussed as an ethical appeal (i.e., “Because I have experience with this topic – and I know my stuff! – you should trust what I am saying about this topic”). Some authors do not have to establish their credibility because the audience already knows who they are and that they are credible.

Character is another aspect of ethos, and it is different from credibility because it involves personal history and even personality traits. A person can be credible but lack character or vice versa. For example, in politics, sometimes the most experienced candidates – those who might be the most credible candidates – fail to win elections because voters do not accept their character. Politicians take pains to shape their character as leaders who have the interests of the voters at heart. The candidate who successfully proves to the voters (the audience) that he or she has the type of character that they can trust is more likely to win.

Thus, ethos comes down to trust. How can the author get the audience to trust him or her so that they will accept his or her argument? How can the the author make him or herself appear as a credible speaker who embodies the character traits that the audience values?

In building ethical appeals, we see authors

Referring either directly or indirectly to the values that matter to the intended audience (so that the audience will trust the speaker)
Using language, phrasing, imagery, or other writing styles common to people who hold those values, thereby “talking the talk” of people with those values (again, so that the audience is inclined to trust the speaker)
Referring to their experience and/or authority with the topic (and therefore demonstrating their credibility)
Referring to their own character, or making an effort to build their character in the text

When reading, you should always think about the author’s credibility regarding the subject as well as his or her character. Here is an example of a rhetorical move that connects with ethos: when reading an article about abortion, the author mentions that she has had an abortion. That is an example of an ethical move because the author is creating credibility via anecdotal evidence and first person narrative. In a rhetorical analysis project, it would be up to you, the analyzer, to point out this move and associate it with a rhetorical strategy.

When writers misuse Logos, Pathos, or Ethos, arguments can be weakened

Above, we defined and described what logos, pathos, and ethos are and why authors may use those strategies. Sometimes, using a combination of logical, pathetic, and ethical appeals leads to a sound, balanced, and persuasive argument. It is important to understand, though, that using rhetorical appeals does not always lead to a sound, balanced argument.

In fact, any of the appeals could be misused or overused. When that happens, arguments can be weakened.

To see what a misuse of logical appeals might consist of, see the next chapter, Logical Fallacies.

To see how authors can overuse emotional appeals and turn-off their target audience, visit the following link from WritingCommons.org : Fallacious Pathos .

To see how ethos can be misused or used in a manner that may be misleading, visit the following link to WritingCommons.org : Fallacious Ethos

A Guide to Rhetoric, Genre, and Success in First-Year Writing by Melanie Gagich & Emilie Zickel is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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What Are Logos, Pathos & Ethos?

A straight-forward explainer (with examples)

By: Derek Jansen (MBA) | Reviewer: Eunice Rautenbach (DTech) | June 2023

If you spend any amount of time exploring the wonderful world of philosophy, you’re bound to run into the dynamic trio of rhetorical appeals: logos , ethos and pathos . But, what exactly do they mean and how can you use them in your writing or speaking? In this post, we’ll unpack the rhetorical love triangle in simple terms, using loads of practical examples along the way.

Overview: The Rhetorical Triangle

What are logos , pathos and ethos ?
Logos unpacked (+ examples)
Pathos unpacked (+ examples)
Ethos unpacked (+ examples)
The rhetorical triangle

What are logos, ethos and pathos?

Simply put, logos, ethos and pathos are three powerful tools that you can use to persuade an audience of your argument . At the most basic level, logos appeals to logic and reason, while pathos appeals to emotions and ethos emphasises credibility or authority.

Naturally, a combination of all three rhetorical appeals packs the biggest punch, but it’s important to consider a few different factors to determine the best mix for any given context. Let’s look at each rhetorical appeal in a little more detail to understand how best to use them to your advantage.

Logos appeals to the logical, reason-driven side of our minds. Using logos in an argument typically means presenting a strong body of evidence and facts to support your position. This evidence should then be accompanied by sound logic and well-articulated reasoning .

Let’s look at some examples of logos in action:

A friend trying to persuade you to eat healthier might present scientific studies that show the benefits of a balanced diet and explain how certain nutrients contribute to overall health and longevity.
A scientist giving a presentation on climate change might use data from reputable studies, along with well-presented graphs and statistical analyses to demonstrate the rising global temperatures and their impact on the environment.
An advertisement for a new smartphone might highlight its technological features, such as a faster processor, longer battery life, and a high-resolution camera. This could also be accompanied by technical specifications and comparisons with competitors’ models.

In short, logos is all about using evidence , logic and reason to build a strong argument that will win over an audience on the basis of its objective merit . This contrasts quite sharply against pathos, which we’ll look at next.

Leveraging logos involves presenting a strong body of evidence, accompanied by sound logic and well-articulated reasoning.

Contrasted to logos, pathos appeals to the softer side of us mushy humans. Specifically, it focuses on evoking feelings and emotions in the audience. When utilising pathos in an argument, the aim is to cultivate some feeling of connection in the audience toward either yourself or the point that you’re trying to make.

In practical terms, pathos often uses storytelling , vivid language and personal anecdotes to tap into the audience’s emotions. Unlike logos, the focus here is not on facts and figures, but rather on psychological affect . Simply put, pathos utilises our shared humanness to foster agreement.

Let’s look at some examples of pathos in action:

An advertisement for a charity might incorporate images of starving children and highlight their desperate living conditions to evoke sympathy, compassion and, ultimately, donations.
A politician on the campaign trail might appeal to feelings of hope, unity, and patriotism to rally supporters and motivate them to vote for his or her party.
A fundraising event may include a heartfelt personal story shared by a cancer survivor, with the aim of evoking empathy and encouraging donations to support cancer research.

As you can see, pathos is all about appealing to the human side of us – playing on our emotions to create buy-in and agreement.

Pathos appeals to the softer side of us humans, as it focuses on evoking strong feelings and emotions in the audience.

Last but not least, we’ve got ethos. Ethos is all about emphasising the credibility and authority of the person making the argument, or leveraging off of someone else’s credibility to support your own argument.

The ethos card can be played by highlighting expertise, achievements, qualifications and accreditations , or even personal and professional associations and connections. Ultimately, the aim here is to foster some level of trust within the audience by demonstrating your competence, as this will make them more likely to take your word as fact.

Let’s look at some examples of ethos in action:

A fitness equipment brand might hire a well-known athlete to endorse their product.
A toothpaste brand might make claims highlighting that a large percentage of dentists recommend their product.
A financial advisor might present their qualifications, certifications and professional memberships when meeting with a prospective client.

As you can see, using ethos in an argument is largely about emphasising the credibility of the person rather than the logical soundness of the argument itself (which would reflect a logos-based approach). This is particularly helpful when there isn’t a large body of evidence to support the argument.

Ethos can also overlap somewhat with pathos in that positive emotions and feelings toward a specific person can oftentimes be extended to someone else’s argument. For example, a brand that has nothing to do with sports could still benefit from the endorsement of a well-loved athlete, just because people feel positive feelings about the athlete – not because of that athlete’s expertise in the product they’re endorsing.

Ethos emphasises the credibility or authority of the person making the argument, rather than the credibility of the argument itself.

How to use logos, pathos and ethos

Logos, pathos and ethos combine to form the rhetorical triangle , also known as the Aristotelian triangle. As you’d expect, the three sides (or corners) of the triangle reflect the three appeals, but there’s also another layer of meaning. Specifically, the three sides symbolise the relationship between the speaker , the audience and the message .

Logos, ethos and pathos: the rhetorical triangle

Without getting too philosophical, the key takeaway here is that logos, pathos and ethos are all tools that you can use to present a persuasive argument . However, how much you use each tool needs to be informed by careful consideration of who your audience is and what message you’re trying to convey to them.

For example, if you’re writing a research paper for a largely scientific audience, you’ll likely lean more heavily on the logos . Conversely, if you’re presenting a speech in which you argue for greater social justice, you may lean more heavily on the pathos to win over the hearts and minds of your audience.

Simply put, by understanding the relationship between yourself (as the person making the argument), your audience , and your message , you can strategically employ the three rhetorical appeals to persuade, engage, and connect with your audience more effectively in any context. Use these tools wisely and you’ll quickly notice what a difference they can make to your ability to communicate and more importantly, to persuade .

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The Rhetorical Triangle: Ethos, Pathos, and Logos

Introduction.

The Rhetorical Triangle is a simple, useful tool that can help you develop a strong and well thought-out essay, especially in persuasive writing and speeches. Each side of the triangle represents one of the three classical rhetorical approaches used to build informative, persuasive arguments that influence audiences in specific, powerful ways.

There are many visual representations of the Rhetorical Triangle available online, such as the following: https://i.pinimg.com/736x/d6/e9/29/d6e929c8d0e479a64a89e428491b296c.jpg

The Three Classical Appeals: Ethos, Pathos and Logos

Each of the three approaches attempts to prove arguments and persuade readers by emphasizing a specific type of appeal. These appeals are not mutually exclusive, and you will often find elements of all three working together in effective writing.

Ethos: Appeals to Credibility and Authority

To use this appeal, you might emphasize experience or educational background, your own or those of your sources, as the reason the reader should believe you. By citing credentials, the argument is being built on the word of experts. Your reader expects to acknowledge the qualifications of the individuals or organizations presented as capable of supporting an argument with valid, factual, and credible information.

Pathos: Appeals to Emotions

Although this appeal is not as commonly used in academic writing as the other two, it does appear regularly in literary work. Recognizing and using pathos appeals to personal values and emotions, which are some of the most powerful appeals.

Logos: Appeals to Logic and Reasoning

When you think about academic writing, you probably think of logic-based writing, which targets a reader’s intellect and often includes facts that build upon each other to support complex arguments. Because this appeal relies on a reader being able to follow well-constructed arguments, it is critical this writing is clear, organized, and focused. Extra information that does not directly support the logic of the arguments can distract and confuse a reader, and ultimately weaken an argument.

Identifying and Using Rhetorical Appeals in Your Projects

Now that you are familiar with each of the three rhetorical appeals, you can consider how you might use them in your writing, based on the specific rhetorical situation you are working with.

If your paper is discussing the effects of drinking and driving, you might include an interview with a veteran DPS Trooper who can discuss his fifteen years of experience working New Year’s Eve patrols. His professional credentials help your readers believe his observations and ideas are informed, relevant, and appropriate to the topic. By citing them, you are presenting your source’s DPS training, certifications, and experience as the reason your readers should accept your argument.

Incorporating topic information from reliable, well-informed sources strengthens your argument and makes it easier for your reader to accept. Writers present their source’s credentials through in-text citations as well as through their Works Cited listings. These citations provide your readers with the background and information they need to evaluate the quality and credibility of your sources.

If your goal is to get your reader to feel something, or to take a certain action, you may find this appeal highly effective. Think about the popular TV commercials that raise money for abused animals. Those commercials are designed to make viewers feel sadness by showing images of pain and suffering. By the end, they switch to hopeful images and dialogue to inspire viewers to take a specific action and become supporters of their cause. You can visit Youtube to view many ASPCA commercials as great examples of this appeal in use; be warned, you may become emotional!

Pathos is often used in literature. Think about stories that seem to come alive in some way. Perhaps it is a character to whom readers can genuinely relate or stories that make readers feel happy, sad, or angry. Writing that evokes emotion often uses Pathos. It is also commonly used in spoken word compositions like speeches, poetry, and theater. When possible, including thoughtfully chosen images and music is another way you can use pathos through sensory details to connect with your audience’s emotions.

To create logical support in your work, you might include data, case studies, statistics, lab reports, and other similar information. This is a popular appeal, and if you watch for it, you will find it used to support claims in everything from scientific reports to advertising, such as the familiar “Nine out of ten dentists recommend using an automatic toothbrush over regular brushing.”

Combining Rhetorical Appeals

As you start planning your essay, you may find that a combination of appeals works best. For example, you might decide that case studies and lab reports will provide the best data to support your claims, focusing on only highly-qualified sources that are well known in your field. By making these choices, you are employing the power of both Logos and Ethos into your essay, a combination that will result in a clear, organized, credible, and effective argument that conveys your message.

Page last updated July 12, 2023.

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5.5: Rhetorical Appeals- Logos, Pathos, and Ethos Defined

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Terri Pantuso, Sarah LeMire, and Kathy Anders Ed.

Terri Pantuso, Emilie Zickel, & Melanie Gagich
Texas A&M Univesrity

Rhetoric, as the previous sections have discussed, is the way that authors use and manipulate language in order to persuade an audience. Once we understand the rhetorical situation out of which a text is created (why it was written, for whom it was written, by whom it was written, how the medium in which it was written creates certain constraints, or perhaps freedom of expression), we can look at how all of those contextual elements shape the author’s creation of the text.

We can look first at the classical rhetorical appeals which are the three ways to classify an author’s intellectual, moral, and emotional approaches to getting the audience to react in the manner in which the author may have intended.

Rhetorical Appeals

In composition studies, the term rhetorical appeals refers to the use of ethos, pathos, and logos. These are classical Greek terms dating back to Aristotle who is traditionally viewed as the creator of rhetoric. To be rhetorically effective (and thus persuasive), an author must engage the audience in a variety of compelling ways which involves carefully choosing how to craft their argument so that the intended outcome is achieved. Often that outcome occurs when the audience agrees with the argument or point being presented. Aristotle defined these modes of engagement and gave them the terms that we still use today: logos, pathos, and ethos.

Logos: Appeal to Logic

Logic. Reason. Rationality. Logos is brainy and intellectual, cool, calm, collected, objective.

When an author relies on logos, it means that they are using logic, careful structure, and objective evidence to appeal to the audience. Objective evidence is anything that can be proven with statistics or other facts via more than one source. Oftentimes that evidence has been validated by more than one authority in the field of study.

For example, if Dr. Smith was trying to convince her students to complete their homework, she might explain that she understands everyone is busy and they have other classes (non-biased), but that completing their homework will help them get a better grade on their test (explanation). She could add to this explanation by providing statistics showing the number of students who failed and didn’t complete their homework versus the number of students who passed and did complete their homework (factual evidence). This is an example of logos employed for the purposes of argument and persuasion.

