Aristotelian Appeals: Logos, Ethos, and Pathos
Aristotle, a philosopher and rhetorician of Ancient Greece, once wrote, “Rhetoric may be defined as the faculty of observing in any given case the
available means of persuasion” (Rhetoric, I:2). Part of developing a strong argument involves assessment of the audience’s perspective in
relation to your own motivation for writing.
There are many ways to appeal to an audience, and Aristotle understood the importance of balancing certain kinds of appeal to create a stronger defense. That
balance is found in the “Rhetorical Triangle,” an equilateral triangle representing the three modes of appeal: ethos, pathos, and logos. These appeals are
identifiable in almost all arguments.
Whenever reading or listening to an argument, one should ask Is this persuasive? If so, why? And to whom?
Also, consider these questions as you frame and develop an argument for a specific audience:
 How might my audience respond to what I have to say? What values, beliefs, or assumptions do we have in common? What will my audience accept
as “evidence” of the “truth” of my argument?
To Appeal to LOGOS
(logic, reasoning)
: the argument itself; the reasoning the author
uses; logical evidence
To Develop or Appeal to ETHOS
(character, ethics)
: how an author builds credibility & trustworthiness
Types of LOGOS Appeals
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Theories / scientific facts
Indicated meanings or reasons (because…)
Literal or historical analogies
Definitions
Factual data & statistics
Quotations
Citations from experts & authorities
Informed opinions
Examples (real life examples)
Personal anecdotes
Effect on Audience
To Appeal to PATHOS
(emotion)
: words or passages an author uses to activate emotions
Ways to Develop ETHOS
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Author’s profession / background
Author’s publication
Appearing sincere, fair minded, knowledgeable
Conceding to opposition where appropriate
Morally / ethically likeable
Appropriate language for audience and subject
Appropriate vocabulary
Correct grammar
Professional format
Effect on Audience
Evokes a cognitive, rational response. Readers Helps reader to see the author as reliable,
get a sense of, “Oh that makes sense” or “Hmm, trustworthy, competent, and credible. The reader
that really doesn’t prove anything.”
might respect the author or his/her views.
Types of PATHOS Appeals
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Emotionally loaded language
Vivid descriptions
Emotional examples
Anecdotes, testimonies, or narratives about emotional experiences
or events
Figurative language
Emotional tone (humor, sarcasm, disappointment, excitement, etc.)
Effect on Audience
Evokes an emotional response. Persuasion by emotion.
(usually evoking fear, sympathy, empathy, anger,)