Logical appeals rest on rational modes of thinking , such as:

Comparison: a comparison between one thing (with regard to your topic) and another, similar thing to help support your claim. It is important that the comparison is fair and valid – the things being compared must share significant traits of similarity.
Cause/effect thinking: you argue that X has caused Y, or that X is likely to cause Y to help support your claim. Be careful with the latter – it can be difficult to predict that something “will” happen in the future.
Deductive reasoning: starting with a broad, general claim/example and using it to support a more specific point or claim (picture an hourglass where the sands gather in the middle)
Inductive reasoning: using several specific examples or cases to make a broad generalization (consider the old question of “if your friend jumped off of a bridge, would you” to make the sweeping claim that all young people are easily persuaded to follow the crowd)
Analogical reasoning: moves from one particular claim/example to another, seemingly sequential (sometimes this line of reasoning is used to make a guilt by association claim)
Exemplification: use of many examples or a variety of evidence to support a single point
Elaboration: moving beyond just including a fact, but explaining the significance or relevance of that fact
Coherent thought: maintaining a well-organized line of reasoning; not repeating ideas or jumping around

Pathos: Appeal to Emotions

When an author relies on pathos, it means that they are trying to tap into the audience’s emotions to get them to agree with the author’s claim. An author using pathos appeals wants the audience to feel something: anger, pride, joy, rage, or happiness. For example, many of us have seen the ASPCA commercials that use photographs of injured puppies, or sad-looking kittens, and slow, depressing music to emotionally persuade their audience to donate money. This is a classic example of the use of pathos in argument.

Pathos-based rhetorical strategies are any strategies that get the audience to “open up” to the topic, the argument, or to the author through an emotional connection. Emotions can make us vulnerable and an author can use this vulnerability to get the audience to believe that their argument is a compelling one.

Pathos appeals might include:

Expressive descriptions of people, places, or events that help the reader to feel or experience those events
Vivid imagery of people, places or events that help the reader to feel like they are seeing those events
Sharing personal stories that make the reader feel a connection to, or empathy for, the person being described
Using emotion-laden vocabulary as a way to put the reader into that specific emotional mindset (what is the author trying to make the audience feel? and how are they doing that?)
Using any information that will evoke an emotional response from the audience. This could involve making the audience feel empathy or disgust for the person/group/event being discussed, or perhaps connection to or rejection of the person/group/event being discussed.

When reading a text, try to locate where the author is trying to convince the reader by strictly using emotions because, if used to excess, pathos appeals can indicate a lack of substance or emotional manipulation of the audience. If the only way in which an author can persuade the reader is by making him/her sad or angry, does that make for a solid, valid argument?

Ethos: Appeal to Values/Trust

Appeals using ethos are typically two faceted focusing on audience values and authorial credibility/character.

On the one hand, when an author makes an ethical appeal, they are attempting to tap into the values or ideologies that the audience holds. Examples include patriotism, tradition, justice, equality, dignity for all humankind, self-preservation, or other specific social, religious or philosophical values (Christian values, socialism, capitalism, feminism, etc.). These values can sometimes feel very close to emotions, but they are felt on a social level rather than only on a personal level. When an author evokes the values that the audience cares about as a way to justify or support their argument, we classify that as ethos. The audience will feel that the author is making an argument that is “right” (in the sense of moral “right”-ness, i.e., My argument rests upon the values that matter to you. Therefore, you should accept my argument ). This first part of the definition of ethos, then, is focused on the audience’s values.

On the other hand, this sense of referencing what is “right” in an ethical appeal connects to the other sense of ethos, the author. Ethos that is centered on the author revolves around two concepts: the credibility of the author and their character.

Credibility of the speaker/author is determined by their knowledge and expertise in the subject at hand. For example, if you are learning about Einstein’s Theory of Relativity, would you rather learn from a professor of physics or a cousin who took two science classes in high school thirty years ago? It is fair to say that, in general, the professor of physics would have more credibility to discuss the topic of physics than your cousin. To establish their credibility, an author may draw attention to who they are or what kinds of experience they have with the topic being discussed as an ethical appeal (i.e., Because I have experience with this topic – and I know my stuff! – you should trust what I am saying about this topic ). Some authors do not have to establish their credibility because the audience already knows who they are and that they are credible.

Character is another aspect of ethos that is different from credibility because it involves personal history and sometimes personality traits. A person can be credible but lack character or vice versa. For example, in politics, sometimes the most experienced candidates – those who might be the most credible candidates – fail to win elections because voters do not accept their character. Politicians take pains to shape their character as leaders who have the interests of the voters at heart. The candidate who successfully proves to the voters (the audience) that they have the type of character that they can trust is more likely to win.

Thus, ethos comes down to trust. How can the author get the audience to trust him or her so that they will accept their argument? How can the author make himself or herself appear as a credible speaker who embodies the character traits that the audience values?

In building ethical appeals, we may see authors:

Referring either directly or indirectly to the values that matter to the intended audience (so that the audience will trust the speaker)
Using language, phrasing, imagery, or other writing styles common to people who hold those values, thereby “talking the talk” of people with those values (again, so that the audience is inclined to trust the speaker)
Referring to their experience and/or authority with the topic (and therefore demonstrating their credibility)
Referring to their own character, or making an effort to build their character in the text

When reading, you should always think about the author’s credibility regarding the subject as well as their character. Here is an example of a rhetorical move that connects with ethos: when reading an article about abortion, the author mentions that she has had an abortion. That is an example of an ethical move because the author is creating credibility via anecdotal evidence and first person narrative. In a rhetorical analysis project, it would be up to you, the analyzer, to point out this move and associate it with a rhetorical strategy.

When Writers Misuse Logos, Pathos, or Ethos, Arguments can be Weakened

Above, we defined and described what logos, pathos, and ethos are and why authors may use those strategies. Sometimes, using a combination of appeals leads to a sound, balanced, and persuasive argument. It is important to understand, though, that using rhetorical appeals does not always lead to a sound, balanced argument. In fact, any of the appeals could be misused or overused. When that happens, arguments can be weakened.

Using a social media platform, find a topic that is trending for today and create an argument using ethos, pathos, and logos for that topic.

Practice Activity

The original version of this chapter contained H5P content. You may want to remove or replace this element.

This section contains material from:

Gagich, Melanie and Emilie Zickel. “Rhetorical Appeals: Logos, Pathos, and Ethos Defined.” In A Guide to Rhetoric, Genre, and Success in First-Year Writing , by Melanie Gagich and Emilie Zickel. Cleveland: MSL Academic Endeavors. Accessed July 2019. https://pressbooks.ulib.csuohio.edu/csu-fyw-rhetoric/chapter/rhetorical-strategies-building-compelling-arguments/ Licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License .

Want to create or adapt books like this? Learn more about how Pressbooks supports open publishing practices.

III. Rhetorical Situation

3.5 Rhetorical Appeals: Logos, Pathos, and Ethos Defined

Melanie Gagich; Emilie Zickel; and Terri Pantuso

Rhetorical Appeals

Logos: Appeal to Logic

Logic. Reason. Rationality. Logos is brainy and intellectual, cool, calm, collected, objective.

Logical appeals rest on rational modes of thinking , such as:

Comparison: a comparison between one thing (with regard to your topic) and another, similar thing to help support your claim. It is important that the comparison is fair and valid – the things being compared must share significant traits of similarity.
Cause/effect thinking: you argue that X has caused Y, or that X is likely to cause Y to help support your claim. Be careful with the latter – it can be difficult to predict that something “will” happen in the future.
Deductive reasoning: starting with a broad, general claim/example and using it to support a more specific point or claim (picture an hourglass where the sands gather in the middle)
Inductive reasoning: using several specific examples or cases to make a broad generalization (consider the old question of “if your friend jumped off of a bridge, would you” to make the sweeping claim that all young people are easily persuaded to follow the crowd)
Analogical reasoning: moves from one particular claim/example to another, seemingly sequential (sometimes this line of reasoning is used to make a guilt by association claim)
Exemplification: use of many examples or a variety of evidence to support a single point
Elaboration: moving beyond just including a fact, but explaining the significance or relevance of that fact
Coherent thought: maintaining a well-organized line of reasoning; not repeating ideas or jumping around

Pathos: Appeal to Emotions

Pathos appeals might include:

Expressive descriptions of people, places, or events that help the reader to feel or experience those events
Vivid imagery of people, places or events that help the reader to feel like they are seeing those events
Sharing personal stories that make the reader feel a connection to, or empathy for, the person being described
Using emotion-laden vocabulary as a way to put the reader into that specific emotional mindset (what is the author trying to make the audience feel? and how are they doing that?)
Using any information that will evoke an emotional response from the audience. This could involve making the audience feel empathy or disgust for the person/group/event being discussed, or perhaps connection to or rejection of the person/group/event being discussed.

Ethos: Appeal to Values/Trust

Appeals using ethos are typically two faceted focusing on audience values and authorial credibility/character.

In building ethical appeals, we may see authors:

Referring either directly or indirectly to the values that matter to the intended audience (so that the audience will trust the speaker)
Using language, phrasing, imagery, or other writing styles common to people who hold those values, thereby “talking the talk” of people with those values (again, so that the audience is inclined to trust the speaker)
Referring to their experience and/or authority with the topic (and therefore demonstrating their credibility)
Referring to their own character, or making an effort to build their character in the text

When Writers Misuse Logos, Pathos, or Ethos, Arguments can be Weakened

Using a social media platform, find a topic that is trending for today and create an argument using ethos, pathos, and logos for that topic.

This section contains material from:

Logical, reasonable, or sensible; having good sense; to be sane or lucid; usually refers to a state of mind.

Sequence; the order in which things occur.

3.5 Rhetorical Appeals: Logos, Pathos, and Ethos Defined Copyright © 2022 by Melanie Gagich; Emilie Zickel; and Terri Pantuso is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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How to Write a Rhetorical Analysis Essay–Examples & Template

What is a Rhetorical Analysis Essay?

A rhetorical analysis essay is, as the name suggests, an analysis of someone else’s writing (or speech, or advert, or even cartoon) and how they use not only words but also rhetorical techniques to influence their audience in a certain way. A rhetorical analysis is less interested in what the author is saying and more in how they present it, what effect this has on their readers, whether they achieve their goals, and what approach they use to get there.

Its structure is similar to that of most essays: An Introduction presents your thesis, a Body analyzes the text you have chosen, breaks it down into sections and explains how arguments have been constructed and how each part persuades, informs, or entertains the reader, and a Conclusion section sums up your evaluation.

Note that your personal opinion on the matter is not relevant for your analysis and that you don’t state anywhere in your essay whether you agree or disagree with the stance the author takes.

In the following, we will define the key rhetorical concepts you need to write a good rhetorical analysis and give you some practical tips on where to start.

Key Rhetorical Concepts

Your goal when writing a rhetorical analysis is to think about and then carefully describe how the author has designed their text so that it has the intended effect on their audience. To do that, you need to consider a number of key rhetorical strategies: Rhetorical appeals (“Ethos”, “Logos”, and “Pathos”), context, as well as claims, supports, and warrants.

Ethos, Logos, and Pathos were introduced by Aristotle, way back in the 4th century BC, as the main ways in which language can be used to persuade an audience. They still represent the basis of any rhetorical analysis and are often referred to as the “rhetorical triangle”.

These and other rhetorical techniques can all be combined to create the intended effect, and your job as the one analyzing a text is to break the writer’s arguments down and identify the concepts they are based on.

Rhetorical Appeals

Rhetorical appeal #1: ethos.

Ethos refers to the reputation or authority of the writer regarding the topic of their essay or speech and to how they use this to appeal to their audience. Just like we are more likely to buy a product from a brand or vendor we have confidence in than one we don’t know or have reason to distrust, Ethos-driven texts or speeches rely on the reputation of the author to persuade the reader or listener. When you analyze an essay, you should therefore look at how the writer establishes Ethos through rhetorical devices.

Does the author present themselves as an authority on their subject? If so, how?

Do they highlight how impeccable their own behavior is to make a moral argument?

Do they present themselves as an expert by listing their qualifications or experience to convince the reader of their opinion on something?

Rhetorical appeal #2: Pathos

The purpose of Pathos-driven rhetoric is to appeal to the reader’s emotions. A common example of pathos as a rhetorical means is adverts by charities that try to make you donate money to a “good cause”. To evoke the intended emotions in the reader, an author may use passionate language, tell personal stories, and employ vivid imagery so that the reader can imagine themselves in a certain situation and feel empathy with or anger towards others.

Rhetorical appeal #3: Logos

Logos, the “logical” appeal, uses reason to persuade. Reason and logic, supported by data, evidence, clearly defined methodology, and well-constructed arguments, are what most academic writing is based on. Emotions, those of the researcher/writer as well as those of the reader, should stay out of such academic texts, as should anyone’s reputation, beliefs, or personal opinions.

Text and Context

To analyze a piece of writing, a speech, an advertisement, or even a satirical drawing, you need to look beyond the piece of communication and take the context in which it was created and/or published into account.

Who is the person who wrote the text/drew the cartoon/designed the ad..? What audience are they trying to reach? Where was the piece published and what was happening there around that time?

A political speech, for example, can be powerful even when read decades later, but the historical context surrounding it is an important aspect of the effect it was intended to have.

Claims, Supports, and Warrants

To make any kind of argument, a writer needs to put forward specific claims, support them with data or evidence or even a moral or emotional appeal, and connect the dots logically so that the reader can follow along and agree with the points made.

The connections between statements, so-called “warrants”, follow logical reasoning but are not always clearly stated—the author simply assumes the reader understands the underlying logic, whether they present it “explicitly” or “implicitly”. Implicit warrants are commonly used in advertisements where seemingly happy people use certain products, wear certain clothes, accessories, or perfumes, or live certain lifestyles – with the connotation that, first, the product/perfume/lifestyle is what makes that person happy and, second, the reader wants to be as happy as the person in the ad. Some warrants are never clearly stated, and your job when writing a rhetorical analysis essay is therefore to identify them and bring them to light, to evaluate their validity, their effect on the reader, and the use of such means by the writer/creator.

bust of plato the philosopher, rhetorical analysis essay

What are the Five Rhetorical Situations?

A “rhetorical situation” refers to the circumstance behind a text or other piece of communication that arises from a given context. It explains why a rhetorical piece was created, what its purpose is, and how it was constructed to achieve its aims.

Rhetorical situations can be classified into the following five categories:

Asking such questions when you analyze a text will help you identify all the aspects that play a role in the effect it has on its audience, and will allow you to evaluate whether it achieved its aims or where it may have failed to do so.

Rhetorical Analysis Essay Outline

Analyzing someone else’s work can seem like a big task, but as with every assignment or writing endeavor, you can break it down into smaller, well-defined steps that give you a practical structure to follow.

To give you an example of how the different parts of your text may look when it’s finished, we will provide you with some excerpts from this rhetorical analysis essay example (which even includes helpful comments) published on the Online Writing Lab website of Excelsior University in Albany, NY. The text that this essay analyzes is this article on why one should or shouldn’t buy an Ipad. If you want more examples so that you can build your own rhetorical analysis template, have a look at this essay on Nabokov’s Lolita and the one provided here about the “Shitty First Drafts” chapter of Anne Lamott’s writing instruction book “Bird by Bird”.

Analyzing the Text

When writing a rhetorical analysis, you don’t choose the concepts or key points you think are relevant or want to address. Rather, you carefully read the text several times asking yourself questions like those listed in the last section on rhetorical situations to identify how the text “works” and how it was written to achieve that effect.

Start with focusing on the author : What do you think was their purpose for writing the text? Do they make one principal claim and then elaborate on that? Or do they discuss different topics?

Then look at what audience they are talking to: Do they want to make a group of people take some action? Vote for someone? Donate money to a good cause? Who are these people? Is the text reaching this specific audience? Why or why not?

What tone is the author using to address their audience? Are they trying to evoke sympathy? Stir up anger? Are they writing from a personal perspective? Are they painting themselves as an authority on the topic? Are they using academic or informal language?

How does the author support their claims ? What kind of evidence are they presenting? Are they providing explicit or implicit warrants? Are these warrants valid or problematic? Is the provided evidence convincing?

Asking yourself such questions will help you identify what rhetorical devices a text uses and how well they are put together to achieve a certain aim. Remember, your own opinion and whether you agree with the author are not the point of a rhetorical analysis essay – your task is simply to take the text apart and evaluate it.

If you are still confused about how to write a rhetorical analysis essay, just follow the steps outlined below to write the different parts of your rhetorical analysis: As every other essay, it consists of an Introduction , a Body (the actual analysis), and a Conclusion .

Rhetorical Analysis Introduction

The Introduction section briefly presents the topic of the essay you are analyzing, the author, their main claims, a short summary of the work by you, and your thesis statement .

Tell the reader what the text you are going to analyze represents (e.g., historically) or why it is relevant (e.g., because it has become some kind of reference for how something is done). Describe what the author claims, asserts, or implies and what techniques they use to make their argument and persuade their audience. Finish off with your thesis statement that prepares the reader for what you are going to present in the next section – do you think that the author’s assumptions/claims/arguments were presented in a logical/appealing/powerful way and reached their audience as intended?

Have a look at an excerpt from the sample essay linked above to see what a rhetorical analysis introduction can look like. See how it introduces the author and article , the context in which it originally appeared , the main claims the author makes , and how this first paragraph ends in a clear thesis statement that the essay will then elaborate on in the following Body section:

Cory Doctorow ’s article on BoingBoing is an older review of the iPad , one of Apple’s most famous products. At the time of this article, however, the iPad was simply the latest Apple product to hit the market and was not yet so popular. Doctorow’s entire career has been entrenched in and around technology. He got his start as a CD-ROM programmer and is now a successful blogger and author. He is currently the co-editor of the BoingBoing blog on which this article was posted. One of his main points in this article comes from Doctorow’s passionate advocacy of free digital media sharing. He argues that the iPad is just another way for established technology companies to control our technological freedom and creativity . In “ Why I Won’t Buy an iPad (and Think You Shouldn’t, Either) ” published on Boing Boing in April of 2010, Cory Doctorow successfully uses his experience with technology, facts about the company Apple, and appeals to consumer needs to convince potential iPad buyers that Apple and its products, specifically the iPad, limit the digital rights of those who use them by controlling and mainstreaming the content that can be used and created on the device .

Doing the Rhetorical Analysis

The main part of your analysis is the Body , where you dissect the text in detail. Explain what methods the author uses to inform, entertain, and/or persuade the audience. Use Aristotle’s rhetorical triangle and the other key concepts we introduced above. Use quotations from the essay to demonstrate what you mean. Work out why the writer used a certain approach and evaluate (and again, demonstrate using the text itself) how successful they were. Evaluate the effect of each rhetorical technique you identify on the audience and judge whether the effect is in line with the author’s intentions.

To make it easy for the reader to follow your thought process, divide this part of your essay into paragraphs that each focus on one strategy or one concept , and make sure they are all necessary and contribute to the development of your argument(s).

One paragraph of this section of your essay could, for example, look like this:

One example of Doctorow’s position is his comparison of Apple’s iStore to Wal-Mart. This is an appeal to the consumer’s logic—or an appeal to logos. Doctorow wants the reader to take his comparison and consider how an all-powerful corporation like the iStore will affect them. An iPad will only allow for apps and programs purchased through the iStore to be run on it; therefore, a customer must not only purchase an iPad but also any programs he or she wishes to use. Customers cannot create their own programs or modify the hardware in any way.

As you can see, the author of this sample essay identifies and then explains to the reader how Doctorow uses the concept of Logos to appeal to his readers – not just by pointing out that he does it but by dissecting how it is done.

Rhetorical Analysis Conclusion

The conclusion section of your analysis should restate your main arguments and emphasize once more whether you think the author achieved their goal. Note that this is not the place to introduce new information—only rely on the points you have discussed in the body of your essay. End with a statement that sums up the impact the text has on its audience and maybe society as a whole:

Overall, Doctorow makes a good argument about why there are potentially many better things to drop a great deal of money on instead of the iPad. He gives some valuable information and facts that consumers should take into consideration before going out to purchase the new device. He clearly uses rhetorical tools to help make his case, and, overall, he is effective as a writer, even if, ultimately, he was ineffective in convincing the world not to buy an iPad .

Frequently Asked Questions about Rhetorical Analysis Essays

What is a rhetorical analysis essay.

A rhetorical analysis dissects a text or another piece of communication to work out and explain how it impacts its audience, how successfully it achieves its aims, and what rhetorical devices it uses to do that.

While argumentative essays usually take a stance on a certain topic and argue for it, a rhetorical analysis identifies how someone else constructs their arguments and supports their claims.

What is the correct rhetorical analysis essay format?

Like most other essays, a rhetorical analysis contains an Introduction that presents the thesis statement, a Body that analyzes the piece of communication, explains how arguments have been constructed, and illustrates how each part persuades, informs, or entertains the reader, and a Conclusion section that summarizes the results of the analysis.

What is the “rhetorical triangle”?

The rhetorical triangle was introduced by Aristotle as the main ways in which language can be used to persuade an audience: Logos appeals to the audience’s reason, Ethos to the writer’s status or authority, and Pathos to the reader’s emotions. Logos, Ethos, and Pathos can all be combined to create the intended effect, and your job as the one analyzing a text is to break the writer’s arguments down and identify what specific concepts each is based on.

Let Wordvice help you write a flawless rhetorical analysis essay!

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Rhetorical Analysis Sample Essay

Harriet Clark

Ms. Rebecca Winter

13 Feb. 2015

Not Quite a Clean Sweep: Rhetorical Strategies in

Grose's "Cleaning: The Final Feminist Frontier”

A woman’s work is never done: many American women grow up with this saying and feel it to be true. 1 One such woman, author Jessica Grose, wrote “Cleaning: The Final Feminist Frontier,” published in 2013 in the New Republic, 2 and she argues that while the men recently started taking on more of the childcare and cooking, cleaning still falls unfairly on women. 3 Grose begins building her credibility with personal facts and reputable sources, citing convincing facts and statistics, and successfully employing emotional appeals; however, toward the end of the article, her attempts to appeal to readers’ emotions weaken her credibility and ultimately, her argument. 4

In her article, Grose first sets the stage by describing a specific scenario of house-cleaning with her husband after being shut in during Hurricane Sandy, and then she outlines the uneven distribution of cleaning work in her marriage and draws a comparison to the larger feminist issue of who does the cleaning in a relationship. Grose continues by discussing some of the reasons that men do not contribute to cleaning: the praise for a clean house goes to the woman; advertising and media praise men’s cooking and childcare, but not cleaning; and lastly, it is just not fun. Possible solutions to the problem, Grose suggests, include making a chart of who does which chores, dividing up tasks based on skill and ability, accepting a dirtier home, and making cleaning more fun with gadgets. 5

Throughout her piece, Grose uses many strong sources that strengthen her credibility and appeal to ethos, as well as build her argument. 6 These sources include, “sociologists Judith Treas and Tsui-o Tai,” “a 2008 study from the University of New Hampshire,” and “P&G North America Fabric Care Brand Manager, Matthew Krehbiel” (qtd. in Grose). 7 Citing these sources boosts Grose’s credibility by showing that she has done her homework and has provided facts and statistics, as well as expert opinions to support her claim. She also uses personal examples from her own home life to introduce and support the issue, which shows that she has a personal stake in and first-hand experience with the problem. 8

Adding to her ethos appeals, Grose uses strong appeals to logos, with many facts and statistics and logical progressions of ideas. 9 She points out facts about her marriage and the distribution of household chores: “My husband and I both work. We split midnight baby feedings ...but ... he will admit that he’s never cleaned the bathroom, that I do the dishes nine times out of ten, and that he barely knows how the washer and dryer work in the apartment we’ve lived in for over eight months.” 10 These facts introduce and support the idea that Grose does more household chores than her husband. Grose continues with many statistics:

[A]bout 55 percent of American mothers employed full time do some housework on an average day, while only 18 percent of employed fathers do. ... [W]orking women with children are still doing a week and a half more of “second shift” work each year than their male partners. ... Even in the famously gender-neutral Sweden, women do 45 minutes more housework a day than their male partners. 11

These statistics are a few of many that logically support her claim that it is a substantial and real problem that men do not do their fair share of the chores. The details and numbers build an appeal to logos and impress upon the reader that this is a problem worth discussing. 12

Along with strong logos appeals, Grose effectively makes appeals to pathos in the beginning and middle sections. 13 Her introduction is full of emotionally-charged words and phrases that create a sympathetic image; Grose notes that she “was eight months pregnant” and her husband found it difficult to “fight with a massively pregnant person.” 14 The image she evokes of the challenges and vulnerabilities of being so pregnant, as well as the high emotions a woman feels at that time effectively introduce the argument and its seriousness. Her goal is to make the reader feel sympathy for her. Adding to this idea are words and phrases such as, “insisted,” “argued,” “not fun,” “sucks” “headachey,” “be judged,” “be shunned” (Grose). All of these words evoke negative emotions about cleaning, which makes the reader sympathize with women who feel “judged” and shunned”—very negative feelings. Another feeling Grose reinforces with her word choice is the concept of fairness: “fair share,” “a week and a half more of ‘second shift’ work,” “more housework,” “more gendered and less frequent.” These words help establish the unfairness that exists when women do all of the cleaning, and they are an appeal to pathos, or the readers’ feelings of frustration and anger with injustice. 15

However, the end of the article lacks the same level of effectiveness in the appeals to ethos. 16 For example, Grose notes that when men do housework, they are considered to be “’enacting “small instances of gender heroism,” or ‘SIGH’s’—which, barf.” 17 The usage of the word “barf” is jarring to the reader; unprofessional and immature, it is a shift from the researched, intelligent voice she has established and the reader is less likely to take the author seriously. This damages the strength of her credibility and her argument. 18

Additionally, her last statement in the article refers to her husband in a way that weakens the argument. 19 While returning to the introduction’s hook in the conclusion is a frequently-used strategy, Grose chooses to return to her discussion of her husband in a humorous way: Grose discusses solutions, and says there is “a huge, untapped market ... for toilet-scrubbing iPods. I bet my husband would buy one.” 20 Returning to her own marriage and husband is an appeal to ethos or personal credibility, and while that works well in the introduction, in the conclusion, it lacks the strength and seriousness that the topic deserves and was given earlier in the article. 21

Though Grose begins the essay by effectively persuading her readers of the unfair distribution of home-maintenance cleaning labor, she loses her power in the end, where she most needs to drive home her argument. Readers can see the problem exists in both her marriage and throughout the world; however, her shift to humor and sarcasm makes the reader not take the problem as seriously in the end. 22 Grose could have more seriously driven home the point that a woman’s work could be done: by a man. 23

Works Cited

Grose, Jessica. “Cleaning: The Final Feminist Frontier.” New Republic. The New Republic, 19 Mar. 2013. Web. 28 Mar. 2014.

Article author's claim or purpose
Summary of the article's main point in the second paragraph (could also be in the introduction)
Third paragraph begins with a transition and topic sentence that reflects the first topic in the thesis
Quotes illustrate how the author uses appeals to ethos
Analysis explains how the quotes show the effective use of ethos as noted in the thesis
Transition and topic sentence about the second point from the thesis
Quote that illustrates appeals to logos
Analysis explains how the quotes show the effective use of logos, as noted in the thesis
Transition and topic sentence about the third point from the thesis
Quotes that illustrate appeals to pathos
Analysis explains how the quotes show the effective use of pathos, as noted in the thesis
Transition and topic sentence about fourth point from the thesis
Quote illustrates how the author uses appeal to ethos
Analysis explains how quote supports thesis
Transition and topic sentence about fourth point from thesis
Conclusion returns to the ideas in the thesis and further develops them
Last sentence returns to the hook in the introduction

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Writing Tips

Ethos, Logos, and Pathos – A Simple Guide

4-minute read

12th April 2023

Ethos, logos, and pathos are three essential components of persuasive communication . They’ve been used for centuries by great communicators to influence the beliefs, attitudes, and behaviors of their audiences. In this simple guide, we’ll take a closer look at these three components using examples from famous writing and speeches.

What Is Ethos?

Ethos is a persuasive appeal based on the credibility or character of the speaker or writer. It refers to the trustworthiness, expertise, or authority that they bring to the argument. It’s crucial in establishing the credibility of the speaker or writer and can be built in through a variety of means, such as reputation and sources, or language and tone.

How To Use Ethos

Ethos can be established through the speaker or writer’s reputation: if they are known for being knowledgeable, honest, and trustworthy, this can lend credibility to their argument. For example, in his famous “I Have a Dream” speech, Martin Luther King Jr. established his ethos by highlighting his role as a civil rights leader and his personal experience with racial injustice.

Another way you can achieve ethos in speech or writing is through the use of credible sources. For example, Rachel Carson established ethos in her book Silent Spring by providing extensive scientific evidence to support her argument that pesticides were harming the environment.

Finally, ethos can be accomplished through the use of language and tone . Using a professional and respectful tone can create the impression of credibility and authority. For instance, in his second inaugural address, President Abraham Lincoln employed ethos by using a solemn, reflective tone to convey the gravity of the situation.

What Is Logos?

Logos is a persuasive appeal based on logic and reasoning. It refers to the use of evidence and logical arguments to support the speaker or writer’s position.

How To Use Logos

One way you can implement logos in your speech or writing is through the use of statistics and data. When writing, or constructing a speech, try to incorporate reliable and credible stats or figures to strengthen your claims or argument and persuade your audience.

You can also employ examples and analogies to achieve logos. These can make your argument more accessible and understandable to a wider audience. For example, in his book The Tipping Point , Malcolm Gladwell uses the example of “the broken windows” theory to illustrate his argument that small changes can have a big impact on social behavior.

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Finally, logos can be established through the use of logical arguments . To ensure you have a logical argument, you should have a clear statement with definitions, examples, and evidence to support it. For instance, in his essay “Civil Disobedience,” Henry David Thoreau made a logical argument that individuals have a moral obligation to resist unjust laws.

What Is Pathos?

Pathos is a persuasive appeal based on emotion. It refers to the use of language and imagery that elicits an emotional response. Pathos can be used to create a sense of urgency, inspire empathy, or evoke a particular mood.

How To Use Pathos

Vivid imagery is a great way in which a writer or speaker can implement pathos. Using descriptive language to paint a picture in your audience’s mind is a powerful and persuasive skill. For example, in his poem “Dulce et Decorum Est,” Wilfred Owen used vivid imagery to describe the horrors of war and elicit an emotional response in his readers.

Pathos can also be accomplished by using personal anecdotes. The power of storytelling is an invaluable skill for any writer or speaker because it creates rapport and an emotional connection with your audience. For example, in her TED talk “The Power of Vulnerability,” Brene Brown shares personal stories about her struggles with shame and vulnerability to inspire empathy and connection with her audience.

Finally, pathos can be established through the use of rhetorical questions and appeals to shared values. A good example can be heard in Martin Luther King Jr.’s “I Have a Dream” speech. He poses his biggest question to his audience (and the world): “Now, what does all of this mean in this great period of history?” In response to this rhetorical question, he beautifully tries to persuade the audience to work together toward a common goal, stating, “It means that we’ve got to stay together. We’ve got to stay together and maintain unity.”

Ethos, logos, and pathos are powerful tools for persuasive speech and writing. By establishing credibility, using logical arguments, and appealing to emotion, speakers and writers can influence the beliefs, attitudes, and behaviors of their audiences. When used effectively, these elements can help to create meaningful and lasting change in the world.

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Sat / act prep online guides and tips, ethos, pathos, logos, kairos: the modes of persuasion and how to use them.

General Education

Ethos, pathos, logos, and kairos all stem from rhetoric—that is, speaking and writing effectively. You might find the concepts in courses on rhetoric, psychology, English, or in just about any other field!

The concepts of ethos, pathos, logos, and kairos are also called the modes of persuasion, ethical strategies, or rhetorical appeals. They have a lot of different applications ranging from everyday interactions with others to big political speeches to effective advertising.

Read on to learn about what the modes of persuasion are, how they’re used, and how to identify them!

What Are the Modes of Persuasion?

As you might have guessed from the sound of the words, ethos, pathos, logos, and kairos go all the way back to ancient Greece. The concepts were introduced in Aristotle’s Rhetoric , a treatise on persuasion that approached rhetoric as an art, in the fourth century BCE.

Rhetoric was primarily concerned with ethos, pathos, and logos, but kairos, or the idea of using your words at the right time, was also an important feature of Aristotle’s teachings.

However, kairos was particularly interesting to the Sophists, a group of intellectuals who made their living teaching a variety of subjects. The Sophists stressed the importance of structuring rhetoric around the ideal time and place.

Together, all four concepts have become the modes of persuasion, though we typically focus on ethos, pathos, and logos.

What Is Ethos?

Though you may not have heard the term before, ‘ethos’ is a common concept. You can think of it as an appeal to authority or character—persuasive techniques using ethos will attempt to persuade you based on the speaker’s social standing or knowledge. The word ethos even comes from the Greek word for character.

An ethos-based argument will include a statement that makes use of the speaker or writer’s position and knowledge. For example, hearing the phrase, “As a doctor, I believe,” before an argument about physical health is more likely to sway you than hearing, “As a second-grade teacher, I believe.”

Likewise, celebrity endorsements can be incredibly effective in persuading people to do things . Many viewers aspire to be like their favorite celebrities, so when they appear in advertisements, they're more likely to buy whatever they're selling to be more like them. The same is true of social media influencers, whose partnerships with brands can have huge financial benefits for marketers .

In addition to authority figures and celebrities, according to Aristotle, we’re more likely to trust people who we perceive as having good sense, good morals, and goodwill —in other words, we trust people who are rational, fair, and kind. You don’t have to be famous to use ethos effectively; you just need whoever you’re persuading to perceive you as rational, moral, and kind.

What Is Pathos?

Pathos, which comes from the Greek word for suffering or experience, is rhetoric that appeals to emotion. The emotion appealed to can be a positive or negative one, but whatever it is, it should make people feel strongly as a means of getting them to agree or disagree.

For example, imagine someone asks you to donate to a cause, such as saving rainforests. If they just ask you to donate, you may or may not want to, depending on your previous views. But if they take the time to tell you a story about how many animals go extinct because of deforestation, or even about how their fundraising efforts have improved conditions in the rainforests, you may be more likely to donate because you’re emotionally involved.

But pathos isn’t just about creating emotion; it can also be about counteracting it. For example, imagine a teacher speaking to a group of angry children. The children are annoyed that they have to do schoolwork when they’d rather be outside. The teacher could admonish them for misbehaving, or, with rhetoric, he could change their minds.

Suppose that, instead of punishing them, the teacher instead tries to inspire calmness in them by putting on some soothing music and speaking in a more hushed voice. He could also try reminding them that if they get to work, the time will pass quicker and they’ll be able to go outside to play.

Aristotle outlines emotional dichotomies in Rhetoric . If an audience is experiencing one emotion and it’s necessary to your argument that they feel another, you can counterbalance the unwanted emotion with the desired one . The dichotomies, expanded upon after Aristotle, are :

Anger/Calmness
Friendship/Enmity
Fear/Confidence
Shame/Shamelessness
Kindness/Unkindness
Pity/Indignation
Envy/Emulation

Note that these can work in either direction; it’s not just about swaying an audience from a negative emotion to a positive one.

However, changing an audience's emotion based on false or misleading information is often seen as manipulation rather than persuasion. Getting into the hows and whys requires a dive into the ethics of rhetoric , but suffice to say that when you attempt to deceive an audience, that is manipulation.

If you really want to get an audience fired up about something, you can inspire righteous anger, which may or may not be manipulation. If somebody is offended that you’ve asked them for something, you can try making them feel sorry for you by turning indignation into pity— that’s manipulation.

What Is Logos?

Logos comes from a Greek word of multiple meanings, including “ground,” “speech,” and “reason.” In rhetoric, it specifically refers to having a sense of logic to your persuasion; logos-based rhetoric is founded in logic and reason rather than emotion, authority, or personality.

A logic-based argument appeals to a person’s sense of reason— good logos-based rhetoric will persuade people because the argument is well-reasoned and based in fact. There are two common approaches to logos: deductive and inductive arguments.

Deductive arguments build on statements to reach a conclusion —in effect, the conclusion is reached in reverse. A common method is to propose multiple true statements which are combined to reach a conclusion, such as the classic method of proving that Socrates is mortal.

All men are mortal, and Socrates is a man, therefore Socrates must be mortal.

That’s not really a case that needs to be argued, but we can apply the same framework to other arguments as well. For example, we need energy to live. Food gives the body energy. Therefore, we need food to live.

All of this is based on things we can prove, and results in a conclusion that is true , not just theorized. Deductive reasoning works on the assumption that A = B, B = C, so therefore A = C. But this also supposes that all the information is true, which is not always the case.

Sometimes the conclusions you reach with deductive reasoning can be valid, as in the reasoning makes sense, but the conclusion may not be necessarily true. If we return to the Socrates argument, we could propose that:

All men eat apples. Socrates is a man. Therefore, Socrates must eat apples.

The problem is that we can’t prove that all men eat apples —some do, some don’t. Some might eat an apple once but never again. But based on our arguments, the conclusion that Socrates must eat apples is valid.

A strong deductive argument for logos-based reasoning will be composed of provable facts that can reach a provable conclusion. However, a valid but not entirely sound argument can also be effective—but be wary of shifting from persuasion to manipulation!

Another approach to logos-based rhetoric is inductive reasoning, which, unlike deductive reasoning, results in a probable argument rather than a definite one. That doesn’t mean that it is less effective—many scientific concepts we accept as truth are inductive theories simply because we cannot travel back in time and prove them— but rather that inductive reasoning is based on eliminating the impossible and ending in an argument that is based in sound logic and fact, but that may not necessarily be provable.

For example, all people with a cough have a cold. Kelly has a cough. Therefore, Kelly likely has a cold.

Our conclusion is likely , but not absolute. It’s possible that Kelly doesn’t have a cold—not because she doesn't have a cough, but because there are other possible causes, such as having allergies or having just breathed in some dust. The conclusion that she has a cold is likely based on data, but not absolute.

Another example would be that Kelly picks her nose. Kelly is a woman, therefore all women must pick their nose.

Inductive reasoning is based on generalizations. The first example, in which Kelly likely has a cold, makes sense because it’s based on something provable—that a sampling of people who have a cough have colds—and followed up with a likely conclusion. In the second example, this is a less sensible conclusion because it’s based on extrapolation from a single reference point.

If we reverse the claim and say that all women pick their noses, and Kelly is a woman, therefore Kelly must pick her nose, that would be more sound logic. Still not necessarily true—not all women pick their noses—but a more sound example of inductive reasoning.

Inductive reasoning can still be incredibly effective in persuasion, provided that your information is well-reasoned. Inductive reasoning creates a hypothesis that can be tested; its conclusion is not necessarily true, but can be examined.

As always, be wary of venturing into manipulation, which is more likely to be based on erroneous or misleading facts.

What Is Kairos?

Kairos is the Greek word for the opportune moment, which is precisely what it means in rhetoric. According to this principle, the time in which an argument is deployed is as important as the argument itself. An argument at the wrong time or to the wrong audience will be wasted; to be effective, you must also consider when you are speaking and to whom.

In effect, kairos means choosing the correct rhetorical device to match the audience and space in which you’re attempting to persuade. If you wanted to persuade people to go vegetarian, the middle of a hot dog-eating contest is probably not the right time. Likewise, you’re probably not going to persuade a room of data-driven scientists of something by appealing to pathos or ethos; logos is probably your best bet.

In essence, kairos asks you to consider the context and atmosphere of the argument you’re making. How can you deploy your argument better considering time and space? Should you wait, or is time of the essence?

As Aristotle famously said, “Anybody can become angry—that is easy, but to be angry with the right person and to the right degree and at the right time and for the right purpose, and in the right way—that is not within everybody's power and is not easy.”

The goal of kairos is to achieve exactly that. Effective use of kairos strengthens your persuasion ability by considering how people are already feeling based on context. How can you influence or counteract that? Or maybe pathos isn’t the right approach—maybe cold hard facts, using logos, is more suited. Kairos works in conjunction with the other modes of persuasion to strengthen your argument, so as you’re putting a persuasive piece together, consider how and when it’ll be deployed!

How to Identify Ethos, Pathos, Logos, and Kairos

Understanding how the modes of persuasion work can make you better at identifying and picking them out. Not only is a better understanding of them useful for composing your own arguments, but it’s also beneficial when seeing other people’s arguments. When you understand how ethos, pathos, logos, and kairos work, you’re less susceptible to them.

Advertising is one of the places we see the modes of persuasion most often. Looking at each of these advertisements, you can see how they use each mode of persuasion to convince audiences to convince an audience of something.

Using celebrities is a classic example of ethos, which uses authority or recognition to convince an audience of something. In this case, celebrities like Michelle Obama, Lin-Manuel Miranda, and Janelle Monáe discuss the importance of voting.

It doesn’t matter that they’re not politicians or political scientists; audiences find them appealing and genuine. When they speak of the importance of voting, audiences listen because they like what these figures have to say . If talented, famous people like this are taking the time to vote, it must be important!

Historians or those well-versed in politics might make different arguments about why audiences should vote, but in this case, the goal is to inspire people. When we see people we admire doing things, we want to do them too; hence the reason that ethos works so well.

ASPCA’s commercials are some of the most infamous examples of pathos in advertising. Sarah McLachlan’s “Angel” plays over footage of abused animals in shelters, encouraging viewers to donate money to support the organization.

It’s not hard to understand why it works; both the song and the imagery are heartbreaking! You can’t help but feel sad when you see it, and that sadness, when followed up by a prompt to donate, encourages you to take immediate action. And these ads are effective— the campaign raised millions of dollars for ASPCA .

By appealing to our emotions and making us feel sad, this advertisement encourages us to act. That’s a classic use of ethos—it influences our feelings through the one-two punch of sad music and imagery, encouraging us to perform the desired action.

In some cases, emotion and authority aren’t the right tactic. Logos often appears in tech advertisements, such as this one for the iPhone XS and XR.

Notice how the advertisement focuses on product shots and technological terms. Most audiences won’t know what an A12 bionic neural engine is, but it sounds impressive. Likewise, that “12 MPf/1.8 wide-angle lens, with larger, deeper 1.4 micron pixels” is pretty meaningless to most people, but the numbers suggest that this phone is something special because it uses scientific-sounding language.

It doesn’t matter whether audiences really understand what’s being said or not. What matters is that they feel confident that the ad is selling them something they need —in this case, impressive technological specifications that make this phone an improvement over others.

Kairos should ideally factor into all uses of the modes of persuasion, but timeliness can also be a big selling point. In this Christmas-themed M&Ms advertisement, the company uses timely humor to forge a connection between the holidays and M&Ms.

Because these commercials have been running for such a long time, there’s also a nostalgic attachment to them. Just as people look forward to new Budweiser advertisements during the Super Bowl, others look forward to seeing M&Ms or the Coca-Cola polar bear during the holidays.

Though this commercial doesn’t go out of its way to tell you the benefits of M&Ms, it does forge a connection between M&Ms and Christmas, encouraging people to purchase them around the holidays.

Examples of the Modes of Persuasion

Now that you’ve had some exposure to how ethos, pathos, logos, and kairos function and what they can do, you can test your ability to recognize them using the images below!

There are a few things to notice about this image:

The anonymous figure
The language
The use of a statistic

Can you figure out which mode of persuasion this represents?

The fact that the figure is anonymous tells us it’s probably not ethos. While we might be influenced by a person who’s in shape, there’s not really an appeal here based on the person—they’re just an image to support the ad.

“DOMINATE” is a pretty loaded word, suggesting that this may have elements of pathos.

However, take a look at that statistic. Whether it’s true or not, a hard statistic like that suggests that this ad is using logos to appeal to viewers. You can draw out an argument from there—75% of users lose weight within weeks. You’re a user. Therefore, you will likely lose weight within weeks.

What do you notice about this image?

The way the text frames the woman’s body
The name of the perfume
The color choice

What mode of persuasion is this?

Again, we don’t know who the model is, and perfume isn’t going to make us look like her, so we can count ethos out.

The ad seems pretty intent on making us look at certain things—the woman’s lips and chest in particular. What is it trying to make us feel?

“FORBIDDEN FRUIT” has a connotation of sensuality.

Red is a color commonly associated with passion.

When you combine the photo, the framing, the perfume name, and the color, you get a strong sense of sex appeal from the advertisement. This makes it an example of pathos—the ad is trying to make us feel a certain way . If we buy this perfume, maybe we would feel attractive, too.

How about this advertisement?

A serious-looking photo
Text promising “no more back pain”
“Doctor recommended.”

Seeing a doctor might make you tempted to think the answer is logos, but there’s no appeal to logic here.

“No more back pain,” is a nice promise, but there’s no attempt to appeal to emotions, so it can’t be pathos.

What’s important in this image is the combination of the doctor in the image and the line “doctor recommended.” This doctor might not be famous, but he does have authority, making this an example of ethos.

Our confidence in this treatment grows because we trust that a doctor understands how to address back pain.

What mode of persuasion is this? Think about:

The framing

She does look fashionable and the ad mentions stylists, so it’s possible that this is ethos.

There are no statistics or arguments being made, so the answer probably isn’t logos.

Pathos is possible, but despite having a heavily made-up model, this ad is far less about sex appeal than the previous one.

But the text mentions a specific holiday—New Year’s—suggesting that this is kairos. Kairos can, and often should, be combined with all the modes of persuasion to be even more effective. In this case, the model’s appearance could suggest either ethos or pathos in addition to kairos. The message here is that you should act now, at the beginning of the year, to take advantage of the deal and to start the year off with a new style, much like the one the model is sporting.

Key Tips for Identifying Ethos, Pathos, Logos, and Kairos

Now that you know the difference between all the modes of persuasion, you’ll have a much easier time identifying them. If you run into trouble, you can always ask questions about what you’re seeing, hearing, or reading to understand what mode of persuasion it’s using.

#1: Is It Related to a Specific Time?

If the argument is based on a specific day or context, such as Valentine’s Day or appealing only to a select group of people, such as people with dogs, it’s more likely to be kairos.

#2: Does It Involve a Celebrity or Authority Figure?

Celebrities are often a dead giveaway that an argument is using ethos. But authority figures, such as doctors, dentists, or politicians, can also be used to appeal to ethos. Even regular, everyday people can work, particularly when combined with pathos, to appeal to you based on a mutual connection you have.

#3: Does It Involve Statistics?

Statistics are a huge clue that an argument is using logos. But logos can also just be a logical argument, such as that if plants need water, and it’s hard to remember to water them, you should buy an automatic plant waterer. It makes perfect sense, making you more likely to buy it, rather than changing your habits to remember to water your plants more frequently.

#4: Does It Influence Your Emotions?

If an argument tries to change your emotions, whether by making you sad, happy, angry, or something else entirely, it’s a good indicator that it’s using pathos. Sex appeal is one of the biggest examples of pathos in advertising, appearing everywhere from makeup ads to car commercials to hamburger advertisements.

What’s Next?

Need help understanding the historical context for The Great Gatsby to perfect your kairos-based argument?

You can always combine the modes of persuasion with literary devices to make your arguments even stronger!

Learn how to say "good morning" in Japanese ! Even if it's not a mode of persuasion, it's just good manners.

Melissa Brinks graduated from the University of Washington in 2014 with a Bachelor's in English with a creative writing emphasis. She has spent several years tutoring K-12 students in many subjects, including in SAT prep, to help them prepare for their college education.

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Home » Rhetorical Analysis

Rhetorical Analysis

Rhetorical analysis involves examining the ways in which authors use language and other rhetorical tools to persuade, inform, entertain, or achieve some other purpose with their audience. Essentially, it’s an analysis of communication—whether in speech, writing, images, or a combination thereof—to determine how effective it is and why.

Table of Contents

How to Conduct Rhetorical Analysis

Conducting a rhetorical analysis involves examining a text (or other forms of communication) to see how an author creates and supports an argument. It’s about understanding the tools and strategies an author uses to appeal to an audience. Rhetorical analysis is rooted in the ancient art of rhetoric, where speakers and writers use persuasion to influence their audience.

To conduct a rhetorical analysis, follow these steps:

Choose a Text : This could be a speech, an essay, an advertisement, a poem, a photograph, a web page, or any other form of communication.

Read and Annotate the Text :

First, read the text thoroughly to understand its main ideas.
On your second reading, annotate it. Mark areas where you notice particular rhetorical devices or strategies.

Identify the Rhetorical Situation :

Purpose : Why did the author create this text? What do they hope to achieve?
Audience : Who is the intended audience for this text? What do they already know? What are their biases?
Context : When and where was the text created? What events or situations influenced its creation?

Examine the Appeals :

Ethos (Credibility) : How does the author establish their credibility or character? Do they seem trustworthy?
Logos (Logic) : What arguments or evidence does the author present? Are they logical and well-supported?
Pathos (Emotion) : How does the author appeal to the audience’s emotions? What emotions are they trying to evoke?

Analyze Style and Structure :

Tone : What is the tone of the text? Is it formal, informal, sarcastic, serious, etc.?
Diction (Word Choice) : Are the words abstract or concrete? Simple or complex? Ordinary or technical?
Syntax (Sentence Structure) : Are the sentences short and choppy or long and complex?
Figurative Language : Does the author use metaphors, similes, or other figurative language?
Organization : How is the text structured? Is there a clear introduction, body, and conclusion?

Examine the Author’s Assumptions :

Are there any beliefs or ideas that the author assumes the audience will share?
Are these assumptions valid?

Identify Counterarguments :

Does the author address potential counterarguments?
If so, how effectively are they refuted or incorporated?

Write Your Analysis :

Introduction : Introduce the text, the author, the rhetorical situation, and your thesis (what you’re arguing about the author’s rhetorical strategies).
Body : This should be the bulk of your paper. Analyze specific parts of the text, linking them back to your thesis.
Conclusion : Sum up your findings and restate why they’re important. What have you learned about the author’s rhetorical strategies?

Proofread and Revise :

Check for clarity, coherence, and consistency in your arguments.
Ensure that you’ve provided evidence from the text to support your claims.

Purpose of Rhetorical Analysis

The purpose of rhetorical analysis is multi-fold, allowing readers, students, scholars, and analysts to delve deeper into the intricacies of communication. Here are some of its primary purposes:

Understanding Effective Communication : Rhetorical analysis helps to deconstruct the tools and strategies used by writers or speakers to communicate effectively. By understanding these tactics, one can improve their own communication skills.
Critical Thinking : Engaging in rhetorical analysis promotes critical thinking. It encourages readers to move beyond taking a text at face value and instead prompts them to question the author’s intentions, the methods used, and the effectiveness of those methods.
Evaluating Persuasion Techniques : At its core, rhetoric is the art of persuasion. By analyzing a text rhetorically, we can discern which persuasion techniques are being employed and evaluate their effectiveness.
Understanding Audience Dynamics : Rhetorical analysis often considers the target audience of a text. This helps analysts understand how authors tailor their messages to appeal to specific demographics or psychographics.
Gaining Insights into Cultural, Historical, and Social Contexts : Texts often reflect the contexts in which they’re produced. Rhetorical analysis can uncover insights into cultural values, historical periods, or social issues prevalent at the time of a text’s creation.
Enhancing Appreciation for the Craft : Whether it’s a beautifully delivered speech, a compelling advertisement, or a moving op-ed piece, recognizing the rhetorical strategies at play can foster a deeper appreciation for the skill and craft of the creator.
Informing Creation of Future Texts : For writers, advertisers, and speakers, understanding the successes and failures of rhetorical strategies in other works can inform their own creations, helping them craft more compelling messages.
Building Media Literacy : In our modern world, where we’re constantly bombarded by media messages, being able to analyze content rhetorically equips individuals with the tools to discern manipulative or biased messages and to engage more critically with media.
Academic Exploration : In academic contexts, rhetorical analysis serves as a method for students and scholars to explore and understand texts more deeply. This can contribute to larger discussions within fields of study.
Contributing to Broader Conversations : Engaging in rhetorical analysis and sharing those insights can contribute to larger societal conversations about prominent texts, media messages, or speeches, fostering a more informed public discourse.

When to Use Rhetorical analysis

Rhetorical analysis can be applied in various contexts and situations. Here are some instances when it’s particularly useful to employ rhetorical analysis:

Literature : Students often analyze literary texts to understand the rhetorical strategies authors use to convey themes and messages.
Composition/Rhetoric Classes : Students may be asked to analyze texts or speeches to understand and discuss the effectiveness of the rhetorical strategies employed.
Advertisements : Rhetorical analysis can be used to dissect the strategies advertisers use to persuade or appeal to their audiences.
Journalism : Analyzing news articles or broadcasts can reveal biases, perspectives, and the techniques journalists use to convey information or elicit particular responses from readers or viewers.
Film and Television : Shows and movies can be analyzed for the rhetorical strategies they employ in storytelling, character development, and messaging.
Speeches : Political speeches, especially during campaigns, are rich with rhetorical strategies aimed at persuading voters or framing issues in specific ways.
Debates : Analyzing political debates can shed light on the strategies politicians use to appeal to voters, deflect criticisms, or address issues.
Professionals in these fields might use rhetorical analysis to evaluate the effectiveness of communication campaigns or to develop strategies for future campaigns.
Historians and scholars may analyze primary source documents, like speeches, letters, or manifestos, to gain insight into the rhetorical strategies of historical figures and movements.
Rhetorical analysis can be applied to cultural artifacts, like music videos, fashion trends, or visual art, to understand the messages they convey and the methods they use.
In the courtroom, understanding the rhetorical strategies used by attorneys in their arguments can be crucial, whether you’re an attorney yourself, a juror, or an observer.
In today’s digital age, with information constantly at our fingertips, it’s essential to analyze and critically engage with media messages, discerning credible sources from biased or misleading ones.
Analyzing business communications, like reports, proposals, or emails, can help professionals understand the strategies used and improve their own communication.
For individuals looking to improve their communication skills, understanding the rhetorical strategies they naturally employ (and their effectiveness) can be illuminating.

Rhetorical Appeals

Modes of Persuasion

Understand The Difference Between Ethos, Pathos, And Logos To Make Your Point

What Is Ethos?
What Is Pathos?
What Is Logos?
Examples Of Each
What Are Mythos And Kairos?

During an argument, people will often say whatever is necessary to win. If that is the case, they would certainly need to understand the three modes of persuasion, also commonly known as the three rhetorical appeals: ethos , pathos , and logos . In short, these three words refer to three main methods that a person can use to speak or write persuasively. As you’re about to find out, the modes of persuasion are important because a speaker who knows how to effectively use them will have a significant advantage over someone who doesn’t.

The terms ethos , pathos , and logos and the theory of their use can be traced back to ancient Greece to the philosophy of Aristotle . Aristotle used these three concepts in his explanations of rhetoric , or the art of influencing the thought and conduct of an audience. For Aristotle, the three modes of persuasion specifically referred to the three major parts of an argument: the speaker ( ethos ), the argument itself ( logos ), and the audience ( pathos ). In particular, Aristotle focused on the speaker’s character, the logic and reason presented by an argument, and the emotional impact the argument had on an audience.

While they have ancient roots, these modes of persuasion are alive and well today. Put simply, ethos refers to persuasion based on the credibility or authority of the speaker, pathos refers to persuasion based on emotion, and logos refers to persuasion based on logic or reason.

By effectively using the three modes of persuasion with a large supply of rhetorical devices, a speaker or writer can become a master of rhetoric and win nearly any argument or win over any audience. Before they can do that, though, they must know exactly what ethos , pathos , and logos mean. Fortunately, we are going to look closely at each of these three ideas and see if they are really as effective as they are said to be.

⚡️ Quick summary

Ethos , pathos , and logos are the three classical modes of persuasion that a person can use to speak or write persuasively. Specifically:

ethos (character): known as “the appeal to authority” or “the appeal to credibility.” This is the method in which a person relies on their credibility or character when making an appeal or an argument.
pathos (emotions): known as “the appeal to emotion.” Pathos refers to the method of trying to persuade an audience by eliciting some kind of emotional reaction.
logos (logic): known as “the appeal to reason.” This method involves using facts and logical reasoning to support an argument and persuade an audience.

What is ethos ?

The word ethos comes straight from Greek. In Greek, ethos literally translates to “habit,” “custom,” or “character.” Ethos is related to the words ethic and ethical , which are typically used to refer to behavior that is or isn’t acceptable for a particular person.

In rhetoric, the word ethos is used to refer to the character or reputation of the speaker. As a rhetorical appeal, ethos is known as “the appeal to authority” or “the appeal to credibility.” When it comes to ethos , one important consideration is how the speaker carries themself and how they present themselves to the audience: Does it seem like they know what they are talking about? Do they even believe the words they are saying? Are they an expert? Do they have some experience or skills that tell us we should listen to them?

Ethos is important in rhetoric because it often influences the opinion or mood of the audience. If a speaker seems unenthusiastic, unprepared, or inexperienced, the audience is more likely to discount the speaker’s argument regardless of what it even is. On the other hand, a knowledgeable, authoritative, confident speaker is much more likely to win an audience over.

Ethos often depends on more than just the argument itself. For example, a speaker’s word choice, grammar, and diction also contribute to ethos ; an audience may react more favorably toward a professional speaker who has a good grasp of industry jargon and enunciates clearly versus a speaker who lacks the necessary vocabulary and fails to enunciate. Ethos can also be influenced by nonverbal factors as well, such as posture, body language, eye contact, and even the speaker’s choice of clothing. For example, a military officer proudly wearing their uniform bedecked with medals will go a long way to establishing ethos without them saying a single word.

Here as a simple example of ethos :

“As a former mayor of this city, I believe we can solve this crisis if we band together.”

The speaker uses ethos by alerting the audience of their credentials and experience. By doing so, they rely on their reputation to be more persuasive. This “as a…” method of establishing ethos is common, and you have probably seen it used in many persuasive advertisements and speeches.

What are open-ended questions and how can you use them effectively? Find out here.

What is pathos ?

In Greek, pathos literally translates to “suffering, experience, or sensation.” The word pathos is related to the words pathetic , sympathy , and empathy , which all have to do with emotions or emotional connections. Aristotle used the word pathos to refer to the emotional impact that an argument had on an audience; this usage is still mainly how pathos is used in rhetoric today.

As a rhetorical appeal, pathos is referred to as “the appeal to emotion.” Generally speaking, an author or speaker is using pathos when they are trying to persuade an audience by causing some kind of emotional reaction. When it comes to pathos , any and all emotions are on the table: sadness, fear, hope, joy, anger, lust, pity, etc.

As you probably know from your own life, emotions are a powerful motivating factor. For this reason, relying on pathos is often a smart and effective strategy for persuading an audience. Both positive and negative emotions can heavily influence an audience: for example, an audience will want to support a speaker whose position will make them happy, a speaker who wants to end their sadness, or a speaker who is opposed to something that makes them angry.

Here is a simple example of pathos :

“Every day, the rainforests shrink and innocent animals are killed. We must do something about this calamitous trend before the planet we call our home is damaged beyond repair.”

Here, the author is trying to win over an audience by making them feel sad, concerned, or afraid. The author’s choice of words like “innocent” and “calamitous” enforce the fact that they are trying to rely on pathos .

What is logos ?

In Greek, the word logos literally translates to “word, reason, or discourse.” The word logos is related to many different words that have to do with reason, discourse, or knowledge, such as logic , logical , and any words that end in the suffixes -logy or -logue .

As a mode of persuasion and rhetorical appeal, logos is often referred to as “the appeal to reason.” If a speaker or author is relying on logos , they are typically reciting facts or providing data and statistics that support their argument. In a manner of speaking, logos does away with all of the bells and whistles of ethos and pathos and cuts to the chase by trying to present a rational argument.

Logos can be effective in arguments because, in theory, it is impossible to argue against truth and facts. An audience is more likely to agree with a speaker who can provide strong, factual evidence that shows their position is correct. On the flip side, an audience is less likely to support an argument that is flawed or entirely wrong. Going further, a speaker that presents a lot of supporting evidence and data to the audience is likely to come across as knowledgeable and someone to be listened to, which earns bonus points in ethos as well.

While Aristotle clearly valued an argument based on reason very highly, we know that logos alone doesn’t always effectively persuade an audience. In your own life, you have likely seen a rational, correct speaker lose an argument to a charismatic, authoritative speaker who may not have the facts right.

Here is a simple example of logos :

“According to market research, sales of computer chips have increased by 300% in the last five years. Analysis of the industry tells us that the market share of computer chips is dominated by Asian manufacturers. It is clear that the Asian technology sector will continue to experience rapid growth for the foreseeable future.”

In this paragraph, the author is using data, statistics, and logical reasoning to make their argument. They clearly hope to use logos to try to convince an audience to agree with them.

Do you need persuading to take this quiz on identifying ethos, pathos, and logos? We think you’ll be a champion at it.

Examples of ethos , pathos , and logos

Ethos , pathos , and logos can all be employed to deliver compelling and persuasive arguments or to win over an audience. Let’s look at a variety of examples to see how different speakers and authors have turned to these modes of persuasion over the years.

“Come I to speak in Caesar’s funeral. He was my friend, faithful and just to me […] You all did see that on the Lupercal I thrice presented him a kingly crown, Which he did thrice refuse: was this ambition?” —Marc Antony, Julius Caesar by William Shakespeare

In this scene, Marc Antony is trying to win over the Roman people, so Shakespeare has Antony rely on ethos . Antony is establishing himself as both a person of authority in Rome (having the power to offer Caesar a crown) and an expert on Caesar’s true character (Antony was Caesar’s close friend and advisor).

“During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the world’s first computer animated feature film, Toy Story , and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple’s current renaissance.” —Steve Jobs, 2005

Here, Steve Jobs is providing his background–via humblebrag – of being a major figure in several different highly successful tech companies. Jobs is using ethos to provide substance to his words and make it clear to the audience that he knows what he is talking about and they should listen to him.

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“Moreover, though you hate both him and his gifts with all your heart, yet pity the rest of the Achaeans who are being harassed in all their host; they will honour you as a god, and you will earn great glory at their hands. You might even kill Hector; he will come within your reach, for he is infatuated, and declares that not a Danaan whom the ships have brought can hold his own against him.” —Ulysses to Achilles, The Iliad by Homer

In this plea, Ulysses is doing his best to pile on the pathos . In one paragraph, Ulysses is attempting to appeal to several of Achilles’s emotions: his hatred of Hector, his infamous stubborn pride, his sympathy for civilians, and his desire for vengeance.

“I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. Some of you have come from areas where your quest—quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality.” —Dr. Martin Luther King Jr., 1963

In this excerpt from his “I Have A Dream” speech, King is using pathos to accomplish two goals at once. First, he is connecting with his audience by making it clear is aware of their plight and suffering. Second, he is citing these examples to cause sadness or outrage in the audience. Both of these effects will make an audience interested in what he has to say and more likely to support his position.

Dr. King’s “I Have A Dream” speech is recognizable and noteworthy for many reasons, including the rhetorical device he employs. Learn about it here.

“Let it be remembered how powerful the influence of a single introduced tree or mammal has been shown to be. But in the case of an island, or of a country partly surrounded by barriers, into which new and better adapted forms could not freely enter, we should then have places in the economy of nature which would assuredly be better filled up if some of the original inhabitants were in some manner modified; for, had the area been open to immigration, these same places would have been seized on by intruders. In such case, every slight modification, which in the course of ages chanced to arise, and which in any way favoured the individuals of any of the species, by better adapting them to their altered conditions, would tend to be preserved; and natural selection would have free scope for the work of improvement.” —Charles Darwin, On the Origin of the Species , 1859

In this passage, Darwin is using logos by presenting a rational argument in support of natural selection. Darwin connects natural selection to established scientific knowledge to argue that it makes logical sense that animals would adapt to better survive in their environment.

“I often echo the point made by the climate scientist James Hansen: The accumulation of carbon dioxide, methane and other greenhouse gases—some of which will envelop the planet for hundreds and possibly thousands of years—is now trapping as much extra energy daily as 500,000 Hiroshima-class atomic bombs would release every 24 hours. This is the crisis we face.” —Al Gore, “The Climate Crisis Is the Battle of Our Time, and We Can Win,” 2019

In this call to action, Al Gore uses logos to attempt to convince his audience of the significance of climate change. In order to do this, Gore both cites an expert in the field and provides a scientifically accurate simile to explain the scale of the effect that greenhouse gases have on Earth’s atmosphere.

What are mythos and kairos ?

Some modern scholars may also use terms mythos and kairos when discussing modes of persuasion or rhetoric in general.

Aristotle used the term mythos to refer to the plot or story structure of Greek tragedies, i.e., how a playwright ordered the events of the story to affect the audience. Today, mythos is most often discussed as a literary or poetic term rather than a rhetorical one. However, mythos may rarely be referred to as the “appeal to culture” or the “appeal to myth” if it is treated as an additional mode of persuasion. According to this viewpoint, a speaker/writer is using mythos if they try to persuade an audience using shared cultural customs or societal values.

A commonly cited example of mythos is King’s “I Have a Dream” speech quoted earlier. King says:

“When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence, they were signing a promissory note to which every American was to fall heir. This note was a promise that all men—yes, black men as well as white men—would be guaranteed the ‘unalienable rights’ of ‘life, liberty and the pursuit of happiness.’ ”

Throughout the speech, King repeatedly uses American symbols and American history ( mythos ) to argue that all Americans should be outraged that Black Americans have been denied freedom and civil rights.

Some modern scholars may also consider kairos as an additional mode of persuasion. Kairos is usually defined as referring to the specific time and place that a speaker chooses to deliver their speech. For written rhetoric, the “place” instead refers to the specific medium or publication in which a piece of writing appears.

Unlike the other modes of persuasion, kairos relates to the context of a speech and how the appropriateness (or not) of a setting affects how effective a speaker is. Once again, King’s “I Have a Dream” speech is a great example of the use of kairos . This speech was delivered at the steps of the Lincoln Memorial during the 100th anniversary of the Emancipation Proclamation at the end of the March on Washington for Jobs and Freedom. Clearly, King intended to use kairos to enhance the importance and timeliness of this landmark speech.

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Ethos, Pathos, and Logos Definition and Examples

Ethos, Pathos, and Logos are modes of persuasion used to convince audiences. They are also referred to as the three artistic proofs (Aristotle coined the terms), and are all represented by Greek words.

An author would use ethos to show to his audience that he is a credible source and is worth listening to. Ethos is the Greek word for “character.” The word “ethic” is derived from ethos.

Ethos can be developed by choosing language that is appropriate for the audience and topic (this also means choosing the proper level of vocabulary), making yourself sound fair or unbiased, introducing your expertise, accomplishments or pedigree, and by using correct grammar and syntax.

During public speaking events, typically a speaker will have at least some of his pedigree and accomplishments listed upon introduction by a master of ceremony.

Pathos or the emotional appeal, means to persuade an audience by appealing to their emotions.

Authors use pathos to invoke sympathy from an audience; to make the audience feel what what the author wants them to feel. A common use of pathos would be to draw pity from an audience. Another use of pathos would be to inspire anger from an audience, perhaps in order to prompt action. Pathos is the Greek word for both “suffering” and “experience.” The words empathy and pathetic are derived from pathos.

Pathos can be developed by using meaningful language, emotional tone, emotion evoking examples, stories of emotional events, and implied meanings.

Logos or the appeal to logic, means to convince an audience by use of logic or reason.

To use logos would be to cite facts and statistics, historical and literal analogies, and citing certain authorities on a subject. Logos is the Greek word for “word,” however the true definition goes beyond that, and can be most closely described as “the word or that by which the inward thought is expressed" and, "the inward thought itself" ( 1 ). The word “logic” is derived from logos.

Logos can be developed by using advanced, theoretical or abstract language, citing facts (very important), using historical and literal analogies, and by constructing logical arguments.

In order to persuade your audience, proper use of Ethos, Pathos, and Logos is necessary.

Examples of Ethos, Logos and Pathos:

Example of Ethos:

“Woz and I started Apple in my parents garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4000 employees. We had just released our finest creation — the Macintosh — a year earlier, and I had just turned 30...

During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the worlds first computer animated feature film, Toy Story, and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple's current renaissance. And Laurene and I have a wonderful family together.”

Stanford Commencement Speech by Steve Jobs. June 12, 2005.

Example of Pathos:

"I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. And some of you have come from areas where your quest -- quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality. You have been the veterans of creative suffering. Continue to work with the faith that unearned suffering is redemptive. Go back to Mississippi, go back to Alabama, go back to South Carolina, go back to Georgia, go back to Louisiana, go back to the slums and ghettos of our northern cities, knowing that somehow this situation can and will be changed."

I Have a Dream by Martin Luther King Jr. August 28th, 1963.

Example of Logos:

"However, although private final demand, output, and employment have indeed been growing for more than a year, the pace of that growth recently appears somewhat less vigorous than we expected. Notably, since stabilizing in mid-2009, real household spending in the United States has grown in the range of 1 to 2 percent at annual rates, a relatively modest pace. Households' caution is understandable. Importantly, the painfully slow recovery in the labor market has restrained growth in labor income, raised uncertainty about job security and prospects, and damped confidence. Also, although consumer credit shows some signs of thawing, responses to our Senior Loan Officer Opinion Survey on Bank Lending Practices suggest that lending standards to households generally remain tight."

The Economic Outlook and Monetary Policy by Ben Bernanke. August 27th, 2010.

6 Rhetorical Appeals: Logos, Pathos, and Ethos Defined

By melanie gagich and emilie zickel.

Rhetoric is the way that authors use and manipulate language in order to persuade an audience. Once we understand the rhetorical situation out of which a text is created (why it was written, for whom it was written, by whom it was written, how the medium in which it was written creates certain constraints or perhaps freedoms of expression), we can look at how all of those contextual elements shape the author’s creation of the text .

Rhetorical Appeals

Rhetorical appeals refer to ethos, pathos, and logos. These are classical Greek terms, dating back to Aristotle, who is traditionally seen as the father of rhetoric. To be rhetorically effective (and thus persuasive), an author must engage the audience in a variety of compelling ways, which involves carefully choosing how to craft their argument so that the outcome, audience agreement with the argument or point, is achieved. Aristotle defined these modes of engagement and gave them the terms that we still use today: logos, pathos, and ethos.

Logos: Appeal to Logic

Logic. Reason. Rationality. Logos is brainy and intellectual, cool, calm, collected, objective .

When an author relies on logos, it means that they are using logic, careful structure, and objective evidence to appeal to the audience. An author can appeal to an audience’s intellect by using information that can be fact checked (using multiple sources ) and thorough explanations to support key points. Additionally, providing a solid and non-biased explanation of one’s argument is a great way for an author to invoke logos.

Logical appeals rest on rational modes of thinking , such as

Comparison – including a comparison between one thing (with regard to your topic ) and another similar thing to help support your claim . It is important that the comparison is fair and valid–the things being compared must share significant traits of similarity.
Cause/effect thinking – arguing that X has caused Y, or that X is likely to cause Y to help support your claim . Be careful with the latter–it can be difficult to predict that something will happen in the future.
Deductive reasoning – starting with a broad, general claim /example and using it to support a more specific point or claim
Inductive reasoning – using several specific examples or cases to make a broad generalization
Exemplification – using many examples or a variety of evidence to support a single point
Elaboration – moving beyond just including a fact but explaining the significance or relevance of that fact
Coherent thought – maintaining a well-organized line of reasoning; not repeating ideas or jumping around

Pathos: Appeal to Emotions

When an author relies on pathos, it means that they are trying to tap into the audience’s emotions to get them to agree with the author’s claim . An author using pathetic appeals wants the audience to feel something: anger, pride, joy, rage, or happiness. For example, many of us have seen the ASPCA commercials that use photographs of injured puppies or sad-looking kittens and slow, depressing music to emotionally persuade their audience to donate money.

Pathos-based rhetorical strategies are any strategies that get the audience to “open up” to the topic , the argument, or the author. Emotions can make us vulnerable, and an author can use this vulnerability to get the audience to believe that their argument is a compelling one.

Pathetic appeals might include

Expressive descriptions of people, places, or events that help the reader to feel or experience those events
Vivid imagery of people, places, or events that help the reader to feel like they are seeing those events
Personal stories that make the reader feel a connection to, or empathy for, the person being described
Emotion-laden vocabulary as a way to put the reader into that specific emotional mindset (What is the author trying to make the audience feel? And how are they doing that?)
Information that will evoke an emotional response from the audience . This could involve making the audience feel empathy or disgust for the person/group/event being discussed or perhaps connection to or rejection of the person/group/event being discussed.

When reading a text , try to locate when the author is trying to convince the reader using emotions because, if used to excess, pathetic appeals can indicate a lack of substance or emotional manipulation of the audience. See the links below about fallacious pathos for more information.

Ethos: Appeal to Values/Trust

Ethical appeals have two facets: audience values and authorial credibility/character.

On the one hand, when an author makes an ethical appeal, they are attempting to tap into the values or ideologies that the audience holds , for example, patriotism, tradition, justice, equality, dignity for all humankind, self-preservation, or other specific social, religious or philosophical values (Christian values, socialism, capitalism, feminism, etc.). These values can sometimes feel very close to emotions, but they are felt on a social level rather than only on a personal level. When an author evokes the values that the audience cares about to justify or support their argument, we classify that as ethos. The audience will feel that the author is making an argument that is “right” (in the sense of moral “right”-ness, i.e., “My argument rests upon the values that matter to you. Therefore, you should accept my argument”). This first part of the definition of ethos, then, is focused on the audience’s values.

Credibility of the speaker/author is determined by their knowledge and expertise in the subject at hand. For example, if you are learning about Einstein’s Theory of Relativity, would you rather learn from a professor of physics or a cousin who took two science classes in high school 30 years ago? It is fair to say that, in general, the professor of physics would have more credibility to discuss the topic of physics. To establish their credibility, an author may draw attention to who they are or what kinds of experience they have with the topic being discussed as an ethical appeal (i.e., “Because I have experience with this topic –and I know my stuff– you should trust what I am saying about this topic ”). Some authors do not have to establish their credibility because the audience already knows who they are and that they are credible.
Character is another aspect of ethos. Character is different from credibility because it involves personal history and even personality traits. A person can be credible but lack character or vice versa. For example, in politics, sometimes the most experienced candidates–those who might be the most credible candidates–fail to win elections because voters do not accept their character. Politicians take pains to shape their character as leaders who have the interests of the voters at heart. The candidate who successfully proves to the voters (the audience) that they have the type of character that the audience can trust is more likely to win.

Thus, ethos comes down to trust. How can the author gain the audience’s trust so that the audience will accept their argument? How can the author make him or herself appear as a credible speaker who embodies the character traits that the audience values? In building ethical appeals, we see authors referring either directly or indirectly to the values that matter to the intended audience (so that the audience will trust the speaker). Authors use language, phrasing, imagery, or other writing styles common to people who hold those values, thereby “talking the talk” of people with those values (again, so that the audience is inclined to trust the speaker). Authors refer to their experience and/or authority with the topic as well (and therefore demonstrate their credibility).

When reading, you should think about the author’s credibility regarding the subject as well as their character. Here is an example of a rhetorical move that connects with ethos: when reading an article about abortion, the author mentions that she has had an abortion. That is an example of an ethical move because the author is creating credibility via anecdotal evidence and first-person narrative. In a rhetorical analysis project, it would be up to you, the analyzer, to point out this move and associate it with a rhetorical strategy.

Rhetorical Appeals Misuse

When writers misuse logos, pathos, or ethos, arguments can be weakened. Above, we defined and described what logos, pathos, and ethos are and why authors may use those strategies. Sometimes, using a combination of logical, pathetic, and ethical appeals leads to a sound, balanced, and persuasive argument. It is important to understand, though, that using rhetorical appeals does not always lead to a sound, balanced argument. In fact, any of the appeals could be misused or overused. And when that happens, arguments can be weakened.

To see what a misuse of logical appeals might consist of, see Logical Fallacies.

To see how authors can overuse emotional appeals and turn-off their target audience, visit the following link from WritingCommons.org : Fallacious Pathos .

To see how ethos can be misused or used in a manner that may be misleading, visit the following link to WritingCommons.org : Fallacious Ethos

Attributions

“Rhetorical Appeals: Logos, Pathos, and Ethos Defined” by Melanie Gagich, Emilie Zickel is licensed under CC BY-NC SA 4.0

Writing Arguments in STEM Copyright © by Jason Peters; Jennifer Bates; Erin Martin-Elston; Sadie Johann; Rebekah Maples; Anne Regan; and Morgan White is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License , except where otherwise noted.

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Rhetorical Situations: Ethos, Pathos, Logos Essay

A rhetorical situation is a context that constitutes a given issue, the audience, and the constraints that might make it hard for the speaker to persuade the audience to share his or her viewpoint. Rhetorical situations are important as they create a space where various issues can be critically examined, allowing the presenters a chance to sell their ideas in the social-political, economic, and personal domains. According to Aristotle, persuasion techniques exists in the forms of logos, pathos, and ethos, which speakers use to influence their audiences into sharing their perspectives on different issues.

Ethos is the appeal to personal ethics in which the party making an argument attempts to persuade their audience they can be trusted because of their integrity or good reputation. For example, a sales representative for a car manufacturer may tell his prospective clients of the many famous people or organizations he has supplied with cars. Essentially, he is saying that, since he has retrospectively provided good services in the past, he can be relied on to so again because of his reputation.

Companies like IKEA and Wal-Mart use their position as market leaders in their field to “prove” to their clients that they are the best retailers because of their wide experience. Alternatively, speakers can use the ad hominem strategy to undermine their adversaries by criticizing their personality rather than their political ideology and agenda. For instance, some of President Bill Clinton’s opponents claimed he could not be trusted to run the government because he was unfaithful to his wife. By so doing, they wanted the audience to judge his presidency negatively using his personality instead of policy.

On the other hand, pathos appeal to emotions by using them to manipulate the audience into sympathizing or relating to a given viewpoint. Pathos is used by speakers and authors to elicit pity or inspire emotions such as anger, fear, and outrage, all of which can then be harnessed draw support for a given issue. Advertisers and politicians frequently use pathos to convince the masses to buy their products and support their positions, respectively.

For example, a few months ago, I witnessed ethos persuasion in action as an insurance salesperson was trying to market his products to some of my colleagues. He explained in vivid detail, the suffering that children often undergo when their parents pass away unexpectedly and how some had to go on welfare and even fail to get into college. His argument was designed to invoke fear since most people are terrified at the thought of leaving their loved ones without adequate means. By capitalizing on this universal fear, he managed to persuade several of them to subscribe to his packages.

The use of Logos appeal requires one to justify their arguments objectively using statistics, historical analogies, and other proofs to support their argument and garner support. While the Greek definition of logos means “word”, logos, however, transcends the semantic implication and focuses instead on their explicit definitions and meanings. It is the most reliable persuasion technique because it is objective and focuses exclusively on the facts and proofs backing them up instead of the subjective sentiments and ad hominem implications in the other two techniques. An example of Logos appeal is evident the campaign against environmental pollution and degradation in the film, inconvenient truth .

The creators gathered historical evidence of the impact of human action on the environment and used it to predict what may be expected to happen in posterity. By using well-researched empirical evidence, the film proved that it is logical for people to care for the environment since the consequence of not doing so are inevitable doom.

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Ethos Pathos & Logos: Persuasive Advertising Techniques of Featured

Ethos, Pathos & Logos — Definition and Examples of Persuasive Advertising Techniques

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E thos, pathos and logos are techniques of persuasion that form the rhetorical triangle. A compelling argument, sales pitch, speech, or commercial ideally uses elements of all three strategies. We’ll show you how to employ each of the techniques and present some awesome examples along the way.

Ethos, Pathos and Logos: How to Create Persuasive Ads

Ethos, Pathos, Logos, Definition

Persuasion in advertising.

What are persuasive advertising techniques? They're how you convince a buyer of your product through visuals.

You can thank Aristotle for inventing persuasive advertising techniques . More than 2,000 years ago, he categorized how rhetoric is used in arguments into three groups: ethos, pathos and logos.

This is also known as the the rhetorical triangle .

And we still depend on it today.

How to Make a Commercial by Mastering Persuasive Ads - Logos Ethos Pathos Rhetorical Triangle.

Ethos, pathos and logos are the three categories of persuasive advertising techniques.

Each category invokes a different appeal between speaker and audience.

Ethos calls upon the ethics, or what we'd call the values, of the speaker. Pathos elicits emotions in the audience. Finally, logos puts logic into play by using evidence and facts.

Good persuasive advertising technique is when you balance all three.

But using ethos, pathos and logos in commercials sometimes means featuring one advertising technique prominently.

ETHOS DEFINITION

What is ethos.

Ethos is the persuasive technique that appeals to an audience by highlighting credibility. Ethos advertisement techniques invoke the superior “character” of a speaker, presenter, writer, or brand.

Ethos examples aim to convince the audience that the advertiser is reliable and ethical. It’s easier to make a decision when someone you respect signs off on it, right?

This is broadly the function of ethos in commercials.

When an esteemed public figure endorses a product, it validates it to the end consumer.

An ethos advertisement plays off the consumer’s respect for a given spokesperson.

Through that respect, the spokesperson appears convincing, authoritative and trustworthy enough to listen to. Of the types of persuasive techniques in advertising, ethos is best used to unlock trust.

USE OF ETHOS IN ADVERTISING

How is ethos used in advertising.

So what does ethos mean?

It’s all about credibility. Famous people enjoy a high status in our society. So they’re the ones selling products to us -- whether or not they have product-specific expertise.

Persuasive Advertising Techniques - Ethos Pathos Logos - Ethos techniques in Advertising - StudioBinder

Example of ethos in advertising: Jennifer Aniston in a campaign for Glaceau Smart Water

For example, a recent Infiniti commercial featured Steph Curry. Even though he’s not known for his taste in vehicles, his stature validates the product.

This is ethos in commercials at work.

Example of ethos in commercials: Steph Curry in a recent spot for Infiniti.

Ethos rhetoric is also invoked to tie a brand to fundamental rights.

Brands build trust with their audience when they stand with an important cause. Anheuser-Busch illustrated this in their recent “Born the Hard Way” spot.

Ethos examples: This ethos advertisement by Anheuser-Busch underscores the value of multiculturalism.

This spot focuses on the origin story of Anheuser-Busch’s founders.

It shows Busch’s turbulent immigration from Germany to St. Louis, and speaks to the importance of immigration and multiculturalism.

This is how ethos rhetoric is used in advertising.

Of the many types of persuasive advertising techniques in advertising, ethos is best for playing up the strength of a brand or spokesperson’s character.

ETHOS EXAMPLE IN COMMERCIALS

Ethos advert case study.

If you want a really strong example of Ethos that also has a pretty funny meta quality to it, check out the shot list for this Heineken spot. See how many times they use foreground elements and OTS shots in this spot:

Ethos Pathos Logos - Ethos Heineken Screenshot - StudioBinder

Ethos Examples • Shot Listed in StudioBinder

This Heineken commercial shows famous actor Benicio Del Toro at the bar enjoying a Heineken. Benicio chats about how both he, and Heineken, are world famous and instantly recognizable.

Then, a pair of goofy tourists spot him in the bar, and they call out for him to pose for a photo, but... they actually think he's Antonio Banderas.

Ethos Example in Heineken Commercial

This commercial not only uses ethos as a way to tie the celebrity of Benicio to the celebrity of Heineken, but it uses humor and the bold faced usage of ethos to make fun of the brand, people, and fame.

THE "PLAIN FOLKS" PERSUASIVE ADVERTISING TECHNIQUE

How is "plain folks" used in ads.

Ethos rhetoric often employs imagery of everyday, ordinary people.

Known as the Plain Folks persuasive advertising technique, in this approach a spokesperson or brand appears as an Average Joe to feel common and sensible. In doing so, they appear concerned and cut from the same cloth as you.

This approach is very common in political ads. Consider the “Family Strong” ad from Hillary Clinton’s 2016 presidential campaign.

Ethos Examples: Hillary Clinton underscores the “Plain Folks” definition in her campaign videos.

Despite her status and wealth, Clinton draws on imagery of her family and upbringing to make her feel more relatable. In this way, “Plain” folks is propaganda and also a logical fallacy .

But it’s also an effective and persuasive advertising technique.

Of the types of persuasive techniques in advertising, Plain Folks aligns your brand with the values of the everyday consumer.

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Pathos DEFINITION

What is pathos.

Pathos is persuasive technique that try to convince an audience through emotions. Pathos advertisement techniques appeal to the senses, memory, nostalgia, or shared experience. Pathos examples pull at the heartstrings and make the audience feel.

A quick way to appeal to a viewer’s emotions? A cute animal. A devastated family. A love story. Overcoming great odds. An inspirational song and imagery. A good zinger.

Learn More Logos Ethos and Pathos

Comparing other techniques.

There are many types of rhetorical strategies. To get a full picure on how they work together, or when to use which rhetorical strategies, explore the full guide below.

EVERYTHING ABOUT Rhetorical appeals

Basics & terminology, appeal to credibility , appeal to emotion, appeal to logic, appeal to purpose, appeal to timeliness.

Each of these rhetorical strategies can be effective in its own way. When combined, their potential effects grow exponentially. To fully understand the power of persusaion, these are the tools you need.

Emotions create responses and, in our increasingly consumer-driven culture, the response is to buy something. Pathos appeals to an audience’s basic emotions like joy, fear, and envy. All are easily triggered in many ways.

So what is pathos?

Well, it's a model enjoying a refreshing Coke. Or a frustrated infomercial character desperate for a better remedy. And "tired" of the "same old blah-blah-blah."

The many different pathos advertisement examples not only evoke your feelings but anticipate your responses too. If you want to explore pathos in advertising, language is the best place to start.

Because the words we hear and read trigger specific feelings . Positive words conjure feelings of love, excitement and wonder.

Persuasive Advertising Techniques - Ethos Pathos Logos - Coca Cola Pathos technique - StudioBinder

What is pathos? Cutting to the emotional core, really.

Look at how General Mills and Cheerios achieved this in their “Good Goes Round” campaign.

Example of pathos: This Cheerios pathos advertisement injects good vibes with positive words

We see sunshine, smiles and bright colors while we hear the words “good goes around.”

It invites positivity and encourages us to associate Cheerios accordingly.

On the other hand, pathos advertisements can also employ unpleasant emotions like fear and worry just as effectively.

Pathos examples: this somber pathos advertisement says don’t let heart disease happen to you.

This ad by the British Heart Foundation underscores the dangers of heart disease. As the spot unfolds, you start to realize that the narrator suddenly died at her sister’s wedding.

Her tragic story encourages you to not let it happen to you.

Persuasive Advertising Techniques - Ethos Pathos Logos - BMW Pathos technique in advertising - StudioBinder

Pathos examples: BMW warns against drinking and driving in this pathos advertisement example.

Pathos example in commercials, pathos advert case study.

If you want a really strong example of pathos is an advertisement, check out this shot list from a particularly emotional Zillow spot. Notice how the shots on the son are often singles and medium close-ups:

Ethos Pathos Logos - Pathos Zillow Screenshot - StudioBinder

Pathos Examples • Shot Listed in StudioBinder

This Zillow commercial shows a father and son who have just suffered the terrible loss of their wife/mother. The father tries to cheer his son up by finding a new home, one preferably near the boy's grandparents.

The son seems disinterested, but then the father finds his son and the family dog looking up at the stars, one of which is particularly bright. The son decides that the star is his mother, looking down on him.

That gives the father an idea:

Pathos example in Zillow Commercial

The father searches on Zillow, finds a home, and buys it. We then learn that the home is not only close to the grandparents, but it also has a skylight in the son's room, allowing him to see his Mother's star at night.

This commercial uses the emotions of the father, the son, the grandparents, and of course the viewer to suggest that Zillow is the type of website that can balm grief through its functionality.

USE OF PATHOS IN ADVERTISING

The appeal of pathos in advertising.

Sex appeal is of course also hugely successful among the pathos advertising techniques. Open any Cosmopolitan magazine and you’ll find scantily clad models, muscular men and sexual innuendo.

Although the common expression “sex sells” has been debated, sexually provocative ads do leave a lasting impression. Mr. Clean , for example, spiced up their eponymous mascot for comedic effect.

Pathos Examples: This Mr. Clean pathos advertisement gave their mascot a sexy upgrade.

Their brawny Mr. Clean upgrade wears tight clothes and turns mopping the floor into something more... sensual?

Humor, patriotism and snob appeal are also all common in pathos advertisement examples. The pathos definition even extends to nostalgia and the strategic use of music in ads.

Pathos Examples: The pathos definition extends to evoking emotions with music ... even *NSYNC

The bandwagon advertising technique, what is the "bandwagon advertising".

“Bandwagon advertising” is commonly categorized under pathos advertisement examples. While it may sound unfamiliar, you're probably pretty familiar with it.

It creates that impression that using certain product will put you on the “winning team”. It adheres to the pathos definition because it plays off your fear... of being left out.

Old Spice used this in their “The Man Your Man Could Smell Like” spot.

Bandwagon advertising: to be The Man Your Man Could Smell Like, you buy Old Spice.

In its comical way, it puts pressure on men to smell as good as the Old Spice Guy. Like the “Plain Folks” technique, Bandwagon advertising is a very popular form of propaganda.

Of the persuasive advertising techniques, “Bandwagon” puts your brand on the right side of popular opinion. Remember the "Be like Mike" Ads?

Pathos example: Talk about putting the consumer on the "winning team"

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LOGOS DEFINITION

What is logos.

Logos is the persuasive technique that aims to convince an audience by using logic and reason. Also called “the logical appeal,” logos examples in advertisement include the citation of statistics, facts, charts, and graphs.

Persuasive Advertising Techniques - Ethos Pathos Logos - Samsung logos technique - StudioBinder

Logos Examples: This Samsung ad puts the Logos persuasive advertising technique to work.

Ever told someone to “listen to reason” during an argument? This is what logos does. The best logos advertisement examples are when a speaker appeals to logic.

Statistics, surveys, facts, and historical data can make a product seem like a more reasonable decision. Whether the data is sound or not is another story...

LOGOS EXAMPLE IN COMMERCIALS

Logos advert case study.

If you want a really strong example of logos is an advertisement, check out this shot list from a recent Nissan Commercial. You'll notice how the angles and shot size change when the "ProPilot" system clicks on:

Ethos Pathos Logos - Logos Nissan Screenshot - StudioBinder

Logos Advertisment Examples • Shot Listed in StudioBinder

This Nissan commercial shows a daughter and father driving on a highway. The daughter is about to drive past some scary construction, but then the father uses his sage like wisdom to instruct her to turn on the "ProPilot" system that Nissan now features in their cars.

Once the daughter does this, we see a Star Wars battle scene playing out in front of out eyes, and she becomes so distracted that she begin to veer off the road... but guess what? The "ProPilot" system saves her by auto-correcting the trajectory of the car based on the sensor system.

So how is this logos? Well, the commercial places the daughter in a relatively common situation and uses the machine logic behind having a guided system in the car to keep your distracted children safe.

Now... is it logical that this Star Wars homage suggests the daughter reach out to use the force by using a guided machine? Of course not! That's the opposite of what Luke does in the movie. Is it logical for your kid to be scared of driving past construction at 40mph? Of course not!

Is there anything in this spot that is logical? The basic fact that young drivers get distracted, and the Nissan "ProPilot" system might just save their lives one day, well that is how you use logic to sell cars.

LOGOS TECHNIQUES

How is logos being used in advertising.

Technology advertisements use logos because their goal is to showcase cool new features. Consider the example of logos in Apple’s advertisement for the iPhone X:

A logos advertisement example: In Apple’s iPhone X spot, the features pop out at you.

In logos rhetoric, you have to the sell best reasons to buy your product..

How does Apple do that?

They have their new innovative features pop out at you. From durable glass to Face ID software. It effectively asks you why you would choose any phone but iPhone. Logos often use buzzwords to sell the product.

What's a great example of this?

Food companies capitalizing on the rising demand for healthy choices.

Logos Examples: I Can’t Believe It’s Not Butter underscore organic and vegan offerings

This I Can’t Believe It’s Not Butter ad hinges on the two words “organic” and “vegan" to prove the point that they’re “made with the goodness of plants.” Of the types of persuasive techniques in advertising, logos will build your brand as the most logical, functional and helpful option.

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Wrapping up ethos, pathos, logos

When browsing the many types of persuasive techniques in advertising, consider what your user needs from you. Then ideate on which technique can best fulfill that need.

As you’ve seen in these ethos, pathos and logos ads, the brand should guide how the persuasive advertising techniques are deployed. What is the company known for? What does it stand for?

Hopefully you’ve found a few striking examples to inspire you. If so, create a free moodboard to capture the look and feel you’re going for. And be sure to let us know your thoughts in the comments below!

Showcase your vision with elegant shot lists and storyboards.

Create robust and customizable shot lists. Upload images to make storyboards and slideshows.

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14 comments

The Mr. Clean commercial was so inappropriate! It showed something weird at the end it. Naughty but funny.

Is it an article , or essay or an extract from a book? If it is a book than please share the title of this book and authore name.I want to read this book.

ahhh thats hot thats hot

Very interesting iam very interested

Thanks for a clear understanding

When you are studying for CLEP English Comp 1 final exam – but can't remember anything about pathos, logos, and ethos.

pretty sure most the people that get on this website are here for a school assignment

Whats good my fellow school students

Pretty good commercial.

Thank you for so generously sharing this information. It's fascinating and helpful.

here in 2023 and yet im studying for my exams in year 8

This was a simple and informative read. Thank you

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COMMENTS

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In summary, using ethos, pathos, and logos is essential to strengthen your point and persuade the audience. Without using these rhetorical devices, the readers will not understand the frame of mind of the writer. If you are still unclear about the concept and its usage, it is advised to get help from expert analytical essay writer.
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Appeals are how the author convinces their audience. Three central appeals are discussed in rhetoric, established by the philosopher Aristotle and sometimes called the rhetorical triangle: logos, ethos, and pathos. Logos, or the logical appeal, refers to the use of reasoned argument to persuade. This is the dominant approach in academic writing ...
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Simply put, logos, ethos and pathos are three powerful tools that you can use to persuade an audience of your argument. At the most basic level, logos appeals to logic and reason, while pathos appeals to emotions and ethos emphasises credibility or authority. Naturally, a combination of all three rhetorical appeals packs the biggest punch, but ...
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The Rhetorical Triangle: Ethos, Pathos, and Logos Introduction. The Rhetorical Triangle is a simple, useful tool that can help you develop a strong and well thought-out essay, especially in persuasive writing and speeches. Each side of the triangle represents one of the three classical rhetorical approaches used to build informative, persuasive ...
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Rhetorical appeal #2: Pathos. The purpose of Pathos-driven rhetoric is to appeal to the reader's emotions. A common example of pathos as a rhetorical means is adverts by charities that try to make you donate money to a "good cause". To evoke the intended emotions in the reader, an author may use passionate language, tell personal stories ...
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The concepts of ethos, pathos, logos, and kairos are also called the modes of persuasion, ethical strategies, or rhetorical appeals. They have a lot of different applications ranging from everyday interactions with others to big political speeches to effective advertising. Read on to learn about what the modes of persuasion are, how they're ...
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Ethos, logos, and pathos are elements of writing that make it more effective and persuasive. While ethos establishes the writer's credibility, logos appeals to the audience's reason, and pathos appeals to their emotions. These three concepts, also known as the rhetorical triangle, three rhetorical appeals, or three modes of persuasion, were ...
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Conducting a rhetorical analysis involves examining a text (or other forms of communication) to see how an author creates and supports an argument. It's about understanding the tools and strategies an author uses to appeal to an audience. Rhetorical analysis is rooted in the ancient art of rhetoric, where speakers and writers use persuasion ...
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Ethos, Pathos, and Logos Definition and Examples. Ethos, Pathos, and Logos are modes of persuasion used to convince audiences. They are also referred to as the three artistic proofs (Aristotle coined the terms), and are all represented by Greek words. Ethos or the ethical appeal, means to convince an audience of the author's credibility or ...
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Students write an argumentative essay using ethos, pathos and logos. Time Frame Up to 10 weeks Standard Convey Ideas in Writing ... He is describing ethos, logos, and pathos - show The Rhetorical Triangle overhead. Using the Definition & Example Matching Activity handout, create a matching activity for students, ...
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Rhetorical Appeals. Rhetorical appeals refer to ethos, pathos, and logos. These are classical Greek terms, dating back to Aristotle, who is traditionally seen as the father of rhetoric. To be rhetorically effective (and thus persuasive), an author must engage the audience in a variety of compelling ways, which involves carefully choosing how to ...
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Ethos. Ethos is the appeal to personal ethics in which the party making an argument attempts to persuade their audience they can be trusted because of their integrity or good reputation. For example, a sales representative for a car manufacturer may tell his prospective clients of the many famous people or organizations he has supplied with cars.
Ethos, Pathos & Logos
Ethos, Pathos & Logos — Definition and Examples of Persuasive Advertising Techniques. Ethos, pathos and logos are techniques of persuasion that form the rhetorical triangle. A compelling argument, sales pitch, speech, or commercial ideally uses elements of all three strategies. We'll show you how to employ each of the techniques and present ...